Burger King
30% increase in online delivery orders
INDUSTRY
Food delivery
YEAR
2019
EXPERTISE
User acquisition User retention Customer experience analysis Web analytics
BRIEF
Burger King's delivery option has developed a base of loyal customers. However, growth eventually plateaued. We were asked with creating and defining a strategy that would reactivate and engaged BK's online delivery activity.
Strategy
  1. Improve the 'Combo' category: A user orders bundled products rather than individual items, increasing their average order value.
  2. Strategize an acquisition action plan — implement the gift mechanics to influence the first purchase.
  3. Activate churned customers through direct marketing instruments.
Media strategy
  1. We used DV360, Facebook and Instagram with optimization for cost per install
  2. We used DV360 with optimization on purchasing action inside the app
Results
Narrowly targeted strategy brought 30% increase in the online orders with no additional costs. Same traffic and budget, but a different targeting approach was the key to success.
RESULT 01
Combo category — growth by 75% in orders and AVC;
Growth by 30% in choosing coefficient.
RESULT 02
AVC with the promo mechanics got 11% more than average orders from the web.
Promo mechanics made up a 22% share of orders
OTHER PROJECTS