Bloomberg news service reports Burger King is trying out delivery service at some stores in Virginia and Maryland in an attempt to boost lagging sales.
According to Burger King’s website, deliveries will be available from 11 a.m. to 10 p.m., and cost $2 with a minimum order of $8 to $10, depending on the market.
Burger King is delivering meals such as 40-piece chicken tenders and two bottled drinks for $10.99 and four large sandwich combos for $23.99. The chain’s move is an attempt to lure consumers away from its rivals McDonald’s and Wendy’s.
Customers can order online or via phone. Burger King doesn’t deliver fountain drinks, milkshakes, coffee and breakfast foods, said Kristen Hauser, a spokeswoman for Burger King.
“We are currently testing the service to bring this convenience to the U.S.” The Burger King chain will expand its test to 16 locations from four by Jan. 23, Kristen said, declining to say whether the service will be offered nationwide.
3G Capital Inc., a New York-based private-equity firm, bought Burger King for about $3.93 billion in 2010.
Burger King’s solution for attracting more consumers in Japan — a culture known for healthy, smaller meals, as Blanca recently pointed out — is The Burger King Meat Monster which consists of 1/4 pound beef patty, tomatoes, lettuce, mayo, ketchup, pickles and onions on a bun with two slices of “cheese”, 3 strips of bacon, an additional 3.3-oz. beef patty and a chicken patty.
Blanca notes that with the add-ons, the Burger King Meat Monster has 1,200 calories, 69 grams of fat, 13 grams of sugar, 54 grams of carbohydrates and 2.3 grams of sodium, not including fries and a drink, compared to 670 calories for a Whopper.
Even as far back as 2010, like-for-like sales in Burger King’s 12,078 restaurants were down with a drop of 2% globally and 3.3% in north America.
“Burger King has adopted a narrow philosophy while McDonald’s is going after everyone,” said Ron Paul in 2010, president of a food industry consultancy, Technomic. “I don’t think they’ve been as strong at launching new products. They haven’t been able to leverage breakfast – McDonald’s kind of owns the breakfast space.”
Burger King has offered beer alongside burgers, and made some meek moves to provide healthier items such as apple chunks to its US children’s menu in 2009, and chicken tenders with lower sodium. But critics said in 2010 the chain is late in the game.
David Sterman with Seeking Alpha notes that at the end of 2010, Burger King controlled 13.3% of the burger-focused fast-food market, ahead of Wendy’s 12.8% market share (McDonald’s holds a commanding 49.5% share).
Yet in recent months, Wendy’s has picked up market share and could overtake Burger King when December chain store sales are announced, according to analysts.