The rise of mobile ordering has become a powerful weapon in the burger wars. Orders placed via apps had been growing 140% year on year,(1) and over 40% of fast-food consumers had placed an order using an app at least once.(2)

In 2018, Burger King hit the reset button and upgraded its capabilities with order-ahead functionality and mobile payments. However, the reality was that we were late to the game. Very late. Our competitors in the QSR category (Quick Service Restaurants aka Fast Food) had already introduced this functionality years ago.

So, we found ourselves in an existential crisis. Increasing mobile orders and payment was not a “nice to have,” it was critical to business growth. And we had a lot of catching up to do.

The brief: Make people give a sh*t about a QSR app that didn’t do anything new.