When you pull up at our drive-thru, you can get that now and we can use that as a big opportunity.”ĭeep Flame, in other words, works similarly to McDonald’s Dynamic Yield technology, but without the $300 million acquisition price tag. “With Amazon AMZN, people are used to getting these suggestive, personalized experiences. We can show our guests custom content, which allows us to make a better connection with them,” Finazzo said. “We’ll be able to show guests things they may like, like items that are trending around the country or personalized menu items based on the time of day or the temperature.

This system allows Burger King to better learn customer habits and, essentially, better communicate with guests. The chain is deploying its proprietary machine learning system, called Deep Flame, in its exterior digital menu boards. It was an important channel pre-pandemic, too, with 39% of diners using the drive-thru more in 2019 than they did in 2018, according to National Restaurant Association data.īurger King’s drive-thru experience will different for more reasons than just an added lane to relieve volume, however. No doubt those returns have grown, with visits at the window up by nearly 30% during April, May and June. They’re big believers in it because they know there are great returns associated with them,” Finazzo said. “The idea to have a double lane came from franchisees and has been advocated for by franchisees. We think it’s going to be really important as the world of off-premise becomes more important to our guests,” Finazzo said.Ī “large majority” of restaurants that are able to retrofit a double drive-thru lane will do so, and every new restaurant will be mandated to have a double drive-thru lane. “Double drive-thrus are really important for creating a best-in-class off-premise experience for guests, which is something we’re doing throughout our entire fleet. That model will complement the new “Royal” design, which includes the aforementioned visuals as well as double drive-thru lanes, a major focus for the chain as off-premise business picks up.

This rebrand comes on the heels of BK’s new “ Restaurant of Tomorrow” model announcement, for example, which features multiple drive-thru lanes, dedicated parking spots for curbside orders, pickup lockers and an external walk-up window. The other important piece here is the digital transformation of Burger King.

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