Burger King Corporation is to improve the speed of service and quality of food at restaurants by rolling out a nationwide customer insight programme, as it looks to gain market share from rival McDonald’s.
Customers can take part in the scheme by completing an online survey, which is accessed by entering a code on a pre-printed till receipt.
The information will then be used by the company to improve food quality and the speed of service at each of its 489 restaurants in the UK and Ireland.
Burger King, which the second largest fast food hamburger chain in the world, hopes to use the data to increase loyalty.
José Cil, EMEA president for Burger King Corporation, says improving the customer experience in “each and every” restaurant is a key aim for the business.
He adds: “The Guest TracSM programme is a very valuable tool for us to get feedback first-hand from our customers, to measure how we are doing, and to take action in order to address any concerns that our customers might have.”
Burger King first launched the Guest TracSM insight scheme in the US in 2003 before introducing it to restaurant in Canada and Puerto Rico in 2009.
The business is currently in the midst of overhauling its menus and restaurants in the US in a bid to recast itself as a healthier place to eat.
The announcement comes as Burger King announced plans to be re-listed as a public company within the next three months.
Burger King developed the programme alongside research agency Service Management Group.
Source: Marketing Week