In France, Burger King Now Lets Customers Leave Their Order to Chance
Laura McQuarrie — September 6, 2017 — Marketing
References: adweek
From now until just before the end of the month, Burger King France is giving consumers the chance to order a 'Mystery Burger,' which comes in an unbranded box. Once the Mystery Burger box has been opened, customers will find one of 10 signature sandwiches from the burger chain, including favorite options like the Whopper or the Steakhouse.
To promote its limited-time Mystery Burger offering, Burger King launched a video that shows a couple taking their fast food box for an ultrasound to reveal its contents. But as Burger King says: "The only way to find out which burger is in your Mystery Burger is to open it."
Several eateries around the world are now experimenting with the idea of getting consumers to venture outside of their comfort zone by offering randomized meals with the aid of capsule machines and promotions similar to the Mystery Burger.
To promote its limited-time Mystery Burger offering, Burger King launched a video that shows a couple taking their fast food box for an ultrasound to reveal its contents. But as Burger King says: "The only way to find out which burger is in your Mystery Burger is to open it."
Several eateries around the world are now experimenting with the idea of getting consumers to venture outside of their comfort zone by offering randomized meals with the aid of capsule machines and promotions similar to the Mystery Burger.
Trend Themes
1. Randomized Meal Experiences - Restaurants are offering randomized meals through capsule machines and promotions, providing consumers with unique dining experiences.
2. Mystery Box Menus - The concept of mystery boxes is being applied to menus, where customers can leave their order to chance and be surprised with their meal selection.
3. Unbranded Packaging - Brands are using unbranded packaging to add an element of mystery and surprise to their products, engaging and intriguing customers.
Industry Implications
1. Fast Food - Fast food chains have the opportunity to create limited-time promotions with mystery boxes, adding excitement and surprise to their menus.
2. Restaurant - Restaurants can implement capsule machines and randomized meal offerings to attract adventurous diners seeking unique dining experiences.
3. Packaging - The use of unbranded packaging offers an innovative opportunity for packaging companies to create customizable and engaging solutions for brands.
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