Burger King's 'Welcome to the Impatient' Spotlights Eating in the Car
Ellen Smith — September 3, 2020 — Marketing
References: burgerking & adweek
Dubbed 'Welcome to the Impatient' Burger King's latest ad campaign pokes fun of consumers who eat their drive-thru food in the car, instead of waiting until they're home.
Most consumers are familiar with the feeling of devouring fast food while still on the road, and similarly, most can relate to the mess that's often left behind by those moments of speed-eating. Burger King leverages this familiarity in its photo ads, which depict a car's interior that has been host to a hungry driver. Images of grease smudged on the steering wheel, remnants of lettuce on the floor, and a dollob of mayo on the driver's gear shifter are all evocative of driving while hungry.
The ad is leveraging its socially distant takeout options as indoor dining still remains restrictive.
Image Credit: Buzzman, Burger King
Most consumers are familiar with the feeling of devouring fast food while still on the road, and similarly, most can relate to the mess that's often left behind by those moments of speed-eating. Burger King leverages this familiarity in its photo ads, which depict a car's interior that has been host to a hungry driver. Images of grease smudged on the steering wheel, remnants of lettuce on the floor, and a dollob of mayo on the driver's gear shifter are all evocative of driving while hungry.
The ad is leveraging its socially distant takeout options as indoor dining still remains restrictive.
Image Credit: Buzzman, Burger King
Trend Themes
1. Drive-thru Dining - Opportunity for innovative drive-thru experiences and packaging solutions to enhance the convenience and cleanliness of eating in the car.
2. In-vehicle Entertainment - Demand for entertainment and technology solutions in cars to enhance the eating experience and address the boredom of long commutes or road trips.
3. Mess-free Packaging - Emerging market for eco-friendly and convenient packaging designs that minimize spills and mess when consuming food on the go.
Industry Implications
1. Fast Food Chains - Fast food chains can explore innovative drive-thru designs, technology integrations, and packaging solutions to attract and serve customers who frequently eat in their cars.
2. Automobile Industry - Automobile manufacturers and technology companies can collaborate on in-vehicle entertainment systems and features that cater to the needs of drivers who frequently dine in their cars.
3. Packaging Industry - Packaging companies can develop eco-friendly and spill-proof packaging solutions to meet the growing demand for convenient and mess-free eating experiences in the car.
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