Case

Burger King

Burger King is one of the largest
fast-food restaurant chains in the world with over 18,000 locations worldwide.

In recent years, the company has been going through a rebranding phase targeting a younger demographic whilst at the same time still wanting to appeal to its legacy customer group. The company was in need of a solution that would help to improve internal operations as well as enhance customer experience.

In 2021, ZetaDisplay’s audio software Liveqube launched a pilot program in select Burger King restaurants across the Nordics. The aim was to provide a fresh audio branding approach as the restaurant chain looks to extend its audience, communicate new messaging around its food and create a better atmosphere for diners.

The Liveqube pilot was a successful initiative for Burger King with the results preceding a further roll out of Liveqube across 140 Burger King restaurants within Denmark, Norway and Sweden.

Challenges

One of the main concerns for Burger King was the logistics of installing the software in each restaurant without disrupting its normal operations. The company wanted to ensure the installation process did not interfere with the day-to-day customer experience.

An advantage of the Liveqube software is that it can be connected to existing hardware on site and the installation process is easy for on-site staff to set-up themselves, resulting in no downtime to the business and no disruptive impact on customers.

Solution

Liveqube handpicked and curated a bespoke and continually evolving playlist to help Burger King reach its objectives of targeting a younger age demographic. This features royalty free music selected from a plethora of libraries resulting in the best quality content. This is updated monthly to ensure the music is always fresh and in-keeping with the evolving brand image.

The sound is modern, bold, fresh, and positive to reflect Burger King’s new brand values and accentuates the feeling of perceived quality and freshness when dining in or picking up an order.

The music is dayparted and segmented into varying intensity levels to encourage trends in customer behaviour at specific times of the day. This includes increasing turnover during busier periods with a faster tempo and encouraging people to stay longer during quieter times. Different music profiles have also been trialled in city centre locations and roadside restaurants, to appeal to the different audience demographics.

We are thrilled to partner with ZetaDisplay to roll out their audio solutions across our restaurants. The successful pilot project with Liveqube showed us the effectiveness of these digital solutions in improving our customer experience and driving sales, and we are confident that ZetaDisplay’s expertise and proven track record will help us achieve our goals.

We are looking forward to seeing the positive impact that Liveqube will have on our business and look forward to working closely with ZetaDisplay on this deployment.
Marcus Voldum, Communication Manager (Denmark & Sweden), Burger King.