• by Joe Mandese , August 11, 2020

While mask-wearing public health protocols can be an anathema for many brands -- especially retail ones where mask-muffled voices might seem an impediment -- but Burger King Belgium is turning that obstacle into a new media opportunity.

Consumers who place their orders in advance on Facebook or Instagram via Burger King's "Safe Order" service receive a custom-printed version of their order written on a face mask so that when they show up to pick up their order, no words need to be spoken.