Burger King is expanding its digital ordering options with a Google integration, while promoting a new value-menu offering featuring $1 deposits to select customers’ Venmo accounts.
Starting today, searching for Burger King on Google Search, Google Maps or in the Google Pay app facilitates the ordering and payment of food orders for pickup or delivery from more than 5,000 of the chain’s U.S. restaurants.
In addition, an offer in the Google Pay app gives 20% cashback on someone’s next $10 or more Burger King order. The offer can be redeemed when ordering through Google Pay, Google Search and Google Maps or in Burger King’s stores, app and website.
Burger King offered few details on the Google integration beyond noting in a statement that “this is just the beginning, and we’ll have more to share on how Burger King and Google are working together to better meet guests’ needs for convenience in 2021.”
To introduce its new $1 Your Way menu, Burger king is depositing $1 into select customers’ Venmo accounts until Dec. 28. All beverage and food items on the new, customizable menu cost $1 each.
Burger King’s deal with Google mirrors one that fast-casual dining chain Panera announced in August.
Through Sept. 14, those who ordered Panera through Google got 20% off their first delivery or curbside pick-up order of $20 or more at participating locations.
“We are very pleased with the performance of Google Food Ordering and the volume of sales is exceeding expectations,” Panera senior vice president and chief digital officer George Hanson tells Marketing Daily. “We're seeing a higher rate of pickup versus delivery in this channel, especially as compared to third party aggregators."
Google signaled its intention to increase its presence in the restaurant space in a May 23, 2019 blog post by senior product manager of food ordering Anantica Singh. The post mainly focused on delivery.
“Now you can use Google Search, Maps or the Assistant to order food from services like DoorDash, Postmates, Delivery.com, Slice and ChowNow, with Zuppler and others coming soon,” Singh wrote.
Michael Bruh, vice president, account success, at SEO SaaS technology platform Conductor, says it’s likely that, as with Google
metasearch in the travel industry, delivery services are bidding to show up in search results for Burger King and Panera.
“This is really a good cool play by Google,” Bruh tells Marketing Daily. “Google doesn’t want you in someone’s app, so they are making it easy and relatively seamless to order by just Googling it. No need to sign into an app, no need to give another third party your payment info—and you don’t just get the restaurants the app supports.”