Burger King tests home delivery
In a desperate, fat-fueled attempt to pull ahead of McDonald's in the fast-food race, the LA Times reports that Burger King will begin testing home delivery service at selected restaurants in the Washington, D.C., area. Just another approach in Burger King's never-ending quest to let you "have it your way," especially if "your way" means never having to leave your couch or get out of your sweatpants.
Ding-dong! This creep coming to a doorstep near you. With fries.
So how do they plan to avoid some of the pitfalls associated with delivery (cold food, increased costs, delayed gratification) that seem to go against all the governing principles (cheap, hot food served instantly) of fast-food service? Stores will only deliver to addresses within a 10-minute driving radius and aim to deliver within 30 minutes of an order being placed. New heat-protective packaging and bags will ensure that food is hot on arrival (though we have our doubts that fries will retain their crispness).
After seeing success with home delivery at a number of international stores, BK decided to bring the service to our nation's capital. Testing will start at the end of January, and we frankly wouldn't be surprised if the Twin Cities becomes one of the next target test markets, given recent reports on how much we love our fast food.