In the season of Ramadan this year, Burger King Indonesia has collaborated with GoFood, a food delivery platform, to bring together F&B companies to facilitate bukber (break fast) for Indonesians. Indonesians can now buy meals from F&B partners, such as Starbucks, Krispy Kreme, and Pizza Marzano, and bukber across 176 Burger King outlets throughout Indonesia until May 8. The head of the brand of Burger King Indonesia said that the idea was inspired after noticing how people are enthusiastic about celebrating Ramadan with their loved ones.
Customers may access GoFood and order meals from Burger King’s partner brands by scanning the QR code displayed on the allotted community tables. Customers are also welcome to bring their own food as long as it is halal. Also, the menus of these partner companies supplement the Burger King menu, allowing diners to experience diverse menu options. However, while organising bukber, various palates, options, pricing ranges, and appetites must be considered.
Burger King Indonesia’s social media channels are being used to promote the campaign. Apart from increasing awareness about the idea, this campaign requires a minimum investment. While the campaign’s success will not be directly related to sales, it is intended to generate conversation and continue to establish trust among its visitors. It is also anticipated that the campaign will become an annual event, with more F&B partners participating next time since it seems like a natural extension of the brand’s identity.
(Source: Marketing Interactive)