MediaPost Publications: Value Push, IPhone App Among BK's Latest Moves 06/01/2009

MediaPost Publications: Value Push, IPhone App Among BK’s Latest Moves 06/01/2009.

Among other news from Burger King:

 

BK is also making news with its introduction of a branded iPhone app for mobile ordering. The application, which uses a platform developed by restaurant industry technology provider GoMobo, enables iPhone users to automatically log in and locate nearby BK locations for mobile pre-ordering, and generates promotions and incentives based on individual order history. (GoMobo CEO Noah Glass told QSRmagazine.com that now that the platform exists, other restaurants could create their own branded iPhone ordering apps in a matter of a couple of weeks.)

Along with Subway and other QSR chains, BK had already established BurgerKingNow.com that enables ordering online or by texting from any mobile phone, also on a GoMobo platform.

I’m always happy to see major brands diving into mobile marketing, but I’ll be interested to see what the take rate is on this one, how frequently people use it, and how long they keep it…