- Burger King will roll out its first Google integration on Monday, which will allow customers to search for the nearest location, order and pay, according to Nation's Restaurant News.
- More than 5,000 restaurants nationwide will provide the service, which will be on Google Search, Maps and Pay. Guests will also be able to use an offer in Google Pay to receive 20% cash back on an order of $10 or more.
- Over the last few years, Google has expanded its services and partnerships with restaurants, most recently partnering with Panera in August to allow customers to search for and order food for curbside or delivery through Google Search, Maps and Assistant.
Over the last year, Burger King has increased its focus on mobile ordering, with plans to roll out mobile-focused restaurants beginning next year. These restaurants will have dedicated mobile order and curbside pickup areas, drive-in and walk-up order areas and enhanced drive-thrus, among other features. At its existing restaurants, the company is modernizing its drive-thrus by installing digital screens with predictive selling technology that can offer contactless payment. As of September, these screens have been installed at 1,500 Burger Kings in the U.S.
An integration with Google will provide a less expensive and faster way to roll out online ordering across the country, with the potential to reach new customers. Over 5 billion consumers use Google to search for restaurants each month, according to Nation's Restaurant News.
Burger King could use a boost in new consumers, with comparable sales declining 7% during Q3 2020. The restaurant has rolled out delivery to over 90% of eligible locations in the U.S., with over 6,200 stores offering the service through an aggregator or its own mobile app, José Cil, Restaurant Brand International's CEO, said during the company’s Q3 2020 earnings call. Digital made up 8% of sales at Burger King in the U.S., Josh Kobza, chief operating officer at Restaurant Brands International, said during the call.
Google has also added several tools over the last few years, including delivery integrations allowing customers to order delivery directly through Google and a partnership with Olo to allow customers to order directly from Google's network of 70,000 restaurants. It has also added filters in Google Maps for consumers to more easily search for restaurants offering takeout and delivery and formed a partnership with Numa that allows restaurants and other businesses to receive calls and texts through Google Maps, Search and Business Messages.