Burger King develops a free iPhone app

Fast food chain Burger King has launched a location-based iPhone app for the UK only. The app is designed to help customers find their nearest restaurant – but will it help boost sales?

The app also allows users to share their location with Facebook friends as well as share discount vouchers.

When utilising the iPhone’s GPS functionality, you don’t need to enter your location – you’re automatically shown a map of the nearest restaurants.

Although useful on paper, how many people will want to have a Burger King app on their phone?

The app includes the full “BK Menu” so users can browse and try something different – but for me this only highlighted the lack of choices available, for example do you want extra chips with that?

The promotions page shows a poster style image that is designed to keep you up to date with relevant deals to you. I wasn’t given any information about children’s toys for example. But I don’t know if that’s because it’s not on an offer.

This app could be designed specifically to compete with the McDonalds iPhone app that offers very similar functionality – this app was released in late August.

Being able to create your own custom meal is fun, but I question its longevity – after creating three meals you’re unlikely to want to make any more for a long time.

Sarah Power, Burger King’s marketing director for the UK, said the company has further planned launches for Apple’s App Store.

UK digital agency Pancentric Digital was the team behind the app and they’re yet to comment if they will make the future iPhone apps.

One of the more interesting features is the nutritional guide. This is available in all of Burger King’s restaurants but I doubt many customers request a copy.

On the app it clearly shows the level of fat and calories in every burger and drink – could this put some customers off?

Personally I didn’t like being able to view how unhealthy my food was; even though in the back of my mind I know that all fast food is bad for me. This app could be an attempt to remain competitive rather than an essential app that Burger King customers demanded.

I hope the future apps will be more interesting and fun – perhaps a game for kids?