Burger King Indonesia opens doors to other food brands this Ramadan

Burger King Indonesia has partnered with food delivery platform GoFood to bring together several F&B brands to allow Indonesians to bukber (break fast) with ease. Held until 8 May, Indonesians can now order food from selected F&B partners, such as Starbucks, Cold Stone, Krispy Kreme and Pizza Marzano, and bukber at Burger King outlets across the market at designated community tables.

Consumers can scan the QR code available on the community tables to access GoFood and order meals from Burger King's partner brands. Neha Bansal, head of brand, Burger King Indonesia told MARKETING-INTERACTIVE that it came up with the idea after noticing how people are enthusiastic about celebrating Ramadan with their loved ones this year, making up for the lost two years. On the flip side, this means that different palates, choices, price points and cravings have to be taken into consideration when organising bukber.

That’s why for the month of Ramadan, Burger King Indonesia has opened our doors to all foods. Guests can bring in food from brands of their choice and bukber with their friends at our special community tables that are available at all of our 176 stores across Indonesia.

Consumers can also bring in their own food as long as it is halal. According to Bansal, the partner brands are a natural fit for "food sharing and shared conversations". "All the brands that we partnered with welcomed the idea from the first day and were more than willing to support us in creating an environment of inclusivity, togetherness and celebration for our guests," she said. Furthermore, the menus of these partner brands complement the menu at Burger King, so guests can enjoy an expanded menu selection. The brand worked with chief creative officer Din Sumedi and business director Yanne Novitasari from &Friends for this campaign.

A quick check by MARKETING-INTERACTIVE showed that the campaign is being marketed across Burger King Indonesia's social media channels. This campaign also saw minimal monetary investment, apart from spreading awareness about the idea, Bansal said.

While the campaign's success will not be directly linked to sales, Bansal said that it hopes to create conversation and continue to build trust amongst its guests. "Burger King has always supported inclusivity and encouraged guests to treat our stores like an extension of themselves, which is why we are always willing to customise orders to suit the palate of each guest. Burger King has always been open to collaborating with competing and non-competing brands to generate positive conversations," she added.

The campaign may become an annual event as well. Bansal said that it hopes to bring back the campaign next time with even more partner brands, seeing as the campaign feels like a natural part of the brand's persona.  

Last year, Burger King Indonesia launched a campaign titled "Order from McDonald's", which encouraged consumers to not only order from Burger King but also from all other food vendors, small and big, said Bansal. It also supported the deaf community via multiple initiatives, such as encouraging brands to write their brand names in sign language. As Burger King Indonesia has been hiring individuals with hearing disability, it kicked off the movement by changing the "BK" text on its logo with sign language.

Bansal was appointed to her role last December, reporting to GM, marketing, Eugene Hong. Bansal joined from Ogilvy Indonesia where she was group strategy director and head of partnerships. She currently leads the charge in taking the brand to new and greater heights. She also drives key strategic initiatives to continue the brand's awareness and top of mind and make Burger King the leading QSR in Indonesia that serves real ingredients. Burger King’s brand and media operations were previously headed by Tanushri Rastogi who joined Popeyes as marketing lead for Asia Pacific. Bansal takes over her role along with additional responsibilities such as innovations.

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