Burger King is removing menu choice from one UK drive-thru this Thursday, offering customers a single option to mark National Burger Day. The fast-food chain is launching what it calls the UK's first 'Decision-Free Drive-Thru' at its Merton restaurant on Thursday, August 27.
Single option for one day
Customers who choose to go “decision free” will be offered a Burger Buddies 3-piece box, containing smaller versions of three of Burger King's most recognisable burgers – the Whopper, Big King and BBQ Steakhouse. Rather than browsing the menu or deciding between different burgers, customers can simply opt for the box and head straight to the collection window.
The temporary drive-thru will operate for one day only. Customers will be asked whether they want to “go decision free” and choose the Burger Buddies 3-piece box before heading directly to the collection window.
Research on decision fatigue
The move follows research commissioned by Burger King that found more than a third of Brits, 36%, regularly experience decision fatigue. Deciding what to eat was identified as the biggest source of choice-related stress, with 45% of those experiencing decision fatigue citing food decisions.
The research found that the average Brit spends 24 minutes every day deciding what to eat. Over the course of a year, that amounts to 144 hours – the equivalent of six full days. Choosing what to eat was also ranked as the number one choice dilemma by 33% of respondents, alongside deciding what to watch on television. Other common decisions included what to do at the weekend, at 22%, and what to wear, at 19%.
Families face bigger challenge
More than a third of those surveyed, 35%, admitted to spending longer deciding what to eat than actually eating it. For some, the problem is even greater, with 55% saying they would prefer someone else to make the decision for them. Meanwhile, 51% said they simply cannot choose between multiple options.
Families appear to face an even bigger challenge when it comes to deciding what to order. According to the research, 69% of parents said food choices were the biggest cause of decision fatigue, while more than a third of families, 34%, said deciding what to eat takes up the most time.
Burger Buddies boxes
Burger King is pitching its Burger Buddies boxes as a solution, offering customers several favourites at once without requiring them to pick just one. The 3-piece box contains snackable versions of the Whopper, Big King and BBQ Steakhouse. For larger groups, the Burger Buddies range also includes a nine-piece box, allowing customers to share the different burgers without having to select several individual options.
The Burger Buddies 3-piece and 9-piece boxes will also be available at Burger King restaurants, through click and collect and via delivery across the UK. The temporary drive-thru comes as the chain attempts to turn National Burger Day into an opportunity for customers to avoid one of the most common everyday dilemmas – deciding which burger to order.
