Fast food chain Burger King is now testing a program where consumers have the ability to pay for meals through a mobile smart device. This pilot program marks the continued foray into developing a clear m-commerce strategy that the chain hopes to bank on into the future.
Teaming up with Firethorn Mobile Inc., this new program mimics a similar initiative previously launched by Starbucks. “The strategy is to provide retailers with a mobile payment service that does not require hardware – bar code scanners – investment at the point-of-sale,” said Chip Fishburne, senior vice president of financial services at Firethorn Mobile, Atlanta. “This is a cloud-based payment service that leverages the strong brand of the retailer,” he added.
Burger King currently operates over 12,500 locations in 82 countries worldwide. A global launch for the initiative has not yet been disclosed.