????漢堡王很清楚薯?xiàng)l松脆的價(jià)值，它裝運(yùn)薯?xiàng)l的打包盒上有通風(fēng)口，可以避免薯?xiàng)l變得濕軟。而且打包盒會(huì)放在包裹當(dāng)中，確保在抵達(dá)目的地時(shí)盡可能地保持原來(lái)的溫度。

????漢堡王打包運(yùn)送華堡的方法也很獨(dú)特，讓人想起麥當(dāng)勞對(duì)麥克德?tīng)柼厝髦危∕cDLT）的處理手法——夾生菜和番茄的部分跟夾肉餡的部分是分開(kāi)存放的。在專門(mén)的食品制備手段之外，漢堡王給每輛送貨車(chē)同時(shí)配備了冷隔間和加熱袋，以確保食品可以保持合適的溫度。

????送貨上門(mén)服務(wù)只是漢堡王在競(jìng)爭(zhēng)加劇背景下試圖進(jìn)行革新改進(jìn)的部分努力。派杰公司的里根表示，這家連鎖店針對(duì)婦女、兒童以及嬰兒潮世代等人群在整個(gè)市場(chǎng)范圍內(nèi)發(fā)起了魅力攻勢(shì)。漢堡王的菜單進(jìn)行了更新和擴(kuò)充，該連鎖店在8月份推出了8款雞肉菜式，看起來(lái)要比華堡更利于健康。

????甚至連漢堡王的廣告也變得不那么以男性為中心了，該連鎖店標(biāo)志性的吉祥物“國(guó)王”已經(jīng)好幾個(gè)月沒(méi)有在它的廣告宣傳中露面了，取代他的是“味道為王”的廣告語(yǔ)。

????漢堡王表示，將根據(jù)客戶滿意度以及盈利能力對(duì)送貨上門(mén)服務(wù)試點(diǎn)進(jìn)行評(píng)估。這兩項(xiàng)指標(biāo)將會(huì)非常重要，但WD Partners公司的食品行業(yè)分析師丹尼斯·隆巴迪認(rèn)為，最重要的因素還在于特許經(jīng)營(yíng)者是否能夠全心全意地接受送貨上門(mén)服務(wù)。這可能就是漢堡王選擇佛羅里達(dá)州南部作為第二個(gè)試點(diǎn)區(qū)域的原因之一。它的總部設(shè)在邁阿密-戴德縣，這個(gè)地區(qū)的大部分門(mén)店都屬于漢堡王總部。隆巴迪說(shuō)：“下一步是觀察一般特許經(jīng)營(yíng)者的反應(yīng)，它將真實(shí)反映送貨上門(mén)服務(wù)的成本和收益情況。”

????特許經(jīng)營(yíng)者也許不會(huì)希望為了追求到頭來(lái)可能只是小小的銷售增長(zhǎng)而花錢(qián)給自己的生意引入全新的元素。但隆巴迪表示，如果送貨上門(mén)服務(wù)最終取得巨大成功，特許經(jīng)營(yíng)者跟漢堡王的競(jìng)爭(zhēng)對(duì)手除了接受這種模式以外可能別無(wú)選擇。

????譯者：王燦均

????Burger King is well aware of the premium on crisp French fries. The fries' to-go boxes have vents to keep the food from getting soggy and are put into a package last to ensure that they are as warm as possible on arrival.

????The packaging of a delivery Whopper is also unique, harkening back to the McDonald's (MCD) McDLT -- with the lettuce and tomato part of the bun kept separate from the burger half.?On top of the specialized food prep, each company delivery car is outfitted with cold compartments and heating bags to ensure that the food stays at the right temperature.

????Delivery is just one part of Burger King's attempt at modernization in the face of surging competition. The chain has gone on a market-wide charm offensive targeting women, children, and baby boomers, Piper Jaffray's Regan says. The restaurant's menu has been updated and expanded. In August, Burger King introduced eight chicken items, ostensibly healthier than their Whopper counterparts.

????Even the company's advertising has become less male-centric. The King, Burger King's iconic mascot, has been absent from commercials for months, replaced by a "Taste is King" motto.

????The company says it'll judge its delivery tests on customer satisfaction and profitability. Those two aspects will be important, but WD Partners food industry analyst?Dennis Lombardi believes the most important factor will be whether franchise owners, or franchisees, whole-heartedly embrace delivery. That's perhaps one reason why Burger?King chose south Florida for its second test area. Burger King's central headquarters are located in Miami-Dade County and a majority of the region's franchises are centrally owned.?"The next step is to see the response of franchisees in general, which will be a real reflection of the costs and benefits of delivery," Lombardi says.

????Franchisees might not want to spend capital introducing a whole new element to their operations in pursuit of what may ultimately be a small sales bump. Still, in the end, if home delivery is wildly successful, both franchisees and Burger King's competitors may have no choice but to embrace the format, Lombardi says.