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US-based burger chain Burger King will soon deliver the burgers at the doorstep of Indian consumers.
India is the fifth country in the world, where the burger chain is carrying the home delivery initiative in the country. For deliveries in Mumbai, it has tied up with Grab, a leading player in the hyper-local logistics market, to ensure that each order is delivered in 30 minutes.
Grab has completely automated the entire process. It has integrated the process with LimeTray, the technology partner, who has created the mobile application for Burger King.
So now, when a consumer places an order on Burger King’s website, call centre or mobile app, the order gets notified to the closest Grab rider. The rider then reaches the outlet to pick up the delivery order, without the outlet making a call to him. The food reaches the end consumer within 30 minutes, the company said in a statement.
Besides enabling riders with a speedy navigated route, Grab's technology also allows merchants to track their order status and also share the rider location with the end-consumers.
Recently, it had also introduced ‘reverse rating’ by riders, which means a rider can rate each of his delivery experience. Grab feels that most of the time, a bad delivery experience is related to wrong address or route. With reverse rating feedback, they then use the data to select a better navigation route for the rider, making his and the end-customer experience better.
Grab, which was started in 2013, was seed-funded by Oliphans Capital and Haresh Chawla in January 2015. It is today operational in six cities across India and has a pool of 900+ riders. All its riders are connected by a technology platform that is available to the subscribed merchants for delivery of their products in less than 30 minutes..
Grab delivers more than 4,500 orders a day allowing neighborhood outlets to tap into additional revenue by delivering in a more efficient and variable cost-effective method. Dominant in the food services space with clients such as Mainland China, Faasos, Subway, Pizza Hut, etc, Grab is now rapidly expanding deliveries in other segments such as groceries, and pharmacies.
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