Case Study: Burger King achieves 6 million app downloads and real-time customer experiences with mParticle

How Burger King swerved its way to 6MM loyal app users

Burger King faced a major adoption challenge when relaunching its mobile-order-enabled BK app — convincing customers to download yet another fast-food app. To power the relaunch and support the experiential Whopper Detour campaign, Burger King used mParticle as its data foundation to collect, unify, and route real-time engagement and location data across its tech stack.

mParticle connected Radar (geofencing), Braze (messaging), Amplitude (analytics), Branch (deep-linking) and Tillster (mobile POS) so geolocation-triggered push offers could be delivered and tracked in real time, enabling the $0.01 Whopper promotion. The campaign drove more than 1.5M app downloads in nine days and helped the app exceed 6M downloads overall; mobile order value rose 300%, coupon redemptions were 40x prior records, ROI was 37:1, post-campaign mobile sales held at 200% of pre-campaign levels, and participants spent ≈$15M more per year — outcomes made possible by mParticle’s unified real-time data layer.

Burger King

Fernando Machado

Global Chief Marketing Officer