55
ANNUAL REPORT AND CONSOLIDATED ACCOUNTS 2013
Digital displays were also installed in all units to improve
communication with customers.
In addition, investments were made in 2013 to place
Play King Virtual in the Cascais, Mem Martins and Póvoa
de Varzim venues. As a result, newer customers can
enjoy 25 virtual, interactive games that are revamped
quarterly.
Another important platform launched in 2013 was the
online satisfaction survey, “minhaexperiencia.com”. On
this platform, customers are invited to provide feedback
about their experience at Burger King, which is an im-
portant added value to the process of enhancing the
service provided by the brand, as part of its continuous
drive to improve.
To thank customers for the time they spend responding
to the survey, customers are offered a Whopper or a
Long Chicken with the purchase of French fries and a
beverage.
Furthermore, teams are trained through the interna-
tional BK Foundations training programme, which aims
to create school-shops as a pillar of growth.
With the launch of new products in the gourmet ham-
burger segment, a segment in which Burger King has
been a pioneering specialist, the company reaffirmed
its innovative spirit with the launch of the BEANBURG-
ER, a proprietary Burger King “hamburger” which once
again reveals the brand’s initiative in offering vegetar-
ian products.
As is now habitual, a customer may request a tour of
the kitchen at any of the brand’s units. The customer
really is the KING and when they visit the restaurants
they have the right to learn about the brand’s quality
policies and to witness the care that goes into making
their meals. This is further reflected by the certification
of the brand’s units to APCER and ISO 22000, which en-
tail an extremely rigorous quality assessment process.
To lessen environmental impact, Burger King wraps its
sandwiches in recycled paper, thereby reducing waste
volumes. The oil used in our establishments is also recy-
cled, and later transformed into biodiesel.
