????漢堡王很清楚薯條松脆的價值，它裝運薯條的打包盒上有通風口,，可以避免薯條變得濕軟,。而且打包盒會放在包裹當中，確保在抵達目的地時盡可能地保持原來的溫度,。

????漢堡王打包運送華堡的方法也很獨特,，讓人想起麥當勞對麥克德爾特三明治（McDLT）的處理手法——夾生菜和番茄的部分跟夾肉餡的部分是分開存放的。在專門的食品制備手段之外,，漢堡王給每輛送貨車同時配備了冷隔間和加熱袋,，以確保食品可以保持合適的溫度。

????送貨上門服務(wù)只是漢堡王在競爭加劇背景下試圖進行革新改進的部分努力,。派杰公司的里根表示,，這家連鎖店針對婦女、兒童以及嬰兒潮世代等人群在整個市場范圍內(nèi)發(fā)起了魅力攻勢,。漢堡王的菜單進行了更新和擴充,，該連鎖店在8月份推出了8款雞肉菜式，看起來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,，該連鎖店標志性的吉祥物“國王”已經(jīng)好幾個月沒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,。

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

????特許經(jīng)營者也許不會希望為了追求到頭來可能只是小小的銷售增長而花錢給自己的生意引入全新的元素,。但隆巴迪表示,，如果送貨上門服務(wù)最終取得巨大成功,，特許經(jīng)營者跟漢堡王的競爭對手除了接受這種模式以外可能別無選擇。

????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.