Burger King UK launches first ‘Decision-Free Drive-Thru’

For National Burger Day, the chain in Merton will offer only the Burger Buddies 3-piece box.

Burger King UK is launching a “Decision-Free Drive-Thru” for National Burger Day, replacing its usual menu with a single option: a Burger Buddies 3-piece box.

The box contains smaller versions of three Burger King burgers: the Whopper, Big King, and BBQ Steakhouse.

The promotion follows research commissioned by Burger King UK showing that 36% of Britons regularly experience decision fatigue.

Amongst those surveyed, 45% said deciding what to eat was the biggest source of it.

The research found that Britons spend an average of 24 minutes a day deciding what to eat, adding up to 144 hours, or six full days, a year.

Choosing what to eat was tied with deciding what to watch on TV as the most common choice dilemma, cited by 33% of respondents.

Other common decisions included what to do at the weekend (22%) and what to wear (19%).

More than a third of respondents said they spend longer deciding what to eat than actually eating.

Some 55% said they would prefer someone else to make the choice for them, whilst 51% said they struggle to choose between multiple options.

Parents reported even higher levels of food-related decision fatigue. Amongst parents surveyed, 69% said food choices were the biggest cause, whilst 34% of families said deciding what to eat took the most time.

For one day, the Burger King restaurant in Merton will offer only the Burger Buddies 3-piece box through its drive-thru.

Customers will be asked whether they want to “go decision free” before collecting the box at the collection window.

Burger Buddies are also available in 9-piece boxes.

Both sizes can be bought at Burger King restaurants, through click and collect, and via delivery across the UK.