Fast-food giant Burger King wants you to have it your way ... and it will bring the chow right to your door under a delivery program launched in the Sacramento area.
The Florida-based company, second in size only to McDonald's as a global fast-food hamburger chain, last week formally introduced its BK Delivers service to select areas of Sacramento.
The local rollout was announced simultaneously with introduction of BK Delivers in Las Vegas.
BK Delivers - featuring deliveries of menu items, including the chain's signature Whopper sandwich - already operates in the Bay Area, New York, Miami, Houston, Los Angeles, Chicago and Washington, D.C.
"As its popularity has grown, we have seen an increasing demand for the program in other markets," said Alex Macedo, president of North America, Burger King Worldwide Inc. "Las Vegas and Sacramento have some of our most loyal guests, and the brand is excited to offer them the opportunity to enjoy the food they love, delivered to them in the comfort of their home, dorm or office."
Under the program, customers can order online at www.bkdelivers.com or by placing a toll-free call to (855) 673-3725. The order is then sent to the participating Burger King restaurant closest to the caller's location.
For now, three of the 16 Burger Kings participating statewide are local: 3409 Arden Way and 5610 Freeport Blvd. in Sacramento, and 8338 Power Inn Road in Elk Grove.
A test order by The Bee, using a home address in Arden Arcade, showed that a $2 delivery charge would be added to the minimum food order of $10.
Burger King said a delivery zone includes specific addresses within a 10-minute drive of a participating restaurant. Delivery times and prices can vary by location.
Burger King said it plans to expand BK Delivers to more area restaurants in "the next few months." Those Burger King sites will serve West Sacramento, Rosemont, Citrus Heights and Roseville.
Burger King did not go into specifics on demographics or how it selects specific delivery zones.
Petru Pusta, with Burger King's Retail Innovation team, said the company weighs a number of factors, including demographics, the performance of area restaurants and franchisee interest.
"Sacramento was a perfect fit for us," Pusta said.
Burger King said the delivery program features "proprietary thermal packaging technology," to keep food hot.
Peter Schaub, a marketing and branding expert in New York, took a "wait-and-see" attitude toward BK Delivers.
"Time will tell," he said. "Burger King is a well-known, established brand ... But will enough people take advantage of delivery to make it worth their while?
"I also wonder how many people will pay for delivery of something they might be able to get right down the block ... But it works for pizza, Chinese food and other franchises."
Schaub also speculated that BK Delivers might work among young males who are not necessarily skilled cooks and want food delivered for a gathering.
"I can picture a bunch of guys watching the Super Bowl or another sporting event and ordering out for Burger King. That might be (Burger King's) target audience."
Call The Bee's Mark Glover, (916) 321-1184. Bee staff writer Bill Lindelof contributed to this report.