A little love.
Flame-grilled.
A meal from someone who cares.
A surprise that makes it personal.
THE IDEA
Send a meal.
Make their day.
You can’t always be there.
You can still show you care.
Love, BK is an app concept that lets someone gift a Burger King meal and add a photo and personal message. At the restaurant, that message becomes a custom printed placemat, served with the meal as a surprise for the recipient.
A parent sending a little encouragement. A friend celebrating a win. A small thank-you from far away. The food gives people a reason to connect; the personal touch makes it meaningful.
THE OPPORTUNITY
Turn “I’m thinking of you”
into something you can taste.
Make Burger King part of the gesture, with a simple bridge between a digital gift and a real-world moment.
THE DIGITAL JOURNEY
From your phone.
To their table.
One thoughtful gesture, in five steps. Choose a person, pick their meal, add something personal, review, and send.
- 01Choose someone
- 02Pick a meal
- 03Make it personal
- 04Review the gift
- 05Pay & send
01 / THE PERSON COMES FIRST
Start with someone
you care about.
The invitation is simple: “Real meal. Real love.” A ribbon-wrapped welcome screen establishes the gifting idea, then a familiar contact list makes choosing the recipient feel effortless.
02–03 / A MEAL WITH A MESSAGE
Their favorite order.
Your own words.
Choose the food, then add the part only you can send: a photograph and a personal note. The customization turns a standard order into a gift with a person behind it.
04 / BRING IT ALL TOGETHER
A little reassurance
before the surprise.
The sender can select a picture from their camera roll and review the recipient, message, and meal together. Every part of the gift is visible before checkout.
05 / KEEP THE GOOD GOING
Extra love.
Always free.
A clear checkout completes the gesture. The concept’s crown reward mechanic gives senders a reason to do it again: earn five crowns, and the next meal is on the brand.
THE PHYSICAL REVEAL
A placemat becomes
a personal place.
The surprise lives where the recipient is already looking: right under their meal. A familiar restaurant surface becomes a message from someone they love.
A personal photograph puts the sender at the table, even from miles away.
A handwritten-style note gives the message the warmth of something left just for you.
The layout keeps the photograph and message visible beside the food, so the surprise stays part of the experience.
THE HUMAN MOMENT
More than a meal.
A reason to smile.
The most important part of the experience happens after the app closes: a familiar face, a few personal words, and the feeling of being remembered.
THE BRAND’S ROLE
Bring people closer.
One tray at a time.
Love, BK gives the brand a role beyond the transaction: helping people show up for one another. The app makes the gesture easy. The placemat makes it tangible. The recipient makes it matter.