Burger King’s ‘Infiltration Mission’

Excerpts from Tokyo Weekender’s coverage of a campaign by Burger King Japan to recruit ‘spies’:

Burger King Japan has launched an ambitious recruitment campaign called “Burger King潜入大作戦” (Infiltration Mission) to find 750 “spies” who will help evaluate their stores across the country. The campaign, announced on February 27, aims to identify areas for improvement as the fast food chain continues its rapid expansion throughout Japan.

According to BK Japan Holdings (headquartered in Tokyo’s Chiyoda ward), the company is seeking everyday customers to provide honest feedback on various aspects of their restaurant experience.

The application period runs through March 26, with recruitment taking place through a special website dedicated to the campaign. Interested food sleuths can apply to evaluate their preferred Burger King location, making this an opportunity for burger fans throughout Japan.

Selected participants will be tasked with visiting their assigned Burger King location three times to evaluate various aspects of the restaurant experience. During these undercover missions, the “spies” will assess customer service quality, overall cleanliness of the facilities, menu variety, and whether pricing is appropriate.

The sweet (or savory) part of this deal? Burger King will cover all food expenses for the three reconnaissance missions. Additionally, all applicants will receive a discount coupon for ¥200 off a Whopper with cheese set meal, regardless of whether they’re selected for the program. Those that complete their mission will also receive a special Burger King agent shirt so they can let everyone know that they’re an undercover spy (this will probably blow your cover though).