Who is Burger King?

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Burger King is more than just a fast-food chain; it is a global icon known for the "Home of the Whopper" and its commitment to premium ingredients, signature recipes, and family-friendly dining experiences. In Belgium, the brand has established a massive footprint, operating 151 locations across the country (73 locations in Belgium and Luxembourg for Burger King). But managing the digital footprint of more than a hundred restaurants is no “small fry.” In a market where customers choose their next meal in seconds, visibility can make or break a visit.

To stay top of mind (and top of search), Burger King BELUX partnered with Uberall. Using the platform end-to-end, the brand evolved from basic map listings to a fully connected local customer journey. Accurate data across directories, hyper-local social content, fast AI-driven review management, and an Uberall-powered locator with SEO-optimized local pages now work together to meet customers—and AI search—where they are.

Guiding Millions to the Counter

For a brand like Burger King, visibility is the main course. If a customer is hungry, they need to find the nearest location immediately. Through Uberall’s Listings management, Burger King Belgium ensured that their data was accurate and optimized across all major directories, leading to significant Year-Over-Year (YoY) growth in how customers interact with their profiles.

• 1.68 Million Google Direction Clicks: A +13% increase YoY, proving that more people are navigating directly to Burger King locations than ever before.
• 372K Google Website Clicks: A +9% increase YoY, driving hungry traffic from search to the brand’s specific local landing pages.

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Fresh Content, Served Daily: Facebook & Google Posts

Burger King Belgium didn’t just stop at being found; they focused on being heard. Using Uberall to manage their social strategy, they synchronized their messaging to maximize impact.

By centralizing their efforts, their Facebook reach saw explosive growth between 2024 and 2025:

• Total Page Impressions: Increased by +1.95 Million.
• Total Post Impressions: Surged by +3 Million.

A key ingredient is the active use of Google Posts via Uberall. Rather than treating Google Maps as a static directory, Burger King uses it as a dynamic news feed.

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Visual Feast: High-quality images, limited-time deals, and new menu offerings are launched seamlessly to all 151 applicable locations instantly.

The Result: By treating Google Posts as a core social channel, they capture customers right at the moment of decision-making.

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A Reputation Fit for a King: Reviews & Management

In the food industry, trust is built in the review section. Burger King Belgium utilizes Uberall’s reputation management tools to maintain a high standard of customer care, ensuring that feedback is acknowledged rapidly.

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• 4.2 Average Star Rating: A strong indicator of customer satisfaction.
• 2 Day Average Response Time: A competitive turnaround time that keeps the conversation moving.
• 88% Review Reply Rate: A high-touch engagement strategy that validates customer loyalty.

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Scaling with AI: With 69% of their reviews being "textless" ratings (a +24% increase from 2024), volume became a challenge. Burger King Belgium leverages Uberall’s AI-powered review reply assistant to handle these ratings. This ensures every customer receives a "thank you," boosting the location's activity signals while freeing up staff to handle more complex reviews personally.

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The Path to Purchase: Locator & Local Pages

Burger King Belgium utilizes Uberall’s Locator and Local Pages to control the customer journey before they enter the restaurant. The Store Locator functions as a seamless, on-site search engine, allowing customers to instantly identify the nearest branch and filter for specific amenities (like drive-thru), without leaving the brand environment.

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In an era where 60% of searches end without a click, these pages serve as the critical bridge between online interest and offline visits—ensuring the brand is visible even when AI summarizes the answer.

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While the Locator helps customers find the brand, the Local Page helps them choose it. Enriched with specific store details, photos, and localized content, these pages demonstrate Google’s "E-E-A-T" (Experience, Expertise, Authoritativeness, Trustworthiness) signals that search algorithms demand. By deploying a dedicated, structured webpage for every single location, Burger King Belgium establishes an "owned source of truth" that AI assistants (like ChatGPT and Gemini) prioritize over third-party directories.

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The Uberall platform provides granular insights on Views, Visitors, Bounce Rate, and Average Visit Time, turning passive traffic into measurable KPIs. By tracking referrers to these local pages, their team gains a clearer understanding of where their customers are coming from, allowing for smarter marketing decisions.

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The Royal Scorecard: Location Performance Score

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Uberall’s Location Performance Score (LPS) provides Burger King Belgium with a holistic view of their digital maturity. By analyzing performance across three key pillars, the LPS validated the brand’s exceptional strength in Reputation and Visibility, while identifying Engagement as a high-potential area for future growth. This clarity turns data into a roadmap, allowing the team to maintain their high standards while pinpointing exactly where to invest for the biggest impact.

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Burger King Belgium’s partnership with Uberall illustrates the power of a unified local experience platform. By moving beyond basic listings to a comprehensive strategy—including AI-driven reputation management, dynamic social content, and optimized local pages that prime the brand for discovery in the new era of AI search—Burger King isn't just present in the local market; they are leading it.

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