Burger King's Whopper Detour mobile app has been highly successful, with over 5.5 million downloads. The app allows up to 16 mobile order and pay (MO&P) transactions per restaurant per day. It was ranked as the #1 app in both the overall free apps category and the food and drink category in the app stores. Push notifications through the app's customer relationship management (CRM) platform led to spikes in Whopper redemption, showing how targeted messaging can influence customer purchases and drive business results. The company advocates that creative marketing stunts can boost long-term brand value when supported by platforms that enable ongoing innovation, and that strong product quality is essential to cultivating brand love.