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The burger division of Toronto-based Restaurants Brands international Inc. fired up hundreds of Twitter users with the email message early on Aug. 8 and a receipt that said: "Thank you for ordering from Burger King! Your order will be ready to be picked up at Burger King located at." The order information was blank.

The case of Burger King’s mysterious blank-order emails

Recipients remain baffled by the brand’s early morning missives

Burger King Corp. customers were greeted this week with order receipt emails that were blank and mysterious.

The burger division of Toronto-based Restaurants Brands international Inc. fired up hundreds of Twitter users with the email message early on Aug. 8 and a receipt that said: "Thank you for ordering from Burger King! Your order will be ready to be picked up at Burger King located at." The order information was blank.

“I just got a completely blank Burger Bing receipt in my email,” said one Twitter user. “It is 12:30 in the morning, and I did not order Burger King. I do not think I have EVER ordered burger King. This is so menacing.”

“It’s giving me major scam vibes,” the user said in reply to follow suggestions to delete it immediately.

Burger King reached out to some users on Thursday, acknowledging the emails and saying: “We are aware of the issue and are investigating internally.”

The Burger King communications team has not responded to questions, but a company representative told The Verge website that "an internal processing error" was responsible for the mass email. The rep didn't provide any other details.

It does not seem that any email recipients were charged or had any of their information compromised.

Email marketers could empathize.

“We've totally been there, @BurgerKing,” wrote Twitter user Humans of Email. “You haven't earned your stripes as an email marketer until you've had a Whopper of a campaign blunder! Now you're one of us! Welcome to the club.”

At the end of the second quarter on June 30, Burger King had 19,311 restaurants systemwide. Parent RBI also owns the Tim Hortons, Popeyes Louisiana Kitchen and Firehouse Subs brands.

Contact Ron Ruggless at Ronald.Ruggless@Informa.com

Follow him on Twitter: @RonRuggless

TAGS: Marketing
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