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The mobile app targets young consumers, for whom smartphones are an inevitable device. “The real beauty of this is to be able to understand the consumer behavior of our guests,” said Alex Macedo, President, North America, Burger King. Burger King is also keeping pace with McDonald, which is testing its mobile app in 1000 stores. Both the companies are aiming to retain consumers lured by rivals such as Sonic, and Chipotle Mexican Grill.