People love to eat in their cars. That\u2019s why we invented the drive-in and the drive-thru.\nBut despite a fast-food outlet on the corner of every major intersection, it turns out we were only scratching the surface of this idea. Burger King is taking this concept to the next logical step with its new IoT-powered Traffic Jam Whopper project.\nI have to admit, when I first heard about this, I thought it was a joke, but apparently the Traffic Jam Whopper project is\u00a0totally real and has already passed a month-long test in Mexico City. While the company hasn\u2019t specified a timeline, it plans to roll out the Traffic Jam Whopper project in Los Angeles (where else?) and other traffic-plagued megacities such as S\u00e3o Paulo and Shanghai.\n\nHow Burger King's Traffic Jam Whopper project works\nAccording to Nations Restaurant News, this is how Burger King's Traffic Jam Whopper project works:\nThe project uses real-time data to target hungry drivers along congested roads and highways for food delivery by couriers on motorcycles.\nThe system leverages push notifications to the Burger King app and personalized messaging on digital billboards positioned along busy roads close to a Burger King restaurant.\nAccording to the We Believers agency that put it all together, \u201cBy leveraging traffic and drivers\u2019 real-time data [location and speed], we adjusted our billboards\u2019 location and content, displaying information about the remaining time in traffic to order, and personalized updates about deliveries in progress.\u201d The menu is limited to Whopper Combos to speed preparation (though the company plans to offer a wider menu as it works out the kinks).\nThe company said orders in Mexico City were delivered in an average of 15 minutes. Fortunately (or unfortunately, depending on how you look at it) many traffic jams hold drivers captive for far longer than that.\nOnce the order is ready, the motorcyclist uses Google maps and GPS technology embedded into the app to locate the car that made the order. The delivery person then weaves through traffic to hand over the Whopper. (Lane-splitting is legal in California, but I have no idea if there are other potential safety or law-enforcement issues involved here. For drivers ordering burgers, at least, the Burger King app supports voice ordering. I also don\u2019t know what happens if traffic somehow clears up before the burger arrives.)\nHere\u2019s a video of the pilot program in Mexico City:\n\n\n \n\n\nNew technology => new opportunities\nEven more amazing, this is not just a publicity stunt. NRN quotes Bruno Cardinali, head of marketing for Burger King Latin America and Caribbean, claiming the project boosted sales during rush hour, when app orders are normally slow:\n\u201cThanks to The Traffic Jam Whopper campaign, we\u2019ve increased deliveries by 63% in selected locations across the month of April, adding a significant amount of orders per restaurant per day, just during rush hours."\nIf nothing else, this project shows that creative thinking really can leverage IoT technology into new businesses. In this case, it\u2019s turning notoriously bad traffic\u2014pretty much required for this process to work\u2014from a problem into an opportunity to generate additional sales during slow periods.