New Burger King logo
Source: BusinessWire
Burger King is testing a loyalty program in five U.S. markets as part of a broader push to expand the digital experience for customers.
Restaurant Brands International is the latest restaurant chain looking for reward programs as a way to increase sales. Name loyalty programs like Starbucks and Chipotle Mexican Grill help these companies grow their loyal customer base and encourage more frequent visits. The introduction of the Burger King Real Benefits Test comes after McDonald’s Archive announced Wednesday that it was entering the next phase of its own loyalty program tests.
“It’s been something we’ve been working on for a while, that we’ve had in several different versions of beta testing,” said Ellie Doty, U.S. commercial director of Burger King. “It’s the next natural step when you want to have digital leadership and find ways to create more personalized experiences for your guests.”
Restaurant Brands CEO Jose Cil said at a Morgan Stanley investor conference in December that Royal Perks would help Burger King move away from a promotion-based approach to bidding and getting low prices every day. for customers.
Burger King customers in Los Angeles, Miami, New York, New Jersey and Long Island will be able to earn reward points for every dollar they spend. Members can also earn points for ordering from the Burger King website or app. According to Doty, the program’s tests are mostly on the burger chain’s digital channels.
Among the advantages of the program is the ability to exchange points for most menu items. In comparison, the McDonald’s test limits swap options to 16 menu items.
The Burger King loyalty program will also provide free daily benefits, such as increasing members ’drinks or potatoes, and will award double points throughout the member’s birthday month.
The chain plans to take the program to more markets throughout the year. However, Doty said Burger King is not yet committed to a nationwide release in 2021 and that the current format is unmarked.
“We’re going to take our time to do things right, so we’re going through a pretty rigorous expansion, so we’re learning and doing it right before it reaches the whole country,” he said.
Shares of parent company Restaurant Brands have fallen 6% in the past twelve months, giving it a market value of $ 27.6 billion. Burger King’s sister chain Tim Hortons has taken longer to recover from the coronavirus pandemic as more consumers brew their own coffee at home. Restaurant Brands is expected to share fourth-quarter results before the bell on Thursday.