Loyalty platform to test in five markets during 2021
Burger King launched a test of its upcoming rewards program, Royal Perks. The beta will test in Los Angeles, Long Island, Miami, New Jersey, and New York City this year. Burger King has been evolving its guest digital experience with personalized offers and features that cover mobile order, payment and timed-order release.
As a goal, Burger King Royal Perks will provide several benefits to the burger chain’s customers by the end of the year. First, customers will be able to earn crowns to get free items from the entire menu. Second, for those who order daily, BK will provide the option to upsize the order with a drink, fries, or hash brown for free for one order per day.
Third, guests will be able to earn crowns for delivery orders made on BK.com or the BK app. Lastly, the Miami-based QSR will also award double crowns to members during their entire birthday month.
Ellie Doty, chief marketing officer at Burger King, North America, noted that the chain aimed to differentiate its loyalty program by doing what other chains didn’t. She added, “To make sure we get it right, we’re testing, learning and solving this year.”
As part of its digital initiatives, BK is testing a new touchless concept store this year, a first-party delivery service and expanding the brand through ghost kitchens.
Through Royal Perks, customers can earn 10 crowns for every $1 spent. The BK loyalty beta begins February 9 at select restaurants in the test markets. The chain, part of the Restaurant Brands International company, released more information at bk.com/bkrewards.
Burger King, or BK, operates and franchises 18,800 stores globally.
Photo credit: Ziggi’s Coffee (featured preview image)
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