Burger King Expands Loyalty Program Nationwide

The chain will roll out the program to two-thirds of its U.S. locations by the end of the month.

September 07, 2021

Burger King QSR

MIAMI—Burger King hopes to pump up its U.S. sales with the national launch of its rewards program, CNBC reports. By the end of September, two-thirds of its U.S. stores will offer the Royal Perks program. Customers who place orders via the Burger King mobile app and website can already participate in the rewards program.

With the loyalty program push at the restaurant level, Burger King’s North American Chief Marketing Officer Ellie Doty said the chain wants to tap into frequent customers who prefer drive-thru or counter orders.

“I think especially as we’ve all gone through the pandemic, we know that a lot of digital-enabled behaviors really ramped up very quickly, and we think this is one that we believe will stay,” said Doty. “Guests are really seeing the ease and benefits of being a part of loyalty programs.”

Burger King is looking to Royal Perks to increase same-store sales, which plummeted 9.9% a year ago, although the chain reported same-store sales growth at U.S. locations of 13% during the last quarter.

Restaurant Brands, which owns Burger King, wants the chain to refocus energies on priorities that will impact sales. “We haven’t put enough focus on the few priorities that will have the biggest impact, and we haven’t moved fast enough on these priorities to accelerate the business performance to the level we know we’re capable of,” said Restaurant Brands CEO Jose Cil during a July conference call.

Register to attend the 2021 NACS Show October 5-8 at McCormick Place in Chicago and take advantage of the education sessions on foodservice, including the sessions: