Burger King Pilots Loyalty Program
The QSR is testing Royal Perks in five U.S. markets as part of its overall push to digital.
Feb 10, 2021 | 2 min read
MIAMI—Burger King has launched a test run of its loyalty program in five U.S. areas, CNBC reports. The test comes as the chain continues its overall push to digital experiences for customers.
The Restaurant Brands International chain follows rival McDonald’s in piloting a loyalty program. Burger King’s Royal Perks program aims to build its base of loyal customers.
“It’s been something that we’ve been working on for a while, that we’ve had in several different versions of beta tests,” said Burger King’s North American Chief Marketing Officer Ellie Doty. “It’s the natural next step when you want to have digital leadership and find ways to create more personalized experiences for your guests.”
In December, Restaurant Brands CEO Jose Cil indicated the chain would use the Royal Perks initiative to shift customers away from promotions to everyday low prices and deals for rewards members.
In Long Island, N.Y.; Los Angeles, Miami, New Jersey and New York City, Burger King customers can join the pilot program. They’ll earn rewards points for every dollar spent, with the ability to add to their point totals by ordering via the chain’s app or website. Those points can be redeemed for nearly any menu item, and the program gives out free daily perks, like upsizing fries or drinks.
By the end of 2021, Burger King hopes to introduce Royal Perks in more markets. However, Doty emphasized that the chain may tweak the current format during testing. “We will take our time to get things right, so we are going through a fairly rigorous scale-up, so we learn as we go and get it right before it hits nationwide,” she said.
For the convenience-store market, read “Leveraging Loyalty” in the September 2019 issue of NACS Magazine.
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