Loyalty To The King

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If your resolution for 2021 was to eat more fast food, Burger King has your back.

On Tuesday the home of the Whopper announced it is testing out a new rewards-based loyalty program for customers in select markets.

Burger Perks

After beefing up its digital capabilities with mobile orders, delivery, and integrated ordering through Google, Burger King’s lengthy journey to modernization continues with “Royal Perks.”

The new platform, rolling out in Los Angeles, Miami, New York City, New Jersey, and Long Island, allows customers to earn points called “crowns” when ordering on the BK app or website:

  • For every dollar spent, Royal Perks members earn 10 crowns, redeemable on future purchases for burgers, nuggets, or anything else on the menu.
  • Members also get a free daily size upgrade to their drink, fries, or hash browns, and earn double points during their birthday month. Super Sized rewards, if you will.

CEO of BK parent Restaurant Brands, Jose Cil said that Royal Perks will help the company pivot away from promotional marketing to more everyday low prices

Burger Perks

In the era of delivery-dominance and mobile-first customers, the importance of digitized loyalty is paramount.

  • Last week McDonald’s announced it is entering the next phase of its own loyalty program tests.
  • Starbucks credits with helping it recover from the pandemic — the company’s rewards program grew by 2.5 million members in the past year, and members accounted for half of the company’s sales.

But there is no free lunch, not even with loyalty points. The programs are an important data and analytics tool to collect mountains of customer data. Starbucks, for instance, has used data gleaned from its loyalty program to inform where to open new stores and to create personalized promotions.

How it Feels To Be Loyal: If it’s noon and you haven’t yet ordered a venti chai – time for a push notification.