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After seeing the success of February beta testing in three markets, Burger King announced on Thursday the launch of its new loyalty program Royal Perks nationwide, with the intention of rolling it out to two-thirds of restaurants in here the end of the month. The “dollars for crowns” structure (10 crowns for every dollar spent) offers rewards, daily benefits and personalized experiences based on customer data.
“Customers look forward to receiving items and menus that are personal and more useful to them,” Ellie Doty, Burger King marketing manager, told Nation’s Restaurant News. “They expect to be rewarded today for their brand loyalty and frequency of use. I think this is even more true today than it was two years ago, as customers are looking for brands to understand what their past behaviors have been to further improve their experience. “
Other features of the loyalty app include free daily member benefits (including increased consumption of drinks and free fries or potatoes with your order) and member-only exclusives such as special offers and promotions, as well as the possibility in the future to preview new menu items. Crowns can also be redeemed for different free menu items at all levels, not just a set number of rewards.
“We want to make sure our loyalty program is as simple as possible and actually improves the experience for our customers instead of creating a new milestone for them,” Doty said. “Obviously, the moment you start pouring water through the pipes of any kind of technology program, you learn pretty quickly what those challenges might be. […] especially when most of your products are sold via drive-thru, we want to make sure they are as fast and accurate as possible.
From now on, you can register for the loyalty program by SMS, QR code or short code. Points can be redeemed through almost any channel (drive-thru, take-out, in-store dining, or delivery), with the exception of third-party delivery currently.
Of course, Burger King isn’t the only large, quick-service chain to launch or revamp a rewards program. Burger King rivals McDonald’s Just Launched its first nationwide loyalty program in July and Chipotle announced an enhancement to its rewards program this week with new gamification features that allow you to earn extra points through custom challenges in the app.
Contact Joanna at [email protected]
Find her on Twitter: @JoannaFantozzi
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