The programme will be test-piloted in Los Angeles, Long Island, Miami, New Jersey and New York City.
As Covid-19 continues to push the retail and leisure sectors towards a chapter of digital transformation, a number of fast food giants including Starbucks and McDonalds have embraced the new digital revolution. Burger King are the latest to jump on this trend with the launch of their ‘Royal Perks’ programme which will allow loyalty members to earn 10 crowns for every $1 spent.
These loyalty crowns can be used on the majority of menu items. In addition to this, members will receive a number of daily perks such as the option to upsize drinks, fries of hash browns for free per order, per day. Furthermore, throughout their birthday month, customers can earn double ‘crowns’.
Ellie Doty, Burger King’s Chief Marketing Officer commented: “Covid accelerated digital adoption and digital behaviours. We definitely have accelerated along with that. We want to be in the channels and offering the experiences that are best for our guests.”
As of yet, there are no firm plans in place for when Burger King will roll out the programme to other cities.
Doty adds: “It’s important that we create seamless experience at the restaurant, we want our franchisees and our team members to be set up for success. That’s why we’re being thoughtful in the way we roll it out across the country.”
