Burger King scales up rewards offering

Dan Berthiaume
Senior Editor, Technology
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Royal Perks loyalty program
Burger King expands Royal Perks loyalty program (Photo: Business Wire).

More Burger King customers will soon be able to redeem “crowns” on purchases made across brick-and-mortar, web, and mobile channels.

The fast-food giant is expanding its  Royal Perks loyalty program nationwide. Initially introduced at the beginning of 2021, Royal Perks will be available at more than two-thirds of Burger King U.S. locations by the end of September 2021, with a surprise new feature planned for release in that timeframe.

Burger King’s Royal Perks loyalty program offers participating customers rewards including the ability to earn 10 crowns (loyalty points) for every $1 spent; the option to upsize one drink, fries, or hash browns for free per order, per day; the ability to use crowns to redeem a variety of items for free from across the entire menu; the ability to earn crowns for online or mobile delivery orders; early access to products and limited-time members-only offers and deals; chances to earn more points through Royal Perks challenges and promotions; and the chance to earn double crowns for your entire birthday month, not just one day.

“We’ve gone from testing Royal Perks digitally in three markets in February to nationwide digital access, and are on track to have more than two-thirds of our restaurants activated with loyalty capabilities in September,” said Ellie Doty, chief marketing officer of Burger King, North America. “We’re excited for members to unlock a more personalized BK experience and access to rewards they can’t get anywhere else, starting with a new Royal Perks deal later this month.”

Burger King expands omnichannel offerings
Beyond expanding its seamless loyalty program, Burger King has been actively working to become more of an omnichannel technology platform in the past two years. In October 2019, the retailer extended the reach of its on-demand delivery service by partnering with Uber Eats across the U.S. In September 2020, the company unveiled two futuristic restaurant designs that offer a “touchless” experience, complete with conveyor belts that deliver orders to customers. The new designs, scheduled to debut in new restaurants opening in Miami, the Caribbean and Latin America, feature dedicated mobile order and curbside pick-up areas, drive-in and walk-up order areas, an enhanced drive-thru experience, exterior dining spaces and sustainable design elements, including solar panels. The footprint is about 60% smaller than a traditional Burger King restaurant site.

Later in 2020, Restaurant Brands International Inc., which owns and franchises Burger King and several other quick-service brands, began modernizing the drive-thru experience at select Burger King locations.

Features include digital screens with predictive selling capabilities, integration with restaurant loyalty programs, and the ability for remote, contactless payment. This technology allows special promotions to be tailored based on previous orders, regional weather patterns, the time of day and other factors.

The solution dynamically learns preferred ordering habits and also displays the latest and trending menu items most-ordered in a store’s location. Menu boards have also been designed with the ability to integrate loyalty programs, allowing for customized menu options to be displayed that are based on a customer’s favorite purchases and redemption history.