Burger King Tests Royal Perks Loyalty Program in Miami
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Loyalty programs are everywhere. Most gas stations, dry cleaners, grocery stores, and cafes have a program that rewards people for branding. So it is almost child’s play that one of the world’s largest fast food suppliers wants to reward its customers for staying with the “king” and not becoming a “clown”.
Burger King is testing Royal Perks, a loyalty program that rewards regular customers. So far, the program has been launched in Miami, Los Angeles, New York, Long Island and New Jersey.
Royal Perks works like most loyalty programs. Customers download the Burger King app or log into bk.com to register. For every dollar spent in person or by delivery at Burger King, participants will receive ten “crowns”. (Get it?) The crowns can be redeemed for free items across the menu. Royal Perks members also receive daily bonuses such as: B. the opportunity to improve a drink, french fries or an order of hash browns. During a customer’s birthday month, they will receive double the crown for the entire month. (Crown points expire after six months if not used.)
According to Whitney Gretz, vice president of digital and loyalty at Burger King, Royal Perks is the next logical step for the fast food giant in its effort to incorporate digital technology into its restaurant model.
“From delivery to digital menu boards to ordering through Google, we’ve invested digitally, and every aspect is focused on our guests,” says Gretz, adding that Royal Perks was developed in part from customer feedback. “When we started building our loyalty program, we actually went to our customers and said, ‘What would you like to see in a loyalty program?’ From there we looked feature by feature for a loyalty program that would reward them in their own way. “
Burger King was voted seventh among US fast food chains by QSR magazine in 2019 and provided innovative menu items such as the meatless Impossible Whopper, which was launched in 2019, and less than a year later with the Impossible Croissan ‘ gave way to headlines.
The company is also introducing touchless restaurant designs with expanded dining areas and outdoor technology that customers can use to order online or through digital menu boards.
The Royal Perks program is available now in Miami. To sign up, visit bk.com or download the Burger King app.
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Laine Doss is the food and liquor editor for the Miami New Times. It was featured on Eat Street by Cooking Channel and in the Great Food Truck Race by Food Network. She won an Alternative Weekly Award for her contribution on what it’s like to wait for tables.