MIAMI — Burger King has begun testing a loyalty program in Los Angeles, Long Island, Miami, New Jersey and New York City.
“It feels like we’ve just accepted what brands have told us is possible with loyalty programs over the years, so as we started working on ‘Royal Perks,’ it was easy, let’s do what the others don’t,” says Ellie Doty, Chief Marketing Officer of Burger King, North America. “To make sure we get it right, we’re testing, learning and solving this year.”
Royal Perks represents the brands next step in evolving its digital guest experience and will offer the ability to earn 10 ‘crowns’ for every $1 spent.
By the end of the year, the program is set to offer:
• the ability to use crowns to get free items from across the entire menu
• free daily perks, including the option to upsize one drink, fries or hash browns for free, per order, per day
• the ability to earn crowns when ordering delivery from bk.com or the BK app
• double rewards for the entire month of a guests birthday
Customers in test cities can earn bonus crowns automatically by signing up during the first phase of the program. Throughout the year, Burger King plans to expand availability to all markets and add more features, including third-party rewards.