Burger King is Testing in Royalty Perks Program in Select States
Riley von Niessen — February 9, 2021 — Lifestyle
In order to incentivize its customers to make more frequent visits, Burger King announced that it would be testing out a new loyalty program, called Royal Perks.
For now, the QSR chain is testing the program in a selection of American cities, including Miami, Long Island, Los Angeles, New York City, and New Jersey. What sets Royal Perks apart from the many other loyalty programs that currently exist is its versatility, as users are able to apply the "Crowns" they collect to different deals to suit their tastes. This means that they can apply the points towards a free item on the menu, or use them to upsize their drink or side.
Burger King CMO Ellie Doty spoke to the program, stating "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, [we said] let's do what the others don't."
Image Credit: Burger King
For now, the QSR chain is testing the program in a selection of American cities, including Miami, Long Island, Los Angeles, New York City, and New Jersey. What sets Royal Perks apart from the many other loyalty programs that currently exist is its versatility, as users are able to apply the "Crowns" they collect to different deals to suit their tastes. This means that they can apply the points towards a free item on the menu, or use them to upsize their drink or side.
Burger King CMO Ellie Doty spoke to the program, stating "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, [we said] let's do what the others don't."
Image Credit: Burger King
Trend Themes
1. Versatile Loyalty Programs - Restaurants are creating loyalty programs that give customers more options on how to use their points.
2. Customizable Perks - Businesses are rewarding customers with perks that can be tailored to their preferences.
3. Innovative Rewards - Companies are creating loyalty programs that go beyond the traditional reward system.
Industry Implications
1. Fast Food Industry - Fast food chains are reimagining loyalty programs to attract and retain customers.
2. Retail Industry - Retailers are creating loyalty programs that offer unique and personalized rewards for customers.
3. Hospitality Industry - Hotels and resorts are innovating loyalty programs to create more value for guests and drive repeat business.
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