Payments

Burger King tests enhanced 'Royal Perks' loyalty program

A desktop screen capture of Burger King's enhanced Royal Perks loyalty program. (Photo provided)

February 9, 2021

Burger King is testing a loyalty program, called Royal Perks, in Los Angeles, Miami, Long Island, New Jersey and New York City, a news release said.

"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," Ellie Doty, Burger King, North America CMO said in the release. "To make sure we get it right, we're testing, learning and solving this year."

Royal Perks provides more value to customers — a huge priority in the current QSR environment. Under Royal Perks, every $1 spent equals 10 crowns in rewards, the currency of the new program. But by the end of the year, Burger King said Royal Perks will include:

• Use crowns to get free items from across the entire menu, through the Have It Your Way function.
• Options to upside drinks, fries or hash browns at no charge per order per day.
• Earn crowns on your delivery orders from BK.com or the BK app.
• Earn double crowns for your entire birthday month, not just one day.

Bonus crowns will be automatically loaded to the accounts of those who sign up for the first phase of the program, which includes some of the features mentioned above.

Throughout the year, BK plans to expand availability to all markets and add more innovative features like third-party rewards and more.

Burger King is based in Miami and has more than 18,800 locations in more than 100 countries and U.S. territories.