Burger King is taking its rewards program nationwide amid a broader push from the Restaurant Brands International (NYSE:QSR) chain to invigorate its U.S. business.
The chain is on track to have two-thirds of its U.S. footprint offer the loyalty program in restaurants by the end of September. The program is already nationwide for orders placed through its mobile app and website.
The Royal Perks program gives customers 10 “crowns” for every $1 spent at the chain’s restaurants. Members can redeem their points across the majority of the menu and will receive free daily perks, like upsizing drinks or fries.
Burger King’s North American Chief Marketing Officer Ellie Doty said that the first wave of members has predominantly been customers who have already been using its app and website. With the restaurant-level launch, it’s hoping to draw in frequent consumers who prefer to order via the drive-thru lane or counter. Doty declined to provide Burger King’s current membership total.
The pandemic has accelerated the online ordering boom for restaurants, pushing McDonald’s (NYSE:MCD), Wendy’s (NASDAQ:WEN) and now Burger King to roll out rewards programs. In the year ended March 2021, digital orders surged 124%, according to market researcher the NPD Group.
Loyalty programs from such names as Starbucks (NASDAQ:SBUX) and Chipotle Mexican Grill (NYSE:CMG) help those companies grow their base of app users, learn more about their customers and encourage more frequent visits.
QSR shares grabbed 30 cents to $64.97
