Burger King has launched the first Internet-based loyalty scheme in the fast food industry. The scheme will be piloted in selected US counties.
Customers in Miami-Dade, Broward and Monroe counties will have the opportunity to collect reward points when purchasing Burger King French fries and then bid for a variety of rewards on the BK Rewards website. Website rewards are available on a three-tiered system, from books and CDs to unique ‘experience’ prizes, such as holidays or VIP concert tickets.
Executive vice president and chief global marketing officer for Burger King Christopher E. Clouser said, ‘We will reward our loyal customers for visiting our restaurants by combining the food they love with exciting rewards that are different and engaging and relevant to their lifestyles.’
The loyalty scheme has developed through Burger King’s long term strategic alliance with eBay, the online auction website. The scheme began on July 1 and will be supported by in-restaurant promotional materials. If successful, Burger King hopes to expand the scheme nationwide.