Case study

Burger King Europe was looking for a new loyalty solution. The company was aiming to retain more of its existing customers and increase the frequency with which they visited the restaurant chain; however, it also wanted a greater insight into the behaviour of its consumer base. This was a more complex puzzle to solve than it might sound

.

Burger King is a huge business. It’s part of Restaurant Brands International, a company with over 26,000 restaurants worldwide. With such a large potential user base, it was important for Burger King to find a solution they could test out in a single pilot market before potentially rolling it out on a wider scale. The location chosen for this was Switzerland.

While this was obviously a much smaller market than the entirety of Europe, it still presented a considerable challenge. Whatever reward card app ended up being created would have to work across 75 stores owned by 14 different franchisees. This meant coming up with a restaurant loyalty software solution that would consistently capture transaction data across three different POS systems.

To solve this puzzle, we decided to rule out directly integrating the loyalty app with the stores’ ePOS systems, as the multiple varieties of POS would have made this too costly and time-consuming. Instead, we configured our existing receipt scanning system to be able to understand the different receipt layouts Burger King Switzerland was using.

We also wanted to avoid any customer inconvenience. Many of Burger King’s consumer base already had a myBK account, so we decided to integrate a branded microsite into the existing Burger King app. This meant there was no need for customers to re-register to access the new loyalty programme.

Our time-saving decisions worked, and we were able to deploy the pilot Burger King loyalty app in just three months. Despite the fact that the pilot scheme was advertised very little outside of the existing Burger King app, it quickly became a success.