Fastfood giant Burger King has today [Monday] launched its pilot BKRewards programme, which it claims is the first Internet-based loyalty program in the Quick Service Restaurant industry.
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The programme, which is supported by in-restaurant point-of-purchase materials, will allow people who buy French fries at any of the 92 BK restaurants in Miami-Dade County, Broward County, and Monroe County to log onto http://www.bkrewards.com and bid on a variety of rewards, including books and music, electronics and travel packages.
With the ongoing strategic alliance with eBay, which was first announced in November 2001, BK hopes to launch the programme nationwide later this year.
“The BKRewards programme is simple for the customer,” said Hal Rossiter, director, internet & loyalty for BK Brands: “When customers purchase any size order of French fries, they simply peel the sticker off the package to reveal a code, enter that code on the website, and earn ‘points’ that can then be used to bid on the rewards available through eBay and its partners.”
Christopher E. Clouser, executive VP and chief global marketing officer for BK Corp, added: “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.”
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By GlobalDataRossiter added: “We are looking forward to applying the learnings from a diverse, large market like Miami into our national rollout plans.”
