Burger King UK Burger King Rewards Brand Summary While Burger King Rewards UK is launching later in Website: Burgerking.co.uk Founded: 1974 2022, we can analyse Burger King Rewards US for reference. Burger King rewards members 10 crowns HQ: London, U.K Industry: Quick Service for every $1.00 spent in similar fashion to Starbucks Restaurant Rewards programme. This can be through the app, Size: 1001 to 5000 website or in-store. This can include delivery orders Company: Private made through participating delivery services such Revenue: $100 million+ as deliveroo (Burger King, 2022). Loyalty Scheme Aim - “To be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.” Mission - Offering reasonably priced quality food, served quickly, in attractive, clean surroundings. Value - BK's core values include “teamwork and family, excellence and respect.” Since BK's 2021 rebrand they have injected new life in to the brand, through retro rebranding. Bringing back an old feel into a digitally modern environment. BK is dedicated to supporting and investing in its own people – employees, franchisees, suppliers and restaurant guests, one way is through the BURGER KING McLAMORE Foundation. Benefits - Members can 2X Crowns through the full month of their birthday. Members can upsize any side or drink free once per day. Exclusive Offers and Challenges allows members to earn earn extra Crowns and exclusive rewards by participating in challenges and completing steps and qualifying actions. Competitor - BK are McDonalds direct competitor as they both operate in the quick service restaurant industry. McDonalds focuses on quality of service while BK is more focused on speed of service and showing more (BK Mission Statement Analysis, 2021). An example being kiosk service at McDonalds, which BK UK is a customer, employee interaction. Communication Channels - Mobile, Web, Social Media & Email The channels BK uses for marketing include traditional and modern channels such as digital advertising, websites, blogs and social media. BK's UK instagram activity in inconsistent with some posts daily and other after 4 days, this depreciates the level of user engagement and the effectiveness of marketing campaigns (Pratap, 2019). Platforms - Apple, Android & Web Consumer Experience, Innovation & Limitations BK's innovation has been exemplified through their sponsorship of Stevenage FC(Test, 2021). This meant their logo would appear in FIFA one of the best selling video games across multiple platforms having access to over 9million players. During the 'Stevenage Challenge' Players would select Stevenage as their team and for every goal they shared on Twitter, Burger King sent them rewards. 24,000 goals were shared (Test, 2021). BK are still limited in exploiting opportunities in the world of gaming through platforms such as twitch streaming or VR experiences. 2022 MMR Competitor Analysis 06
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