Burger King is testing Royal Perks in Los Angeles, Long Island, Miami, New Jersey, and New York City. It’s slated to go nationwide by the end of the year.
Gretz says Burger King plans to refine the platform through the testing. And while Royal Perks was in development even before COVID, she says the pandemic has given new importance to the digital experience and what brands can do with the data they collect from every transaction.
“It just becomes so much faster and easier for you as a guest,” she says. “It's really about making your Burger King guest experience intuitive and easy. You don't have to think about it.”
Royal Perks is just the latest in a string of brand evolutions for Burger King in the last several months. In September, the company revealed its store prototype of the future, a design that includes dedicated mobile order and curbside pickup areas, drive-in and walk-up order locations, an enhanced drive-thru experience, exterior dining spaces, and sustainable elements. In October, it announced that it would update its drive thrus with predictive selling capabilities and remote, contactless payment. And in January, Burger King announced its first rebrand in over two decades, which updated its logo, packaging, restaurant merchandise, menuboards, crew uniforms, restaurant signage and décor, social media, and digital and marketing assets.