It just got a lot more interesting between the rewards programs of the burger giants. In an effort to leapfrog the competition, Burger King is seeking to leverage cryptocurrency to leapfrog the competition. The BK Royal Perks and Robinhood Crypto members can win up to 20 bitcoins (worth $1.25m) this month. Burger King is now offering cryptocurrency on its menu. At least that’s what Burger King is hoping for as the No. 3 burger chain launches its nascent BK Royal Perks program.
When Burger King customers spend more than $5 in-store, on the app, or on the website, they can enter to win 20 bitcoins, 200 Ethereum, or 2 million DOGE. In order to receive crypto prizes, members must join BK Royal Perks, which was launched nationwide in September. Members must also open a Robinhood Crypto account. In an effort to better connect with fickle consumers who are increasingly utilizing digital ordering, burger giants have been scaling up their loyalty program schemes quickly. You can earn 10 crowns for every purchase with BK Royal Perks, for example. These crowns can be redeemed for free food and beverages. As a member, you are also entitled to exclusive, limited-time-only products and free daily perks.
“Whether it’s offering bitcoin or having celebrities push meals, the goal is to get customers to turn left into a Burger King versus right somewhere else,” said Robert Passikoff, president Brand Keys. “The center of the whole thing is advertising isn’t driving people to the restaurants. So, they’ve had to turn to promotions, which exist in its entirety to drive behavior. Promotions work.”
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CEO Jose Cil said that Burger King’s marketing efforts haven’t been as successful as expected and that the chain will place a greater focus on its Royal Perks digital program. Burger King was the last of the burger giants to introduce a national loyalty program – although McDonald’s Rewards, which launched in July, wasn’t far behind.
“Cryptocurrencies have become an important part of the financial world over the last decade. However, many Americans interested in this asset class don’t know how to start their journey or feel that the system isn’t built for them. This promotion will be reaching a new – and existing – audience for us, and we hope to help people start their crypto journey and take their first bite into crypto.” Says Robinhood head of partnerships Vikram Grover.