Burger King UK (BKUK) is to launch a new UK-wide loyalty programme called Your Burger King.
The scheme will be available across its UK stores, online and click and collect orders from 26 July, with customers able obtain points that can be redeemed against 22 of its menu items, including its Whopper burger.
BKUK said it hopes the new scheme will drive increased customer engagement through personalised, digitally-led offers.
To celebrate the launch, users will instantly be awarded 200 points – known as crowns – which would be enough to claim a free cheeseburger.
BKUK expanded its digital customer database nearly six-fold between 2017 and 2021, with 1.3 million registered users.
The burger chain’s digital transformation has already seen the relaunch of its Burger King UK app, in order to offer digital payments and click and collect ordering, key partnerships established with delivery operators and the introduction of digital kiosks.
The UK-wide launch of the new loyalty programme follows a positive trial across 34 stores in Scotland that began in December 2021.
Alasdair Murdoch, CEO at BKUK said: “The launch of BKUK’s UK-wide loyalty reward scheme reflects our continued recognition of changing customer preferences and is an important milestone in helping us drive engagement through personalised campaigns.
“Implementing ‘Your Burger King’ will enable us to increase customer engagement, driving customer satisfaction. This, alongside an extensive range of rewards, will encourage our new and existing customers to try more of BKUK’s great-tasting menu items, while helping us to better respond and adapt to their evolving needs.”
