Gourmet Burger Kitchen (GBK), the premium burger chain, is to this week launch a new smartphone app with an online gaming element, which it says will “revolutionise” its customer loyalty scheme in the UK. The 54-strong group said that the new app, which launches tomorrow, would incentivise visit frequency with the introduction of fun rewards. as customers are rewarded for undertaking challenges for which they earn badges. The badges equate to “tasty freebies”, including free sides, burgers and drinks. Additionally, the app has a social media element, encouraging customers to engage with friends and post achievements on Twitter or Facebook. The company said the new app would build on the success of GBK’s paper loyalty scheme and was the next step offered by the brand to add value for customers and enhance the dining experience. Alasdair Murdoch, chief executive, said: “We know that now, more than ever, our customers are looking for value, as well as a fun, easy to use loyalty scheme that offers quick rewards. Our new loyalty app offers just that. It also allows us to take a more personal approach, rewarding the most frequent customers with extra benefits, according to their tastes.”