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• One of the biggest BK market in EMEA with over 800 restaurant

• RBI Approved CRM Stack (Braze, Amplitude, Branch, mParticle + RBI App)

• Callouts:

  • Limited coverage of home delivery, no mobile ordering

  • User without an account can still use certain coupons (these users are defined as “non MyBK”)

• Detailed market mapping available here: RBI CRM Services Overview

CRM Status

Database

• We have ~15% of the database that has opted in to email and/or push notifications

• We have 3.5M active users per month, among which 950K are opted in

• Opted in sales represent ~4.6% of total sales

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• CRM supports the marketing calendar (product launches, new coupons etc)

• We also have activations that are CRM specific, for example raffles that are dedicated to opt in users only. You can check the set up of these raffle here: Raffle set up https://rbictg.atlassian.net/wiki/pages/createpage.action?spaceKey=~60b099f10dc2a500688c7e71&title=Raffle%20set%20up

• Loyalty is an always on message we can leverage across communications. As part of the loyalty platform, we will also have gamification which could become an always on event.

• Germany is one of the markets that have the full menu in veggie variant. Overall, even outside BK, consumer profile: 10% of German consumers are plant-based eaters (including vegetarians and vegans), making Germany the country with the highest share of plant-based eaters among the European countries analysed. 30% of Germans identify as flexitarian. Source: https://smartproteinproject.eu/plant-based-food-in-germany/

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