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This documents aims at summarizing the available options in terms of guest experience in the context where there are restaurants not connected with loyalty

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Burger King Germany is currently experience resistance from the franchisee to sign up from the program. According to KJR mandates, and to protect the guest experience, we won’t be launching if we don’t have more than 80% of the system. In this scenario, we have still have 20% of the system that is not connected with loyalty and therefore there will be implications with coupons. Below are summarized potential solutions. The guest will therefore experience the following when entering a non-loyalty store: they will try to scan the dynamic coupon code, but this will not be recognized.

Option 1 - Static Codes for Loyalty Guests

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  • Enable the loyalty coupon code to be scanned also in non loyalty restaurants

  • The guest will not:

    • earn points on the order

    • be able to use MyBK coupons

    • be able to use personalized coupons

  • The guest will be able to use the open coupons with the loyalty code

  • Requires adjustment of Tillster integration + requires front end adjustment (we need to make it clear that the guest will not be earning points/won’t be able to redeem rewards)

  • Important: technical feasibility to be assessed Lopes da Costa, Valentina

Summary - Pros & Cons

Pros

Cons

Option 1 - BK CH

  • No disruption in the guest experience (for both signed up and non signed up)

  • No incentive to scan loyalty ID to earn points (and therefore lower usage of the program)

  • Transaction with coupons are not recognized unless the guest scans first the loyalty ID

  • Friction in the experience as the guest needs to scan both loyalty ID & coupon ID

  • Potential frustration if they scan only coupons ID

Option 2 - BK UK

  • Incentivizes loyalty usage (as the dynamic code is the one shown primarily)

  • Friction in coupon usage

Option 3 - New

  • Consistency in the app usage

  • Requires development work (never done by RBI/Toshiba/Tillster)

Other things to consider:

  • 50 stores with bad connectivity

  • Note: we can have both mParticle ID + the loyalty code we can match the transaction afterwards (OTP)& give the points

  • Sense check the new flow with UK once tech feasibility is confirmed