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User journeys mapped and documented

Map all user journeys (earn, burn, expiration, games, etc.) in the loyalty program

Create Figma document (or some other tool) mapping all the screens, steps and actions

Indicate in the flows when / which events are triggered

Utilize user flows as testing guidelines, to ensure end product is adherent to definitions

Anna + BKD

1

Conversion rate

Defined conversion rate for loyalty program (1 to 1 / 1 to 10 / 1 to 100 etc.)

Sign-off from BKD on Loyalty program proposal: recommendation 1 to 10

BKD

• 1 to 10 is the best option

• Malte needs to approve

• Approval needed from franchisee side as well

2

Pricing

Identify pricing changes that will happen until loyalty go-live

• Work with BKD analytics / pricing teams to identify such changes

BKD

• Mariann to talk with Malte about pricing

• Can probably make assumptions

• Will add assumptions to the prices file

Welcome bonus

Definition on welcome bonus for new guests

Define if BKD’s program will have bonus point

Account for increased generosity due to bonus points

Setup fraud prevention mechanism (Forter)

Prepare communications on welcome bonus - suggestion to keep message as “temporary” (only for launch! first guests to sign up will receive), with no mention that this is permanent or that it has a fixed date to finish - have flexibility

• Forter is a necessity for Germany

• Need to have the possibility to have the welcome bonuses

• Anna/Daniel to estimate with Tech the work needed for Forter

3

Tiers and rewards definition

Defined tiers and rewards that can be setup in the loyalty platform

• Iterate on initial loyalty proposal, with guest-facing discount and potential pricing changes in mind

Mariann, Daniel

• Enter with 6 tiers instead of 5 (McDonald’s today)

• Tier 5 and 6 to be the gold tier (partner benefits)

• Partnerships can be a great way to “relaunch” the program

Points Expiry

Defined points expiry mechanism

• Feature is being worked on from CTG and will be available from launch

• Feature is being worked on from CTG and will be available from launch

• McDonald’s is doing from 36 months from activity

4

Gamification

Brame integration complete

• Set up Brame in the app (is there any development needed?)

• Test Brame

Mariann, Daniel, Anna

• Mariann reached out to Brame to get a demo of their product

• Checkpoint when campaign in CH and UK is over to share test results

4

Materials

Localized T&C, FAQ, Crew Training Materials (& in-store poster), POP

• Daniel to share all materials available

• BKD to localize materials to German market - important to mention / explain how program is changing versus Payback, what happens to the Payback points, etc.

• Develop specific comms / education on shift from Payback to BK Loyalty

• BKD to upload final materials to Shelf

• Add assets to Sanity / Braze

Mariann, Daniel

• Daniel to share what we have from other markets, Mariann to share with operations

5

Calendar

Initial loyalty / CRM events calendar

Define activations (e.g. double points) and connect to Marketing calendar

Include activations on games (one exciting game every other month?), and prepare CRM journeys to support

Mariann, Anna, Daniel

• To do in two months (end August/September)

• Avoid doing a campaign in January. Do a slow start, make sure everything works, then communicate

6

Training

Perform crew training

• Distribute in-store materials

• Perform crew training (& quiz)

• Create dedicated

Finances

Financial reports and mechanisms defined

Share existing loyalty financial reports (as prepared by BKUK) 🟢

Identify adjustments to reports

Agree on frequency / dates to publish reports, recipient list, etc.

Anna, Daniel

• 3 scenarios:

  • 1: no rebalance of points - X

  • 2: rebalance points on basis of average - X

  • 3: exact rebalance of points (chosen alternative)

• Goal: acceptance from franchisees

• Option: If burn rate gets over a certain amount, BKD to pay those costs for franchisees

• Cost for Payback is paid by BKD as well

Data Tracking

Relevant events and user attributes correctly flowing through the CRM stack

Identify all required events to track and monitor customer behavior and performance of the loyalty program

Implement events in the front and back end (if needed)

Test all events and their flow not only to mParticle, but also to Braze, Amplitude, etc.

Daniel, Adolfo, Manuel, Mariann

• to be checked RBI side: tracking of average time per session

• Anna to set up a meeting for goals and define what we want to track

Host / Hostess (optional)

Hire & Train Host for Program Launch

For BK CH program launch, we had a hostess at the kiosks explaining the program. Those stores had the highest loyalty incidence

Daniel

• Mariann has a contact in Germany

• Have the hostess from the soft launch (before advertisement / media plan) in January to understand issues earlier

Crew Incentives

Define incentive program & frequency to motivate crew members

TH CA, BK UK, BK CH all did crew training incentives to ensure that the team member are engaged.

Need to set up incentive plan & align with ops

• T-shirts and caps are good to make crew more self-aware about program and to be ready to answer questions

• Anna to share what was done for UK and CH

• Needs to be something simple and transparent. Communication on a weekly basis to maintain engagement