Date
\uD83D\uDC65 Participants
\uD83E\uDD45 Goals
Assure alignment on objectives, goals and success metrics with the market
Update on the progress so far
Address outstanding questions
\uD83D\uDDE3 Discussion topics
Assure alignment on objectives, goals and success metrics with the market
Context:
Since the end of 2021 Germany has offered BK Pay as a form of payment at the counter and Kiosk. BK Pay is a Burger King branded Bluecode app that allows you to pay securely, collect and redeem rewards automatically at the checkout with a single scan, even if you are offline. Bluecode is an EU-funded project offering an advanced mobile payment solution that allows European entities to handle the entire non-cash payment process. Based on barcodes (Tokens), the process ensures anonymity, security and resilience to cyberthreats.German market has introduced BK Pay with an objective of decreasing credit card and cash payments due to high processing fees and cash-handling problems respectively. Currently cash payments constitute over 50% of all in-restaurant transactions. The main goal of the BK Pay app launch was to verify whether the functionality worked as intended.
Since the release in 2021, the app has struggled with adoption accounting for less than 1% of all kiosk and POS transactions. The hypothesis assumes that a low traction is a result of a friction created by having to unintuitively download a secondary app, hindering the BK Pay discovery process. The launch was limited only to a selected 20 pilot restaurants and there were no promotional efforts dedicated to driving app awareness throughout this time.
With that work, German market wishes to facilitate adoption by eliminating the secondary app and enabling Bluecode payment functionality in the main Burger King app supported by RBI.
🎯 Problem Statement(s)
Fz:
Currently German FZs struggle with cash-handling issues as well as high processing credit card fees, which is why they’d like to reduce % of transactions completed with both of those methods.
User:
BK Pay is currently available as a separate app which hinders discovery, adoption and creates friction for users who’d like pay with BK Pay. Moreover, users may be confused seeing both apps, as they are tring to download the main Burger King app.
❔ Hypothesis
Introducing BP Pay as a payment method to web/app will decrease overhead costs by X% by introducing non-cash, non- credit card payment method which accommodates all users with a checking account in Germany. Since the vast majority of banks don‘t support Apple Pay with Girocard (the local debit card) and almost none Google Pay, BK Pay will have an advantage over other digital payment wallets on the market.
Proposed Objectives:
Reduce overhead costs by X % by decreasing in-restaurant cash and credit card payments (in selected restaurants) to 60% combined by the end of 2024 maintaining the same level of sales X EUR/ month at least.
Decrease cash-handling costs by X% (From X to X )
Decrease credit card processing fees by X% (From X to X )
Decrease time to place an order for BK Pay customers
Kiosk: Decrease by X%, from X minutes to X minutes.
POS: Decrease by X%, from X minutes to X minutes.
___________ If loyalty program is involved______
Increase monthly sales by X% per restaurant
by increasing purchase frequency by X%
increasing customer LTV by X%
Share current work:
Benchmarking & Best practices
User flows
Prototype
Address outstanding questions:
Understand the current/past flow presented on the screenshot including discounts in BK Pay
Follow up on the data insights from Bluecode on the current BK Pay usage:
Payment success rate
What % of users paid successfully out of the users that opened the BK Pay app
What % of users downloaded the app but ended up not inserting the bank account details
What % of users inserted their bank account details and did not pay with BK Pay
Average # orders paid via BK Pay app per BK Pay app user
Average order value per BK Pay user
DE market survey on demand for BK Pay
Script
Sample size and demographics
Results