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 X% 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 )
___________ If loyalty program is involved______ IREQ-266 - Getting issue details... STATUS
Decrease time to place an order for BK Pay customers
Kiosk: Decrease time to place an order by X%, from X minutes to X minutes.
POS: Decrease time to place an order by X%, from X minutes to X minutes.
Drive-thru: Decrease time to place an order by X%, from X minutes to X minutes.
Increase monthly sales by X% per restaurant
by increasing purchase frequency by X%
increasing customer LTV by X%
📈 Additional Metrics to be Monitored:
Metric | Description | Current Value | Expected Value | How are we measuring it? |
|---|---|---|---|---|
cash-handling costs/mo | costs connected with in-restaurant employee cash fraud |
|
|
|
credit card processing fees /mo | a sum of all the fees associated with processing a credit card payment |
|
|
|
Average time to place an order
| Average time that it takes for a customer to place an order successfully (together with payment) once they approach Kiosk or the front counter. |
|
|
|
% of BK Pay transactions per channel | % of transactions that were made with BK Pay per each channel; example: Kiosk, POS |
|
|
|
sales EUR made with BK pay
| Sum of check value made with BK Pay for a selected period of time |
|
|
|
Average monthly # orders paid via BK Pay app per BK Pay app user | average number of orders paid with BK Pay |
|
|
|
Average order value per BK Pay user | average value of a check per BK Pay user |
|
|
|
% of users paid successfully out of the users that opened BK Pay screen | number of users who were able to place order successfully with BK Pay out of the total that opened the BK QR code screen |
|
|
|
% of users opened BK Pay but have not completed onboarding
| number of users who have not completed a Bluecode onboarding process out of the total who landed on the BK Pay screen |
|
|
|
Bk Pay onboarding funnel (conversion and abandonment rate) | % of users proceeding to each consequent step out the ones landing on BP Pay |
|
|
|
% of users completed onboarding but did not pay with BK Pay | how many users registered with BK Pay but did not end up paying |
|
|
|
BK Pay users LTV | Lifetime Value of users who has ever paid with BK Pay |
|
|
|
BK Pay payment success rate | percentage of attempted transactions that are completed successfully |
|
|
|
Share current work:
Address outstanding questions:
Is the program/BK Pay app still ongoing?
Understand the current/past flow presented on the screenshot including discounts in BK Pay
Any perspective on cross-store/ venue promotion?
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