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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

Context

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

Option 1 - Static Codes

  • This is currently in place with Burger King Switzerland

  • All codes are static codes (even if the guest is loyalty user)

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

Option 2 - BK UK

Option 3 - New

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