Market Overview

• One of the biggest BK market in EMEA with over 800 restaurant

• RBI Approved CRM Stack (Braze, Amplitude, Branch, mParticle + RBI App)

• Callouts:

  • Limited coverage of home delivery, no mobile ordering

  • User without an account can still use certain coupons (these users are defined as “non MyBK”)

• Detailed market mapping available here:RBI CRM Services Overview

CRM Status

Database

• We have ~15% of the database that has opted in to email and/or push notifications

• We have 3.5M active users per month, among which 950K are opted in

• Opted in sales represent ~4.6% of total sales

Structure

• Heavy use of push notifications (1 push per day). Push notifications are the channel with the highest ROI

• Emails ~1/week, richer channel were we normally have 1 main message (e.g. product launch) + a secondary message in the banner

• In terms of topics:

  • Marketing calendar (coupons, products)

  • Events that are relevant for our guests/brands (Vegan day, Earth Day)

  • BK tone of voice (playful, engaging)!

• Our main priorities are:

  • Increase subscription rate

  • Increase relevance of the content via gamification

Calendar

• CRM supports the marketing calendar (product launches, new coupons etc)

• We also have activations that are CRM specific, for example raffles that are dedicated to opt in users only. You can check the set up of these raffle here: Raffle set up

• Loyalty is an always on message we can leverage across communications. As part of the loyalty platform, we will also have gamification which could become an always on event.

• Germany is one of the markets that have the full menu in veggie variant. Overall, even outside BK, consumer profile: 10% of German consumers are plant-based eaters (including vegetarians and vegans), making Germany the country with the highest share of plant-based eaters among the European countries analysed. 30% of Germans identify as flexitarian. Source: https://smartproteinproject.eu/plant-based-food-in-germany/