BKDE <> RBI Brainstorming
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. The guest will therefore experience the following when entering a non-loyalty store: they will try to scan the dynamic coupon code, but this will not be recognized.
Option 1 - Static Codes for Loyalty Guests
This is currently in place with Burger King Switzerland
All codes are static codes (even if the guest is loyalty user)
Note: for BK CH, all guests are forced to log-in to access coupons (this is a BK CH specific requirement)
Option 2 - Dynamic Codes + App Code
This option is currently being used by Burger King UK
The main code shown to the guest is always the loyalty QR code + short code. At the bottom of the
Note: for BK UK, all guests are forced to log-in to access coupons (this is a BK UK specific requirement)
Option 3 - Dynamic Code
Enable the loyalty coupon code to be scanned also in non loyalty restaurants
The guest will not:
earn points on the order
be able to use MyBK coupons
be able to use personalized coupons
The guest will be able to use the open coupons with the loyalty code
Requires adjustment of Tillster integration + requires front end adjustment (we need to make it clear that the guest will not be earning points/won’t be able to redeem rewards)
Important: technical feasibility to be assessed @Lopes da Costa, Valentina
Summary - Pros & Cons
| Pros | Cons |
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Option 1 - BK CH |
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Option 2 - BK UK |
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Option 3 - New |
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Other things to consider:
50 stores with bad connectivity
Note: we can have both mParticle ID + the loyalty code we can match the transaction afterwards (OTP)& give the points
Sense check the new flow with UK once tech feasibility is confirmed