RBI CRM Services Overview
- Elleni, Anna
(lⓘ Markets Overview
Details | UK | Switzerland | Germany | Netherlands | Switzerland | Austria | KSA | UAE |
Brand | BK | BK | BK | BK | FHS | BK | BK | BK |
Launch date | Jan 1, 2022 | Nov 28, 2021 | Feb 28, 2023 | Jun 1, 2023 | May 22, 2023 | Jan 3, 2024 | Sep 1, 2024 | Sep 1, 2024 |
Status | STOP Maintenance | in progress Maintenance | in progress Maintenance | in progress Maintenance | in progress Maintenance | COMPLETED One off deployment | in progress Deployment | in progress Deployment |
Market PM | Maddie (madeleine.dodd@bkukgroup.co.uk) | Patricia | Mariann (mariann.reitz@burgerking.de) Gloria | Carolina | Paula | Lorenz | Kwathar | Kwathar |
RBI PM | Anna/Pierre | Anna/Pierre | Anna/Pierre | Anna/Pierre | Anna/Pierre | Anna/Pierre | Anna/Pierre | Anna/Pierre |
Accenture PM |
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Markets Details
Market | UK | Switzerland | Germany | Netherlands | Switzerland | Austria | KSA | UAE |
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Restaurant Count | ~540 | ~90 | ~800 | ~80 | 1 | ~60 | ~170 | ~99 |
Deployments | Marketing Website Open Coupons Locked Coupons Click & Collect Home Delivery 1P Loyalty Online Loyalty In-Store | Marketing Website Open Coupons Locked Coupons Click & Collect Home Delivery Loyalty Online Loyalty In-Store | Marketing Website Open Coupons Locked Coupons Click & Collect Home Delivery (limited ~ 100) Loyalty Online (April '24) Loyalty In-Store (April '24) | Marketing Website Open Coupons Locked Coupons Click & Collect Home Delivery Loyalty Online Loyalty In-Store | Marketing Website Open Coupons Locked Coupons Click & Collect Home Delivery Loyalty Online Loyalty In-Store | Marketing Website Open Coupons Locked Coupons Click & Collect Home Delivery Loyalty Online (July) Loyalty In-Store (July) | ||
Comments | Mobile Ordering & coupons can be accessed only by signed up users By signing up a guest is by default a loyalty user | Mobile Ordering & coupons can be accessed only by signed up users By signing up a guest is by default a loyalty user | Mobile Ordering & coupons can be accessed also by non signed up users. If the guest signs up, they receive extra coupons |
| FHS is the first opening in EMEA. We are going to have a basic CRM strategy in place | They have signed for a one off package so we will only support them during the deployment phase | Launch of MO planned for 7/10 | Launch of MO planned for 7/10 |
CRM Maturity | Medium | Medium | Medium | Low | Low | Medium | Low | Low |
CRM Priority | Advanced personalization | Push loyalty transactions while supporting marketing calendar | Increase contactable sales | Deploy lifecycle + marketing calendar support | Deploy MVP journeys | Deploy package | Ip warming + Deploy MVP journeys | Ip warming + Deploy MVP journeys |
CRM Approvals Layers | Maddie (and brand team only for major campaigns) | Patricia, Legal, Translation | Mariann, Gloria + D&M (marketing agency for copy & Translation) | Carolina Legal | Julien, Paula | Lorenz, Michaela |
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CRM Incentives | Coupon is a discount specific to a product (e.g. Whopper ALC = 5 CHF, Whopper coupon is 3CHF). Discount is $$ off or % discount on check | |||||||
CRM Stack | ||||||||
Web/App |
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The apps can’t be downloaded outside their countries, therefore you need to use developer view to access them, or access it by test flyer
static QR code and short code that it is the same for all guest. We can’t recognize the transaction and we can’t link the buyer identify with the product purchased
Locked Coupon:
dynamic QR code and short code that changes every 5 minutes. We can recognize the transaction and link the buyer identify with the product purchased
🌏 App Access
Go to the website
Click on the three dots
3. Click on “more tools" > Developer Tools
RBI People
Loyalty & CRM: Anna, Pierre, Javi (jecheverria@rbi.com), Teo (Sr. Director, Guest Engagement, EMEA, tornelas@rbi.com)
Conversion: Maria (mcarrington@rbi.com), Manuel (mrodriguesdasilva@rbi.com)
Data: Adolfo (awatanabe@rbi.com)