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 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