Data-Driven Loyalty Fit for a King

Challenge

As Burger King’s reign over the fast-food kingdom approached 70 years, they needed exciting new ways to engage their customers. They turned to Merkle, a trusted partner, to help them serve up fresh promotions and loyalty offerings supported by next-level CRM. 

From creative concepting to measurement and everything in between, watch this video to learn what happened. Spoiler alert: strong partnerships, customer-centric Royal Perks experiences, and data-driven strategies led to some truly delicious results.

Solution

With Dentsu Creative, Merkle introduced Royal Perks, a program offering exclusive benefits, free menu items, and play to win experiences. The innovative program was designed to excite Burger King’s more than 11 million daily diners, increase app engagement and mobile orders, and cook up undeniable customer loyalty.

Royal Perks brought in a wealth of data for Burger King, delivering insights into customer preferences through mobile orders, opening a new door for customer experience personalization. With Braze, we built personalized customer journeys and amplitude to monitor trends and improve engagements. 

Results

The launch of Royal Perks delivered deeper data, personalized offers, and compelling rewards. In under eight months, Burger King expanded their loyalty database by 500%, app downloads and loyalty program signups rose 900%, with 10 million diners engaged. In 2022, Burger King was awarded the Braze FORGE Torchie Award for Brand of the Year, raising the bar for future promotions. We’re glad to say the Burger King x Merkle partnership is only beginning.