Burger 21 incentivizes loyalty with cheesy sweepstakes

To celebrate National Cheeseburger Day on September 18, fast-casual chain Burger 21 is rolling out two new mobile-focused campaigns and a chance for customers to design a new cheeseburger.

Burger 21 is putting mobile first by offering a Secret Cheesy Sweepstakes with the potential to win a trip to Florida and the opportunity to design a new type of cheeseburger. The winner will meet with corporate chef Mike Remes, who will assist in the creation of a new burger.

“National Cheeseburger Day is the perfect opportunity for us to thank and reward our guests for their loyal support over the last six years,” said Mark Johnston, president and founder of Burger 21.

Secret in the sauce
Burger 21’s mobile app will be the main point of entry for customers seeking the grand prize.

On National Cheeseburger Day, the chain will be offering a Secret Cheesy Burger to all customers. Those looking to enter the contest can scan their receipt via Burger 21’s loyalty app for the chance to win.

The winner will be chosen randomly the next day. Once informed, he or she will fly to Tampa, Fla. to begin the creation of his or her own secret burger recipe, which will be served in Burger 21 restaurants across the country next year.

If the contest alone is not enough to incentivize people to download the app, the chain is also offering a free burger to anyone who downloads the app.

The app, called B Loyal, also gives users a $5 reward for every seven visits made to a Burger 21 location, along with other promotions and surprise gifts.

Loyalty rewards
While the Secret Cheesy Sweepstakes is a first for Burger 21, the fast-casual chain celebrated National Cheeseburger Day last year in a similar way.

Last September, Burger 21 offered similar incentives to download its loyalty app alongside a contest involving social posts (see story).

That same month, Denny’s ran a similar campaign. A social media sweepstakes served as the launchpad for a new line of burgers (see story).

Both suggest that loyalty apps, connected rewards and contests are a great way to bolster the launching of new products. Offering additional incentives to download loyalty apps may help brands that want to keep customers hooked on promotions and rewards.

“Participation in a contest like this could take the culinary feats to new heights,”said Jeff Hasen, Kirkland, Wash.-based cofounder of Gotta Mobilize and author of “The Art of Mobile Persuasion.” “Will it sell more burgers? Probably but not by much. Will it get people talking and sharing? That’s more likely. And doing it via mobile takes the contest where the eyeballs and spatulas are.”