Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Burger King rewards New Zealand customers with mobile loyalty program

Burger King is rewarding loyal New Zealand customers with a convenient way to receive coupons and earn points for special deals through a new application.

The fast food chain is rolling out the  new mobile rewards program in to drive secure relationships, sales and consumer loyalty. The program bonds Burger King closer with its fans and increases returning customers.

“New Zealand is one of the strongest quick service restaurant markets in the world,” said Hope Neiman, chief marketing officer at Tillster. “The app allows Burger King to reward its best customers with highly personalized experiences and offers a new way to attract new customers.”

Tillster is the developer behind Burger King’s rewards app.

Rewards on the go
Customers who download the Burger King app will have access to a series of personalized coupons on, based on user-preference. These mobile coupons can be presented in-store for redemption.

The mobile loyalty app also allows users to acquire crowns with every purchase. The crowns rack up to provide the rewards users with a special deals and promotions.

Users present their smartphone devices when purchasing at Burger King locations. Store attendants scan within in the app for the customer to receive reward points named crowns.

The longer a user waits to redeem his or her crowns, the higher value the reward will be. Redeeming points is similar to acquiring points in which the user presents the deal at checkout.

Burger King will also be serving users personalized messages to further drive engagement and push sales. The messages are timed to reach users at a peak engagement times, making the experience more meaningful for the brand and consumers.

These features combined are not just likely to drive sales for the fast food retailer, but also help build a strong relationship between the brand and consumer. Relevant and personalized messages will provide users with an experience that is likely to keep them returning.

Consumers greatly value mobile deals and coupons, and will be more likely to return to Burger King locations to redeem these specials.

The app is available for both iOS and Android users to ensure a wide audience.

Burger King mobile
Burger King also joined forces with ordering application Swiggy to bring seamless delivery options to consumers in India, highlighting the brand’s dedication to reaching new markets via mobile (see more).

Burger King’s decision to offer MasterCard’s MasterPass alongside PayPal’s payment options spoke to its desire to market to Android customers and suggests more quick service marketers will broaden their mobile payment partners rather than rely on a single platform (see more).

“We designed the Burger King New Zealand loyalty and couponing app to reward guests for repeat visits and drive incremental visits with “surprise and delight” features,” Mr. Neiman said. “The goals include driving greater share of wallet, enhancing brand perception, and building leadership in the market.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily