Burger King launches UK-wide loyalty programme

The 'Your Burger King' scheme will be available via the Burger King UK app, with members receiving 10 loyalty points – or Crowns – for every £1 spent.

Crowns can subsequently be used to claim free menu items including the group's signature Whopper burger.

To celebrate the launch of the new programme, users will be instantly awarded 200 Crowns – enough to claim a cheeseburger for free.

The scheme will be available at in-store counters and digital ordering kiosks across UK restaurants and Drive-Thrus, alongside click and collect services and online ordering.

First trialled in Scotland late last year, it is expected to further grow Burger King's digital customer database, which expanded nearly six-fold between 2017 and 2021 to 1.3 million registered users.

Fully integrated across the mobile app, the group says it will provide valuable customer insight to increase engagement and sales.

“The launch of [our] UK-wide loyalty reward scheme reflects our continued recognition of changing customer preferences and is an important milestone in helping us drive engagement through personalised campaigns,” says Alasdair Murdoch, CEO at Burger King UK.

“Implementing ‘Your Burger King’ will enable us to increase customer engagement, driving customer satisfaction. This, alongside an extensive range of rewards, will encourage our new and existing customers to try more of Burger King UK's great-tasting menu items, while helping us to better respond and adapt to their evolving needs.”