New logo of Burger King
Burger King is testing a loyalty program in five U.S. markets as part of a broader push into expanding the digital experience for customers.
The Restaurant Brands International chain is the latest restaurant chain to look to rewards programs as a way to drive sales. Loyalty programs from such names as Starbucks and Chipotle Mexican Grill help those companies grow their base of loyal customers and encourage more frequent visits. The introduction of Burger King’s Royal Perks test follows an announcement from archrival McDonald’s on Wednesday that it’s entering the next phase of its own loyalty program tests.
“It’s been something that we’ve been…