Burger King is trying out a new customer loyalty program called “Royal Perks” in Los Angeles, Long Island, Miami, New Jersey and New York City. The effort is part of a complete digital
overhaul, according to the brand. “It feels like we’ve just accepted what brands have told us is possible with loyalty programs over the years, so as we started working on Royal Perks, it
was easy: Let’s do what the others don’t,” said Ellie Doty, chief marketing officer of Burger King North America, in a statement. “To make sure we get it right, we’re
testing, learning and solving this year.”
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