Burger King starts loyalty program

Borrowing a concept from the airlines, Burger King Corp. is rewarding its loyal Whopper fans with the fast-food version of frequent flyer miles they can cash in on the Internet. In the first such loyalty program, the Miami-based company has launched a multi-year partnership with online auctioneer eBay Inc., enabling customers to bid on compact discs, tickets and other rewards using points earned in the impulse-oriented world of burgers and fries.

The Financial Post
January 14, 2002

Burger King starts loyalty program
Deborah Cohen

CHICAGO - Borrowing a concept from the airlines, Burger King Corp. is rewarding its loyal Whopper fans with the fast-food version of frequent flyer miles they can cash in on the Internet.

In the first such loyalty program, the Miami-based company has launched a multi-year partnership with online auctioneer eBay Inc., enabling customers to bid on compact discs, tickets and other rewards using points earned in the impulse-oriented world of burgers and fries.

It was not clear yesterday if the offer applies to Canada.

“It’s a natural evolution,” said Chris Clouser, Burger King’s new marketing chief and one of several former Northwestern Airlines executives trying to prepare the company for separation from London-based Diageo PLC.

Second to rival McDonald’s Corp. in hamburger sales, Burger King is leading the charge in the more sophisticated world of brand-building on the Internet, as it attempts to go beyond the price promotions toys and other gimmicks that have defined fast-food marketing for years.

Reuters


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