Walmart could significantly advance Burger King’s loyalty program Royal Perks. | Photo courtesy of Walmart.
Burger King is about to acquire a lot of Walmart customers without actually being in a Walmart.
The retail giant announced a one-time offer on Thursday that gives members of its Walmart+ program 25% off Burger King orders made through the chain’s mobile app or website. Those members will also receive a free Whopper with every purchase every three months.
Both companies hope to gain significant advantages from the partnership. For Burger King, the advantage is obvious: more customers, especially in times of weak trade. Many people are looking for lower prices.
It could also boost membership in Burger King’s own loyalty program, Burger King Royal Perks. Walmart+ members must be members of that program to receive the discounts.
Walmart is not a small company. The Bentonville, Arkansas-based retailer has 29 million members in its Walmart+ program, which was designed to compete with Amazon’s Prime membership program. Membership in that program grew by double digits last quarter, Walmart executives told analysts last week, according to a transcript posted on financial services site AlphaSense.
For Walmart, the deal could increase benefits for members of the program, which in turn could spur growth. Customers pay $98 a year or $12.95 a month to be part of Walmart+, which includes a number of other potential benefits such as free delivery and discounts on gas.
“The addition of a Burger King benefit to our Walmart+ membership portfolio is exciting,” said Vanessa Yates, SVP and General Manager of Walmart+, in a statement.
Walmart+ members can activate the benefit by linking their Walmart+ and Royal Perks accounts, then visit the Offers tab in the Burger King app or website, add the offer to their cart and place their order.
“Burger King has long been known for offering guests high-quality products at a great value, an approach shared by our friends at Walmart, which is why this program is a natural fit,” said Pat O’Toole, Burger King North America’s chief marketing officer, in a statement.
This is not the first partnership of this kind between a restaurant chain’s loyalty program and that of another company in a different industry. Starbucks, for example, allows members of its Starbucks Rewards program to link their accounts with the loyalty programs of Delta, Marriott and other companies.
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