Walmart has partnered with Burger King in its latest attempt to expand its subscription program.
The retail giant and fast-food chain have begun offering Walmart+ members what they say is a “first-of-its-kind dining benefit,” the companies said Thursday (August 22).
Starting Thursday, Walmart+ members will receive 25% off every digital order at Burger King every day. And starting next month, members can get a free Whopper with every purchase every three months.
“This unique benefit is designed to save members time and money and accommodate their busy lifestyles where grocery shopping, meal planning and cooking are not always possible,” Walmart said in a press release.
“Given that most Americans eat at fast-food restaurants several times a week, this benefit provides a convenient, cost-effective solution to accommodate food preferences and busy schedules while still enjoying the legendary taste of Burger King.”
The Burger King benefit, offered free as part of a Walmart+ membership, is the latest in a series of similar partnerships from the retailer, which has also partnered with companies like Expedia and Paramount+ to attract new members.
These collaborations come as Walmart continues to compete with Amazon in the subscription space. PYMNTS recently wrote that research shows that while the majority of consumers are members of Amazon Prime, “Walmart’s rapidly growing membership is becoming a force to be reckoned with.”
Data from PYMNTS Intelligence shows that while far more consumers are subscribed to Amazon’s paid membership program, Walmart’s is growing faster. More than two-thirds of consumers (67.3%) are Amazon Prime members, up from 65.4% last year.
While 30.2% of consumers subscribe to Walmart+, this share represents a notable increase from last year’s 23.4%, an increase of more than 29% compared to an increase of less than 3% for Amazon.
“The data underscores changing dynamics in the retail subscription landscape, with Amazon Prime maintaining its lead in terms of numbers while Walmart+ is experiencing rapid growth, suggesting a strong competitive threat,” PYMNTS wrote.
At the same time, Amazon Prime members have increased their spending. The company’s recent Prime Day event brought record sales. External estimates suggest that the company saw an 11% increase in spending compared to the previous year, reaching $14.2 billion.
Walmart appears to be seeing a decline in participation in its summer sale among Walmart+ members. According to the PYMNTS Intelligence report “Walmart+ Week 2024,” 14% of consumers made a purchase during the event, compared to 20% last year.
