Burger King To Launch Stored-Value Cards
Burger King Corp. will soon roll out new stored value cards that will offer customers new payment and gift-giving via the QSR.
The Have It Your Way Cards, which will launch in the U.S. and Canada, will hold amounts ranging from $5 to $100. Customers can add money to the rechargeable card when the value diminishes at restaurants or online at BK.com.
The card is designed to increase consumers’ payment options, as well as create a loyalty component with the brand, said Julian Gomez, director of operations, strategic planning for Burger King Corp.
“Payment in the retail industry has gone electronic,” Gomez said. “We want to provide our guests convenient payment methods. We want to offer stored value card as the ‘Have It Your Way’ payment method.”
In addition, company executives plan to link the Have It Your Way card to specific brand promotions, Gomez said. For example, Burger King could follow a movie tie-in promotion with a movie-themed stored value card, he said.
“We want it to be used by the super fan,” Gomez said of the card.
Since November, Burger King has been testing the concept in one market. And so far, buzz around the product is doing well, Gomez added.
Burger King is currently developing its marketing strategy for the cards’ launch. The QSR has not released an official launch date for the product.
Internet materials, P-O-P and TV spots will support.
