Liquid Barcodes


BK® Café – a Compelling Coffee Concept

Paula Thomas, Chief Content Officer, Liquid Barcodes


The BK Café Concept. Burger King this month became the latest brand to bet on coffee, launching a compelling $5 monthly subscription offer for freshly brewed coffee every single day in response to declining footfall in the quick-service restaurant industry. Coffee subscription plans are relatively new in the loyalty industry and compared to the $25 offer we recently reviewed from Cumberland Farms, the BK® Café monthly fee is a great value that will undoubtedly appeal to more cost-conscious customers who can avail of an entire month of freshly-brewed caffeine “for the price of a large cappuccino from Starbucks.”

The programme itself is essentially a loss leader designed to drive footfall and digital downloads. Its incredible offer is available exclusively through the company’s app, the latest sign that the brand believes in the power of digital to drive its business performance by creating unprecedented opportunities to up-sell its core products to hungry customers once they arrive in the store. In this article, we review the latest digital concepts that are proving so successful for the world’s second-largest fast food/hamburger brand.

The Burger King AppThe Burger King App – digitally driving customers in store 

The BK® Café Concept

Burger King has invested heavily in the lucrative and growing coffee market since 2014 when it moved to Canada and acquired Tim Horton’s for $11.4 billion, creating the world’s third largest quick-service restaurant company – “Restaurant Brands International” which continues to operate the two iconic and independent brands.

Described as “America’s most beloved beverage”, coffee consumption shows no sign of slowing down, with 63% of Americans drinking it daily, however price hikes in recent years by leading retailers such as Starbucks are creating market opportunities to leverage pricing in order to offer more affordable refreshments to customers in the USA, in the same way, we’ve seen in other markets such as China.

Available exclusively in the United States (for now), the BK® Café $5 monthly subscription offer launched on March 15th and entitles customers to one small cup of brewed hot coffee daily, and explicitly excludes “speciality, iced, frappé and other coffee beverages”.

It’s a high-impact headline, clearly focused on cost-conscious consumers, despite more impressive market growth and the “surprising trend” for increased consumption of gourmet coffee.

BK cafeAn Affordable and Zero-Calorie Reason to Visit Burger King Each Day

“Cheeky” Campaign Wins Customers

While the $5 subscription campaign is a great example of Burger King’s strategy of simplifying its business image, more than a year of complex planning was needed for its previous digital concept dubbed the “The Whopper Detour”. The campaign concept was provocative and risky, offering 1-cent whopper burgers to customers who ordered on the newly launched Burger King app within 600 feet of a McDonald’s restaurant, and collected their burgers in Burger King itself.

Using geo-fencing technology, Burger King ran the promotion for just one week in December 2018, yet announced a surge of over 4 million digital downloads in their most recent quarterly figures, with “about 1 million of those coming in the 36 hours after Whopper Detour launched”.

While not completely surprising given the growth of gamification techniques, the “Whopper Detour” was nevertheless a stunt concept that was just “weird enough to work“.

Watch the “Whopper Detour” Promotional Video 

Who’s Winning the QSR War?

Five years ago, it was revealed that the average McDonald’s made twice as much revenue as each Burger King location, the result of numerous factors including the powerful McDonald’s breakfast menu, its iconic “happy meal”, operational efficiencies and higher advertising spend. However recent investor reviews have claimed that the balance of power has shifted considerably in the ongoing war between the two burger superpowers. Two of the reasons mentioned include Burger King’s parent company “trimming business fat and simplifying its public image”, quoting impressive results as “operating margins grew from 24 per cent in Q2 2011 to 36 per cent by Q4 2018.”

The battle is far from over, however, as Burger King has only recently announced plans to improve its in-store experience, implementing ideas that competitors began launching several years ago. At least in terms of its marketing efforts, the brand is seen to be “propelling forward thanks to stellar digital campaigns”, with the most recent analysis of restaurant chains worldwide showing significant improvements in Burger King’s global brand value.

So whether your brand is more suitable to a subscription campaign like this new BK® Café concept or more daring stunts like their digital challenge to competitors, we are clearly advocates of the power of digital channels to drive customer loyalty and clear commercial returns.

Burger King logo

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and food service industries. Our proprietary cloud-based technology platform allows retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers’ activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience stores and food service retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant.

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

Blog post

Lessons in Loyalty: Powerful Promotion

Promote a rewarding loyalty program that prioritizes personalized value to ensure members feel valued, and appreciated.

Blog post

Lessons in Loyalty: Engage Members

An important component to having a successful loyalty program is to develop a powerful plan to engage with your members.

Blog post

Lessons in Loyalty: Recruit Loyalty Program Members

The first step in a successful loyalty program is to recruit a robust, loyal membership base with an effective recruitment strategy. In the ongoing exploration of loyalty programs, this article focuses on the pivotal first step in the Customer Connection Cycle: recruiting members. Establishing a robust and loyal membership base is paramount, and this article outlines […]

Blog post

Lessons in Loyalty: Customer Connection Cycle

The Liquid Barcodes Customer Connection Cycle Explains Six Key Components to Operating a Successful Loyalty Program

Blog post

Lessons in Loyalty: Easy, Empowering, and Engaging 

Invite higher sales with a loyalty program that is easy, empowering, and engaging.

Blog post

Lessons in Loyalty: Clear, Compelling and Consistant Programming

Engage customers with a compelling loyalty program that is clear, compelling, and consistent.

Blog post

Liquid Barcodes: Elevating Retail Experiences

Liquid Barcodes is a proud partner to global retailers using revolutionary technology to increase sales and grow customer engagement.

Blog post

Unlock Customer Loyalty: Choosing the Right Rewards Program for Your Business Goals

Loyalty reward programs attract new customers, keep them coming back, and increase sales, and can be tailored to meet specific goals.

Blog post

Increasing Customer Engagement With Loyalty Programs

From basic discounts, points, and perks, to more advanced strategies like subscriptions and mobile payments, loyalty programs allow retailers to compete in today’s fast-paced retail landscape.

Blog post

Liquid Barcodes Connects at 2023 NACS Show

Liquid Barcodes exhibits at the 2023 NACS Show showcasing its app-based loyalty, subscription, and payment solutions.

Blog post

The Refreshing Perks of Beverage Subscription Programs 

Beverage subscription programs offer convenience retailers the benefits of enhanced customer loyalty, a predictable revenue stream, customer data, and a competitive edge.

Blog post

FastLane Sees Success with Monthly Subscription Car and Truck Wash Program

FastLane becomes the newest retailer to join the subscription economy by offering monthly subscriptions for car and truck washing.

Blog post

Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

Circle K Norway Wins NACS Convenience Retail Technology Award 

Circle K Norway wins the prestigious NACS award for technology innovations, including car wash subscription program powered by Liquid Barcodes. NACS awarded Circle K Norway’s leaders with the NACS Convenience Retail Technology Award at this week’s NACS Convenience Summit Europe in Dublin.

Blog post

Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

Blog post

Sunshine Gasoline Leads Industry in Technology Adoption

Florida retailer Sunshine Gasoline leads the U.S. convenience industry with app solutions for customer convenience and loyalty.

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online


Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot


judi slot online gacor

judi slot online gacor

slot deposit pulsa

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino


uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023


slot dana
istana slot
Situs Togel Toto 4D