Royal Rewards for Pretzel Lovers

Paula Thomas, Chief Content Officer, Liquid Barcodes


Brezelkönig is a popular food service chain of stores that sells delicious hand-made pretzels in over sixty locations throughout Switzerland. The concept was originally founded in 1985 and became part of the Valora brand portfolio in 2012 – selling high-end bread products such as pretzels, baguettes, croissants, hot dogs and selected sandwich snacks to Swiss customers when they’re on the move.

As the leading foodvenience provider in the country, Valora is already famous for their “k kiosk” loyalty programme and so it’s exciting to see their latest launch – the innovative Brezelkönig app, which pretzel-loving customers can now use to enjoy recognition and rewards for their loyalty. 

The most striking features of the new app are its simplicity and style – a perfect fit with their premium products, so in this article, we’ll showcase the simple yet compelling proposition that has been designed to delight their customers.


Lukas Wohlgemuth led the development of the Brezelkönig app which will undoubtedly become a compelling concept for discerning customers. It’s one of many digital products with which Valora has continually demonstrated its passion for digital convenience solutions.

Simplicity and Style

As app designs go, the look and feel of the Brezelkönig app is exceptional. It’s clean and clear – showcasing clearly the benefits to users across four simple screens as shown below.

The  Brezelkönig app can be downloaded free of charge on the Apple app store or Google Play store.

The Customer Promise

The Brezelkönig app is designed to reward customers for their frequency, with three tiers to enjoy. Every visit earns one “crown”, and a free product is awarded for every ten crowns collected. Crowns are collected automatically when the sales staff scan the QR code of the customer card in the app.

The number of crowns a customer collects determines their status, and members can improve their status by simply visiting more often for their favourite baked goods. 

  • Every user starts with the status Pretzel Knight/Dame (0–9 crowns) 
  • Once they collect 10 crowns, they earn Pretzel Prince/Princess status
  • Once they collect 30 crowns, they become a Pretzel King/Queen – the highest status available


    The higher the status, the more valuable the rewards they earn as a gift, with the whole proposition shown in this simple table – easy for customers and staff to equally understand.

    In order to tempt customers to join and scan, they enjoy an immediate reward and welcome gift, which is a free hot drink, as well as 5 crowns in their account. Every member also receives a free pretzel on their birthday. Once a member has collected ten crowns to become a Prince or Princess, they also always receive a free coffee upgrade to extra large!

    In order to redeem, members receive vouchers for each full crown card, and then claim their reward by simply scanning their QR code at the checkout. Their crown status is defined by the number of crowns they collect over the preceding 365 days, and the crowns on the stamp card do not expire.


    While there is no doubt that the pandemic has accelerated the pace of digital development worldwide in recent months, Lukas and his team have been focused on building compelling digital solutions for their convenience customers for several years.

    As Swiss customers value efficiency and innovation so highly, it was incredibly exciting to see the Brezelkönig app immediately become one of the top four Food & Drink apps in the App Store when it launched!

    Lukas shared his delight with us, saying

    “Brezelkönig is a loved brand in Switzerland and has a very strong brand recognition. The Brezelkönig app and the herewith accessible loyalty program is a great way to reward Brezelkönig’s most loyal customers. Throughout the design and development process of the app, we have kept a strong emphasis on simplicity. This starts with the core pillars of the program and ends with the UI of the app. As an example, onboarding new members is done in a few simple steps and the program is explained in three short sentences to new users.

    With the program, we do not only have a way to reward loyal customers, but also to understand them better. Right from the beginning, the app is perceived very well by customers. It’s great to receive a lot of positive feedback via our customer support and even ideas about new features.

    On our end, Valora will pursue this innovative path and add new functionalities to the app, in order to keep improving an already great product.”

    About Us:

    Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow 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 store and foodservice 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 Host of “Let’s Talk Loyalty” Podcast

    With over twenty-five years marketing experience, I specialise in loyalty marketing content. In addition to working with Liquid Barcodes, my consulting clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and proud host of the “Let’s Talk Loyalty” podcast – the industry’s first podcast for loyalty marketing professionals.



Future of loyalty newsletter

Sign up for our newsletter, and don’t miss a thing. You will receive email newsletters with our latest blog articles, case stories, and ideas-to-go.

E-mail address