Burger King Corporation's BK Rewards(TM) Loyalty Program On-Line Pilot Runaway Success

Mar 01, 2002, 00:00 ET from Burger King Corporation

    ERIE, Pa., March 1 /PRNewswire/ -- In the ten days since Burger King
 Corporation launched the pilot of its BK REWARDS(TM) loyalty program on-line
 in Erie, PA, Burger King Corporation has recorded a staggering 1,000-plus
 registered users of the site.  Accumulating points at a rate of 100 to 250
 points with every fry purchase, the online loyalty program users have bid more
 than 30,000 points for rewards ranging from Palm Pilots to spa days and ski
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19990804/FLW005-a )
     "These kind of results surpass even what airlines have realized," said Hal
 Rossiter, senior director, internet marketing for Burger King Corporation.
 "Burger King Corporation has cracked the code with using the internet as a key
 driver of traffic into our restaurants."
     Under the loyalty program, when BURGER KING(R) customers purchase medium,
 large or king size order of hot, crispy French fries from any BURGER KING(R)
 restaurant in Erie, they earn "points" which can then be deposited and used to
 bid on the BK Rewards(TM) up for grabs on www.bkrewards.com .  Rewards are
 divided into three tiers, providing a wide range of items to choose from,
 including, but not limited to clothing, books and CD's in tier one, to TVs,
 stereos and DVD's in tier two, to experiential rewards like ski vacations,
 trips to rock concerts, a day at the spa, and more, in tier three.
     The company plans to launch its second pilot of the program in Albany, NY
 on Monday, March 4th.  The Albany pilot, like the program in Erie, PA, will be
 supported with local t.v. advertising, radio and in-restaurant merchandising.
     "If we continue to see in these type of results, we will be rolling out BK
 Rewards nationwide very, very soon," Rossiter said.
     Burger King Corporation was founded in 1954 and created the American icon,
 the HOME OF THE WHOPPER(R), in 1957.  The company and its franchisees operate
 more than 11,435 restaurants in all 50 states and 57 countries and
 international territories around the world, with more than 92% of BURGER
 KING(R) restaurants owned and operated by independent franchisees.  Since the
 company's founding in Miami in 1954, the BURGER KING(R) brand has become
 recognized for great flame-broiled taste and HAVE IT YOUR WAY(R) food
 customization.  In fiscal year 2001, the BURGER KING(R) system had system-wide
 sales of $11.2 billion.  Burger King Corporation is a part of Diageo
 (NYSE:   DEO), the international food and drinks company.  To learn more about
 the BURGER KING(R) system, please visit the company's website at
 www.burgerking.com .
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SOURCE Burger King Corporation