Burger King is getting into the festive spirit by launching an interactive app experience that features its inaugural BK Advent Calendar and a special promotion called “31 Days of Deals.” This initiative is available exclusively to members of the Royal Perks loyalty program.
The BK Advent Calendar will be available for purchase starting November 22 and includes 12 items inspired by both classic and current menu offerings. Alongside this, the 31 Days of Deals promotion kicks off on December 1, providing unique offers to Royal Perks members throughout the month.
To enhance the holiday experience, Burger King has created a BK Village within its app. Here, customers can engage in festive activities and open a digital mailbox each day to receive special deals.
This holiday campaign comes as Burger King faces financial challenges, including a 0.4% decline in U.S. comparable sales and a 1.6% drop in net restaurant growth in the third quarter. The chain’s strategy focuses on linking promotions to its loyalty program, which may help gather valuable customer data during a busy holiday season when many consumers seek convenient dining options.
The BK Advent Calendar is priced at $19.54, a nod to the year Burger King was founded. It features items that pay homage to memorable moments from the brand’s 70-year history, including popular menu items like Chicken Fries and the Whopper. Customers interested in purchasing the calendar can text “ADVENT” to 251-251 to be among the first to access it.
In addition to the advent calendar, members of the Royal Perks program can explore a holiday-themed virtual town within the app, where they can earn daily deals and participate in various festive activities.
This focus on app-based experiences aligns with Burger King’s gamification strategy, which has proven effective in fostering brand loyalty. Earlier this year, the chain launched its Million Dollar Whopper Contest, allowing customers to create their own Whopper for a chance to win $1 million using generative AI technology.
As Burger King navigates a challenging consumer environment characterized by price sensitivity, its main competitor McDonald’s reported a slight increase of 0.3% in U.S. same-store sales during the same period.
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