McDonald’s, KFC, Burger King … Which fast food restaurant offers the best loyalty program?

Let anyone who has never accumulated store loyalty cards in their wallet raise their hand. Whether in large national brands, but also among small traders, they have multiplied in recent years. In 2019, according to Statista, 59% of French people owned at least one, and more than 30% several. This marketing phenomenon, intended to keep customers coming back to stores, has opened up to all sectors of commerce and distribution. Even the fast-food brands have taken to it.

The leader McDonald’s and its 1,485 restaurants in France, its competitors KFC, Quick and Burger King, but also Subway, all now offer advantages to their customers in exchange for their orders. O’Tacos, positioned a little differently with its “French tacos” accompanied by fries, is the only large-scale brand to resist for the moment the sirens of loyalty programs. To benefit from these advantages, it is mandatory to create a customer account by giving at least an email address and a password, sometimes a date of birth. Once this account has been created and the brand’s application downloaded, it’s time for the sandwiches offered, the discounts and the promotional offers.

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Read also – 7 tips fast food restaurants use to make you spend more

So what is the most interesting fast food loyalty program? We have scrutinized how the loyalty programs of five of the largest fast food chains work :

McDonald’s

McDonald’s France

Functioning : You choose your favorite McDonald’s restaurant, you order on the McDo + application and you accumulate points with each purchase which entitle you after a while to free products.

Most :

– McDonald’s has tried to make it easy to understand its loyalty program: for each online order on the McDonald’s application, 1 euro spent earns 1 point.

– It is possible to accumulate points several times during the day, a maximum of 3 orders per day being authorized.

– From 15 points, so from 15 euros of purchase, you can get a gift by converting your points: a small drink or a hamburger, for example.

– It is possible to accumulate loyalty “bonuses” according to the offers offered in your favorite McDonald’s restaurant: for example, 15 points for any order placed between 10 a.m. and 12 p.m. today, 15 points offered for any purchase of a Best Of menu, etc.

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The lessers :

– You must first choose your favorite restaurant on the application – therefore complicated to really take advantage of its loyalty benefits when you travel often and do not always eat at the same McDonald’s.

– The accumulation of loyalty points is not valid on offers with reduced prices. The same goes for local menus such as Menu Golden or Menu McCiné.

– You still have to spend 75 euros, or 75 points, to be entitled to a Best Of menu offered.

– If your favorite McDonald’s restaurant selected in the McDo + app decides overnight to stop its loyalty program, you lose the accumulated points and you have to start over with a new restaurant.

Read also – These 5 McDonald’s menus or products that caused a sensation in France and around the world

Burger King

Burger King France

Functioning : “Enter my kingdom, your loyalty will be richly rewarded.” With each purchase, you accumulate crowns that you can, after a certain threshold, exchange for Burger King products.

Most :

– The basic principle is simple: 1 euro spent at Burger King entitles you to 2 crowns in the loyalty program.

– A virtual card, called the “Kingdom” card, must be scanned at the cash desk or at the terminal to benefit from the program.

– In addition to the points collected for any purchase, “coupons” offering temporary offers are also available once connected to your loyalty account. For example 10% on the bill, only 1 euro for the additional burger, etc.

– It is also possible to book challenges that unlock “coats of arms” giving the right to crowns, therefore loyalty points, or coupons with promotional discounts. Playful.

The lessers :

– Not all Burger King restaurants participate in the loyalty program.

– To benefit from a burger offered by the brand, you must accumulate 100 crowns, or 50 euros. And for a full menu, it’s 160 crowns, or 80 euros. A significant amount.

– In the challenges, Burger King offers in particular to give more personal information, to register his children, etc. in exchange for crowns. Limit when it comes to personal data.

Read also – Burger King wants to double its number of restaurants in France

KFC

KFC France

Functioning : “Become a member of the chicken team”. With each order, you accumulate points according to the amount of your purchase. After a while, they exchange for KFC products.

Most :

– The creation of a loyalty account on the KFC application generates a bar code that must be presented at the cash desk or at the terminal for any purchase. Easy to use.

– The brand’s loyalty program is valid in all KFC restaurants, without restriction.

The lessers :

– Understanding the number of points collected per purchase is a bit complex: for any order between 6 and 15 euros, you earn 1 point. And 2 points for any purchase above 15 euros.

– Whether you order for 16 or 65 euros, the reward is strictly the same: 2 loyalty points.

– The maximum number of cumulative points is 9 points, so you have to think carefully about consuming your rewards, otherwise you will no longer be able to accumulate points.

Read also – KFC laughs at Apple’s 25-euro rag on Twitter

Subway

Subway France

Functioning : “Well done! You are now part of the Subway community”. The “Subway rewards” allows, via the download of an application, to collect loyalty points for any order and to exchange them for products of the brand.

Most :

– It is possible to collect loyalty program points even when you have not created a “Subway rewards” account.

– Subway creates a virtual card that you just need to show at each order to collect points.

– If you are a member of the program, 15 cents spent at Subway will earn you 1 point. But if in addition you make 2 orders over a period of 7 days, your points are doubled and you earn 2 points in increments of 15 cents.

– A bonus of 200 points is offered for joining the program. And you can earn up to a total of 5,000 points.

– You can create a team, a “squad”, with your friends to share your purchases and loyalty points in Subway restaurants.

The lessers :

– To benefit from big gifts, you have to spend a lot of money: 500 points, or 75 euros, for a “SUB 15” sandwich, or even 1000 points, or 150 euros, only for a “SUB 30” sandwich.

– Not all Subway restaurants necessarily participate in the loyalty program, it is on the basis of the establishment’s voluntary service.

– Certain promotional offers do not allow you to obtain points, which can make it difficult to understand the program.

Quick

Quick France

Functioning : The “MyQuick” program offers “good deals all year round”. The creation of an account thus gives access to promotions in his favorite Quick restaurant.

Most :

– Be able to benefit from discounts and promotional offers all year round, regardless of the level of consumption in previous months in Quick restaurants.

The lessers :

– It is not strictly a loyalty program that allows you to collect points based on your purchases. Membership of “My Quick” only allows access to promotions.

– Once you have selected your good plan, you only have 20 minutes to use it, after which it will be too late. To do on the spot then.

– The “tips” of the My Quick program are only offered once your favorite restaurant has been selected. To see another establishment, you must select another restaurant. No global offers therefore.

– Upon registration, we are asked if we have a child under 13 or not. A little aggressive marketing.

Read also – The Bertrand group sells the Quick restaurants to an American fund

So, in the end, which fast food brand has the best loyalty program?

If we automatically eliminate the sign Quick which offers discounts, but not really a loyalty program, so we have four challengers: KFC, Subway, McDonald’s and Burger King.

For the king of chicken burgers KFC, the winning system is complex and whether you spend 16 or 65 euros, you will accumulate the same number of points. Frustrating and limited to really build buy-in. At the house of Subway, it’s a bit the same thing: calculating the accumulated points is not easy and to benefit from a “Sub30” sandwich, you still have to have placed an order of 150 euros. Not very financially attractive.

At the house of McDonald’s, make way for simplicity with 1 euro spent = 1 loyalty point. But these good intentions are canceled out by a disabling principle: you have to choose a single favorite restaurant to be able to benefit from the advantages of the fast food brand loyalty program. Too restrictive.

It would therefore be on the side of the sign Burger King that the advantages of the loyalty program would be the most interesting for its customers. Here too, simplicity is essential, 1 euro spent is worth 2 crowns. The challenges add a fun side. And promotional offers are offered in addition to the accumulation of points. There may still be an effort to make on the winnings: spending 80 euros to be offered a full menu may seem a bit too much for some.

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