Gourmet Burger Kitchen launches enhanced smart phone app to drive loyalty

GBK: new app with enhanced features to drive loyalty

GBK: new app with enhanced features to drive loyalty

Gourmet Burger Kitchen (GBK) is launching a smart phone app with an online gaming element, which it claims will revolutionise its customer loyalty scheme in the UK.

More than just a menu and store locator, the GBK app brings loyal customers more value by incentivising visit frequency with the introduction of rewards, giving customers more reasons to choose GBK than before, the company claims.

Launching on 25 September 2012, the app is described as a fusion of online gaming and tantalising offline rewards, as customers are rewarded for undertaking challenges for which they earn badges. These badges equate to freebies, including free sides, burgers and drinks. For instance, customers ordering a Habanero burger with extra jalapenos are saluted for their bravery with a ‘Fireface’ badge, entitling them to a free drink.

Additionally, the app has a social media element, encouraging customers to engage with friends and post achievements on Twitter or Facebook. The app also helps customers find their nearest GBK restaurant, check opening times and view the latest menu, alongside other features.

The new app is said to build upon the success of GBK’s paper loyalty scheme and is the next step offered by the brand to add value for customers and enhance the dining experience. For customers who do not own smart phones, GBK will also be launching a web version of the app, meaning they can still sign up and participate in the rewards scheme using a unique customer ID number.

The GBK app delivers value for customers, rewards their loyalty, feels personal, and is easy and fun to use, the company claims. Available on Android, iOS, Windows and Blackberry the app can be used in all 53 GBK stores across the UK.

Alasdair Murdoch, CEO, Gourmet Burger Kitchen, said: “We know that now, more than ever, our customers are looking for value, as well as a fun, easy to use loyalty scheme that offers quick rewards. Our new loyalty app offers just that. It also allows us to take a more personal approach, rewarding the most frequent customers with extra benefits, according to their tastes.”

Katie McDermott, head of marketing, Gourmet Burger Kitchen, said: “Following the success of our paper loyalty scheme, we wanted to build on this to give our loyal customers a unique and innovative way to collect rewards as a thank you for choosing GBK. The app is free to download, fun, social and rewards people for eating great quality burgers – a great combination! With social media becoming an ever more important presence and part of our customers’ daily lives, we wanted to include a social media element as part of the programme.”

For more information visit www.gbk.co.uk and download the app at www.gbkapp.co.uk

Retail Times’ readers can look at the new app here:

New app