Come for the coffee, stay for the Bacon Double Cheeseburger
Customer traffic at fast food restaurants has declined for the last 3 years, so BK Cafe could help Burger King get bargain hunters in the door for cheap cups o’ joe and then sell them less-cheap burgers.
But in addition to getting burger-eating butts in Burger King’s seats, BK Cafe could also get burger-ordering fingers in Burger King’s app — which is required to redeem the cheap java.
Why haven’t Ronald and The King done this before?
Even for bargain burger businesses like Burger King, low-margin programs like the BK Cafe are inherently risky because they generate little revenue, or even a loss (daily customers would pay only 17¢ per cup).
But companies like Starbucks have successfully attracted customers to their apps with deals — and then converted them into regular buyers with promotions and loyalty programs. If it works, BK Cafe could serve a similar purpose for The King.
It’s not the first time the Bad Boy of the Big Burger biz has made a bold bet on its app: Last year, the King offered 1¢ Whoppers — to anyone who ordered them from inside a McDonald’s.