GBK unveils digital strategy for customer rewards scheme

GBK: unveils mobile app
GBK: unveils mobile app

Gourmet Burger Kitchen, the independent restaurant chain, is launching a digital customer loyalty programme through a new website and smartphone app.

The GBK app and its accompanying web-version lets diners locate their local outlet and view menus via a check-in service.

Loyalty points will be awarded against any purchases made and can be boosted by playing the app's games and using social media.

Diners earn "badges" for undergoing certain challenges, which then equate to free food. For example, customers ordering a Habernero burger with extra jalapeno chillies will receive a Fireface badge, entitling them to a free drink.

There are 12 badges to collect and scores will be recorded on the GBK leaderboard.

Consumers can share their achievements by posting them to Twitter and Facebook through the app, which is available on iOS, Android, Windows and Blackberry.

Alasdair Murdoch, chief executive, 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."

Gourmet Burger Kitchen launched in 2001 and now has 53 stores across the UK.

Last year the premium burger chain appointed Nonsense to handle its digital marketing and social media account, as it looked to move beyond its previous voucher-centric marketing strategy.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands