Dive Brief: 

• Burger King is getting into the holiday spirit with the launch of an interactive app experience that promotes its 31 Days of Deals promotion and inaugural BK Advent Calendar, according to a press release.
• The chain’s advent calendar, which will become available for purchase Nov. 22, includes 12 items inspired by past and present menu items and iconic campaigns. The calendar is complemented by a 31 Days of Deals promotion beginning Dec. 1 that will dole out special offers to Royal Perks loyalty members. 
• The novelty item and promotions will come to life via a BK Village experience within the Burger King app. Within the experience, consumers will be able to participate in festive activities and open a mailbox at their digital homes each day to receive a deal.

Dive Insight: 

Burger King is channeling the holiday spirit with a slew of deals and in-app experiences, a move could help the fast food chain win consumer attention as it navigates financial challenges. The brand, owned by Restaurant Brands International, reported a 0.4% decline in U.S. comparable sales and a 1.6% decline in net restaurant growth in Q3.

Central to the chain’s seasonal strategy is 31 Days of Deals, which will offer digital perks like free food and delivery fees, festive merchandise drops and more to members of the Royal Perks program. Linking a long stretch of promotions to loyalty could help Burger King gain valuable first-party data during a period where consumers may be looking to fast food for convenience amid the holiday hustle. 

In addition, Burger King on Nov. 22 will drop its first BK Advent Calendar, which retails for $19.54 in a nod to the chain’s founding year. The calendar includes 12 items inspired by past and present menu items, such as Chicken Fries and the Whopper, and references memorable moments throughout the brand’s 70-year history, including the Burger King Kids Club from the ‘90s. Consumers interested in being among the first to score the calendar can text “ADVENT” to 251-251.

To bring its holiday offerings to life, Burger King’s mobile app will feature an immersive BK Village experience. Members of the chain’s loyalty program can explore a holiday themed town to access deals and “deck the halls” of their holiday home. Users each day can also open the mailbox at their digital home to earn one of the 31 Days of Deals offers, which will unlock other festive activities and interactions around the virtual village. 

A focus on app experiences complements a gamification strategy that has helped Burger King build brand affinity and increase guest loyalty. In February, the chain tapped into ongoing hype surrounding artificial intelligence (AI) with its Million Dollar Whopper Contest, which let consumers create their own Whopper for a chance at a $1 million prize. For the effort, consumers could input up to eight burger ingredients in the BK App or via a microsite that would then be brought to life with generative AI alongside a customized jingle. 

Burger King’s business struggles arrive as others in the fast food sector contend with a difficult consumer environment marked by price consciousness. Chief rival McDonald’s in Q3 reported a 0.3% increase in U.S. same-store sales.