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Loyalty360 Reads: February 11 | Burger King Tests Loyalty Program; Airlines Upgrade Loyalty Programs




Burger King Tests Loyalty Program As Part Of Digital Push
CNBC says that Burger King is testing a loyalty program in five U.S. markets as part of a broader push into expanding the digital experience for customers.

The network says the Restaurant Brands International chain is the latest restaurant chain to look to rewards programs as a way to drive sales. The introduction of Burger King’s Royal Perks test follows an announcement from archrival McDonald’s on Wednesday that it’s entering the next phase of its own loyalty program tests.

“It’s been something that we’ve been working on for a while, that we’ve had in several different versions of beta tests,” said Burger King’s North American Chief Marketing Officer Ellie Doty. “It’s the natural next step when you want to have digital leadership and find ways to create more personalized experiences for your guests.”
Airlines Upgrade Loyalty Programs and Perks to Meet Millennial Tastes
The Wall Street Journal reports U.S. airlines are updating their loyalty programs to appeal to younger consumers, both despite and because of the pandemic’s effects on travel. Some carriers are adding perks such as e-book and virtual-exercise subscriptions, while others are overhauling the way frequent fliers earn and spend air miles.

The newspaper says the shake-up comes as airlines broaden their focus from older business travelers to millennial and Generation Z customers, who are more likely to catch flights during the pandemic and after it as well.
Coca-Cola Company Introduces Bottles Made from 100% Recycled Materials
The Coca-Cola Company announced in the United States the introduction of a new 13.2oz bottle made from 100% recycled plastic material (rPET). This new bottle will be available first in the company’s biggest and most iconic brand: Coca-Cola. In addition, the company announced today in the U.S. the transition to bottles made from 100% recycled plastic material across a selection of brands in the portfolio, including DASANI and smartwater, which will be available in various package sizes this year.

The moves are a substantial step in addressing plastic waste, among the top environmental concerns globally, reducing the company’s use of new plastic by more than 20% across the portfolio in North America compared to 2018.
Hyatt Inspires Local Stays in Signature Ways
Hyatt is reimagining the guest experience with creativity and care and inspiring guests to take a break from the routine with the new Hyatt Night In package – perfect for a weekday escape, weekend staycation or even a Valentine’s Day retreat.

With premium amenities, special savings on food and beverage offerings and parking, and an exclusive signature experience unique to each hotel, like whale watching in San Diego or a private pool reservation in Lincoln, Neb., the new package helps guests reignite the joy of travel closer to home.

Available at nearly 70 participating properties across the Americas for stays through September 12, 2021.
Tractor Supply to Pay Team Members to Get COVID-19 Vaccination
Tractor Supply, the largest rural lifestyle retailer in the United States, announced that it will provide a one-time payment of $50 and allow time off as needed for all hourly Team Members who elect to receive a COVID-19 vaccine. To further alleviate the barriers to receiving a vaccine, the Company has partnered with a third-party provider to facilitate onsite vaccination clinics at its eight distribution centers and Store Support Center upon approval and availability.

“Since the beginning of the pandemic, Tractor Supply’s top priority has been the health and safety of our Team Members, customers and communities,” said Melissa Kersey, Tractor Supply’s Executive Vice President, Chief Human Resources Officer. “We have closely followed the advice of the CDC and other medical professionals to take proactive steps to protect our team and customers. As vaccines become more widely available, we hope to make it as easy as possible for those who want to be vaccinated.”


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