Things are heating up in the retail and fast food sectors, as industry giants Walmart and Burger King explore an all-new strategy to bring more customers through their respective doors.
A Groundbreaking Partnership?
Retail behemoth Walmart has announced a “first-of-its-kind partnership” with fast food kingpin Burger King, explaining the newest developments for the chain in a press release last week.
Major Discounts for Members
Beginning in September, all Walmart+ members will be entitled to a 25% discount on all digital orders made at Burger King, as well as a free Whopper burger every three months.
Walmart vs Amazon
The high-profile partnership, along with the exclusive membership benefits, is the next step Walmart has taken in attempts to get the edge on Amazon Prime, Amazon’s membership program for shoppers.
Helping Customers
Walmart described the partnership as an effort to help it “save members time and money, catering to their fast-paced lifestyles where grocery shopping, meal planning, and cooking may not always be feasible.”
An Exciting Prospect
Venessa Yates, the senior vice president and general manager of Walmart+, also described the partnership as “exciting” in the press release. It is the first time Walmart has ever partnered with a restaurant chain.
Striving for Customer-Focused Benefits
“We consistently strive to offer benefits that focus on our members, aligning with our commitment to deliver undeniable value and convenience,” Yates said. “We’re confident our members will welcome the additional savings, and we’re thrilled to collaborate with a trusted brand like Burger King to offer this benefit.”
Great Minds Think Alike
Burger King also announced the partnership, praising Walmart for its “Great value” and calling the new joint venture a “natural fit” between two like-minded brands.
Burger King Responds
“Burger King has long been known for offering Guests high-quality products for a great value – an approach that’s shared by our friends at Walmart, making this partnership a natural fit,” said Pat O’Toole, the Chief Marketing Officer for Burger King North America.
Walmart’s “First Ever Dining Partner”
“We’re thrilled to join the Walmart+ program as its first-ever dining partner and look forward to providing members of Walmart+ even more savings on their flame-grilled favorites at Burger King,” he continued.
Walmart+ Program
Walmart+ is a membership program for shoppers who frequent the retail chain, paying a monthly subscription fee to receive various benefits.
Benefits of the Program
These benefits include unlimited free grocery deliveries, fuel discounts, exclusive deals in-store travel rewards, and now exclusive fast food promotional deals.
Close Comparisons
Comparisons between Walmart+ and Amazon Prime have been made since September 2020, when the membership was first launched, as it provided its shoppers with many of the same benefits while at a lower price.
Prime and Plus
For years Amazon Prime – which costs $139 per year, compared to $98 at Walmart+ – has been the leading retail membership in the US, with Walmart+ trailing close behind. But in the last year, winning over customers from other competitors has become more important than ever for these companies.
Scrambling for Customers
Major brands across both industries – retail and fast food – have been scrambling to find new strategies to bring customers back to stores.
High Inflation Driving Away Business
Consumer spending has dropped in the last year, as the average American feels the effects of high inflation and a cost of living crisis hitting their wallets. For many, spending sprees at department stores and fast food restaurants have been one of the first things to go from their budget – and it’s biting into corporate profits.
Discounts and Promos Abound
Retailers and restaurant chains, particularly in the fast-food sector, have been launching discounts and promotional deals in an attempt to appeal to discerning customers, Burger King included.
BK Value Meal
Burger King was one of the first major fast-food chains to launch a high-profile discount meal deal. In May it relaunched its previous $5 value meal, which was quickly picked up by its biggest competitor, McDonald’s.
Is It Working?
However, some fast food industry experts have expressed skepticism over the efficacy of these deals, including travel & hospitality analyst Lindsey Roeschke, who recently told Business Insider that they “have yet to greatly change consumer perceptions of the industry’s value.”
Duration Unclear
While value meal deals and promotional discounts tend to be short-term, usually lasting only one or two months, it is unclear how long the new Walmart/Burger King discount will last.
How to Access
In order to access these new Burger King discounts and memberships, Walmart+ members must link their membership with an existing Burger King Royal Perks account, or they can make one for free.
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