Gourmet Burger Kitchen — Mobile Loyalty Scheme

A juicy mobile filling for GBK’s loyalty scheme

Gourmet Burger Kitchen’s loyalty scheme needed to go mobile. But we didn’t just make an app version of their existing ‘card and stamp’ concept — we gamified the whole thing, rewarding customers for rising to foodie challenges. The app proved a hit — with 10,000 downloads in the first week alone.

To help Gourmet Burger Kitchen build upon the success of their paper-based loyalty system, we devised and designed a mobile app (now rolled-out across all 4 major platforms) which thoroughly engages users with the menu, the various stores and the laid-back kiwi ethos of the GBK brand.

The app is based around fun challenges that users to complete to unlock rewards — like “The Fireface”, for example, where people are challenged to order a Habanero burger with extra jalapeños to unlock a soothing free milkshake!

Burger-based UX & design

In-between regular visits to GBKs Frith Street restaurant, we set to work on the meat of the project, thoroughly wire-framing the app to ensure a smooth user experience. Then, we added the sauce; playful designs and a full set of challenges for the user to complete, unlocking more challenges as they play. A points system allows users to see how they are doing against their friends to add to the gamification element of the application.

  • Gourmet Burger Kitchen campaign branding
  • Gourmet Burger Kitchen app on devices

Sideorders

We designed in a few extra tasty features:

  • The store-finder allows users to find their nearest GBK on an interactive map, find opening hours and information such as wheelchair access.
  • Users can view the menu and store-specific ‘specials’
  • Notifications give GBK the perfect place to make fast and targeted updates direct to their core market (something that previously relied heavily on email).

Still hungry? check out the back-end!

The back-end of the app allows GBK to set new challenges to their users whenever they like — an incredibly powerful and flexible marketing tool that allows the brand to incentivise any user behaviour. (For example… Tuesdays not proving busy? Create a “Cheeseday” challenge exclusive to those who visit on a Tuesday!) There’s a huge range of offer criteria that can be created and this integrates with GBK’s POS system, creating unique voucher codes for each user. In addition, GBK can also easily export data from the system for use in reports.

A tasty result

The app was downloaded over 10,000 times in the 1st week and it reached no.2 in the Apple Appstore Food & Drink chart.