Restel started working with Hopkins in spring 2022 to improve Burger King’s email automation and campaign communications. Discussions quickly expanded from individual automations to the overall development of a loyalty program, as it was clear that Burger King’s customer base had huge untapped potential.

More value for customers and greater business benefits for Restel through the loyalty program

To maximize the business potential of the loyalty registry, Hopkins suggested that Restel redesign the rewards program and clarify customer pathways.

Burger King’s mobile app already offered benefits to registered customers, but the goal was to transform it into a comprehensive loyalty program that would deliver greater value to both customers and the company.

Kingiklubi was built as a result of agency cooperation

The project focused on redesigning Burger King’s mobile app to create a more customer-centric and business-driven experience. At the same time, the loyalty program was revamped with a fresh visual identity and a clearer structure of customer benefits.

Kingiklubi was developed in close collaboration with Restel, their technology agency Codemate and design agency Barabra.

Hopkins focused on designing customer-centric user paths and driving commercialization, Barabra handled the visual identity and tone of voice, while Codemate took the lead in technical development.

Critical steps for project success

• Mapping the current situation: Data collection, visualization, and documentation of the as-is situation at both the user interface and customer data levels.
• A shared vision: What the renewed loyalty program was intended to achieve, i.e. the project objective and the means to achieve it.
• A clear project plan: How to achieve the desired result.

“Kingiklubi is an example of what can be achieved when customer experience and technology are seamlessly combined. Our collaboration with Hopkins and other partners has delivered an engaging loyalty program that combines customer centricity with commercial potential in a way that is reflected in increased customer satisfaction and improved business results.”

Ville-Eemeli Junnola
Chief Marketing Officer
Burger King Finland

The loyalty program is an ongoing journey, not a one-time project

In the development process, the work was initially divided into multi-week sprints, which were later condensed into daily tasks to enable a quick transition to production.

The first phase of the development project was completed in October 2024, laying a strong foundation for the continued development of the program.

In the coming year, Kingiklubi’s development will focus even more on personalized customer experience and multi-channel capabilities.

“The scope of the project is large, and involves multiple teams and partners, which has provided an excellent opportunity to work together to achieve common goals from different perspectives,” says Elisa Kesälahti, Senior Consultant at Hopkins, describing the collaboration.

“For me, the most rewarding and inspiring part has been the opportunity to use my own expertise in a variety of areas to create significant value for the client that is directly reflected in the business,” adds Elisa.

“Restel has an excellent team, and communication with them has been straightforward and honest from the start, making the collaboration agile and smooth.”

Elisa Kesälahti
Senior Consultant
Hopkins

Result: Better engagement and growth in customer loyalty

The business objectives for developing Kingiklubi are to enhance customer satisfaction, improve customer retention, and increase the number of marketing-permitted customers. Together, these goals contribute to the comprehensive growth of customer value.

One month after the launch of Kingiklubi, the number of customers providing marketing permissions rose by 78%, while the number of loyal customers making purchases grew by 14%.

Although the journey is just beginning, the results achieved so far already demonstrate that the improvements to the app and loyalty program have significantly increased engagement and delivered notable business benefits.

Looking to build or enhance your loyalty program? Reach out to us, and let’s discuss how we can help!

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