Dive Brief:

• BurgerFi on Monday announced a brand campaign called “AmpliFi Your Appetite.” The marketing push aims to refresh BurgerFi’s brand positioning by highlighting commitments to responsible sourcing and quality food. 
• The chain will launch a new mobile app in Q4 2022, and will change its website to showcase loyalty features. Previously, the company’s loyalty system only worked for in-app orders. 
• BurgerFi is also integrating online and in-store kiosk orders into its loyalty plan. This will give the chain more points of contact with loyal diners, strengthening the program’s value and providing more access to diner data.

Dive Insight:

BurgerFi is basing its brand update on a wide-ranging survey of its customers, the company wrote in an email to Restaurant Dive. BurgerFi has not released the methodology or size of the survey, but noted the survey indicated that online ordering, takeout and delivery demand are still elevated well above pre-pandemic levels. 

“The new website will allow customers to earn points, redeem rewards and purchase e-Gifts. They will also be able to add loyalty to online orders,” BurgerFi SVP of Marketing Nadia Cronk said in an email to Restaurant Dive. 

Cronk said the company’s new loyalty app will launch in phases, beginning in Q4 2022, with the first phase featuring point-based rewards, followed by unspecified evolutions. The new app and loyalty system will be available at all the chain’s locations.

BurgerFi is focused on expansion, and has used loyalty to attract and retain customers. Most recently, the company launched a Visa rewards card co-branded with Anthony’s Coal Fired Pizza & Wings, a pizza concept BurgerFi acquired in 2021.