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Walmart’s shopping subscription service, Walmart+, is offering members new perks to choose from, including a 25% discount on Burger King online and app orders and a free Whopper every three months. The new deal between Walmart and Burger King comes as the QSR industry struggles to capture more cost-conscious customers. It also comes as retailers gear up for holiday shopping as inflation-weary consumers look for deals and promotions.
How are consumers responding to the added perks Burger King brings to Walmart+? The partnership appears to have generated significant interest in joining Walmart+. Recent CivicScience data shows that 29% of people who aren’t yet subscribers say the new perks make them at least “somewhat” likely to join. The perks are especially appealing to lower-income households.
What do you think?: Will the Burger King partnership help Walmart+ attract more subscribers?
Walmart’s competitors should take note
Additional data from CivicScience shows that the perk is catching the attention of customers from Walmart’s grocery and retail competitors. Most notably, half of Whole Foods customers (who aren’t already subscribers) said they are at least “somewhat” likely to join Walmart+ because of the Burger King partnership. This could be a competitor to Amazon Prime, given that Whole Foods is owned by Amazon, and one in three Prime members are interested.
Other key Walmart+ perks could seal the deal
The new perks could also appeal to other consumer groups tracked by CivicScience. For example, 31% of people who are interested in Walmart+ because of its new perks currently most frequently use a third-party service, such as Instacart, for grocery delivery. Walmart+’s free grocery delivery perk (on orders over $35) offers an opportunity to attract these users, who often have to pay fees that third-party apps incur.
For those interested in Walmart+ because of the Burger King deal, free shipping is one of the biggest factors swaying their holiday shopping decisions. This is especially important since free shipping is one of the main perks offered to Walmart+ members.
Let us know: Do you have a Walmart+ membership?
The Walmart+ partnership with Burger King not only draws more interest in Walmart’s subscription service, it also positions the company to capture more cost-conscious shoppers looking for perks ahead of the holiday season. Attention from rival customers and the added perks that Walmart+ offers could help the service grow its membership at a key time of the year.
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