What Should Other Retailers Learn From the Walmart+ and Burger King Team-Up?

Walmart+ has launched its first dining perk through a new partnership with Burger King. Starting now, Walmart+ members will receive a 25% discount on all digital orders placed through the Burger King app or website. Additionally, beginning next month, they will get a free Whopper every three months with any purchase.

Burger King's Chief Marketing Officer Pat O’Toole praised the collaboration in Walmart's press release, highlighting the alignment of both companies’ value-driven approaches. Walmart+ Senior Vice President and General Manager Venessa Yates emphasized that the new benefit underscores Walmart+’s commitment to enhancing membership value and convenience.

To access these benefits, members must link their Walmart+ account to their Burger King Royal Perks account via the BK app or website. The discount and quarterly Whopper offer are available at participating locations.

“The inclusion of a Burger King benefit in our Walmart+ membership portfolio is exciting. We consistently strive to offer benefits that focus on our members, aligning with our commitment to deliver undeniable value and convenience. 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.”

Venessa Yates, senior vice president and general manager of Walmart+, via Walmart

Regarding its decision to partner with Burger King, the company stated that the benefits are selected based on member insights and are "carefully curated to provide a unique and valuable experience for members."

According to Food & Wine, the partnership deal is good for Walmart, but it may benefit Burger King even more, as it is "in dire need of enticing customers back into its stores." In August, Restaurant Brands International, Burger King's parent company, revealed during an earnings call that same-store sales at the fast-food chain decreased by 0.1% in the second quarter, with expectations for continued sluggish sales.

The Progressive Grocer called this a "first-of-its-kind partnership," adding that, according to Walmart, this new perk aims to help members save both time and money, accommodating their busy lifestyles where grocery shopping, meal planning, and cooking might not always be practical. As reported by EnterpriseAppsToday, a majority of Americans "eat fast food at least 1 to 3 times every week," so this perk may be extra beneficial to those who already have Walmart+ and might help convince those who don't to become a member.

An article on The Ascent, however, explained why getting a Walmart+ membership is not the right choice for everyone, regardless of all the special benefits. Personal finance writer Maurie Backman listed three reasons for not choosing to sign up for Walmart+: She already has an Amazon Prime membership with free two-day shipping, she has a Costco membership that helps her save on gas, and she doesn't personally need access to another streaming service — Paramount+, in this case.

The official Walmart+ website currently lists the following included perks of Walmart+:

• Burger King Savings: 25% off digital orders daily at participating locations.
• Free Delivery From Store: $0 delivery fees on groceries and more with a $35 minimum order.
• Free Shipping With No Order Minimum: Shipping is free for eligible items with no minimum purchase required.
• Member Savings on Fuel: Save 10¢ per gallon at over 14,000 locations nationwide.
• Video Streaming With Paramount+: Access over 40,000 episodes, movies, and live sports with a Paramount+ subscription.
• Auto Care: Free tire repair and road hazard warranty at Walmart Auto Care Centers.
• Walmart+ Travel: Earn up to 5% Walmart Cash on travel bookings through Expedia.
• Returns From Home: Schedule returns from home with no need for printing or repackaging.
• Early Access: Get early access to special product releases and online deals.
• Mobile Scan & Go: Shop and check out in stores using your phone.