Burger King Offers Unlimited Coffee for $5 a Month Via the BK App

Subscription model comes to fast food

From Spotify to Netflix to Dollar Shave Club, the subscription model has become a much-embraced centerpiece of brands in the new economy. Now, an old-economy corporation, Burger King, is trying it as well. 

The chain on Friday announced a $5 a month subscription model for coffee. The deal gives you one cup per day, as many days as you like, for the one-time price of a Starbucks large cappuccino. The $5 fee renews automatically each month. 

Burger King | BK Café Subscription

On its face, it's a pretty great deal and another example of Burger King thinking in innovative ways. It's also yet another effort to get people to download the BK app. You can only sign up for the coffee subscription by using the app. 

"We continue to leverage technology to enhance our guests' experience in our restaurants," says Chris Finazzo, BK's president for North America. "We are proud to launch our own subscription service where guests can now enjoy a hot cup of coffee every day for just $5 a month." 

The campaign was created by FCB New York in partnership with Office of Development & Design. Back in December, FCB also created "Whopper Detour," another campaign for the BK app, which used geofencing to offer 1-cent Whoppers to anyone within 500 feet of a McDonald's. 

The announcement comes a week after BK rolled out a video (below) re-asserting its commitment to coffee, featuring the King visiting coffee plantations. 

CREDITS

Client: Burger King
Global Chief Marketing Officer, Burger King: Fernando Machado
Head of Global Brand, Burger King: Marcelo Pascoa
Global Brand, Burger King: Rogelio Magana
Head of Marketing, Burger King North America, Renato Rossi
Advertising, Media and Communications, Burger King North America: Diego Suarez
Media, Traditional, Digital and Social, Burger King North America: Jorge Oliveira
Social Media and Digital Marketing, Burger King North America: Flavia Guetter
Digital and Technology, Burger King North America:  Elizabeth Greenberg
Mobile App Manager, Burger King North America:  Manuel Medina
CRM and Technology, Burger King North America:  Preston Nix
Media, Traditional and Digital, Burger King North America: Madeline McDermott

FCB New York
Ari Halper – Chief Creative Officer
Gabriel Schmitt – Executive Creative Director
Laszlo Szloboda – Associate Creative Director - Copy
Alex Sprouse – Associate Creative Director - Art
Adam Isidore – Director of Integrated Production
Henna Kathiya – Senior Producer
Sarah Tarner – Account Director
Jesse Morris – Project Manager

Office of Development & Design
Founder / Owner: Tim Case
Executive Creative Director: Gary Breslin
Executive Producer: Matthew Turke
Producer: Nakia Cooper
Audio House: Honeymix
Owner/Executive Producer: Mary Tomasiewicz
Sound Engineer: Conrad Sanguinetti

Agency: David the Agency (Miami)
Spot: Journey of a Bean
Managing Director, COO: Paulo Fogaça
Executive Group Creative Director: Tony Kalathara
Group Creative Director: Danny Alvarez
Group Creative Director: Jason Wolske
Copywriter: Dan Flora
Art Director: Curtis Caja
Creative Coordinator: Cristina Cornejo Ayala
Senior Producer: Carlos Torres
Producer: Jennifer Malki
Production Intern: Brenda Osorno
Sr. Business Affairs Manager: Barbara Karalis
Director of Strategy: Jon Carlaw
Senior Brand Planner: Stephanie Salvador
Jr. Planner: Gabriel Roldan
Head of Account Management: Carmen Rodriguez
Account Director: Stefane Rosa
Account Supervisor: Jenny Gobel
Account Supervisor: Katie Heinerikson

Production: Independent Media
Director: David Gelb

Production: MacGuffin
Director: Kevan Bean

Editorial: Cosmo Street Editorial

Tim Nudd
Tim Nudd is editor in chief of the Clio Awards.