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Walmart’s shopping subscription service, Walmart+, has a new benefit that allows its members to have it their way – members can now get a 25% discount on Burger King online/app orders and a free Whopper every three months. The new Walmart/Burger King deal comes as the QSR industry fights to woo 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 reacting to the added benefit of Burger King to Walmart+? The partnership appears to be generating a notable amount of interest in signing up for Walmart+ – recent CivicScience data show 29% of those who aren’t already subscribers say they are at least ‘somewhat’ likely to subscribe as a result of the new benefit. The deals are particularly attractive to lower-income households.
What do you think?: Will the partnership with Burger King boost Walmart+ subscriptions?
Walmart Competitors Take Note
Additional CivicScience data show the deals are catching customers’ attention from Walmart’s rivals in the grocery and retail sectors. Most notably, half of Whole Foods customers (who aren’t already subscribers) say they’re at least ‘somewhat’ likely to sign up for Walmart+ because of the Burger King partnership. That could present competition for Amazon Prime, given Whole Foods is owned by Amazon, even more so given 3-in-10 Prime members are also interested.
Other Key Walmart+ Benefits Could Seal the Deal
The new perk could also appeal to other groups of consumers tracked by CivicScience. For instance, 31% of those interested in Walmart+ due to the new benefit currently use third-party services most often for their grocery deliveries, such as Instacart. Walmart+’s free grocery delivery perk (for orders over $35) offers a chance to attract these users who would otherwise have to deal with fees often encountered in third-party apps.
For those interested in Walmart+ for the Burger King deal, free shipping is one of the biggest factors shaping their holiday shopping decisions. This is especially relevant, as free shipping is one of the core benefits offered to Walmart+ members.
Let us Know: Do you have a Walmart+ membership?
The Walmart+ and Burger King partnership is not only inspiring interest in Walmart’s subscription service, but also positioning Walmart to capitalize on cost-conscious shoppers looking for perks ahead of the holiday season. With attention from rival customers and the additional benefits offered by Walmart+, the service could see expanded membership at a crucial time of the year.