Burger King Corp. Tests Closed Loop Mobile Payment App

Burger King Corp. has launched a pilot program to test its new mobile payment application in select restaurants in the Salt Lake City, Utah, area., using a closed loop approach similar to what Starbucks does, signing up users to a branded prepaid card, then linking linking the mobile app to the card. 


The "BK Mobile Crown Card" program will be tested at about 50 restaurants in Salt Lake City, Utah area. The test will use quick response codes as the communication method between iOS and Android devices and the point of sale terminals. 


All such experiments are early versions of what might someday be more elegant in approach. The difference between scanning a prepaid card, a standard credit or debit card, and using a mobile that does the same thing, might not be so compelling that most people will want to do it. But the behavior is probably the key reason for using such approaches.


Getting people used to the idea of using a mobile as a payment mechanism is a habit that will have to be created.