McDonald’s and Burger King have both launched loyalty apps in the U.K. in a bid to win young consumers’ affinity.

McDonald’s and Burger King have both launched loyalty apps in the U.K. in a bid to win young consumers’ affinity. The two fast food giants have always had a friendly rivalry, which has manifested itself in cheeky ads and throwing shade. But last week, the competition stiffened when both burger chains simultaneously dropped loyalty programs. The Your Burger King app has now been rolled out to around half of the chain’s U.K. franchises and gives customers 10 points for every £1 spent, which can then be redeemed for food and drinks. Meanwhile, the MyMcDonald’s Rewards program gives customers one point for every penny spent, which can be spent on food or donated to different non-profits including the Ronald McDonald House Charities. McDonald’s announced the program with a heartfelt ad from Leo Burnett telling the story of a trucker saving up his points to collect a McChicken sandwich for his beloved wife. McDonald’s and Burger King top young Europeans’ list of favorite fast food restaurants. And while the food is certainly the draw, these gens have also become fans of these brands for the clever marketing, celeb meals, and merch collabs. Now, these reward programs could prove to be one more way to win young Europeans’ loyalty. (Adweek)