10 Examples of Restaurants Using Mobile Marketing
Are you a restaurant looking for mobile marketing ideas? If so, we’ve got you covered! Below are 10 great examples of restaurants including Taco Bell, Papa Murphy’s, Subway, Dunkin’ Donuts, Texas Roadhouse and many more that are using mobile marketing to attract new customers and build loyalty with existing ones.
#1 Taco Bell
Taco Bell launched a mobile marketing campaign in an effort to develop another channel to communicate with their most loyal customers. To subscribe to the Taco Bell mobile marketing campaign, customers texted “TBIC” to 30364. To incentivize customers to opt-in, Taco Bell offered a free Frutista Freeze, with the purchase of any food item, after a customers opted-in to the mobile marketing program.
The restaurant’s mobile marketing campaign was promoted to customers through traditional media such as radio, television and print, generating 13,000 opt-ins within the first five weeks.
#2 Papa Murphy’s
Papa Murphy’s launched a mobile marketing campaign pilot with the goal being to bring more customers to their Kansas City locations. By using in-store signs, tent pop-ups, and an online opt-in form to advertise their new mobile marketing campaign, the restaurant was able to build a 16,000 person mobile customer database.
Mobile marketing promotions such as a $5 Chicken Bacon Artichoke pizza generated redemption rates of more than 9 percent, while deals like a $5.55 taco pizza on Cinco De Mayo generated redemption rates of 11.5 percent, and half-off pizzas generated redemption rates north of 12 percent. The highest redemption rates Papa Murphy’s saw was with a $5, 3-topping pizza, which generated a 17.9 percent redemption rate. The mobile marketing campaign has since expanded across 26 other states, and is estimated to have more than 100,000 mobile subscribers.
A 16-store franchise of Subway restaurants in the New York region launched a mobile marketing campaign to increase repeat business with their customers. The program was advertised in-store with various forms of marketing collateral, and on local radio and television as the “My Subway Mobile SMS” program.
The franchise after a few months had generated a database of 5,000 customer mobile phone numbers. During this period, the Subway franchise sent out 13,000 mobile promotions, averaging a 9% redemption rate, which was significantly higher than the 1% redemption rate Subway experienced with their direct mail campaigns.
#4 Pizza Hut
During a 15 month period, Pizza Hut U.K. setup geofence locations within a half-mile radius of each of their 340 Pizza Hut locations. During this period, Pizza Hut found the mobile marketing campaign was on average 142% more efficient in increasing incremental sales than other marketing channels, and 4.4 times more effective than TV ads, and 2.6 times more effective than online ads.
#5 Carl’s Junior
Carl’s Jr. sent out a mobile offer to customers on May 14, 2013. The mobile offer was for a $6 burger combo for only $2.99. Not only did this mobile offer get a 19% redemption rate, the fast-food chain generated $14 in new sales for every $1 they spent on this campaign.
#6 Dunkin’ Donuts
Dunkin’ Donuts ran a mobile marketing campaign in the Boston area, encouraging customers to opt-in to mobile offers. The mobile marketing campaign was advertised on local radio and through mobile internet ads. This resulted in 7,500 consumers opting in to receive Dunkin’ Donuts mobile offers. After the first mobile offer, 17% of recipients forwarded or showed the offer to a friend, 35% considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts in the future, and Dunkin’ Donuts restaurants in the Boston area experienced a 21% increase in store traffic.
#7 Bulmers Irish Cider
Bulmers Irish Cider ran a mobile marketing campaign in the U.K. over a four week period targeted at males between the ages of 18 and 34. During this period, 77,000 SMS messages were sent out, with 50 percent of the recipients clicking on the link in the SMS message. 53% of recipients surveyed after the mobile campaign remembered receiving the SMS message from Bulmers. More importantly, 25 percent of recipients purchased a cider from the suggested pub, and 53% purchased a Bulmers from another pub recommended by the clicking on the link in the SMS message.
#8 Chuck E. Cheese’s
Chuck E. Cheese’s used SMS messaging to grow their email marketing database. Customers in the restaurant were encouraged to join the restaurant’s email marketing program by sending an SMS message with their email address to the phone number 35505. This opt-in method now accounts for 5% of all new customer email addresses added to the restaurant’s email marketing database.
It was then found that customers that gave their email addresses through SMS, opened the restaurant’s emails 10-20% more than customers that opted-in through other methods. In addition to the fact that these customers were more likely to open the emails, it was also found that these customers were 8-10% more likely to click on the coupons within the emails.
#9 Texas RoadHouse
Texas Roadhouse ran a six month mobile marketing pilot within 20 of their restaurant locations, branded as their “TextUs Loyalty Club”. To encourage customers to opt-in, Texas Roadhouse offered a free appetizer to new TextUs Loyalty Club members. The mobile marketing campaign generated an average 17% redemption rate during the pilot.
#10 Papa John’s
A Papa John’s Pizza franchise in the U.K. ran a three week mobile marketing campaign, sending a mobile offer to their 8,1000 previously opted-in customers that offered customers any Pizza, of any size for £6.99 (pickup) or £8.99 (delivery). This one mobile offer increased sales for this franchise during the three week period by 33%.
Want to see more restaurants using mobile marketing? Click here. Interested in figuring out how many SMS subscribers a restaurant should be able to acquire for their mobile marketing campaign? For the answer, check out this blog post. Want to know what the average opt-out rates for a restaurant mobile marketing campaign is? For the answer, check out this blog post. Already running a mobile marketing campaign for your restaurant? Check out this blog post where you can learn four ways to quickly improve your mobile marketing promotions.
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