Tag: restaurant mobile marketing

One in four mobile consumers has at least one mobile app specific to restaurants on their smartphone.

This statistic was discovered by a recent study published by RetailMeNot, Inc., which commissioned Google Consumer Surveys to poll more than 1,000 American consumers on their dining and food habits, including smartphone usage for searches and activities related to restaurants. What the study found was that there were several interesting consumer smartphone trends related to food and dining, such as among the participants surveyed who said that they dine out eight to ten times per week, over two-thirds of these respondents use a restaurant-specific mobile app.

Consumers between the ages of 25 and 34 engage in the most restaurant research on their mobile devices.

The main reasons why restaurant goers use their smartphones is to locate restaurants (53%), browse a menu (49%) and research new restaurants (37%). According to the study, smartphone users in the 25 to 34 age range (millennials) were the most likely to research new restaurants on their mobile phone compared to any other age group (60%).

Mobile marketing is an important part of restaurant-related consumer smartphone trends.

It was discovered that nine out of ten diners who participated in the survey said that they have searched for a restaurant deal at least once. Furthermore, those who earn the most money also tend to be the ones who use online or mobile restaurant deals the most. That being said, eight out of ten consumers who participated admitted that they would likely try a new restaurant if a deal was being offered.

Chief marketing officer in North America for RetailMeNot, Inc., Marissa Tarleton, explained that with the increasing number of consumers turning to their smartphones to assist them with their dining choices, it is becoming more important for restaurants to make the most of mobile advertising.

“Mobile marketing technology is a powerful medium when it comes to serving up the right dining content, in the right location, at the right time,” Tarleton said. “When done well, mobile has the ability to drive more diners through their doors and keep them coming back for more.”

The bottom line is that while researching restaurant locations and new venues is among the bigger smartphone trends for American restaurant patrons, it seems that the majority of consumers actively use their mobile devices to take advantage of restaurant deals.

The restaurant chain started on pen and paper, and brought the game online last year, now it’s moving up again.

After having taken its popular game, Beat the Leader, online in 2013 after it had previously been available only on pen and paper, Old Chicago is now going the mobile marketing route and is opening up the challenge to people with smartphones and tablets, as well.

So far, more than half of all of the Beat the Leader traffic has come from smartphone and tablet using customers.

That said, beyond the game, itself, Old Chicago has seen quite a dramatic shift, overall in the participation of their over ninety restaurants since mobile availability came into play. This just one more example of the importance of mobile marketing and compatibility when it comes to succeeding in today’s marketplace. More than 6 out of every ten participants, this year are now coming from mobile devices.

This helps to illustrate the trend toward mobile marketing and the effect it is having on consumers.

Among the additional appeals for playing the popular game over mobile, this channel also provides customers with a far greater way in which to engage with and challenge other players who can be found all across the United States. As an added incentive, there are some great digital rewards available to players.

This new digital game was the result of a partnership between Old Chicago and Movement Strategy. This effort is proving to be a considerable success. According to the Movement Strategy co-founder, Eric Dieter, “With the improvements to the mobile experience we’re aiming for a 90 percent retention rate week over week – meaning users are returning to make picks and view leaderboards.” Comparatively, last year, that figure had been only 70 percent.

Mobile marketing has started to play a very important role in the restaurant world, from large fast food chains to single location mom and pop eateries. It has become a way to reach and engage consumers and to encourage them to stop in more often than they usually would, or to order more than they had planned, while enjoying every moment of the experience.