sms marketing for restaurants

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1 SMS Marketing for Restaurants

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SMS Marketing for Restaurants

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Restaurants have unique business challenges

Restaurant marketers are challenged with staying in touch with their most loyal customers, especially when customers are constantly on the go.

Drive non-peak hours traffic

How do I drive diners to restaurants earlier in the

day and Monday-Wednesday?

Create repeat business

How can I increase the number of visits every

guest makes to our restaurant?

Establish a local presence

How do I create brand ambassadors for local restaurants who will

spread the word?

Increase engagement

How do I enable diners to choose preferred

communication method and then deliver through

those channels?

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SMS SUCCESS STORIES FOR RESTAURANTS

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Taco Bell: 13,000 subscribers in 5 weeks

Taco Bell was looking for a way to keep in touch with loyal customers while they were on the go.

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Taco Bell: Mobile acquisition

Taco Bell leveraged text call-to-actions in radio, television and print asking customers to text in to join their mobile alerts club

Customers were incentivized to join with a free Frutista Freeze with a purchase of any food item

Taco Bell leveraged unique promotional codes to limit the exposure of the promotional offer

Offers were set to expire 3-5 days after the consumer joined the mobile club to encourage immediate action

Over 29,500 SMS offers were delivered with over 13,000 consumers opting in to the mobile club

To sign up, click here: https://www.tacobell.com/static_files/TacoBell/StaticAssets/documents/offers/TBSignupForm.html

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Papa Murphy’s: Test rolled out nationally

Papa Murphy’s launched a mobile marketing campaign pilot with the goal to bring more customers to their Kansas City locations.

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Papa Murphy’s: Mobile trial Papa Murphy’s launched their text

message campaign in Kansas City, the goal was to bring in more customers in more ways

The trial campaign quickly grew to 16,000 subscribers in the Kansas City market

They leveraged call-to-actions on in-store signage and tent pop-ups as well as online opt-in to build their mobile database

They used a zip code opt-in to segment consumers and send more targeted messages

Their first mobile promotion for a $5, 3-topping pizza generated a 17.9% redemption rate

The pilot mobile program expanded to 26 states and has more than 100,000 subscribers

To sign up, click here: http://www.papamurphys.com/deals

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Subway: mobile redemption rates exceed direct mail campaigns

Subway launched a New York region mobile campaign to increase repeat business with their customers.

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Subway: NY market mobile campaign

A 16-store franchise of Subway in NY ran a mobile program to generate repeat visits from it’s current customer base

They leveraged text call-to-actions in marketing literature and through radio and TV campaigns in the area

In a few months, Subway had a 9% redemption rate on all messages significantly better than their 1% rate for direct mail

The 16-store franchise grew their mobile database to over 5,000 customers within a few months of launching the trial

The success of the NY market mobile campaign led Subway to expanding the program nationally

To sign up, click here: http://www.subway.com/subwayroot/Freshbuzz/getnewsandoffer.aspx

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Carl’s Junior: Mobile offers boost sales

Carl’s Junior was looking for way to increase sales through a mobile marketing campaign.

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Carl’s Junior: 19% redemption rates with mobile offers

Carl’s Junior sent a text message to their mobile subscribers with an offer for a $6 burger combo for $2.99 via text message and received 19% redemption rate

From this mobile text message, the QSR generated $14 in new sales for every $1 they spend on the campaign

The offer was set to expire 6 days after Carl’s Junior sent out the message, driving high redemption rates

To sign up, click here: http://www.carlsjr.com/email_signup

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Chuck E. Cheese’s: Email collection through via text message

Chuck E. Cheese’s leveraged mobile to grow their email database.

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Chuck E. Cheese’s: Grew email database

Chuck E. Cheese’s asked customers to text their email address to their short code 35505 to receive exclusive coupons, activities and more.

Customers receive a text message thanking them for joining the Chuck E-Club and prompting them to check their inbox.

They found that the open rates from customers who signed up through SMS were 10-20% higher than other email subscribers.

By leveraging the text call-to-action in store, 5% of all new email addresses are coming through SMS.

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Texas Roadhouse: drives traffic during non-peak hours

Texas Roadhouse launched a mobile alerts program to drive traffic and increase customer loyalty.

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Texas Roadhouse: incentives drive database growth

Texas Roadhouse first launched SMS in 20 test stores in 2012 in Florida and New England

They quickly grew their database to 11k subscribers and within the next year had over 60k subscribers across 100 store locations

They incentives opt-ins with a Welcome offer for a free appetizer with purchase of an entrée and saw a 14% redemption rate

Since then, they have rolled out the mobile club to all 450 national stores and grown their mobile database to well over 200,000 subscribers

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Other restaurants leveraging SMS programs

A great way to get acquainted with mobile campaigns and learn how some campaigns are operating is to join!

By joining the SMS campaigns, you can take note of how the marketer is asking customers to sign up for SMS and the legal copy associated with opt-ins. You can also see the use of incentives or offers for opting into a mobile campaign as well as what other marketers in the restaurant industry are leveraging for SMS message content.

Pizza Hut: https://order.pizzahut.com/hutlovers

Papa John’s: http://www.papajohns.com/email/index.shtm

Arby’s: http://arbys.com/get-deals

Burger King: http://www.bk.com/alert-signup

Chipotle: http://chipotle.com/home

Potbelly: http://www.potbelly.com/TalkToUs/InsideScoop.aspx

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WHY SMS MARKETING?

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Here are 6 reasons why a restaurant should leverage SMS

1. Texts are Popular

All your customers are already texting–why not text with them?

Restaurants are in a unique position to cash in on texting’s popularity: texting is most popular with young adults–97% of them text regularly. In fact, text messaging is the most common form of written communication for 15 to 24-year olds.

Why is that a big deal for restaurants? Because adults 18-24 eat out more than any other age group. In other words, they’re the people frequenting your restaurant the most, your most valuable customers.

2. Texts are a “Guaranteed Read”

No text goes unseen: 97% of marketing texts are read. There’s simply no better way to reach your customers every time.

3. Texts are Instant

It’s not just that all texts are read: they’re read immediately. 90% of texts are read within 3 minutes! That’s a breakneck speed from typing a text to your customers reading it, and it opens up new marketing possibilities.

Those 3 minutes allow you to attack slow-downs with surgical precision: get customers walking through your door in minutes, exactly when you need them most.

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Here are 6 reasons why a restaurant should leverage SMS

4. Texts are Intimate

Why do we invariably read all our texts, usually within minutes? Because most of our messages come from close friends, family, and love ones. A text inbox, unlike an email inbox, is exclusive and intimate space.

When your customers accept your texts, they don’t welcome you as some faceless business: they welcome you as a friend–a warm restaurant with a human touch.

5. Texts are Mobile

Texts allow you to reach your loyal customers anytime, anywhere. Nowadays, cell phones are practically an extension of our bodies: they’re constantly on-hand. 90% of young adults even sleep with their phones!

Unlike physical coupons, menus, or flyers, customers will carry your message with them wherever they go. Your text is seamlessly stored in the phone, available whenever and wherever they need it.

6. Texts are Well-Received

Let’s be clear: you’re not blasting spam to anonymous emails. You’re texting customers who already know and love your food.

That’s why the texts you send are so effective: customers want to receive them. By marketing to customers who already love your food, you’re tapping directly into your most valuable resource.

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WHAT TO TEXT?

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Here are some great text content ideas for restaurants

Mobile Coupons: Encourage repeat customers and invite new ones with text coupons.

Example: Daily Diner Coupon – Present this text for 1 FREE COFFEE or TEA with any purchase.

Limited-time Discounts: Send time-sensitive discounts to drive traffic and speed up slowdowns.

Example: Joe’s Pizza – Offer good only before 6pm: Buy 2 slices of any pizza, get a FREE MEDIUM

DRINK!

Weekly Specials: Keep guests up-to-date with your chef’s weekly specials.

Example: Italiano’s Weekly Chef Special: Bistecca Gorgonzola – Premium filet topped w/ blue cheese

sauce, grilled onions & asparagus.

Events: Notify your customers about special events and musical guests.

Example: Tommy’s Irish Pub & Grill – Come down for some traditional Celtic music at Tommy’s! Boys of

Eire — This Friday only 6-9pm!

Sweepstakes: Create a buzz and collect new contacts for your text campaigns with an Text-2-Win contest.

Example: Primo’s Steakhouse – You’ve successfully entered to win FREE dinner for 4. Winner will be

notified by text on Dec 1. Good luck!

Polls: Have customers vote for their favorite dishes and get instant feedback.

Example: Ice Creamery – What’s your favorite new flavor?

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HOW TO START?

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The key to SMS success is database growth

1. Get the word out! Advertise your SMS program wherever you can. Be sure to include a “call to action”

containing simple instructions to join (e.g. Text GRILL to 12345).

2. Be clear about the benefits of subscribing and what exactly it is you’re offering. People already want

what you’re offering: your challenge is to make them realize how simple it really is.

3. Where to Advertise:

• Menus

• Receipts

• Table tents

• Placemats

• Window signs

• Cash register

• Website

4. To get the most for your money, be sure to integrate keyword and instructions into any existing

advertising that you’re already paying for:

• Newspaper and/or magazine ads

• Radio and/or television spots

• Internet display ads

5. Other methods to gain new subscribers:

• Instruct your servers to promote the text call to action

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THANK YOU

Thank you!