Restaurant Mobile Marketing Campaign

Name and city and state of marketer: 
Zorbaz Restaurants, Detroit Lakes, MN.

Campaign/program name:

ZIP Club, a guest loyalty program.

 Duration: 

November 2007 – present.

Objectives: 
• Find a cost-effective way to reach potential guests
• Collect mobile phone numbers from those already in the customer loyalty program database
• Build a database of contacts and mobile phone numbers for the text portion of the customer loyalty program and for future marketing strategies
• Increase number of guests in each location and increase sales

Target audience: 
The campaign targeted Zorbaz guests who considered themselves mobile savvy.

Strategy: 

The email explained the new texting service and offered ZIP members a link directly to an online landing page, where consumers entered their mobile phone number and chose which Zorbaz location(s) they wanted to receive messages about.

The goal of any message is to drive guests into their location of choice, at which time they may take advantage of any specials that were promoted in the text.

Text messages almost always promote a discount or special on food or beverage, or inform or remind guests about a special event.

Each location’s manager has control over when the message is sent and content of the message.

Call to action: 
In-store signage and Zorbaz employees encouraged guests to sign up for the program to receive free food, drinks and other specials.

Results: 
The Zorbaz text messaging program grew rapidly from its inception in late November 2007. As of Dec. 9, 2009, more than 3,450 people had signed up for the program. …

Unicel began noticing a large increase in attempted short code activity from its customers. …

Catchwind explained the Zorbaz text program and how popular it had become. …

Lessons learned:

Public demand and endorsement of a quality text program can and will change how cellular providers operate and what they offer to their customers.

…

Strategy quote:

“Our message strategy is to send texts intent on driving traffic during slower segments of our day depending upon the specific Zorbaz location, the time of year, and on the given objectives for that day,” said Cole Hanson, CEO of Zorbaz.

“For example, at Zorbaz on Pokegama we are aggressively attempting to grow awareness of Zorbaz as a lunch destination and aggressively attempting to drive traffic from 11 a.m. to 5 p.m.,” he said. “Consequently, we send out texts for free items like tacos or burritos redeemable before 3 p.m.

“We’re also trying to alter our late night clientele’s arrival time with offerings such as free cocktails, beers and shots between 8 and 10 p.m. Additionally, another commonly sent message is an informative text focusing on upcoming events such as our Ugly Zweater Party, Winterfezt, Oyzterfezt, karaoke, live music and other events. Something complimentary is always included in our texts.”

What challenge did mobile address quote (from same executive above):
“Two of the main challenges faced by establishments in our industry are how to maintain top of mind awareness with the market and how to effectively communicate with loyal guests in order to increase their frequency,” Mr. Hanson said.

“Ultimately, we see text messaging as a way to drive traffic in an intelligent and targeted fashion,” he said. “My current philosophy is: It’s impossible to send out too many intelligent and well-thought messages on a given day – as long as the messages include something desirable and free.”

For the complete story:

http://www.mobilemarketer.com/cms/resources/case-studies/5138.html