The rise and expansion of the Quick Service Restaurant (QSR) and Fast Casual dining industry have been as meteoric as anything rivaling the consumer shopping experience. What began as a few small chains scattered across America, has grown into myriads of franchises across the biggest metropolitan landscapes and foreign countries worldwide. From McDonalds and Subway to Applebees and Buffalo Wild Wings, these QSRs have evolved immensely, but still have some work to do in terms of capitalizing on consumer trends and further involving technology in their daily approach to marketing. ShopAdvisor has just completed a piece titled, “Intersection of Opportunity”, which dives into the methods and strategies involving QSR and Fast Casual dining, and how they can use technology to drive specified demographics to their restaurants and achieve optimal results in various contextual scenarios.
For QSRs, targetting the right customer at the right time is something that is essential to the success of each restaurant. Combined with delivering a great experience and good food at competitive prices, Fast Casuals are changing the landscape. More specifically, Millennial and GenZ desire for something more than a quick in and out experience and you now have operators looking to exploit both on- and off-premise dining. In addition, once you have a diner on premise there is greater opportunity to increase sales of more items — appetizer specials, drinks, deserts — than the core meal itself. So if the desired end is to get the diner into the restaurant, what should a mobile marketing campaign look like? We cover 3 key examples which include new location launch, off-hours promotion, and loyalty reward offers.
Now, what does all of this look like during and post-campaign? One of the best things about a mobile marketing campaign is that unlike traditional promotions – printed ads, television, radio, and even online banner ads — the owner/operator can track and attribute results to specific mobile ads, where they are placed and when they are run. You can determine throughout the course of the campaign how many people your ads are being exposed to; how many are clicking on the ads and promotions and how many are actually visiting specific locations. This real-time visibility into campaign execution enables the owner to fine tune it in multiple ways including increasing or decreasing exposure in certain geographies; running it more often during certain times of the day; changing out ads that are engaging consumers with those that have more traction, and more.
All of this data becomes the source for intelligently assessing the impact of the campaign and using those results to inform and dictate future campaign strategies. This information can also be cross-referenced against foot traffic studies, which allows you to see what percentage of the customers who entered a location actually purchased the promoted offering versus purchases of standard menu options.
Finally, it’s a fact that technology, and particularly mobile, is fundamentally changing our approach to everything, and this may be particularly true for the QSR and Fast Casual dining industries. Bottom line is the market is there, the consumer is ready, and the technology is capable of enhancing the dining experience while adding to the owner/operator’s bottom line. The question you have to ask yourself is are you doing all you can to take advantage of this new paradigm in dining.
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