Mobile Messaging Draws Hungry Diners
Erin O’Brien, senior director of new media for DMX, has been quoted in an article about mobile messaging by restaurants. She says that coupons sent to mobile phones are five times
more likely to be redeemed than conventional printed coupons.
DMX worked with WaBa Grill Teriyaki House to create a mobile text-messaging campaign this past summer. The California-based chain has 22 quick-serve restaurants and prides itself on offering healthy meal options. The key to the successful campaign was the timing. The texts would arrive just as subscribers were contemplating where to eat lunch. Enticing diners with oil-free and healthy alternatives to traditional fast food, the coupons gave the subscriber a free lunch if they brought two friends along with them. WaBa CFO Brian Ham said that 80 percent of customers return to the restaurant after testing it out in this manner.
Because there are no codes on the coupons, they can be forwarded to other mobile phones at no additional cost or action on WaBa Grill’s part. “They are winning on texts they don’t even send out,” notes O’Brien.
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