Untapped Potential for Restaurants to Connect with Customers
By Conrad R. Carney, II
“It’s clear that businesses who don’t embrace Mobile phone technology in the coming year will be left behind. Much as those businesses who sat on the sidelines during the early days of digital or social media are now playing catchup.”
Everyone with a cell phone carries it wherever they go. Customers are already texting inside your restaurant – so why not take advantage of that... It’s simple... People don’t redeem paper coupons like they used to. It’s a hassle to print them, cut them out, and remember to keep them in their pockets. But people have their phones with them at all times and so the redemption rates for mobile coupons and offers are much higher when compared to paper coupons that must be printed out from a computer.
Reaching consumers on their mobile phones presents fresh marketing opportunities for restaurateurs by enabling them to push readily adopted and measurable offers right to the palm of their customers’ hand.
The competition for consumers’ dollars remains fierce according to the Restaurant Association’s Trends Survey. It stated that 7 out of 10 full-service operators agreed that their customers’ loyalty is more difficult to maintain than it was two years ago, making repeat customers even more important to the bottom line. It is imperative that restaurant operators appeal to frequent diners’ expectations for value, because of how important repeat customers are to their success.
One way to satisfy customers’ growing appetite for value while encouraging loyalty is through frequent-diner programs. According to the Association’s Trends Survey, 57 percent of adults said they would be more likely to patronize an establishment that offers a customer loyalty and reward program, such as a Mobile Loyalty Club.