New findings from a Nielsen & Yahoo study find a previously undiscovered, strong connection between the mobile phone and eating out. The facts are quite interesting and important, particularly for popular restaurant chains, and they also shed light on the amount of distance that people will travel for a good deal on a meal.
The demographic used within this study was 34 million Americans who seek information about restaurant deals on their mobile phones. This population is skewed with a majority falling within the ages of 13-34. A surprising 58 percent of these people live in the suburbs, highlighting an opportunity for restaurants outside the city limits. Incomes for this population were on average $87K USD, and the majority is classified as married. Forty-one percent have one or more children in their house. (Mediapost)
The positive finding within this study is that 34 percent of respondents saw a dining ad or coupon on their phone, and 77 percent of these people sometimes or always looked at it.
Two recent articles regarding communication caught my attention this week, both pertaining to the restaurant industry. I thought I’d share them with you and give you friendly, hardworking restaurant owners some insight about how restaurants are using text message marketing to not only increase revenue, but also to improve employee relations and motivation.
A May 2010 survey conducted by Harris Interactive discusses the level of consumer interest in receiving text alerts, with the majority of respondents opting for messages received from the restaurant industry. Interest varies by age, but with 18-34 year olds showing a 44 percent interest in text alerts and 35-44 year olds reporting a 29 percent interest, it seems advertising in the form of text alerts is a natural fit for this age group.
The article goes on to explain that the most desired text alerts are coupons and promotions, so restaurant owners and managers can save some money, and a few trees, by skipping printed ads and simply send a mobile coupon.
It’s not just your customers that are waiting for a text from you – your employees are, too! This week Nation’s Restaurant News reported that major restaurant chains, such as Auntie Anne’s, are tapping into text messaging not only to communicate with customers, but to communicate with employees as well. As Which Wich sandwich shop owner T.J. Schier puts it, “You need to get into the world of your employees in order to reach them.” Managers and owners are now using text blast services like Opt It Mobile 3.0 to send schedule changes, meeting reminders, and even accolades. The main reason restaurant managers have chosen this form of communication is because they know their employees will always get the message and even text back, whereas trying to get a response from a phone call or email can be rough. If you’re a restaurant owner and you still haven’t tried text messaging as a major form of communication for your business, it’s time to jump on the mobile marketing bandwagon.