How fast food chains used mobile marketing as a tool in their business?

Many fast food chains are adopting mobile marketing (or m-commerce) as a way to boost their business revenue. Let’s see how the companys attract the hungry customers!

This U.S. fast food franchise launched a campaign in January 2009 which focused on mobile coupons. Three separate idle-screen mobile ads are placed with targeted US market. The mobile coupon offer a buy-one-get-one-free promotion for Jack’s Classic sandwiches, a free combination upgrade with purchase of any burger or sandwich and a free pita with purchase of any coke.

In addition, a pilot program involving payments processor First Data, Sprint, San Francisco’s Bay Area Rapid Transport system and burger chain Jack in the Box was signaled a success for mobile commerce in April 2009. 230 regular riders of the BART system were issued Near-Field Communication-enabled Sprint phones for a 4-month trial. Those mobile phones became the payment method at BART stations and Jack in the Box restaurants across San Francisco.

Arby’s
Arby’s used cell phone to complemetn its marketing strategy, reach consumers and enhance customer interaction. Arby’s also used Cellfire-powered mobile coupons to attract customers, they are redeemable at 250 restaurants throughout Atlanta, Birmingham, Dallas-Ft.Worth, Los Angeles and Tampa-St.Petersburg.

To access mobile deals at Arby’s, consumers can register at Cellfire.com or send a text message with the keyword ARBYS to 22888. Consumers who sign up will be eligible to receive buy-one-get-one-free beef ‘n cheddar sandwich coupons, discounts on Jamocha shakes and free Chicken Filet Sandwiches with purchase of medium fries and a medium drink.

McDonald’s
McDonald’s Malaysia also delivered mobi-coupon campaign. Customers have a chance of winning instant cash prizes and McDonald’s products. The mobi-coupon is a text message containing a unique barcode which is presented to McDonald’s staff along with the winning contest card. Upon verification, the customer can enjoy a free apple pie or corn cup.

McDonald’s Japan printed a QR code on their packaging. Scanning the QR code, it brings up a URL which will take you to the nutritional information for the food they are eating, such as calories, sodium, fat, protein, carbs and allergy information.

How About Pizza Industry?
Pizza Hut and Papa John’s both have mobile websites which enable customers to place orders, while Domino’s Pizza distributes discount vouchers via SMS.

Meanwhile, Indiana-based HotBoxPizza revamped their mobile loyalty programme in May 2009. It offered consumers the opportunity to receive discount vouchers for its meals in return for joining the scheme. The company then used the sign-up information to send text messages which publicise promotions and menu changes at its outlets.

After only a month in test drive, the new program has already seen a 24% redemption rate from the opt-in offer and a 10% redemption rate on the proceeding coupons.

Conclusion
Mobile marketing (m-commerce) is continuing on a strong upward trend. Interactive campaigns using m-coupons are great way to attract new customers and retain customer loyalty. The redemption rate for mobile vouchers is often higher then distributed via newspapers or leaflet. The aboved example identified mobile is an important part of promotional strategy. However, it is still debatable on the issue whether m-ticket or mobi coupon will replace traditional paper coupon or not. People worrying that storing coupons in cell phone may not have the same customer awareness than that in print.