2011 maine restaurant expo seminar deck "there's an app for that" 3 16-2011
TRANSCRIPT
There’s an App for that!
A look into mobile applications for restaurants
Fishbowl Cocktail Facts
• 10 years old, 130+ employees- Alexandria, VA based
• The leading provider of on-demand marketing software and services to the restaurant industry
• Serving over 40,000 restaurant locations
• Managing an opt-in member database of over 50 million guests
• More than 1.5 billion email messages distributed annually
• Technology and services designed specifically for the restaurant industry
• Chosen partner of leading organizations in the restaurant industry…
Agenda
• The Third Screen• How Consumers are using apps
• Search, Social, Sharing
• Mobile Commerce• Yes, Email is Mobile too• QR Codes- Huh? • Q&A
Look Familiar?
The Third Screen
US Mobile Marketplace• Projected 120 Million Smartphone
users by end of 2015• 50% of Mobile Phones owned at that
time will be a smartphone device • Mobile Devices will outsell PC’s in 2012
accounting for the largest segment of consumer electronic devices sold
• By 2013, more people will access the internet from a mobile device than a PC
Resources- eMarketer, Nielson, Gartner and Morgan Stanley
Building an online audience is key for any brand
US consumers now spend more hours online than watching TV or any other leisure activity
Mobile Adaptation
• 80% of retailers will launch a mobile/social strategy by 2013
• 46% of businesses plan to launch with a Location based marketing app
• Over 250 Restaurant “themed” app’s in iTunes store today
• Mobile advertising to reach over $7.5 billion by 2012
Source- eMarketer, comScore, Gartner
Search
• Nearly 97% of consumers now use the internet to search for local businesses
• Google mobile search volume has increased 500 percent over the past two years and continues to accelerate
• YouTube is the second largest search engine behind Google
• Over 2.5 Million consumers access Yelp on a mobile device per month
*Sources- The Kelsey Group, Ad Age, Google, Yelp
Not your Dad’s Yellow Pages
Social
• 40% of all tweets are now composed on mobile devices
• 182% increase in number of Twitter mobile users over the past year.
• There are more than 200 million active users currently accessing Facebook through their mobile devices. 50% login on any given day
• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
Social Sharing
• Almost 1 million users in just 1 year• Consumers take pictures of favorite
dishes and share with network• Location based-application • Search/Social/Sharing/Photo all
incorporated
• Launched March 2009• Over 6 Million users• Over 1 million “Check In’s” per day
over 380M total• Mobile Social Networking with
“Gaming Component”• Restaurants offer Specials and
events to engage users
Foursquare
Foursquare
Now simple to use campaign/promotion tool for restaurants to reward app users
Online Ordering
Got Pizza?
Pizza Hut iPhone app is responsible for $7M in sales
Online Reservations
Daily Deals on the Go
At the table survey’s
• Collect real time feedback and insight from your guests at the table
• Offer “Green” survey solution• Add guests to email club
Yes, Email is Mobile Too
• More than 204,000,000 Americans use email regularly-Pew Internet & American Life Project & Google Public Data (April 2010)
• 86% have given their email to a retailer
• $43.52 returned for every dollar spent in 2009-Direct Marketing Association (2009)
• Restaurant customers open and respond to a restaurant’s email
• 75% of daily social media users said email is still the best way for companies to communicate with them.
- Marketing Sherpa (2010)
• “41 percent of consumers surveyed by the NRA say they choose new restaurants because of e-mail promotions... ”
-National Restaurant Association (2010)
More reasons
• 70 million mobile users access email through mobile device
• 43 million check their email via mobile every day
• 31% of mobile users check their email 4+ times per day on a mobile device
Sources- ComScore,Merkle
Building your Email List- Mobile
Encourage guests both online and offline to join your e-club through easy to use mobile join forms and QR codes
So What is a QR Code?
“Quick Response” Codes
• QR Codes allow user to quickly scan and be taken to more information
• 70 Million smartphone users have installed a “QR Code Reader” app
• Use in online (web, email, social) and offline (POS materials, print ads) marketing
• Turn standard restaurant items into marketing devices (napkins, receipts, to-go bags, menus, etc.)
• Restaurants can use to offer incentives & promotions• Sign up for email and loyalty clubs easily & effectively• Link to additional descriptions of menu items,
nutritional information or chef demos of dish
Loyalty / On-Site Payment App
Questions?
THANK YOU!
Twitter.com/fishbowljoeFacebook.com/[email protected]
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