Our March 2014 ‘Pin of the Month’ includes a bit of information on the key talking point this month on ShoreBranding.com – loyalty. The infographic itself was found on QSRweb.com’s blog and was immediately selected based on the first of five tips it provided to restaurants who are considering a mobile app.
The infographic contains a wealth of information on the success of a number of restaurant chains and their respective mobile platforms. The five recommendations for building a stronger mobile app include: Loyalty, Payment, Marketing, Ordering, and Entertainment. As you can see above, each recommendation comes with a handful of successful case studies / brands that have done their part to engage their customer base.
Is it surprising at all to see Starbucks in the lead mention spot under two of the mobile tips? The coffee maker has led the charge in changing consumer behaviorisms and their mobile efforts are just one of the more recent examples. I find it amazing that from 2012 to 2013, they increased their mobile loyalty program by 86%.
A second eye opener from the infographic is the percentage of mobile ordering that is being done at Papa John’s (45%) and Domino’s Pizza (40%). Has Pizza Hut missed the ball on this one relative to its national competitors? I’d say so.
What I really enjoyed about this month’s ‘Pin of the Month’ is that it didn’t focus solely on national, big name brands. Sure, you have probably heard of the vast majority of these examples, but there are several, local based brands that have turned their mobile platform into a success story. Those successes came through various mobile plans as well; with Earl of Sandwich and Marble Slab Creamery leveraging their loyalty programs, while a Papa Murphy’s franchise in Nevada rolled out a SMS campaign to get people in their door.
Finally, as you can see on the last tip, your brand doesn’t have to always be direct selling to the customer. You can build engagement by entertaining your audience through games or witty characters on your mobile app. We don’t have a Bojangles near us, but I had to take a look at their app after seeing this infographic!
What brand/restaurant has caught your own attention through their mobile efforts? Let us know in the comments below and we’ll take a look at their app!
For those unfamiliar with our Pin of the Month, each month we’ll be posting one of the better infographics, pictures, etc. from our Pinterest page and (over-) analyzing it in a blog write-up. For those that may have missed our other loyalty-related write-ups this month, here is the Sunday Musings that introduced the topic at the beginning of the month and here is our first “Loyalty to Brands” write-up. If you are interested in guest blogging about a brand or company that you find yourself loyal to, please let me know!