Restaurant chain marketers constantly review, renew and
replay loyalty programs that work, as well as TV commercials that drove sales
and newspaper flyers that garnered a solid response. The world is evolving fast. This fall the first week of Network TV new
programming was down 18% from last year as reported by Nielsen ratings service.
Less than 33% of households continue to get the daily newspaper, and some
cities do not even have daily newspapers any more. Review, renew and replay may simply not be
enough today for chain restaurant brand marketers.
Restaurant customers are dynamic, not static. They are on
the move. The United States Census
reports that 50 % of adults over the age of 18 are single. They don’t eat all meals alone nor do they
want too. Restaurants have witnessed a
decline in party size over the past ten years and have been unable to reverse
that trend. While many consumers have
opted for ready-2-eat and heat-N-eat fresh prepared food in new non-traditional
locations, there is still a warm place in their heart for the branded
restaurant experience.
The restaurant industry is not an industry known for
trying to be first as in fastest to market with an ideation, food or technology
advance. In the United States the larger the chains in almost all cases are
slow to adopt something new. Today, the
pace of change is eclipsing the growth in top line sales and bottom line
profits within the restaurant sector.
Into this mix there is a new mobile app that empowers consumers while
driving groups of three or more into legacy restaurants, that app is called
Threep.
Threep is a unique mobile brand advertising platform that
empowers consumer brand activation by self-invitation, instead of
just tolerating a push invitation. Threep is a meaningful response to the
accusation that technology is increasing loneliness and isolation, since it
rewards customers don’t want to dine alone.
Restaurant marketers understand that dinning alone is not the
goal. With 50% of US adults over the age of 18, being single the goal is to
garner participation in groups larger than just one or two. Threep is a marketing tool that should be in
every chain restaurants marketing tool kit.
The Threep app has consumer relevance. It has the ability to build top lines sales,
update or edify existing loyalty programs, increase check average, and most
importantly the restaurant chain controls the critical brand messaging and
promotion. Leveraging segmentation
techniques, Threep can aggregate groups by day-part, age; sports teams (little
league to senior bowling), company office, church group, bridge clubs or
birthday clubs. Threep can Drive top line sales, leveraging micro groups for
macro results. As
long as customers visit in a group, they can use Threep and garner the branded
promotion on every visit. This encourages repeat visits and loyalty to your
business.
Restaurants
are operating in an onmichannel retail world.
The more channels your products are offered, the more likely consumers
are to choose your brand over a competitor’s. The line
between restaurants and food retailers is growing ever thinner. Is your brand
doing all it can to evolve with the consumer?
Would you like to know more about Threep? Send me a Email at:grocerants@q.com and I
will provide you all the information you need or
download the Threep app on an iPhone from the app store or visit Threep.com for
more information.
Interested
in learning how Foodservice Solutions 5P’s of Food Marketing can edify your
retail food brand while creating a platform for consumer convenient
meal participation, differentiation and
individualization contact us via Email us at: grocerant@q.com or visit
Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant
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