Friday, January 4, 2013

Restaurant Marketing Print, Push, Pull does your Brand have Contemporary Consumer Relevance?

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 and I will provide you all the information you need or download the Threep app on an iPhone from the app store or visit 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 participationdifferentiation and individualization contact us via Email us at: or visit Johnson, or

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