I know that I’m not alone when I say ‘if you want to hear from your kids, you have to text them. How many of you have know it’s a lot easier to get an answer from one of your children if you text them rather than calling them on the phone. Do your children or grand children pick up the phone or return a phone call after you leave a message?
Today, millions of Americans say they talked to someone when in fact what they did was text them. There is some new research from Mobivity Holdings Corp. , a global provider of personalized guest engagement solutions that Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® thinks all food retailers should become aware of.
Mobivity’s 2021 Restaurant Text Marketing Benchmarks Report, demonstrates the success and impact of text message marketing programs on guest frequency, spend, and ROI for restaurants and many legacy food retail brick and mortar brands.
In addition, once a consumer joins a restaurant’s text messaging program, the guest’s spend increases 23%. Measured over six months, a text subscriber can be valued at $12.15 on average in incremental revenue and Mobivity saw brands with incremental text subscriber revenue as high as $16.59.
Dennis Becker, Mobivity Chairman and CEO, stated, “Restaurants of every kind were particularly hit hard at the onset of the pandemic and continue to experience staffing, supply chain and traffic issues. The No. 1 takeaway they’ve learned is that building an efficient, direct to consumer owned media channel is critical – and text messaging enables that,” … “With text messaging open rates 5X-20X better - and often with higher adoption rates - than other owned media channels this lifeline helps restaurants connect with guests and offer them valuable offers that drive traffic and spend."
So, Guests who join text marketing programs stick with it. An astounding 96% of subscribers remain in a text program after 90 days, and 90% are still in the program after two years, outpacing app and email subscriber retention by a factor of 2X and 3X respectively.
Regular readers of this blog know that our Grocerant Guru® placed one of the first online ordering service CyberMeals with New England quick-service restaurant Papa Gino’s Pizzeria and fast casual restaurant D’Angelo Grilled Sandwiches (PGDA) back in the day. Today they are utilizing Mobivity’s SmartMessage with patented Trusted Redemption technology to gain critical insight into each redemption which is a part of Mobivity’s enterprise-grade Unified Guest Engagement Platform. Leaders lead according to Johnson.
So, during the pandemic, PGDA saw its mobile messaging program deliver an average Return on Marketing Spend of 440%. The two brands also see much higher opt-in offer redemptions than the average, with Papa Gino’s having a 50% redemption rate and D’Angelo averaging a 47% redemption rate.
Becker continued, “Traditional mass marketing techniques are becoming less effective as consumers expect more personalized and authentic engagement, consuming media via new individualized streaming methods, and as tech giants hobble traditional third-party ad targeting. First-party data is the new oil that fuels brands’ ability to control their marketing destiny in a one-to-one world of marketing.”Mobivity provides a platform to connect national restaurants, retailers, personal care brands and their partners with customers to increase retention, visits and spend.
The full report is available for download here.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.