Success does
leave clues and if you are a chain restaurant and your year over year customer
counts are not growing at 11% or hinger you had better start looking for new
channels of fresh food distribution to extend your brand invitation according
to Steven Johnson Grocerant
Guru® at Tacoma, WA based Foodservice
Solutions® who stated, “consumers are dynamic not static when they move
your company must move with them.”
In an effort to
drive new electricity into its brand Wendy’s
Expands Digital Offerings is Launching an Interactive TV Ad Promotions with Roku
and DoorDash in a new partnership to drive top-line sales and bottom-line
profits.
According to Johnson, “Brand relevance is
in part driven with innovation in new food products in combination with new
avenues of distribution all of which are the platform for the new
electricity.”
Johnson stated “that in my
minds-eye the new electricity must be very efficient for the supply and
includes such things as fresh foods, developing brands, grocerant
positioning, fresh food messaging, autonomous delivery, cashier-less
retail, plates, glasses, cash-less payments, digital hand-held marketing.
All
retailers to survive the next generation of retail must embrace the artificial
intelligence revolution while simultaneously embracing fresh food that
is portable, fresh, with differentiation that is familiar not different.
·
Complimentary DashPass: New and existing Roku account
holders with a linked streaming or smart home device can get six months of
complimentary DashPass.** DashPass is DoorDash’s
membership program that offers members $0 delivery fees on eligible orders from
thousands of restaurants, grocery, convenience, and retail stores nationwide.
·
Shoppable Ad Offers: For the first year of the
partnership, DoorDash will be the
exclusive marketplace ad solution partner for DoorDash US restaurants and
grocers that buy interactive shoppable ads on Roku. This first-of-its-kind
partnership empowers DoorDash merchants
to place unique click-to-order offers within their Roku ads. For the first
time, restaurant advertisers can partner with DoorDash and Roku to attribute,
target, and measure TV streaming ads on Roku.
According to internal
Roku research, 1 in 3 Roku users order take-out or food delivery weekly.
Furthermore, 36% of Roku users are interested in receiving interactive offers
including a scannable QR code or text message.
“Streaming and
delivery just go together which is why we’re making it easier than ever for
Roku users to order their favorite food right from their TV,” said Gidon Katz,
President, Consumer Experience, Roku.
“Just in time for the big game, we’re bringing consumers and marketers the same
leading scale, data and tech that have made buying a new device or signing up
for a service simple and delightful.”
DoorDash merchant
partners can run ads directly on Roku.
Consumers simply interact with the TV ad offer, receive the promotion through
SMS/email, and are led to the storefront directly in the DoorDash app to
redeem. With this integration, brands can easily track and measure ROI from
beginning to end. Longtime DoorDash partner Wendy’s® has
doubled down on digital acceleration as a strategic priority and is joining
forces with DoorDash and Roku to pioneer this new experience, bringing
fresh-made food to fans with even more convenience. Roku
subscribers who see the Wendy’s ad will have exclusive access to $5 off with
any Wendy’s purchase of $15 or more.***
“We are thrilled to
partner with Roku on this unique partnership,” said Rob Edell, GM & Head of
Consumer Engagement, DoorDash. “While
this offer unlocks DashPass benefits and perks for Roku users everywhere, it
also provides our merchant partners with an opportunity to promote DoorDash
offers through TV streaming. Consumers can conveniently and affordably get the
best of their neighborhood delivered to their door, while brands can reach
diners at the right time and drive instant conversion from the comfort of the
living room.”
Carl Loredo, U.S.
Chief Marketing Officer for The Wendy’s
Company, stated, “At Wendy’s, we’re consistently meeting our customers
however they choose to engage with us. With increased preferences for mobile
ordering and delivery, whenever that craving for a hamburger made with fresh
beef or Hot & Crispy Fries hits, we’re at our fans’ doorstep, meeting and
exceeding expectations for quality and convenience,” said. “Partnering with
DoorDash and Roku as the first brand to enable shoppable TV offers is an
exciting new step towards our goal of being the best in delivery.”
Eligibility
The free six months
DashPass membership offer is available to Roku users.** Offer limited to
net-new DashPass subscribers only (no trial or paid subscription in the last six
months).
Success does
leave clues. One clue that time and time again continues to resurface is “the
consumer is dynamic not static”. Regular
readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA
based Foodservice Solutions®. Our
Grocerant Guru® can help your
company edify your brand with relevance.
Call 253-759-7869 for more information.
**Offer valid for new
DashPass subscribers only. DashPass auto-renews at $9.99/month after the free
six-month trial period until you cancel. DashPass benefits apply only to
eligible orders that meet the minimum subtotal requirement listed on DoorDash
for each participating merchant. Other fees (including service fees), taxes,
and gratuity still apply. See here for full offer terms &
conditions. To receive this offer from Roku, you must have an eligible Roku
account with a linked Roku streaming or smart home device.
***Offer valid
through 3/12/23. Valid only on DoorDash orders with a minimum subtotal of $15,
excluding taxes and fees. Only at participating U.S. Wendy’s restaurants. Limit
one per person. Fees, taxes, and gratuity still apply. All deliveries subject
to availability. Must have or create a valid DoorDash account with a valid form
of accepted payment on file. No cash value. Non-transferable. Use promo code at
checkout to redeem. DoorDash reserves the right to cancel or revise this offer
at any time. For promotions support please visit help.doordash.com
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