Digital marketing for restaurants

Digital
Marketing
For
Restaurants

A Field Guide for
Delighting Guests

signal
1

These questions have been further complicated by seismic
shifts in consumer behavior and media consumption
habits. Treating all guests the same using mass-marketing
methods is no longer effective. Today, consumers demand
individualized and highly relevant communications.

Giving your guests the great At Signal, our goal is to be a
As a restaurateur, tackling digital marketing experiences they expect in this resource to help create those
for the first time can seem daunting. environment can be a challenge. opportunities. This digital
But the right digital marketing marketing field guide collects
tools can greatly simplify how the insights we have gained
What should your strategy be? you communicate with and from our customers’ most
learn from your guests. They successful digital campaigns and
How much should you spend on each can help you create real value our deep research of restaurant-
communication channel? for your customers through marketing best practices. We’re
digital marketing — and generate confident that these seven
a meaningful return for your recommendations will help you
Which methods can produce the most ROI?
business. lay the groundwork for success
as you develop and implement
And how can you ensure that your corporate
your own digital marketing plan.
and local marketing efforts remain in sync?

Index
1 5

Develop Your Digital Content Strategy Deliver Offers That Work
Goals Influences, Offer Types, Redemption Rates
by Channel, Timing and Delivery

2
6
Define a Test Market
Pilot Groups, Stakeholders, Growth Rates Personalize Content for Each of Your Unique Audiences
Segmentation Methods

3
Build Your Audience 7
Promotions, Incentives Track Your Success
Performance Indicators

4

Learn About Your Customers
Survey Methods, Response Rates, Summary
Questions to Ask

1

Develop
your digital
content strategy

Goals

Are you interested in building
a large database of brand-
connected customers?

Are you trying to grow sales
through timely offers that drive
This is the “take a step back” moment: a time to
analyze your digital marketing goals and identify the incremental foot traffic and
strategies that are most likely to meet them. Since capture greater share of wallet?
we know this is the hard part, let’s make it easier by
asking a few basic questions:

Are you launching a high-profile
new menu item?

Are you trying to build and
deepen customer relationships
through social media?

8 9

No matter your goals, nor where you are in your marketing Those of you who have already started and
lifecycle, Signal can help you construct or enhance your have a list can focus on enhancing your digital
digital strategy to garner the desired results. communications with guests by:

If you’re interested in building similar restaurants can help you
Extending your communications beyond email to include
your database or fan following, imagine what’s possible. This
platforms such as Facebook, Twitter and text messaging.
create an acquisition strategy audience-building phase is one
for the next 12 months. What of the most exciting, and we
Improving the relevance of your communications by segmenting
is the pie-in-the-sky number have some great case studies to
your customer base and personalizing messages to their unique
of engaged fans that you share about customers who have
interests, schedules, and platform preferences.
want to hit? Looking at the done it well. Signal will cover
benchmark growth rates and this in Section 3.
Gaining deeper insights into your guests using reporting capabilities
subscription totals for other
made possible by using a single platform for digital marketing

Establishing a consistent workflow across channels to minimize the
complexity of scheduling, approving, and sending your messages.

Later in this document, Signal will offer tips in each of
these areas to help you develop a concrete plan of action.

10 11

If you’re launching a new If you’re tasked with building No matter what you’re tasked With Signal, you can collect
item, the biggest priority is customer relationships via with, we want to ensure that email addresses from your
creating the exposure, buzz, social media, you should think your strategy is focused on mobile subscribers by asking for
and incentives for people to about creating protocols and customer empathy, relevance, their email via text or texting
give it a try. To get the word out, turnaround times for responding and understanding. From what them a link to a web opt-in
Signal recommends a cross- to customer concerns posted we’ve learned, understanding form. You can ask your email
channel approach to reach to social networks. If you preference is key to both subscribers to add their mobile
a wide audience and engage start listening to your guests acquisition and retention. Some numbers to their account by
each customer through their over social media, which of your guests may prefer a offering them a link to update
preferred channel for marketing communications will require morning email. Others may their preferences and profile.
communications. With the a response, and which won’t? favor timely text-message And you can ask your social
amount of marketing noise What’s an acceptable response coupons. And others may solely media followers if they are
distracting consumers these time to customer inquiries over rely upon your social media interested in receiving email or
days, it’s important to permeate Facebook and Twitter? The best presence for news, support, mobile alerts. Many guests are
the “field of indifference” and brands on social networks excel information, and offers. A only interested in getting their
send customers a relevant at listening and responding. cross-channel approach lets you information from your brand
personalized message the way And they focus on elevating the incorporate the right methods on Twitter or Facebook. But
they prefer to be reached. To get prominence of their fans — not to reach all of your current and offering your subscribers a
your new menu item on people’s themselves. future guests effectively. choice allows you to deliver
trays, it will be important to your content to each of them
incentivize those people who appropriately and effectively.
may be willing to give it a try.

12 13

By activating and engaging new customers, learning more
about them, and sending them more relevant offers using
How can you get there?
their preferred delivery method, you can cultivate stronger
If you’re just getting started in email or mobile,
customer relationships and create more value for your
the first thing you’ll want to do is pick a test market.
guests using digital media. This, in turn, will lead to higher
offer-redemption rates and more repeat visits.

14 15

2

Define a
test market

Pilot Groups

Stakeholders

Growth Rates

To oversee these efforts, you’ll To begin implementation, we
need a vendor who can help suggest that you work with
you create a hierarchal account a select group of franchise
structure and workflow, and operators in a specified market
you’ll need to select a test to roll out your new digital
market. program. Consider starting
with two to three regions as the
What we mean by hierarchal pilot group. Nielsen Designated
account structure is the ability Market Areas (DMAs), 2 the
to organize your restaurants’ standard for defining regional
marketing programs, much like U.S. markets, work great for this.
you organize your restaurant
management process. The operators in these regions
Franchises are local and often can help create the playbook
are run by an owner-operator, that documents the ways in
while those local franchises are which the program is rolled
then overseen by distributed out, measured, and improved
regional managers who answer upon. By reducing the number
to key figures at the corporate of people involved initially,
level. Signal’s application you will be able to rapidly
For digital marketing, we recommend a “think global, act
allows you to map your digital implement the program with
local” approach that enables local franchisees to play less risk. Proving value and
marketing programs directly to
a role. If you give individual store managers their own the same system. The workflow documenting the effort has the
subscription list, and sometimes their own social presence, acts as a mechanism to preserve added benefit of encouraging
they can access and build upon their immediate customer brand standards and prevent adoption by other franchises.

base while still taking advantage of nationally directed abuses by requiring approvals
When putting together your test
for marketing actions within the
campaigns from corporate. plan, you should specifically
application. For example, it can
identify the stakeholders who
be set to require the approval
will be responsible for managing
of a regional manager before an
it, training the employees on
email can go out.

18 19

the program, and reporting on Existing data on North In our work for our restaurant If you can set up POS to register
its success. The program can be American restaurant email clients, our experience has coupons redeemed, that will
tracked using key performance lists shows a wide range of been that client lists grow over greatly help to simplify the
indicators, which we will discuss subscription rates, with the time to reach an average of 300 redemption-tracking process. If
in-depth later, but the main majority of lists having less than mobile subscribers and 1,500 you can’t, you can use a simple
two to focus on at first are 500 subscribers and the next- email subscribers per store counter card behind the register
acquisition and redemption. highest percent having more location after three years, with on a clipboard to get started.
You’ll want to see that your than 5,000 subscribers. This is top-performing stores attracting Though elementary, this form of
audience is growing, and that no doubt a reflection of the fact close to 1,500 subscribers for tracking is certainly better than
your offers are registering with that the restaurant market is text and 7,500 subscribers for none, and the success metrics
consumers and driving them to numerically dominated by small, email. 4 These numbers may will inspire other stores to get
the store. independent restaurants on one at first appear small, but if serious.
end and large chain operations you consider the fact that the
on the other. average QSR generates about
20,000 unique customer visits
per month, it becomes clear that
digital is a very effective way to
connect with your most loyal
North American Restaurant
customers.5
Email List Sizes3
over 5000

13%
3000–5000

1000–3000
2%
4%
500–1000

under 500 10%
71%
Percentage of Lists with a
Given Number of Email Subscribers

20 21

3

build your
audience

Promotions

Incentives

If you are like many restaurateurs, you’re not currently Incentives for subscriptions:
pursuing digital marketing, are doing email marketing Little Caesar’s gave out a free small pizza to anyone
only, or are using separate systems for your SMS and email who signed up and shared his or her address. In one
DMA region, this attracted 18,000 subscribers in
efforts. By migrating to a cross-channel system, you can
under 60 days.6 The value of a subscriber to them
start gleaning more information about your subscribers,
was greater than the loss of one small pie, and they
including their background and channel preferences. viewed this as a huge success.

Using a tool like Signal, you can Cross-channel promotions are Culver’s offers new subscribers a free value meal
initially upload your separate a surefire way to speed the upon signing up, and has seen a fantastic response to
lists and later deploy tactics to initiation and development of this offer.
eliminate duplicate identities. deeper customer relationships.
Over time, you will develop a Our efforts powering more than
consolidated digital platform 150,000 of these successful Slim Chickens restaurant in Arkansas gives out a free
that enables you to get a more campaigns gives us a nice drink with any meal purchase if you show that you
unified view of your customers. vantage point on what works. have recently signed up.
You will also be able to build We are excited to share some
your audience more effectively real-world examples of effective
by connecting with existing and approaches for growing your
new subscribers effectively over subscriber base and drawing
multiple channels. them into your brand.

24 25

Sweepstakes offers: Live audience engagement:
Sweepstakes have been the most popular approach for effective If you already have a partnership with a local sports team, you can
list-building among Signal customers. By complementing traditional leverage your ad buys to get subscriptions. A sports trivia or poll
means of contest entry such as text and web with social media game is often enough to activate the audience and get them to join
integration (Twitter, Facebook), our customers have obtained high your list. After one regional ice cream brand ran a promotion at a
growth rates. football game, it saw a 35% open rate on its follow-up emails. 10

By executing a Facebook sweepstakes tied to a movie Outside of sweepstakes and promotions, if your budget is tight you
release, one local brand acquired 80,000 subscribers can use pre-existing planned events, point-of-purchase incentives,
in six weeks.
7
and email to integrate calls to action (CTAs) into existing media buys.
Here are some tips:

More recently, a national brand received 1.5 million
requests for a mixed-value promotional coupon in Add a text CTA to your tray liners and in-store signage
just two weeks. 8

Post sign-up CTAs on your Facebook and Twitter walls

One standalone restaurant ran a Facebook

$
Gather sign-ups at a festival or parade
sweepstakes for a $250 gift card and received over
6,000 entries—all of whom became new subscribers.9
Use existing radio and television ad buys to prompt subscriptions

26 27

4

learn
about your
customers

Survey Methods

Response Rates

Questions to Ask

You’ve got subscribers! Now what? It’s time to learn more No matter what you’re asking, we recommend limiting your mobile-
about their behaviors and preferences. This will help you specific survey interaction to three to five questions. The more
questions you ask, the more likely that participants will drop off
develop much richer relationships with them and keep them
before completing the survey.11 Good mobile survey campaigns yield
on your list for the long haul. To understand your customers, 40% response rates, and completion rates exceeding 90% for those
you should ensure you are working with the right vendor to who opt to respond.12 According to University of Texas, other survey
implement tracking, build analytics, survey your members, methods have the following response rates:
and mine your customer database for trends.

The restaurants we work with IP for iPhone, SD for standard
engage their guests in creative feature phone, and OT for
ways to uncover more than just other. Later, the customer could Online:
a mobile phone number. Good segment its audience based 30% average response
information to capture includes upon this response to deliver
food preference, customer age, device-appropriate content.
and favorite time of day to visit. Email:
A brief mobile or web survey One survey principle that Signal
believes in is challenging your
40% average response
is often the easiest way to get
these details. assumptions. One of the most
powerful questions is to just
One Signal customer asked its ask customers, “Would you Direct Mail:
entire list what type of phone be interested in X?” It’s the 50% average response13
they had via text, giving people easiest way to get a true market
the option to respond with BB assessment on a concept or idea
for BlackBerry, AD for Android, that you’re considering.

30 31

When starting to gather On top of surveying, tools like
insights, view it as a long-term Signal enable you to identify
relationship. Don’t feel the need trends in the data of your
to survey your customers every marketing messages. Perhaps a
week. Instead, start by asking a message sent on a Wednesday
few questions each month. And about a family dinner had a
remember to put the consumer 40% open rate, and a message
in control. Reassure them that sent on a separate weekday
the survey is only to improve about a couples’ night had only
your relationship, and that their a 10% open rate. One could
personal data will be protected. assume this may mean people
This will help increase in your vicinity are more likely
participation. to consider your restaurant Once you’ve developed some insights about what
for dining with their kids on your customers want, you can begin to craft compelling,
weekdays. Insights like this are
highly targeted offers.
often hiding in plain sight in
your campaign data.

32 33

5

Deliver
Offers that
Work

Influences

Offer Types

Redemption Rates by Channel

Timing and Delivery

A recent Harris poll15 asked, “What is most important
to consumers when deciding where to eat, based on
different meals?” The answer highlighted the relative
importance of decision-making drivers.

Harris Poll on Dining Habits
Percent of respondants who say it’s an extremely
important or very important factor.

Developing a deep understanding of what your
customers value will make your offers more effective. price
location 50%
Coupons are used by roughly a third of QSR diners, mood 47%
and are heavily sought by people who research 41%
restaurants online. 14
Offers

23%

Knowing what is influencing people helps you to
understand their psychology when you craft your offer.
Below we help you determine what offers work best,
via what channel, at what time of day.

36 37

Which offers work best? Most successful offers:

By working with our customers to analyze what factors
impacted the success of their campaigns, we identified the
BO
best-performing offer types. Here’s what we found.
GO -$1
Success factors:
High face values Longer redemption periods BOGO The classic buy-one- Dollar Off It’s crazy what people
Consumers prefer coupons with The longer a customer has to get-one-free offer can be a great will do to save a dollar. One Signal
higher face values as they provide redeem an offer, the higher your method to drive floor traffic and customer saw 430 additional sales
a greater incentive to purchase total redemption rate will be. Be increase ticket totals. Evidence has of an item in one day with a $1 off
the product. sure to also consider the lead shown that this offer type increases deal.17
times associated with the various sales up to 13%.16
High discount rates methods of coupon distribution
Consumers respond more favorably as you determine the optimal
to coupons that offer a higher- expiration period.
percentage discount on the average
purchase price. Security FREE
To reduce counterfeiting, take
Seasonality advantage of solutions that prevent
Offerings targeted for the season the coupon image from appearing Loss Leader Any size soft drink Free Upgrade Low-cost meal size
(such as ice cream in the summer on screen, limit the number of for a dollar? Loss-leader incentives upgrades are a great way to get
and chili in the winter) are more coupons that can be printed, and like this can get people in the people through the drive through,
likely to motivate response. send the coupon directly to the door during slow hours. We’ve had especially in the increasingly hot
printer. This simple move both customers tell us about people summers. We’ve seen this deal type
Imagery
prevents most potential problems turning around in their car while lead to a 33% redemption rate.18
If the coupon is for a food
and allows you to leverage the heading to another restaurant
product, featuring an image of the
tracking power of the Internet. to visit our client’s because they
product always helps to reinforce
its taste appeal. received a timely loss-leader offer.

38 39

Which channel should I use? The Power of Mobile
(Average 8 to 20% redemption rate)20, 21, 22
What channels make the most sense for your offers? Here are some Mobile marketing is a great channel for many reasons: its intimacy,
observations. Keep in mind that for freestanding inserts and direct directness, high read rates, high clickthrough, immediacy, and
mail, offer redemption rates hang around the 1 to 4% mark.19 Just timeliness. It’s particularly ideal for real-time offers and alerts, such
more evidence that offers targeted directly at the consumer have as deals designed to drive lunch traffic or weekend specials.
higher redemption rates than mass-distributed coupons.
Immediacy
83% of texts read within 1 hour. 23

Engagement
Share:
On the mobile web, 46% of people looking
14–20% Percent Redeemed at restaurant locations, and 29% at the menu. 24

High clickthrough
Mobile: Mobile marketing has 3 to 5 times the reported
8–20% Percent Redeemed clickthrough rate of other mediums. 25

High redemption
The most successful programs sport coupon
Email: redemption rates of up to 69%. 26
2–15% Percent Redeemed

Direct Mail:
2% Percent Redeemed

40 41

The Potency of Email The Potential of Social
(Average 2 to 15% redemption rate)27,28,29 (Average 14 to 20% redemption rate)32,33
Email is considered the “tried and true” digital marketing channel. Social media is the fastest-growing channel of all and offers multiple
Its advantages include ubiquity, low cost, sophisticated tracking advantages. It’s free, has an incredibly high user volume, is a
capabilities, high-activity periods, personalization capability, and trusted channel, offers utility as the face of brand, has high click-
legacy lists. It’s great for morning offers to attract people to your through rates, and has a propensity to go viral through sharing.
restaurant for dinner or the weekend. 30
According to eMarketer, 37% of Facebook users like fan pages just
to receive coupons and deals.34 Though data tracking social media’s
Cost
effectiveness is limited, case studies have shown deals leading to
Email is inexpensive, often costing well
redemption rates of up to 20%.35
under a penny per email message.
High adoption rates
Legacy lists
There are over 45 million36 smartphones in the U.S., more than 100
Chances are you already have a database of guest email addresses.
million Twitter users,37 and over 800 million Facebook users.38
It’s easy to get started with email offers when you already have an
opted-in group of brand-interested customers. Heavy usage for research
On the mobile web, 46% of people look at
High-activity periods
restaurant locations, and 29% at menus.39
Email open rates and click rates are very high in the early morning,
and also attractive in mid-afternoon and early evening.31 Engagement periods
The social network activity rate on Twitter and Facebook is highest
in the morning, during lunch, and in late evening. Social posts
are a great way to catch attention of consumers on their morning
bus ride, or the last few online minutes of the day. 40

Cost
Outside of paying a license fee for a solid engagement tool,
messaging on Twitter and Facebook is essentially free.

42 43

When should I send offers? As you can see, breakfast is the Lunch is the most popular
most spontaneous decision, QSR visit, so offers sent shortly
followed by lunch, and lastly before lunch can be very
dinner, which people tend to successful in driving visits.
ponder most deeply. One could
41
These offers should ideally be
“Day of week is very important. We see substantially higher
assume lunch offers should be communicated via text or social
redemption rates on weekends than say a Thursday.” sent within the hour before local network, as email is not heavily
– Signal Customer, New Media Manager lunch time, and dinner offers used during the lunch period.
any time after 5 p.m., yet the
earlier the better. Dinner offers work best
You’re probably wondering what the best time of day is to delivered in the early evening,
send offers. Engaging your guests at the right time can make To summarize, the rate and are also acceptable in the
the difference between people reading and ignoring your of discount, urgency, and morning via email or tweet.

emails and texts. The best way to know the optimal time to seasonality of your offer have a Convenience and value are the
crucial impact on redemption most important factors driving
send is through testing, but there’s plenty of solid benchmark
rates. The greater the deal, the QSR decision-making.
data available to provide directional insights. Google Think more likely it will be redeemed.
Insights asked the question, “When are dining decisions When planning your offers,
being made?” to compile the following data. consider that breakfast deals
are a crapshoot, as breakfast is
the least-visited QSR option,
Majority of Diners are Planning Where to Eat and the decision is rarely made
How far in advance do diners decide which restaurant to go to? based upon factors you can
control.

Breakfast Lunch Dinner

Always go to the same place Less than an hour
An hour or more Impulse

44 45

6

personalize
content for each
of your
Unique Audiences

Which offers work best?

Which channel should I use?

When should I send offers?

According to a Forrester Research study, Another way to segment is still benefit from a master list,
nearly $144 million will be wasted by 2014 by age attributes, collected but can have some sub-segments
when you ask for birthday to target on and improve ROI.
on emails that get lost in inbox clutter due to a lack
information. Would you address For instance, you could set up
of relevancy. 42 Marketing fails when companies the over-60 crowd of diners the a segment for those interested
ignore customer expectations and take customer same way as the college kids? in only family sized-deals,
relationships for granted by sending too many It’s unlikely. Segmentation can weeknight deals, or late-night
untargeted messages. help you target your tone as well deals. You could segment by
as your offers. menu items, creating sub-groups
for submarine, salad, and pizza
As we’ve established, customers commonplace gives you an A third recommendation is to lovers. Or you could segment
are full of valuable information opportunity to outperform the create segments based upon vegetarians from meat-lovers.
that can help you market to norm, steal customers from the deal interests. This way you’ll
them more effectively. Armed competition, and deliver the best
with all the great insights return on your marketing dollar.
you’ve collected, your focus Data has shown that segmentation can help you achieve
should be on creating highly One way to begin segmenting up to a 90% increase in open rates, and a 46% increase
targeted and personalized is to create similar groups
in clickthrough. 43 More importantly, you can improve
messaging. Products like Signal of customers based on data
attributes collected, and quickly
relationships by sparing your guests from junk mail.
offer all the tools necessary
to do this very efficiently. As execute alternative offers and

we’ve observed working with test different call-to-action

restaurant marketers, too many language to subgroups within

of you are missing this important a segment to test their relative

component to keeping your effectiveness. As your database

subscribers engaged. The continues to grow, the benefits

fact that such targeting is not of this segmenting approach will
become increasingly evident.

48 49

7

track
your
success

Performance Indicators

Now that you’re creating great relationships with your In addition, you should get comfortable with cohort analyses to help
customers and sending personalized relevant offers, it’s track stickiness. Simply put, cohort analysis means dividing your
subscribers into groups to better profile your list. For example, by
time to track your success. Without a way to measure your
dividing your list into groups based on length of subscriptions, you
program, you won’t know what management decisions to can see if most of your customers have been involved 1 to 3 months,
make during the program’s lifecycle. We’ve narrowed it 3 to 6, 6 to 9, or up to a year or more. This is a useful indicator of how
down to nine performance indicators that you can begin successful you’ve been in retaining subscribers long term.
tracking immediately.

Response
Acquisition Tracking response is easy if you know what to measure. Often click-
through rates, open rates, and survey response rates are the metrics
Every opt-in or new follower is a win. By reviewing the volume of
that can best help you determine what subject lines and offers
permission-based opt-ins over time, you can gauge your success
register best with your audience.
on a campaign-by-campaign basis. The Signal platform allows you
to easily identify which ads or promotions in a campaign led to new
subscribers, a key for determining which tactics you should focus on Redemption rate
in future campaigns.
How many people opened the coupon, and of those how many
actually showed up in store to redeem it? Redemption is a true
metric of how compelling your offers are. If people are opening
Stickiness
but not redeeming them, it’s time to rethink your offer strategy. If a
It’s critical to retain subscribers and maintain valuable touch points third or more of your offers sent are being redeemed, you’re doing
with your guests. To ensure stickiness, your CTAs when asking for something right.
the initial subscription should clearly and honestly state the content
people will receive when they join your list. If your unsubscribe rate
is over 10%, you’re doing something wrong. 44

52 53

Average sales per redemption Response time
By looking at ticket totals when a purchase is made with a marketing When managing customer relationships through social networks or
offer redeemed, you can start to see if you are getting true ROI out of email, you should track how long it takes your team to respond to
these offers. If you compare this figure to non-offer ticket totals – how customer issues and complaints. Once you see your initial average,
does it stack up? As apparel retailers such as the Gap and Banana and the volume of issues, you can set a goal for where you want to be.
Republic have proven, sometimes a small discount can be the nudge
to drive additional purchases.

Average cost per acquired subscriber or fan
How much did it cost you to acquire a subscriber? If you ran a
billboard advertisement for $10,000 and were told you would get
500,000 impressions, that’s roughly $.02 per impression. If 10%
of people opt in, you’ve paid $10,000 for 50,000 subscribers —
$.20 for each converted subscriber. This figure should go into your
calculations to help you understand if your program is profitable.

Average value of a subscriber
Looking at redemption rates, the average number of digital “offer-
holding” visits each month, and the average ticket total of these visits,
you can start to put together the average monthly value of a subscriber.

Customer satisfaction
When you survey customers, add a question about satisfaction and ask
them how they feel about your menu, customer service, and ambiance.
Service companies (Netflix, Comcast) have mastered this art. Look to
them for inspiration. Similarly, you should use your social analytics
toolset to track the “brand sentiment” online. If it’s mainly negative,
you should figure out what’s necessary to remedy that.

54 55

summary About Signal

“All truths are easy to understand once they are discovered; Signal develops and provides marketing solutions
the point is to discover them.” - Galileo Galilei designed to help companies acquire, retain and develop
customer relationships via mobile, social, web and email.
You’ve made it to the end of industries, the opportunity The company’s easy-to-use software-as-a-service cross-
our digital field guide, and we to be a recognized leader in channel campaign management platform (Signal) enables
hope you’ve gathered some restaurant marketing is yours for marketers to rapidly develop, execute, and analyze
thought-provoking insights along the taking.
campaigns using multiple channels, all feeding a common
the way. With a cross-channel
As you embark upon your digital customer database embracing the concept of a universal
strategy focused on customer
understanding, you’re headed marketing plan, the guiding profile. Used by many leading brands, retailers, online
in the right direction. We’d like principle we hope you follow services, agencies, and broadcast media, Signal processes
you to consider this document is to power your engagement
millions of customer interactions each month.
as a handbook for testing. We efforts through empathy and

hope you test our tips, break our relevancy. As you learn about

benchmarks, and create a new your customers’ behaviors and
www.signalhq.com
digital case study of your own. preferences, you can integrate
those insights into your
At this point, you are ready marketing messages. Using this hello@signalhq.com
to go out and blaze trails for approach, you will be able to
the restaurant world. With make choices that deepen your
877–450–0075
the bar currently set lower for customer relationships through
intelligence-driven offers in sincerity, relevance, and respect.
restaurants than in many other
57

Notes 25. http://econsultancy.com/us/blog/7536-ctr-from-mobile-search-is-three-times-
higher-study
1. Research of Signal’s top 50 QSRs 26. http://www.mobilemarketingwatch.com/dominoes-sms-push-drives-foot-traffic-
2. http://en.wikipedia.org/wiki/Media_market achieves-69-redemption-rate-with-sms-10675/

3. http://www.benchmarkemail.com/resources/manuals/restaurants/email-marketing- 27. Research of Signal’s top 50 QSRs
statistics 28. http://www.marketingsherpa.com/content/?q=node/13608
4. Research of Signal’s top 50 QSRs 29. http://www.experian.com/assets/marketing-services/white-papers/EMS_coupon_
5. http://blog.signalhq.com/2010/04/28/engagementnot-offers-mobile-101/ report_WP.pdf

6. Research of Signal’s top 50 QSRs 30. http://blog.kissmetrics.com/science-of-social-timing-2/

7. Ibid. 31. Ibid.

8. Ibid. 32. http://www.socialmediaexaminer.com/cold-stone-transforms-the-ice-cream-social-
with-facebook/
9. Ibid.
33. http://www.imediaconnection.com/content/26634.asp
10. Ibid.
34. http://www.adweek.com/news/technology/coupons-drive-sales-social-media-102541
11. http://blog.surveymonkey.com/2010/12/survey_questions_and_completion_rates/
35. http://www.imediaconnection.com/content/26634.asp
12. http://blog.signalhq.com/2010/04/28/engagementnot-offers-mobile-101/
36. http://metrics.admob.com/2010/04/45-million-us-smartphone-users-comscore/
13. http://www.utexas.edu/academic/ctl/assessment/iar/teaching/gather/method/
survey-Response.php 37. http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html

14. http://oxygen.mintel.com/sinatra/oxygen/display/id=482752 38. https://www.facebook.com/press/info.php?statistics

15. http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/ctl/ 39. http://www.gstatic.com/ads/research/en/2009_OnlineDinerResearchers.pdf
ReadCustom%20Default/mid/1508/ArticleId/377/Default.aspx 40. http://www.sysomos.com/insidetwitter/
16. Research of Signal’s top 50 QSRs 41. http://www.gstatic.com/ads/research/en/2009_OnlineDinerResearchers.pdf
17. Ibid. 42. http://www.forrester.com/ER/Press/Release/0,1769,1286,00.html
18. Ibid. 43. http://www.marketingsherpa.com/content/?q=node/5766
19. http://www.experian.com/assets/marketing-services/white-papers/EMS_coupon_ 44. http://blog.signalhq.com/2010/04/28/engagementnot-offers-mobile-101/
report_WP.pdf
20. Research of Signal’s top 50 QSRs

21. http://blog.signalhq.com/2010/04/28/engagementnot-offers-mobile-101/

22. http://shop.yankeegroup.com/product/243/Yankee-Group%92s-Mobile-Coupon-
Forecast%3A-Integrating-Mobile-Into-the-Retail-Shopping-Experience-

23. http://www.nytimes.com/2009/09/24/business/smallbusiness/24texting.
html?scp=2&sq=83%%20of%20text%20messages%20read%20within&st=cse

24. http://www.gstatic.com/ads/research/en/2009_OnlineDinerResearchers.pdf

58 59

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