The emergence of services like GrubHub and Uber Eats over the last few years has completely transformed the way consumers dine. The appeal is apparent -- convenience, value, and speed. Using Amazon’s 1-click ordering, hungry consumers can repeat their previous orders within seconds and have their food favorites delivered to their door within the hour.
To compete, marketers across Quick-Service, Fast Casual and Casual Dining restaurants need to adapt to take a seat at the table by either adding themselves onto these leading 3rd party platforms and/or build their own digital ordering capabilities themselves. For example, McDonald’s offers both options – the ability to order delivery via Uber Eats, along with “Order Ahead” which allows customers to skip the line, pay ahead of time, and pick up when they want. Easy. Investing in this strategy is becoming increasingly necessary to survive in the digital convenience world and while the initial monetary investment is significant, the payoff could be huge.
Most marketers we work with understand the need to introduce and drive aggressive adoption of off-premise dining. Many experience similar dilemmas along the customer funnel as they embark on these new investments. These include:
There’s good news – below are 5 easy to execute tactics leading marketers can leverage to fix various lifecycle stages across the off-premise funnel.
Idea 1: Capture new off-premise dining users through social advocacy from existing owned channels such as email, social, SMS, and mobile app.
Idea 2: Leverage urgency-driven offers that are redeemable via mobile app exclusively.
Idea 3: Infuse educational information about the benefits to your mobile off-premise ordering capabilities.
Idea 4: Target “one-and-done” customers who have not made a second purchase yet with time sensitive offers that expire soon.
Idea 5: Surprise & Delight your most loyal and active customers.
These tactics can be lightweight, easy to execute, and drive meaningful results. Leveraging these urgency-driven tactics can complement existing marketing strategies and produce results within weeks that include:
The numbers alone should satisfy your hunger for growth and competitive advantage, but would it also satisfy your marketing tastebuds if almost all of the work was done for you? Click below to read about everything you can do with Quikly and contact us because we’d love to share a short demo and some ideas on how to make your customer interactions exciting and memorable.