Top 4 restaurant digital marketing tactics of 2012

Near-field communication functionality

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Several mobile apps gave restaurants functionality beyond mobile ordering or payment, including versions from Jersey Mike’s Subs and Krispy Kreme Doughnuts that incorporate near-field communication technology.

Jersey Mike’s smartphone app launched in May with a near-field communication, or NFC, component that pushes text alerts to members’ cell phones when they are in very near to a store.

Of the 600,000 customers who opted into Jersey Mike’s loyalty program, a little more than 60,000 managed their rewards through the smartphone app, chief marketing officer Rich Hope said. “Certain people love apps and technology, so the app and the NFC sticker for them is the way to go,” he added.

For most of the year, Krispy Kreme’s proprietary Hot Light app (picturted right) alerted users via NFC every time the chain’s famous “hot now” sign was activated at the location nearest to them. The app also let the 730-unit brand advertise specific doughnuts and limited-time offers through in-app banner ads.

On Dec. 19, the one-year anniversary of the Hot Light app’s 2011 launch, Krispy Kreme announced that the app had been downloaded approximately 250,000 times and had produced more than 42 million searches for the 12-month period.

“No longer do our fans have to be driving by a shop to see if there are hot Original Glazed doughnuts coming down the line,” chief marketing officer Dwayne Chambers said in a statement. “Every day, thousands of Krispy Kreme fans throughout the country are getting alerts sent directly to their smart phones when the Hot Light is on at their preferred Krispy Kreme locations. What could be sweeter this season than having a Krispy Kreme Hot Light with you wherever you go?”

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN