WASHINGTON California Tortilla recently launched a social-networking campaign to broaden its reach with new and existing customers using Facebook.com and Twitter.com.
The 37-unit fast-casual chain redesigned its Facebook page to include more updates of company news, videos and interactive discussions. It also created an account with Twitter, a quick-communication chat interface, to “have instant access to loyal customers.”
Within two days, more than 1,000 people connected to the chain’s Facebook group, and about 50 people subscribed to California Tortilla’s Twitter chat, the company reported.
“One of California Tortilla’s core values is a strong relationship with our customers,” said Stacy Kane, director of marketing. “We want to use Facebook and Twitter to maintain a back-and-forth conversation.”
The chain already has used the social-networking campaign to advertise its loyalty program and holiday catering. It also is exploring exclusive discounts and deals for customers who connect with the chain online.
California Tortilla has pursued electronic communications with its customers aggressively over the past decade. Since co-founder Pam Felix start the e-mail newsletter “Taco Talk” in 1998, the list has grown to more than 80,000 recipients, and last year the chain started a viral-video campaign on YouTube.com that received about 20,000 views.
The chain operates in Delaware, Maryland, Pennsylvania, Virginia, West Virginia and the District of Columbia.
