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Here are (3) dangers lurking with the delivery apps.

1. Traffic mismatch. The guest can use your brand's app or a 3rd party delivery app. If the latter, your brand has to pay a commission.

2. The delivery app is going send your customers to a nearby competitor, if they can make a food delivery sale.

3. When something goes wrong with the order, your brand will be blamed -- even if you aren't responsible for the delivery.

uber eats.jpg

What are the alternatives?

1. "Jimmy John's is satisfying customers one sandwich at a time -- but what if you don't live in one of chain's highly coveted zones?

Well, the sandwich maker might just buy you a house.

Jimmy John's announced its "Home in the Zone" contest this week, a first-of-its kind competition where a deserving superfan will win a new home within one of Jimmy John's famous five-minute delivery zones."

2. Panera is accessing new customers from the aggregators, but not using their delivery service.

"We're open to it now because it's additive and, very importantly, the customer experience is protected.

There's a standard of quality that we believe in, and the economics work for us and very importantly, for our franchisees, which a lot of these models don't," Wegiel says.

He says delivery companies told Panera it was one of the top search brands on their sites. Panera was only willing to partner up, however, if aggregators agreed to some conditions.

The company wanted to ensure a deal would add incremental volume instead of cannibalizing what it had already built, which was confirmed through testing."

3. Domino's, the acknowledged leader in pizza delivery, says: "Despite the pressure, Dominoʼs is not planning to partner with a delivery site.

Allison said that he doesnʼt think partnering with third-party platforms creates incremental sales, and that those platforms will end up hurting restaurant profits."

For more, see the discussion on LinkedIn, below.

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Have you been to the newest McDonald's and used the big kiosk to order?

Is it more convenient than your smartphone?

For more great stories like this, sign up for the Franchise-Info Newsletter.

Mobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s.

One in three mobile searches have local intent versus one in five on desktop computers.

Meaning people perform different types of searches depending on the device they are using and where they are. Given the mobile growth rate, brick-and-mortar companies really need to evaluate their mobile strategy.

What is mobile marketing?

The definition according to the Mobile Marketing Associationis, 'Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.'

Mobile marketing consists of the following marketing mediums:

Organic Mobile Marketing (vs. Advertising)

It always amazes me that when people talk about marketing, they really seem to mean advertising. Marketing is much more than advertising and when we think of mobile marketingin the local space, we primarily think of 3 big buckets.

  • Local Mobile Search: Making sure you rank on searches on mobile devices means optimizing for Google Places and local directories and apps where 50% of local searches occur

  • Mobile Website Optimization: Mobile optimization means that your website looks great on a mobile device, loads in under 3 seconds (or 60%), and is location aware. Links to social and reputation sites are helpful as well.
  • Mobile Content Distribution: Distributing local deals and announcements to mobile content networks is extremely effective in generating local interest and engagement from location based content.

Mobile Advertising

  • App-based marketing: While you can build your own mobile app, generally that doesn't make sense for brick-and-mortar businesses. You can also engage with services like GoogleAdMob to create mobile ads that appear within third-party mobile apps.

  • In-game mobile marketing: Mobile ads appear within mobile games.

  • QR codes: QR is short for Quick Response and is a unique two dimensional code. When read by a QR reader, the code takes the person to a specific URL.

  • Location-based marketing: Location-based ads appear on mobile devices based on a user's location relative to a specific area.

  • Mobile search ads: Ads that appear within a mobile search, based on key terms.

  • Mobile image ads: These ads similar to traditional text ads but are image based.

According to a 2014 Pew Internet study, 42% of Americans own a tablet and 58% own a smartphone, and these numbers are growing quickly. During the third quarter of 2013, over a quarter of a billion units (smartphone or tablet) shipped worldwide! This means it's critical to get your mobile marketing strategy in place.

Key Findings and Takeaways from the Infographic

    • 33% of businesses are NOT using mobile marketing

    • Almost 50% of businesses plan to increase their mobile marketing budget this year

    • 33% of businesses allocate less than an hour per week on mobile marketing

    • Most popular mobile marketing medium is having a mobile website

    • The 3 biggest hurdles

      • 17% being time requirements

29% cite lack of budget

    • A whopping 32% say they do not have the 'know-how'


Below are some other interesting mobile facts that should be noted:

  • Most popular mobile operating system is Android

  • 1 in 7 people worldwide own a smartphone, with more people owning one everyday

  • 67% of smartphone and tablet users access a social network from a mobile device

  • U.S. Social Media Ad revenues are expected to reach $11 billion by 2017

  • Most popular apps based on mobile audience reach are:

    • Facebook 74%

    • Google Play 53%

    • Google Search 53%

    • YouTube 49%

    • Pandora Radio 49%

Based on these mobile trends, companies need to embrace mobile marketing now, otherwise they risk losing a portion of their sales to a more technology advanced competitor.

The post The State of Mobile MarketingLocalVox

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The smartest marketers are able to understand which customer segments are most valuable to their business and how each of those segments prefer to receive communication.



We've noticed there are 3 primary buckets of engagement: The Overt, The Personal, The Money Talker. 



  1. The Overt customers are the ones that post on social media, tell their friends where to go and are generally "the loudest".  They want to feel appreciated when they share love for your brand.

  2. The Personal customers are the ones who will communicate with your brand when you reach out to them.  They tend to be the most engaged email subscribers, enroll in loyalty programs, answer surveys and claim promotions.

  3. The Money Talkers let their wallet give all the feedback they need.


The key to identifying who customers are and what they want is collecting data on them.  You can start collecting data immediately:

  • Send a feedback survey via email to your email subscribers
  • Invite people to try a new menu item
  • Run a promotion for your social media fans only

More data = better segments.

As you collect more customer contact information and additional data on who these people are, you will start to see some trends and consistencies - these will comprise your customer segments.  

It's easy to fall down a rabbit hole and make arbitrary segments so, when you get to creating your segments, it's important to think about the drivers of your business first.

For casual dining businesses, increased online engagement increases the average frequency of visits. You should create segments that help you understand how to engage that segment to do what will drive your business.

Segments for casual dining restaurants that can encouraged to come more frequently might be:

  • Facebook Fan + has spent money in-store before
  • Filled out a survey + on email list
  • Enrolled in loyalty program + social media follower + has been to website in the past month + filled out a survey


There are nearly unlimited different segments you can create and maintain, the key is starting somewhere and tailoring as you go. Once you create segments, you can send targeted and custom messaging that relates to what that segment cares about. They will appreciate the tailored messaging and you will benefit from them coming and giving you more of their business.


Jake Cohen.jpgTo see how Privy can help you create and maintain segments, click here.




Julie Ricchuito.jpgTo see how On The Spot Systems can help you collect in-store surveys and apply them to your segments, click here


Mobile Marketing 101

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I have been following this company for a couple of years now. Everytime I see them they are getting better at what they do. Not only can they provide fully integrated mobile solutions and text messaging campaigns, but they have alligned themselves with a data company that will allow them to be able to marketing programs that hone in our YOUR specific target audience.

By being able to create customized Mobile URLs that speak to differentiated market segments and advertising to them differently we can gain you greater market share. They can also provide you with all the back end analytics that you need to make sure the program is a success.

Example Consumer Experience - Powered by Concentri�

This is a very clever short video on mobile marketing. There are a number of standard principles of persuasion at work, all being employed together which makes the sum of their forces all that much more greater.

The company is called Knotice, which can be found by clicking here.

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