There’s an App for that!

A look into mobile applications for restaurants

Fishbowl Cocktail Facts

• 10 years old, 130+ employees- Alexandria, VA based

• The leading provider of on-demand marketing software and services to the restaurant industry

• Serving over 40,000 restaurant locations

• Managing an opt-in member database of over 50 million guests

• More than 1.5 billion email messages distributed annually

• Technology and services designed specifically for the restaurant industry

• Chosen partner of leading organizations in the restaurant industry…

Agenda

• The Third Screen• How Consumers are using apps

• Search, Social, Sharing

• Mobile Commerce• Yes, Email is Mobile too• QR Codes- Huh? • Q&A

Look Familiar?

The Third Screen

US Mobile Marketplace• Projected 120 Million Smartphone

users by end of 2015• 50% of Mobile Phones owned at that

time will be a smartphone device • Mobile Devices will outsell PC’s in 2012

accounting for the largest segment of consumer electronic devices sold

• By 2013, more people will access the internet from a mobile device than a PC

Resources- eMarketer, Nielson, Gartner and Morgan Stanley

Building an online audience is key for any brand

US consumers now spend more hours online than watching TV or any other leisure activity

Mobile Adaptation

• 80% of retailers will launch a mobile/social strategy by 2013

• 46% of businesses plan to launch with a Location based marketing app

• Over 250 Restaurant “themed” app’s in iTunes store today

• Mobile advertising to reach over $7.5 billion by 2012

Source- eMarketer, comScore, Gartner

One Stop Shop

SEARCH

TEXT/SMS

SHARE

EMAIL

INTERACT

SOCIAL

PURCHASE

Search

• Nearly 97% of consumers now use the internet to search for local businesses

• Google mobile search volume has increased 500 percent over the past two years and continues to accelerate

• YouTube is the second largest search engine behind Google

• Over 2.5 Million consumers access Yelp on a mobile device per month

*Sources- The Kelsey Group, Ad Age, Google, Yelp

Not your Dad’s Yellow Pages

Social

• 40% of all tweets are now composed on mobile devices

• 182% increase in number of Twitter mobile users over the past year.

• There are more than 200 million active users currently accessing Facebook through their mobile devices. 50% login on any given day

• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users

Social Sharing

• Almost 1 million users in just 1 year• Consumers take pictures of favorite

dishes and share with network• Location based-application • Search/Social/Sharing/Photo all

incorporated

Location based Marketing trends

• Launched March 2009• Over 6 Million users• Over 1 million “Check In’s” per day

over 380M total• Mobile Social Networking with

“Gaming Component”• Restaurants offer Specials and

events to engage users

Foursquare

Foursquare

Now simple to use campaign/promotion tool for restaurants to reward app users

Online Ordering

Got Pizza?

Pizza Hut iPhone app is responsible for $7M in sales

Online Reservations

Daily Deals on the Go

At the table survey’s

• Collect real time feedback and insight from your guests at the table

• Offer “Green” survey solution• Add guests to email club

Yes, Email is Mobile Too

• More than 204,000,000 Americans use email regularly-Pew Internet & American Life Project & Google Public Data (April 2010)

• 86% have given their email to a retailer

• $43.52 returned for every dollar spent in 2009-Direct Marketing Association (2009)

• Restaurant customers open and respond to a restaurant’s email

• 75% of daily social media users said email is still the best way for companies to communicate with them.

- Marketing Sherpa (2010)

• “41 percent of consumers surveyed by the NRA say they choose new restaurants because of e-mail promotions... ”

-National Restaurant Association (2010)

More reasons

• 70 million mobile users access email through mobile device

• 43 million check their email via mobile every day

• 31% of mobile users check their email 4+ times per day on a mobile device

Sources- ComScore,Merkle

Building your Email List- Mobile

Encourage guests both online and offline to join your e-club through easy to use mobile join forms and QR codes

So What is a QR Code?

“Quick Response” Codes

• QR Codes allow user to quickly scan and be taken to more information

• 70 Million smartphone users have installed a “QR Code Reader” app

• Use in online (web, email, social) and offline (POS materials, print ads) marketing

• Turn standard restaurant items into marketing devices (napkins, receipts, to-go bags, menus, etc.)

• Restaurants can use to offer incentives & promotions• Sign up for email and loyalty clubs easily & effectively• Link to additional descriptions of menu items,

nutritional information or chef demos of dish

Loyalty / On-Site Payment App

Questions?

THANK YOU!

Twitter.com/fishbowljoeFacebook.com/fishbowljoejgabriel@fishbowl.com

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