Carrabba’s Italian Grill
Carrabba’s Italian Grill was looking to add mobile marketing into their existing customer loyalty program, The Amici Club. Carrabba’s looked to Superfly Digital to create a mobile program that would enable their locations to promote multiple services during various times by placing the right message, at the right time directly in the palm of their customer’s hands.
Superfly Digital’s Solution
Superfly Digital created a mobile “keyword” for each location to allow each respective restaurant to grow their individual databases and select specific business segments to increase sales. Examples of campaigns created were: Early dining (4-6p), Late Dining (8-10p), Carside Carryout, Sunday Lunch and Happy Hour to name a few.
In addition to local-level messaging, various polls, surveys and quizzes were created to further engage customers and gain insights into their dining preferences. In one poll, Carrabba’s was eager to find out if the mobile offers extended through text messaging were encouraging incremental visits or was the brand merely discounting planned visits by customers. In the poll, 73% of customers indicated they had made an incremental visit to Carrabba’s after they received a text offer which is a huge testament to the power of mobile marketing.
Results
- Achieved over 35% redemption rate on mobile coupons
- 73% of customers indicated they had made an incremental visit after receiving a mobile coupon