Shakey’s Pizza Parlor recently partnered with Options Media Group on a comprehensive text messaging initiative to drive foot-traffic to its restaurants and encourage mobile opt-ins using a three-month test program targeting 30 stores in Southern California.
The campaign encouraged users to send a text message to Shakey’s to receive a mobile coupon good for a large pizza. After the short pilot program in just 30 of its stores, Shakey’s was able to build a significant database of over 16,000 people who responded to the initial promotion. Customers responded to in-store advertisements as well as Shakey’s ads placed throughout the location’s respective communities. A follow-up campaign resulted in a 10% conversion rate of customers who used their text coupon to buy a pizza during a one day special offer sent to Shakey’s mobile subscribers.
As with most mobile coupon campaigns, Shakey’s franchisees were more than happy with the results and plan on leveraging mobile well into the future. “We continue to see our customers shift marketing budgets to text messaging offers after implementing successful test offers. Shakey’s has a great brand and tradition so we are not surprised to see their customers react so positively to these mobile offers,” said Scott Frohman, Options Media CEO.
