McDonald’s is asking customers in Northern California to text or tweet their nominations for who should receive a free breakfast delivered by McDonald’s employees, pointing to how mobile is at the center of efforts to surprise and delight consumers.
Food and beverage
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Starbucks’ partnership with streaming service Spotify points to the untapped potential of combining food and beverage marketers’ mobile loyalty programs with music, as younger demographics put smartphones at the center of their content consumption and may be swayed to join programs with cross-partnership perks.
Domino’s continues to lead the way in innovating the digital ordering experience, with its latest strategy promising to enable customers to order a pizza in seconds using an emoji on Twitter.
Applebee’s Neighborhood Grill and Bar is the latest food marketer to leverage Periscope, using Twitter’s streaming application to broadcast a public menu sampling taking place in New York’s Times Square as part of a bigger effort to drive awareness and sales for the new items.
National convenience store chain 7-Eleven has rolled out the Slurpee All Access Chill sweepstakes contest, which incorporates the retailer’s mobile application to drive summer sales for limited-edition flavor Mtn Dew Solar Flare as well as app engagement.
Pizza Hut is following in Domino’s footsteps by rolling out a mobile-enabled order navigation platform that allows customers to track their pizza orders from the oven to delivery at their homes, proving that quick service restaurants must innovate digital ordering to stay competitive in the sector.
Consumers who frequent quick service restaurants are often the same target groups who consume the largest amount of video on mobile, suggesting that many food and beverage brands are missing a crucial marketing opportunity if they are not leveraging video advertising to engage this audience, according to a report from BrightRoll.
McDonald’s is joining the shift towards mobile delivery by partnering with mobile application Postmates for a test at 88 New York locations, news that coincides with a business turnaround plan to increase profits and focus on consumer-driven decisions.
Starbucks is bringing its popular Mobile Order and Pay feature east as the brand introduces New York residents to its first express format store, offering busy consumers a streamlined experience for getting their favorite beverages and proving the coffeehouse chain is still the mobile leader in the food and beverage sector.
Taco Bell recently made a special announcement via live-streaming application Periscope, alerting consumers of a Biscuit Taco giveaway on Cinco de Mayo while testing the latest buzzed-about mobile platform’s ability to drive awareness and store traffic.