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Green Mill Restaurants tap mobile to engage customers before, during, after transactions

June 16, 2010

green-mill-gift-card-mocapay-0615Midwest casual dining restaurant franchise Green Mill Restaurants Inc. has begun using the mobile channel for its marketing, commerce and customer relationship management initiatives.

Through a new relationship with Mocapay, Green Mill will use the company’s mobile suite to offer customers mobile payments and offers. The company has mobile-enabled its gift and loyalty program and is integrating mobile marketing initiatives.

“Green Mill understands that mobile is becoming an integral part of the restaurant industry through increasing visibility and therefore sales,” said Kevin Grieve, CEO of Mocapay, Denver. “Mocapay provides Green Mill the opportunity to create and monitor mobile marketing campaigns in real-time and see what works in specific areas and among different demographics.

“Another reason Green Mill chose Mocapay was that our platform allows them the flexibility to add mobile payments and mobile marketing to its 28 store locations without having to invest in new equipment,” he said.

Green Mill Restaurant and Bar has 28 restaurant locations throughout the Midwest. Its Mug & Mill Club gives loyal customers access to a wide variety of members’-only benefits and privileges including free drinks and food discounts.

Mocapay is a mobile integrated marketing and sales platform for merchants to broaden their loyalty and gift programs by mobilizing sales and marketing to reach customers anytime.

Mobile payments, CRM
This is Green Mill’s first foray into the mobile payments and mobile marketing space.

Mocapay’s software-as-a-service mobile platform offers Green Mill a mobile suite—mobile marketing, mobile loyalty and mobile gifting—to leverage the mobile channel and support its marketing and sales strategies.

Green Mill will tap the Mocapay suite to provide its customers with targeted mobile campaigns, as well as secure mobile payments.

Green Mill’s customers will be able to find the nearest restaurant location, access their account balance and transaction history, reload their account, accrue and redeem loyalty points and receive personalized and targeted SMS messages with exclusive offers.

Mobile is becoming an integral part of the restaurant industry and is demonstrating positive results on customer decision making, according to Green Mill.

With Mocapay, Green Mill hopes to increase customer engagement by tapping into the mobile channel to support its marketing and sales initiatives and measure campaigns in real-time to see what is working in specific areas and among different demographics.
The Mocapay’s mobile SaaS platform lets Green Mill expand mobile payments and mobile marketing programs into all 28 store locations, while retaining the investment it has made in its existing POS equipment.

“Green Mill was looking for a full featured mobile suite that incorporated mobile payments and mobile marketing,” Mr. Grieve said.

“Merchants in general are finally understanding the missed opportunities in traditional marketing efforts where as mobile marketing is able to target consumers with personalized messages in real-time,” he said.

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at

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