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Omaha Steaks debuts mobile site to drive sales among wider audience

April 5, 2011

Omaha Steaks decided to launch an app for iPhone and iPad first, but now it is accessible via the mobile Web as well

Omaha Steaks has launched a new mobile Web site to enhance its various marketing channels and make it easier for consumers to purchase its food products while on the go.

The new mobile site is intended to cater to consumers with Web-enabled mobile devices based on operating systems such as Apple’s iOS, Google’s Android and Research In Motion’s BlackBerry. Omaha Steaks already has the Steak Time applications for iPhone and iPad, and the mobile Web site is designed to expand the brand’s reach.

“Our strategy was to mobile-enable our entire Web site,” said Beth Weiss, corporate communications director at Omaha Steaks, Omaha. “We wanted every landing page to be completely accessible to mobile users.

“Anyone who accesses our site through a smartphone will be presented with the mobile site automatically,” she said.

Omaha Steaks is a family-owned company that markets and distributes grain-fed beef and other foods. It claims to be the nation’s largest direct-response marketer of premium beef.

Don’t neglect the mobile Web
The Omaha Steaks mobile site promotes the brand’s complete product line, featuring information about its various steaks, as well as various promotions and contests.

A key feature of the mobile site is a one-touch button that connects consumers to a customer service representative.

The mobile site is designed to let consumers complete transactions, as well as check on the status of orders and locate retail stores.

Any offer or coupon available on the PC Web site is also available on the mobile site.

Omaha Steaks also takes advantage of its mobile Web site to promote its Steak Time application with a link to the download page in the App Store.

Mobile steak recipe

Available as a free download, the Steak Time app has a “Steak 101” section with how-to videos, tips for grilling meat, steak facts and shareable steak recipes.

The Grill Timer feature lets users of the app create personalized steak timer settings for temperatures such as medium-rare, medium and medium-well.  

The brand does not presently have any advertising campaigns in the works.

The mobile site is geared toward anyone who uses a smartphone.

“The mobile site complements our apps by providing seamless shopping as it allows the user to automatically order from either our iPhone or iPad apps,” Ms. Weiss said.

“We look at the mobile site as an enhancement to the variety of marketing channels we offer, all designed to make it easy for customers to shop with Omaha Steaks,” she said.

Final Take
The Detroit Lions’ Ndamukong Suh

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

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