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Phil’s BBQ builds database via mobile ordering app

September 2, 2010

philsPhil’s BBQ customers can now order their meal via a new application as part of the company’s 360-degree mobile commerce and marketing program.

The San Diego-based restaurant is letting consumers order via their iPhone, iPad, BlackBerry and Android devices. The company is using Just Enjoy’s mobile ordering services.

“It’s what the customer wants,” said Dan Stiel, vice president of business development at Just Enjoy, Santa Ana, CA. “Customers are embracing mobile devices as a way to better manage and do the things that they want to do and have this ubiquitous experience.

“We’re not always in front of a computer,” he said. “It’s another value-added service to existing customers and provides a growing number of people another way to shop and use their phones to order.”

Text for meals
Phil’s BBQ customers can opt-in to receive offers via SMS.

Customers can text the keyword PHILSBBQ to the short code 67777 to receive news and offers.

Additionally, customers can view the restaurant’s entire menu and pick and choose what they want to order.

“We helped Phil’s BBQ with their efforts to build an SMS opt-in database,” Mr. Stiel said. “Customers can place their order and pay for it and we’re able to prepare the customer’s meal in time.

“We’re also able to hold their order until they get within a pre-defined distance from the restaurant,” he said.

Here is a screen grab of the application:


Mobile BBQ
Users who own an iPhone or Android device have the option of accessing the service via a mobile-optimized site or an application, which they can download for free.

Consumers can access the mobile site by entering on their mobile device.

Customers check their profile, view active orders and previous orders, as well as get directions to the restaurant.

Here is another screen grab of the application:


“We’re doing everything from in-store signage to signage at the baseball stadium,” Mr. Stiel said. “We’re also doing a sweepstakes.

“If you opt-in right now to our mobile database, you are entered for a chance to win a catered party for 25 people,” he said.

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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