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Quiznos taps Groupon’s mobile offerings to drive consumers in-storeBy
The promotion, which ran on July 28 offered consumers two regular subs or two salads for $6. The average value of the deal costs $12.98.
“Harnessing the power of location is especially important for restaurants with multiple locations where consumers can access the same high quality and dependable product, no matter where they are,” said Wilson Kerr, Brookline, MA-based location-based services consultant.
“It’s likely that Quiznos has loyal customers and giving them a tool that is on for 16 hours a day in their pocket that allows them to locate a nearby restaurant seems like a very good idea,” he said. “The fact that the Quizno’s home office can use this as innovative support tool for franchise owners means an additional benefit, as they can tell each location how many times directions and location details were served up, in real-time.
“Tracking the number of requests for directions given, successfully navigated routes, in-store redemptions of coupons for new menu items, or other mobile marketing initiatives could be rolled in, as well as powerful new tools like mobile payment or mobile ordering for takeout.”
Mr. Kerr is not affiliated with Quiznos or Groupon. He commented based on his expertise on the subject.
Consumers can choose from the classic and signature subs including Italian and Baja Chicken.
Additionally, customers can choose Quiznos salads, including Harvest Chicken, Caprese Chicken and Mediterranean Chicken.
Deal of the day
Customers have until Oct. 31 to redeem the offer.
The deal was offered with a limit of 1 per person, and consumers were allowed to buy 1 additional as a gift.
Via the offer, consumers were also able to share the deal with friends and family through email, Facebook and Twitter.
In addition, customers were able to discuss the deal with other users and Groupon staff.
“Groupon has had a hard time attracting national deals that drive new business to locations, since the Groupon model works far-better for smaller businesses looking to drive the discovery of a single location,” Mr. Kerr said.
“Based on the fact that the Quizno’s Groupon is for 2 subs or 2 salads for $6, it looks like Quizno’s is betting that they can attract pairs of diners,” he said. “Using mobile for this Groupon is smart, as those with smartphones are likely a higher value demographic than their typical customer.
“Also notice that higher margin soda and chips are not included, so I’d guess they will recoup any lost value that way. Another upside is the exposure this will generate.”
Rimma Kats is staff reporter on Mobile Marketer, New York
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