Main Line Pizza’s mobile marketing boosts double-digit returns

Main Line Pizza, located in Wayne, Penn., has experienced double-digit boosts from its mobile marketing initiative launched a year ago.

As a result, the restaurant's owners, Robert and Jennifer Saionz, plan to expand its text messaging components this year. Prior to the rollout, Main Line had relied on direct mail, Valpak coupons, calendars and brochures for promotions.

"Direct mail wasn't working as well as we had hoped since the cell phone became so popular," said Jennifer Saionz. "We also thought texting would be a great way to promote our business to college kids to get them to come in."

Main Line Pizza chose to work with, which operates a do-it-yourself text message marketing tool owned by Advanced Telecom Services.

Prior to rolling out its text messaging initiative, Main Line had to create a database of customers, since all mobile marketing is opt-in. This was done by mobile couponing and discounts for loyal customers.

Main Line Pizza also promoted its keyword (MLPIZZA) and short code (84444) to its customers via window signs, menus, stickers on its pizza boxes and at the cash register.

"Customers can text when they come in the store and get 10 percent off right there if they show me the text message," said Robert Saoinz. "That really has helped build our database."

Main Line also launched a text message promotion for the Super Bowl, which yielded an 11 percent return rate.

To help continue this database growth, the restaurant is planning on giving away tickets to a Villanova basketball game next season via its texting platform.

Main Line Pizza also plans on implementing QR codes. When a customer scans its QR code from a smartphone, the customer will see Main Line Pizza's current menu on the phone.

Topics: Business Strategy and Profitability, Customer Service / Experience, Independent Operation, Marketing / Branding / Promotion, Online / Mobile / Social, Operations Management

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