The creative campaign has been extremely successful for Burger King from both the standpoint of winning customers over to their locations as opposed to a McDonald’s and also getting more people to download their mobile app. Based on current campaign progress, the app has already hit No. 1 in the App Store’s Food and Drink category. Foot traffic has also reached recent highs for the brand across the country.
Improve Advertising Effectiveness
Trying to gain market share in a crowded industry is becoming increasingly difficult. As Burger King has proven, quick-serves are having to get more creative with their advertising campaigns in order to reach the right consumers at the right time with the right message.
By leveraging location data and analysis, quick-serve restaurants can identify and target common behaviors for mobile devices seen at store locations. Look-alike data provides a better understanding of the behaviors of potential target customers based on devices of similar customers who have visited restaurants or specific brands. By incorporating audience modeling into the data, quick-serves can better predict the potential market size of their target customers.
Location intelligence also helps with measuring the effectiveness of advertising campaigns. In the case of Burger King’s campaign, location helps measure impact for both the quick-serve running the campaign as well as for the targets of the campaign. Location closes the attribution gap for brands and reveals whether or not consumers actually visit a restaurant after viewing an ad or receiving a coupon. With advanced advertising attribution, location can determine the behavior of potential customers who interacted with specific coupons or ads, helping quick-service better measure the performance of their advertising efforts.
Set Up Geofences In-Store and Nearby To Improve Experiences
Creating a superior customer experience is key to both keeping loyal customers happy and winning over new customers from competitors. Deploying geofences around restaurant locations allows restaurants to be notified when an app user is nearby or in a store so they can create a seamless customer experience from the minute customers start engaging with the brand.
One example of this seamless experience is in-app ordering. If someone places an order through a quick-service restaurant’s app to pick up their food in-store, the restaurant can use geofences to notify the employees to prepare the food when the customer is within 5 minutes of the store. This ensures that the food is at the correct temperature when the customer picks it up and that it’s prepared in a timely manner so that the customer doesn’t need to wait long.
The Bottom Line
In today’s crowded fast food market, quick-serves must step up their game and get creative with their marketing and advertising in order to keep existing customers happy and win over new ones. When implemented successfully, location intelligence and geofencing enables brands to differentiate themselves from the competition and encourage more consumers to visit their restaurants.