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Tomorrow's successful foodservice marketers must adapt to generational and technological changes that are shaping the way consumers engage with restaurant brands from social media and digital marketing and loyalty platforms to omni-channel ordering and mobile app development. Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media assesses how foodservice operators can best leverage these trends, and many others, to grow their businesses, with a focus on implications for the future.

Table Of Contents

Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media 
Chapter 1: Executive Summary
Report Scope
Report summary
Setting the stage
Loyalty programs, digital marketing and pricing strategies
Loyalty programs
Restaurant loyalty program leaders
Digital and location-based marketing
Marketing via email, text and mobile app
Restaurant leaders in digital marketing
Pricing strategies
Mobile App Capabilities and Interest
Smartphone and tablet ownership
Type of apps used
Restaurant app usage
Restaurant mobile app leaders
Disney: Unifying mobile technology to create an immersive experience
The digital opportunity: targeting families
Social media and restaurant customer engagement
Most adults use social media strong frequency of use
Social media site leaders
The power of social media: users attitudes and opinions
Social media and restaurant interaction
Rationales for liking/following restaurants via social media
Restaurant social media leaders
Cause Marketing a reason to say yes
Online reviews positive placement is essential
Social media opportunity: Millennial Moms
Harnessing restaurant technology
Online restaurant reviews and reservations
Restaurant mobile payments
Omni-channel eating and ordering
Touchscreen technology
Chapter 2: Introduction
Setting the stage
Table 2-1: Influence on Restaurant Choice: Social Media, Email Marketing and Loyalty Programs, 2015
Table 2-2: Influence on Restaurant Choice: Social Media, Email Marketing and Loyalty Programs, by Monthly Restaurant Usage Frequency, 2015
Restaurant usage frequency
Table 2-3: Monthly Restaurant Usage Frequency, Indexed by Demographic, 2015
Chapter 3: Loyalty Programs, Digital Marketing and Pricing Strategies
Summary capsule
Restaurant loyalty programs
Digital marketing
Pricing strategies
Loyalty Programs
Graph 3-1: Shopper Reward/Loyalty Program and Discount Card Usage in Past Month, by Type, 2015
Restaurant/coffee shop loyalty program usage
Table 3-1: Restaurant/Coffee Shop Shopper Reward/Loyalty Program and Discount Card Usage:Monthly Usage Frequency, by Demographic, 2015
A tie between loyalty program usage and restaurant visits
Table 3-2: Restaurant Loyalty Point Redeemers, by Monthly Restaurant Usage Frequency, 2015
Rewarding your best customers
Table 3-3: Restaurant Loyalty Point Redeemers, by Demographic, 2015
Tying loyalty to the right kind of reward
And the right kind of technology
Restaurant loyalty program leaders
Casual restaurant chains
Fast casual restaurant chains
Limited-service restaurants
Digital and location-based marketing
Email
Interest in restaurant email marketing: threshold at 50%
Table 3-4: Restaurant Email Marketing Recipients: Use and Future Interest, 2015
Table 3-5: Restaurant Email Marketing Recipients: Use and Future Interest, by Demographic 2015
Mobile apps
Text messaging
Table 3-6: Giving Permission to Send Location-Based Offers: Use and Future Interest, 2015
Table 3-7: Giving Permission to Send Location-Based Offers: Use and Future Interest, by Demographic, 2015
Restaurant leaders in digital marketing
Starbucks
Domino s
PayPal: recipe for success with the digital wallet
Omni-channel experience
Plethora of payment options
Pricing Strategies
Snacking and value menus
Meal deals
Lunchtime incentives
Dinner meal deals
Coupons
Still popular, especially via traditional sources
Graph 3-2: Cents-Off Coupons: Sources Used, 2014
Graph 3-3: Cents-Off Coupons: Types Used, 2015
Target: Cartwheel takes novel approach to mobile couponing
The Technology Opportunity: Harnessing Traceable Data
Chapter 4: Mobile App Capabilities and Interest
Summary capsule
Smartphone and app usage
Restaurant app features and usage
Smartphone and mobile app use
Smartphone and tablet owners
Table 4-1: Smartphone Users, Tablet Owners and App Users, 2015
Type of apps used
Graph 4-1: Types of Apps Used in Past 30 Days, 2015
Restaurant app usage
Graph 4-2: Restaurant Mobile App Features: Usage and Usage Interest, 2015
Restaurant mobile app leaders
Starbucks
Dunkin Donuts
Taco Bell
McDonald s
BJ s Restaurant and Brewhouse
Disney: Unifying mobile technology to create an immersive experience
The Digital Opportunity: Targeting Families
Table 4-2: Restaurant Mobile App Features: Usage and Usage Interest, 2015
Chapter 5: Social Media and Customer Engagement
Capsule summary
Social media usage
Social media and restaurant interaction
Cause marketing, online reviews and Millennial Moms
Social Media Usage
Most adults use social media strong frequency of use
Table 5-1: Social Media Usage and Usage Frequency, 2015
Facebook s user engagement is strong
Table 5-2: Social Media, Facebook, Pinterest and Twitter Usage and Usage Frequency, 2015
Instagram is trendy
The power of social media: users attitudes and opinions
Table 5-3: Social Media/Networking Websites: Attitudes and Opinions, 2015
Social media and the restaurant industry
Social media and restaurant interaction
Table 5-4: Social Media and Restaurant Interaction, 2015
Table 5-5: Social Media and Restaurant Interaction, by Age, 2015
Rationales for social media engagement with restaurants
Table 5-6: Rationales for Liking/Following Restaurants via Social Media, 2015
Table 5-7: Rationales for Following Restaurants via Social Media, by Age, 2015
Restaurant social media leaders
Applebee s
Taco Bell
7-Eleven
Custumer engagement beyond social media
Cause Marketing a reason to say yes
Online reviews positive placement is essential
The Social Opportunity: Millennial Moms
Table 5-8: Social Media and Restaurant Interaction; Rationales for FollowingRestaurants, Married with Children, 2015
Marketing strategy: Blog power
Chapter 6: Harnessing Restaurant Technology
Summary capsule
Online reviews and reservations
Restaurant mobile payments
Ordering preferences
Touchscreen technology
Online restaurant reviews and reservations
Table 6-1: Restaurant Reviews and Reservations: Online and Mobile Use in Last 30 Days, 2015
Table 6-2: Read Online Review, Chosen Restaurant Based on Review and Booked Online Reservation, By Monthly Restaurant Visits, 2015
Restaurant mobile payments
Out of the gate
Table 6-3: Restaurants Offering and Planning to Offer Mobile Payment, by Restaurant Segment, 2014
A small slice of the pie
But it s about more than just paying
Table 6-4: Mobile App Used to Pay Check and Split Bill: Usage and Future Interest, 2015
ApplePay makes a (small) dent
Significant promise
But only a ripple of use
Table 6-5: ApplePay and Gift Card Purchases in Past 30 Days, by Restaurant Usage Frequency, 2015
Look no further for success story: Starbucks
A growing list of adherents
Omni-channel eating and ordering
Table 6-6: Restaurant Use in Last 30 Days: Dine In, Order Delivery, Order Pickup, 2015
Calling in the order most preferred method
Table 6-7: Restaurant Pickup/Delivery Ordering Methods: Usage and Usage Preference, 2015
Online ordering made easy
Touchscreen technology
Table 6-8: Restaurant Touchscreen Applications: Usage and Usage Interest, 2015
Irony or reality: using technology to enhance the human touch
Kiosk and touchscreen applications
Appendix
Methodology
Consumer survey methodology
Report table interpretation
Color coding
Indexing
Terms and definitions
Supermarkets
Restaurant categories
Limited-service restaurant definitions
Full-service restaurant definitions
Other definitions




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