Case Study

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The Opportunity: Moccia's Train Stop Restaurant located in Schwenksville, PA was looking to expand their footprint; and engage a growing base of mobile phone users.

Phase 1:

Mobile Website: m.mocciastrainstop.com

Our goal was to create a mobile website that highlighted the areas most important to our customers. We focused on a navigation that uses icons which is a very familiar experience for smart phone users. Once we came up with the most important hightlights, we worked closely with CMP MOBILE to create a simple and clean user experience. We have lots of great food on the menu; and one of our biggest challenges was to create an experience that was "easy to use" and ensure quick navigation through our menu items. We were able to this using features such as "touch to show" and "click to hide" .

Some other highlights are click to order, locate us, become a VIP, gift cards, befriend us and News/Events. We put in place a redirect that places traffic from our desktop website and redirects mobile users to our mobile website.

Phase 2:

Once we had our mobile website in place, we had our foundation set for our mobile marketing plan. We then added QR/Barcodes to our print advertising campaign. This enabled Customers to scan a barcode and be directed to any page on our mobile site, such as our Menu. Upon finding the menu item they are looking for, they can simply hit "click to order". In addition to barcodes, We added coupons via text messages that are available only to VIP's. We added this "Call to Action" on our print and digital advertising. A customer can text "Moccias" to 41513 - Instantly, they receive a text message thanking them for signing up; and a web link directs them to our new mobile site.

Once a customer signs up we have the ability to send up to 4 coupon/notifications via text to our VIP's. This service was a a very easy choice; once we understood that a text message has a read rate between 94%-97%. We were virtually guaranteed to drive traffic and brand our restaurant with every text message sent.

The Results:

Our mobile marketing campaign has paid for itself in the first few months after implementation. We noticed that our mobile traffic has increased significantly. Our texting and QR campaigns has helped drive and convert traffic to profitable items on our menu. We have noticed a definite uptick in the number of coupons redeemed via mobile and the ability to cross promote other items. Our Newsletter signups , VIP signups, and gift card purchases have gone up dramatically.

What's Next ?

We are working with CMP Mobile on building a mobile interface that will support online orders via our mobile website. We are looking to beta test the online ordering with Build your own Pizza, Specialty Pizza, and Stromboli's. Can't wait to see the next chapter in our mobile marketing plan and watch our online ordering generate many sales.