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Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media

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Published Jun 29, 2015 | 100 Pages | Pub ID: LA5602855

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Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media

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. More specifically, the report assesses:

Consumer restaurant loyalty point usage and point redemption, restaurant loyalty program leaders, digital marketing strategies and consumer reception of those strategies; and restaurant discounting/pricing strategies and consumer reception to those strategies.
Consumer smartphone, tablet and app usage; and their usage of restaurant apps and features.
Consumer usage of social media, how consumers engage with restaurants via social media and, restaurant cause marketing strategies, and engaging Millennial Moms via social media.
Restaurant-goer usage of online reviews and reservations; mobile payments, ordering preferences and use of touchscreen technologies.

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1 Executive Summary
$2,410.00included
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- 1.1 Report Scope$93.00included
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- 1.2 Report summary$2,410.00included
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  - 1.2.1 Setting the stage$93.00included
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  - 1.2.2 Loyalty programs, digital marketing & pricing strategies$927.00included
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  - 1.2.3 Mobile App Capabilities & Interest$428.00included
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  - 1.2.4 Social media and restaurant customer engagement$615.00included
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  - 1.2.5 Harnessing restaurant technology$434.00included
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2 Introduction
$168.00included
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- 2.1 Setting the stage$168.00included
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  - Influence on Restaurant Choice: Social Media, Email Marketing & Loyalty Programs, 2015
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  - Influence on Restaurant Choice: Social Media, Email Marketing & Loyalty Programs, by Monthly Restaurant Usage Frequency, 2015
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  - 2.1.1 Restaurant usage frequency$93.00included
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    - Monthly Restaurant Usage Frequency, Indexed by Demographic, 2015
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3 Loyalty Programs, Digital Marketing & Pricing Strategies
$2,410.00included
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- 3.1 Summary capsule$153.00included
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  - 3.1.1 Restaurant loyalty programs$93.00included
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  - 3.1.2 Digital marketing$93.00included
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  - 3.1.3 Pricing strategies$93.00included
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- 3.2 Loyalty Programs$915.00included
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  - 3.2.1 Restaurant/coffee shop loyalty program usage$300.00included
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    - Restaurant/Coffee Shop Shopper Reward/Loyalty Program and Discount Card Usage: Monthly Usage Frequency, by Demographic, 2015
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    - Restaurant Loyalty Point Redeemers, by Monthly Restaurant Usage Frequency, 2015
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    - Restaurant Loyalty Point Redeemers, by Demographic, 2015
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  - 3.2.2 Restaurant loyalty program leaders$559.00included
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- 3.3 Digital and location-based marketing$846.00included
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  - 3.3.1 Email$123.00included
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    - Restaurant Email Marketing Recipients: Use and Future Interest, 2015
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    - Restaurant Email Marketing Recipients: Use and Future Interest, by Demographic 2015
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  - 3.3.2 Mobile apps$93.00included
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  - 3.3.3 Text messaging$152.00included
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    - Giving Permission to Send Location-Based Offers: Use and Future Interest, 2015
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    - Giving Permission to Send Location-Based Offers: Use and Future Interest, by Demographic, 2015
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  - 3.3.4 Restaurant leaders in digital marketing$236.00included
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  - 3.3.5 PayPal: recipe for success with the digital wallet$241.00included
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- 3.4 Pricing Strategies$452.00included
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  - 3.4.1 Snacking and value menus$93.00included
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  - 3.4.2 Meal deals$108.00included
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  - 3.4.3 Coupons$152.00included
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  - 3.4.4 Target: Cartwheel takes novel approach to mobile couponing$93.00included
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- 3.5 The Technology Opportunity: Harnessing Traceable Data$93.00included
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4 Mobile App Capabilities & Interest
$1,058.00included
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- 4.1 Summary capsule$106.00included
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  - 4.1.1 Smartphone and app usage$93.00included
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  - 4.1.2 Restaurant app features and usage$93.00included
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- 4.2 Smartphone and mobile app use$282.00included
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  - 4.2.1 Smartphone and tablet owners$93.00included
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    - Smartphone Users, Tablet Owners & App Users, 2015
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  - 4.2.2 Type of apps used$193.00included
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- 4.3 Restaurant app usage$429.00included
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  - 4.3.1 Restaurant mobile app leaders$223.00included
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  - 4.3.2 Disney: Unifying mobile technology to create an immersive experience$135.00included
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- 4.4 The Digital Opportunity: Targeting Families$233.00included
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  - Restaurant Mobile App Features: Usage and Usage Interest, 2015
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5 Social Media & Customer Engagement
$1,691.00included
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- 5.1 Capsule summary$214.00included
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  - 5.1.1 Social media usage$93.00included
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  - 5.1.2 Social media and restaurant interaction$93.00included
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  - 5.1.3 Cause marketing, online reviews and Millennial Moms$93.00included
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- 5.2 Social Media Usage$298.00included
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  - 5.2.1 Most adults use social media' strong frequency of use$164.00included
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    - Social Media Usage and Usage Frequency, 2015
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    - Social Media, Facebook, Pinterest & Twitter Usage and Usage Frequency, 2015
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  - 5.2.2 The power of social media: users' attitudes and opinions$116.00included
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    - Social Media/Networking Websites: Attitudes & Opinions, 2015
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- 5.3 Social media and the restaurant industry$656.00included
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  - 5.3.1 Social media and restaurant interaction$376.00included
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    - Social Media & Restaurant Interaction, 2015
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    - Social Media & Restaurant Interaction, by Age, 2015
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    - Rationales for Liking/Following Restaurants via Social Media, 2015
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    - Rationales for Following Restaurants via Social Media, by Age, 2015
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  - 5.3.2 Restaurant social media leaders$264.00included
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- 5.4 Custumer engagement beyond social media$273.00included
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  - 5.4.1 Cause Marketing-a reason to say yes$181.00included
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  - 5.4.2 Online reviews-positive placement is essential$93.00included
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- 5.5 The Social Opportunity: Millennial Moms$239.00included
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  - Social Media & Restaurant Interaction; Rationales for "Following" Restaurants, Married with Children, 2015
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  - 5.5.1 Marketing strategy: Blog power$93.00included
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6 Harnessing Restaurant Technology
$1,083.00included
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- 6.1 Summary capsule$190.00included
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  - 6.1.1 Online reviews and reservations$93.00included
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - 6.1.2 Restaurant mobile payments$93.00included
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - 6.1.3 Ordering preferences$93.00included
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  - 6.1.4 Touchscreen technology$93.00included
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
- 6.2 Online restaurant reviews and reservations$106.00included
  Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - Restaurant Reviews & Reservations: Online and Mobile Use in Last 30 Days, 2015
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - Read Online Review, Chosen Restaurant Based on Review & Booked Online Reservation, By Monthly Restaurant Visits, 2015
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- 6.3 Restaurant mobile payments$453.00included
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  - 6.3.1 Out of the gate$93.00included
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    - Restaurants Offering and Planning to Offer Mobile Payment, by Restaurant Segment, 2014
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  - 6.3.2 A small slice of the pie$93.00included
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  - 6.3.3 But it's about more than just paying$93.00included
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    - Mobile App Used to Pay Check and Split Bill: Usage and Future Interest, 2015
      Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - 6.3.4 ApplePay makes a (small) dent$321.00included
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    - ApplePay and Gift Card Purchases in Past 30 Days, by Restaurant Usage Frequency, 2015
      Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
- 6.4 Omni-channel eating and ordering$122.00included
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  - Restaurant Use in Last 30 Days: Dine In, Order Delivery, Order Pickup, 2015
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - 6.4.1 Calling in the order most preferred method$93.00included
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
    - Restaurant Pickup/Delivery Ordering Methods: Usage and Usage Preference, 2015
      Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
  - 6.4.2 Online ordering made easy$93.00included
    Found: , "{{findSearchTermKeyBySig(k)}}" appears {{v}} times.
- 6.5 Touchscreen technology$203.00included
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  - Restaurant Touchscreen Applications: Usage and Usage Interest, 2015
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  - 6.5.1 Irony or reality: using technology to enhance the human touch$93.00included
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  - 6.5.2 Kiosk and touchscreen applications$93.00included
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7 Appendix
$438.00included
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- 7.1 Methodology$93.00included
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  - 7.1.1 Consumer survey methodology$93.00included
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- 7.2 Report table interpretation$93.00included
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  - 7.2.1 Color coding$93.00included
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  - 7.2.2 Indexing$93.00included
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- 7.3 Terms and definitions$343.00included
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  - 7.3.1 Supermarkets$93.00included
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  - 7.3.2 Restaurant categories$93.00included
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  - 7.3.3 Limited-service restaurant definitions$155.00included
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  - 7.3.4 Full-service restaurant definitions$102.00included
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  - 7.3.5 Other definitions$93.00included
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Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media

1 Executive Summary

2 Introduction

3 Loyalty Programs, Digital Marketing & Pricing Strategies

4 Mobile App Capabilities & Interest

5 Social Media & Customer Engagement

6 Harnessing Restaurant Technology

7 Appendix

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