Webinar Deck: Mobile Marketing for QSR & Casual Restaurant This Webinar will cover mobile marketing strategies and tactics for casual and quick service restaurants (QSR). Learn how SMS promotional campaigns, SMS alert groups, mobile coupons, POS redemption of mobile coupons, mobile sites and other mobile marketing initiatives are deployed to increase key marketing objectives for the restaurant industry. Learn the basics of increasing traffic to restaurants, product awareness and sales using the mobile channel. We'll present real market examples from simple SMS loyalty group messaging to more advanced CRM data capture and POS transaction redemption. Learn how mobile is easily integrated into your existing traditional marketing campaigns and direct marketing initiatives for measurable success.

1. Mobile Marketing for QSR & Casual Restaurants
Part of the iLoop Mobile Webinar Series
McDonalds Thanks You
Enjoy one FREE Small
McCafe coffee. Valid 1
week.
Help: moneymailer.com
Opt-out: Reply STOP
MCDONALD
Msg&DataRatesMayApply.
Presented by Michael Ahearn, VP Marketing & Strategies, iLoop Mobile

2. About iLoop Mobile
• Leading technology and services making it fast
and easy to create, manage and analyze mobile
McDonalds: Enjoy one
marketing campaigns and content delivery FREE Small McCafe.
initiatives worldwide Code 34d83w
Exp.1/6/10
Help:mmcoupons.com
Opt-out: Reply
• Award winning iLoop Mobile Platform is a self- MCDONALD STOP
service SaaS solution with open APIs for creating
state-of-the-art SMS campaigns, mobile sites,
mobile coupons, mobile-enabled Web sites and
other mobile marketing initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Customers include Fortune 500 brands, agencies,
media companies, and other tier-one companies

3. Today’s Marketing Challenges
Today’s marketers faces a number of challenges including:
• Acquiring new customers while retaining existing ones
• Executing effective marketing with flat/declining marketing budgets
• Ongoing need for accountable marketing and making campaigns instantly
measurable (no ROI lag time)
• Difficulty in reaching a fragmented customer base
• Decreasing relevance of traditional marketing channels to the consumer
• Reaching customers in communication channels that they are using most

4. Mobile: #3 Most Used Media Channel Today
Average number of hours per week spent with:
Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009

5. Mobile Tactics & Use Penetration
160M (69%) 97M (42%) 76M (33%) 234M (100%) 14M (6%) 90M (38%) 93M (38%) 98M (42%)
Voice Video
1.5M (<1%) 14M (6%) 194M (83%)
• SMS
• MMS: advantage of rich media + unlimited text
• Mobile Internet sites
• Apps: requires utility or entertainment to merits a permanent place on users’ phones
• Mobile enabled IVR (integration of text and voice calls)
• Mobile incentive marketing & promotions (coupons)
• Location aware messaging (LBS), geo fencing, augmented reality
• UPC/2D barcodes and picture recognition
• Search marketing
• Display advertising
• NFC to replace debit card with mobile wallet + content delivery
Comscore March 2011 data across all 234M US mobile subscribers

6. Smartphone Penetration Today
31%
US SMART PHONE PENETRATION MARCH 2011
% Smart %Smart %Smart % Total Users
Phone Phone Phone Market Q2 11
Market Market Market Q2 11
Dec 09* Dec 10 Q2 11
Google 5% 29% 35% 11% 25M
Android is now market
RIM 41% 32% 27% 8% 19M leader
Android replacing RIM &
Apple 25% 25% 26% 8% 18M Microsoft
Microsoft 18% 8% 8% 2% 5M Android/Apple picking up
new users
Palm 6% 4% 3% 1% 2M
Apple flat but strong
Comscore March 2011 data across all 234M US mobile subscribers

7. Smartphone Penetration Tomorrow
Looking Ahead End of 2011 Estimates:
Mobile Subscribers: 300M+
Smartphone User Base: 150M
Mobile Internet Users: 120M
Mobile Video Viewers: 90M
Nielsen Nov. 2009
BY END OF 2011… 50%
Why This Matters? Smart phone users across all ages…
• 82% use their phones to browse the Internet
• Almost 50% use SMS for commercial purposes or interaction

8. QSR Marketing Objectives Achieved by Mobile Marketing
• Increase restaurant and drive thru traffic without
increasing customer wait time
• Increase customer loyalty, engagement and retention
• Capture customer profiles and preferences, and then
build a segmented customer database for targeted
marketing
• Build brand and product awareness & support new
product launches
• Drive off-peak business with just-in-time customer
messaging that delivers the right message to the right
person at the right time
• Reach your customer in the most ubiquitous
communications channel today with easy-to-implement,
affordable and effective campaigns
• Enable viral marketing via mobile
• Increase the relevance and use of traditional marketing
channels with interactive mobile components

9. The Intelligent Goal
A Great Marketing Plan Leveraging Mobile
The holistic integration of mobile across all your customer
engagement activities
print

10. Mobile Marketing Campaigns for QSR
• Simple keyword/short code SMS offers and promotional
messages (one-off or as an alert group) with optional
redemption codes e.g. opt-in SMS “VIP club” and
“savings club” alerts
• Mobile enable your PC and mobile site with an SMS alert
opt-in page that captures customer profile and
preferences to build a segmented database for targeted
SMS messaging
• Mobile enable your PC Website with a selection of
coupons and promotional offers delivered to mobile
phones via SMS
• SMS or bar code coupons (EAN & 2D) delivered to
mobile phones with full POS redemption using existing
POS systems (transaction pin pads, scanners, loyalty
cards, hot register keys). Coupon redemption captures
detailed customer transactional data that can be
leveraged for future, more relevant messaging. This can
be created as one-off coupons or as a “coupon club.”
• Smart coupons that integrate with outside database info
—such zip code lookup combined with the real-time
weather of that zip code—that deliver contextually
relevant SMS messages to the customer based on that
real-time data
• Mobile-enabled loyalty cards and points cards

11. Mobile Marketing Campaigns for QSR
• Optimized mobile sites and landing pages for rich
media interaction, customer acquisition, customer
engagement and product awareness
• Customer engagement campaigns like SMS
sweepstakes, polls/voting, surveys and quizzes
• Set up corporate communications and “crew
messaging” using SMS and mobile sites
• Create location aware campaigns and geo-fences
for just in time marketing offers and information
Mobile QuickFast Club
Come into the 5th Street
location anytime this week
for a free Kids Meal with
purchase of 2 Supersize
Meals.
Text HELP for help, text
STOP to stop.
Msg&DataRatesMayApply.

12. Basic SMS Promos & Alerts Subscriptions
Text MIXIT to 44264
Starbucks: Enjoy a
Mixit however-you-want-it
Frappucino for half price
from 3-5 PM. Text STOP
MIXIT to end. Msg &
Data Rates Apply.
My Starbucks Rewards
Hi! To complete your
sign-up for Starbucks
mobile texts, reply YES
to this message. COUPONS ISSUED AS SINGLE INTERACTION
Msg&Data rates apply.
OR SMS ALERTS SUBSCRIPTION
End user opts in via keyword/short code to receive a
one-time offer (MIXIT) or to SMS subscription alerts
where they are sent daily, weekly or monthly offers. The
alert opt-in can be via keyword or Web page (left). This
is ideal for building a database of customers for
repeated, segmented messaging.

13. Scaled Deployment of QSR SMS Campaigns
Mobile can offer a easy-to-use, scalable solution
designed to quickly create, manage and analyze
hundreds and even thousands of campaigns within
a unified campaign management platform, ideal for
franchise or SMB campaign management.
• Average conversion rates 15-20% and
as high as 30%
• ROI as high as $20 return for every $1
spent
• Increases in opt-in databases have
reached 23%
• At least 2x redemption rates as
compared to other media channels
• Fraction of the cost of the overall
shared mail campaign–mobile easily McDonalds Thanks You
pays for itself Enjoy one FREE Small
McCafe coffee. Valid 1
• Up to 1,200 opt-ins per location in first week.
few months–one retailer had 900 in first Help: moneymailer.com
two weeks Opt-out: Reply STOP
• Spike sales during slow weekdays and MCDONALD
on promotional holidays Msg&DataRatesMayApply.
• Reported 4% increase in incremental
sales

14. McDonald’s Franchise SMS Coupons
QSR franchise marketing deployed by Money
Mailer for regional McDonald’s restaurant:
• Objective: increase daily transactions
and revenue per customer
• Strategy: SMS opt-in alerts for
promotional messaging on special
offers and discounts
• Promotion: In-store and counter cards
given at drive-thru
RESULTS
• At a fraction of the cost of the overall
McDonalds Thanks You
traditional media campaign, mobile
Enjoy one FREE Small
boosted the redemption rate 2X from McCafe coffee. Valid 1
traditional direct marketing alone. week.
• Counter cards at drive-thru increased Help: moneymailer.com
opt-in database 23% Opt-out: Reply STOP
MCDONALD
• $20 ROI for every $1 spent with mobile
Msg&DataRatesMayApply.
integrated marketing
• Redemption rate of 17%

15. IHOP SMS Coupons
IHOP Free Shortstack Campaign
• Simple keyword opt-in for “free short stack”
SMS coupon in shared mail campaign:
Text IHOPFREE to 686868
• Redemption codes & exp. date
• 2 messages per month
• Allows viral component of user-to-user
forwarding of coupons
• In-store collateral increases uptake 20%
• Example restaurant: 500 members in 12
weeks with average of 100/month joining
mobile alerts
• Reminders of special events to drive traffic
(Friday Clown Nite, Halloween, Easter, Xmas)
• 10% of coupons issued are redeemed
• Note: Free offers without purchase can be
wildly successful…plan for the traffic
“Mobile is succeeding in driving traffic and providing
value to my customers….”
Ever Santana, regional franchise owner/manager
IHOP/Fabris Companies

16. Quiz & Poll
Pisa Quiz: Where was
pizza born? A) Naples
B) Rome C) Milan
Reply A, B or C Reply
HELP for help. Reply
STOP to cancel. Msg &
Data Rates Apply
Pisa Quiz: Correct! Ur
a pizza pro. Get $5 off
a Gourmet Xlarge.
Code 3e9d Exp.
12/31/10 Reply HELP
for help. Reply STOP
to cancel. Msg & Data
Rates Apply
Calls to action in traditional media (TV, print, outdoor, Web etc.) invite
consumer to text message a keyword (PIZZAQUIZ) to the 5 digit short
code (44264) to participate in the poll or vote. Poll and voting adds a fun
interactive element to marketing messaging or promo offers. This
example combines a SMS quiz with a mobile coupon sent after voting.
Try this, it’s a live demo.

17. In-Restaurant Mobile Marketing
Use an enticing call-to-action on in-store
signage, screens, and through employee
communication to encourage mobile sign-ups
Why Mobile for In-store Marketing
• Ability to reach an interested customer
• Immediate incentive to participate
• Increase sales conversions
• Ability to integrate with POS system and CRM
• Customer loyalty programs
• Customer service capabilities
Call to Action Examples:
• Text-to-Win sweepstakes
• Text for a discount
• Text for valued alerts
• Text for VIP treatment
• Text for in-store help

18. Mobile Enabled On-Pack Marketing
Mobile on-pack call to action opt-in delivers SMS which
can contain:
• Instant win SMS or a prize code redeemed online (Web)
• Promotional codes and bonus offers
• Additional reply option to opt-in to SMS alert group
• Mobile site link embedded in SMS
• Brand content download via SMS
• Points to existing reward program (with initial profile entry)
Why Mobile On-pack
• Database list building
• Loyalty point redemption
• Sweepstakes and incentive programs
BURGER KING BURGER WRAPPER
• Awareness/loyalty SMS OPT-IN FOR MUSIC DOWNLOADS
US Hispanic market campaign with unique
redemption code keyword & short code
printed on burger wrappers for exclusive
ringtones, music video downloads and more
delivered via SMS.

19. Loyalty & Rewards Campaigns with Brands
Sprite Spark Text: Loyalty & Rewards
• Sprite “Under the Cap” on-product loyalty point
code redemption via SMS with mobile site for
content delivery
• Sprite Drake SMS Reward program
• Sprite NBA All Star Game “Slam Dunk” mobile
site for branded content delivery

20. Customer Acquisition via Mobile
• PC Web site or mobile site opt-in to weekly
SMS messages on events, promos, and
special offers
• Opt-in available via online Web form or
mobile site capturing customer profile data
• User selectable alert message content
preferences
• All preference and profile data is captured
for CRM database build, analysis, targeted
messaging and use in other marketing
channels (email, print direct marketing etc.)
• Tell-a-friend component–end user forwards
marketing message to a friend from Web
site via SMS
Web Opt-in
Mobile Site Opt-in

21. Web Page Delivering SMS Coupons & Promotions
Pisa Pizza: Show code
for free med pizza when
u buy a Xlarge. Code:
2dhj Exp:101/10
Call to order 7345551112
Msg & Data Rates May
Apply.Text HELP 4 help.
USER SELECTABLE SINGLE COUPON DELIVERY CLICK-TO-CALL OPTION
Customer selects from special deal coupons that are delivered Any SMS coupon can
directly from Web site to phone. Coupons are now on the include a clickable phone
customers’ person 24/7 as reminder and incentive for spur of the number to take orders or
moment or unplanned visits. make purchase

22. Mobile Coupons: The Restaurant’s Perspective
NO cashier slow-down
NO new hardware (scanners, servers, PIN pads or readers)
NO bad user experience and resulting lost revenue
NO limited user phone reach
YES minimize cashier involvement
Mobile coupons for Blackberry users too…
YES leverage existing retail technology systems
YES maximize customer’s participation and reach (older phones too!)

23. POS Mobile Coupon Redemption
Redemption Options Available
• Payment terminal pads using mobile phone number
• Register hot keys or on-screen “virtual” terminal
• Integration with discount card account
• Scan with optical barcode scanner
Point of Sale Redemption for Mobile Coupons
Mobile
Redemption
Solution
The POS redemption
solution aggregates
POS hardware
redemption systems Settlement
so a simple SMS
coupon or mobile
barcode coupon can
be redeemed on
virtually any POS
system.

24. Mobile Coupon POS Redemption
1
Coupons with POS Redemption
Ghiradelli Coupon
Get $1 off a deluxe
6 2
Ghiradelli Chocolate
Sundae. Exp:9/30/10
http://m.choc.
mobi Msg & Data
Rates May Apply
5 3
$1 off Ghirardelli
Chocolate Sundaes.
Expires 10/25/10
4
2221621217-2090

25. Smart Coupons & Alerts
• “One size fits all messaging” can have unknown
relevance to the recipient
• Mobile Smart Coupons and Messaging easily
integrate with data sources such as news, weather,
consumer profile, inventory, local promos etc.
instantly adding relevance to the message delivered
• Smart alerts can know:
! Who the customer is
! Where they are The heat wave
! What’s happening around them continues here in LA!
Cool off at lunch with
! When they want something an ice cold root beer
! Why they need or want it float, free with every
Galaxy Meal purchase
• Drive in-store traffic, Web traffic and product sales. at any AstroBurger
• Immediate, direct response solution that location. Code:34ru3
Exp: 7/12/10
demonstrates ad effectiveness.

26. Smart Coupons & Alerts
SMS Only Coupon:
Contextually relevant
coupon is delivered based
It’s a scorcher in on keyword + in NY
Freezing database
Miami today! Keep today? Keep warm
referencing with unique
cool with breezy with with a wool
redemption code.
late summer skirts. sweater. 20% off all
Text STORE + your zip code to 62407 20% off at any sweaters at any
to receive a SMS coupon every month
for 20% off your favorite 2010 fashions.
Database store. Code t239r store. Code 34r39r
Exp. 8/31/10 Exp. 8/1/10
Weather
Stock Market Contextually relevant STORE + 10507
coupon delivered based on Sends coupon for sweaters
Sports Scores keyword + database with based on cold weather
unique redemption code. reading for opt-in zip code
Location Look Up
Product Inventory
Consumer Profile Data
62407
Past Consumer Purchases
Any Other Event or Data Sets
Store 33128 Database receives keyword opt-in and
62407 delivers a coupon based on external
events or information in the database
It’s a scorcher in
Miami today! Keep
cool with breezy
late summer skirts.
Miami Discount coupons:
http://nyskirts/mobi
OR….You can deliver a
Text opt-in for either SMS Coupon with link to
single coupon or to opt-in WAP page with multiple
to couponing alert group coupons and barcode

27. Location Based Services
• Single ping(s) location fixes for
inexpensive “pay once” location fix
• Ping every time location aware
messaging for single SMS offers or
alert group/subscription campaigns… Mobile QuickFast Club
and pay for every ping Come into the 5th
Street location anytime
• Geo-fencing for just in time this week for a free Kids
messaging Meal with purchase of 2
Supersize Meals.
• Assisted GPS offers best case
position fixing

28. LBS Geo-Fencing: The North Face
North Face Geo-Fenced SMS Campaign
• 1,000 geo-fences created in New
York, San Francisco, Seattle and
Boston
• Urban areas had half mile
perimeters, suburban areas up to a
mile around the stores
• SMS messages about offers and
seasonal product arrivals
• Uses multiple LBS technologies:
GPS, carrier provided user location
info, cell tower triangulation & hybrid
• User opts-in to campaign to receive
messages
• Maximum of 3 texts per week for
any user
• Opt-out rate is low at 6%
Location Based Geo-Targeting

29. Mobile Display Ads with Site Click Through
Brand Benefits: Consumer Benefits:
• Grow brand awareness through new • Firsthand involvement with brand
channel • Download or share content
• Optimize data capture • Tell a friend feature
• Enable opportunity for future contact with • Learn about product
consumer • View commercials
• Drive traffic to store • Locate a store
CASE STUDY: MOBILE DISPLAY BANNER ADS
1.25% avg. CTR on sites
2.71% avg. CTR on Boost carrier
Overall CTR dramatically higher than 0.01% avg. online CTR

30. Mobile Internet: Hardee’s Mobile Site
Mobile Internet site featuring user
generated content (name the
product) with user profile collection.
Information gathered by mobile site
sent to Hardee’s Web site for
integration into :30 video ads to be
displayed in Web and mobile site.
• Product information
• SMS alert opt-in
• Videos of broadcast TV ads &
consumer generated ads
• Store locator (nearest Hardee’s
restaurant)
• Viral “mobile greeting cards”
content for peer-to-peer sharing of
animated gifs, personalized
messages and more
• SMS alert opt-in
• Integration with email fulfillment
• Tell-a-Friend viral component
sends site link via SMS
• Survey to measure site
effectiveness for brand awareness

31. Mobile Apps
• Custom Apps: Standard apps, built from scratch with original creative and functionality
• Express Apps: Quick and inexpensive apps that are mobile site conversions
• Enhanced Apps: Express Apps with optional smart phone native functionalities

32. Mobile Apps
Carl’s Jr. App
• GPS enabled loyalty program rewarding check ins across US
• Guaranteed rewards, restaurant locator, social media interface, video, menus,
nutrition info
• Cross-posts users’ location check-ins on Facebook, Twitter and Foursquare
• First check in and every subsequent fourth check in earns a spin on The Wheel of
Awesome for a chance to win discounted and free menu items, branded gift cards,
prizes and merchandise from participating partners
• Check ins that have not earned a wheel spin can receive a coupon for a featured
menu item that can be saved for 7 days or redeemed immediately within 30 min
• Reward offers increase with frequency of check-ins
• Non-menu prizes have customer info capture for prize delivery
• Check in limited 3 per day and limited to one per day part (breakfast, lunch, dinner)
Starbuck’s Mobile Cards
Payment via scanned barcode on phone…phone takes the place of
Starbuck’s plastic card
Connected to user’s credit card, and can be topped off
Reward “stars” for use for menu items and perks (free drink on birthday, free
syrups, free soymilk, refills etc.
Store locator

33. Mobile Apps
• Virtually construct pizzas from
crust to toppings
• Create chicken wings as you
like them…crispy, sauces
• Coupons on a “virtual fridge”
• Tilting the phone moves
toppings around the face of
the pizza
• Users can easily save and
dial up their favorite items
• Of course, place an order

34. Social Networks & Mobile
• Mobile social networkers currently represent
Linking rewards programs to
over 11% of online US adults mobile social networks
Social sites serve up more
than HALF of all page views
on the mobile Web (USA)
Source: How Interactive Marketers Can Reach US Mobile Social Network
Users, Forrester, December, 2009

35. The Future: Near Field Communications (NFC)
For the future of mobile restaurant marketing…
look to Japan and NFC
• The mWallet for payment
• Content and information delivery
• Frictionless opt-in
CASE STUDY: McDONALD’S JAPAN
• May 2008, McDonald’s introduced NFC-based coupons—users
download coupons through a mobile application and touch a reader/
writer at the point of sale to instantly redeem their coupons, as well as
pay for the purchase, and receive loyalty points
• Promotions are planned according to each individuals purchase
history; profile data and contextual factors like time of the day, or what
the weather is like ALL JAPANESE MOBILE USERS
• Investment: large backend infrastructure and putting NFC reader/
writers into 3,800 branches with a dedicated mobile marketing joint
venture with NTT DoCoMo
• Stats: 16 million registered users (>12% percent of the Japanese
population), >100 million mobile page views per month, and in less
than 2 years, the number of coupons now exceeds 4.5 million
Source: Christopher Billich www.mobithinking.com

36. What’s Next: Restaurant Mobile Marketing
Augmented Reality: Stella Artois
iPhone 3Gs/4G App
Video camera on iPhone is used to
“see” live surroundings
• ugmented Reality technology
A
overlays geo-relevant info and graphics
in real time (US, UK, Argentina &
Canada)
• PS used for phone’s location for geo-
G
relevant info
• ocation maps
L
• eviews and ratings with user
R
generated posts
• ser can set personal preferences
U
and filters for search
• ntegrated taxi number service
I
• ugmented reality works for iPhone
A
3GS/4G, for earlier models there is a
2D listing function

37. “Mobile Marketing for QSR & Casual Restaurtants”
Presented by Michael Ahearn, VP Marketing & Strategies
Part of the iLoop Mobile Webinar Series
Thanks for attending, for more info on how iLoop Mobile can help you with
mobile marketing, please contact:
sales@iloopmobile.com
+1 408 907 3360