One of the fastest growing sectors in the UK is the takeaway market. This rapid rise in value can be attributed to new delivery establishments such as Deliveroo, Just Eat and Uber Eats, providing a platform for fast food restaurants of all sizes to compete. Over the last ten years, the market has grown from £2.4 billion to a staggering £4.8 billion in 2018, an increase of 73% (NPD, 2018). Whilst this growth is great for the industry, it also means more competition for business, with many gourmet style takeaways also entering the market. One way in which you can stay on top of the game should be to start communicating with customers by using Text marketing.
Before looking at different ways in which Text marketing can be used successfully in the takeaway industry, one key factor to consider in this industry is timing. Unlike other industries, the timing in which a campaign is sent out can have a significant impact on results. For example, if you send out a promotional campaign at 7.30pm, then it is possible that potential customers may have already eaten or made alternative dinner plans. Furthermore, if you have a constant flow of orders during the weekend then it may be a good idea to send out campaigns during weekdays when orders are slower. However, there is no right or wrong option! Let’s take a look at several ways in which you could use Text marketing to generate leads and keep existing customers happy.
One great way in which you can use Text marketing in the takeaway sector is to showcase new menu items to customers. This is a great way to encourage customers to make an order without coming across as forceful. Also, phrases like “be the first” and “brand new” could potentially attract those customers who take pride in trying new items before others, which could also lead to positive word-of-mouth. Regardless of whether you change your menu seasonally or simply update specific items when the time is right, using SMS campaigns allows you to keep your customers informed.
The biggest way in which the takeaway sector can utilise Text marketing is by offering discounts to existing customers. In 2019, 31 billion online coupons are expected to be redeemed worldwide, which will mainly be driven by mobile (Statista). Thus, showing that consumers are actively seeking discounts and regularly trying to find the best value for money before they purchase. One of the easiest ways to encourage customers to purchase is by sending an attractive offer directly into their SMS inbox.
Furthermore, recent findings show that 79% of millennials say that finding the best deal will impact their purchasing decision. Rather than requiring customers to search online and potentially find a better offer elsewhere, Text marketing can be used to take a proactive approach by sending your best deals to customers directly. This will not only improve customer service by reducing the need for customers to search for discounts online but also provide you with a competitive edge.
Another way in which the takeaway sector can use Text marketing is by sending out campaigns during or just before major TV events. One reason why this is a great opportunity is that customers usually eat more food when watching TV than when they are sat at a table. Professor Charles Spence reports that watching TV can be a distraction and that people can eat up to a third more food as a result. This ultimately means that a campaign linking to a major TV event could mean larger orders purchased.
From sporting events such as the Champions League Final or Boxing to competitions like Strictly Come Dancing, The X Factor or Love Island, there are plenty of events which could be used (see our major events of 2019 if you are unsure). Whilst customers may purchase more items, these events are also likely to increase the number of customers looking to place an order. During the 2017 X Factor final, Just Eat stated that it saw a record number of orders on its platform. The easiest way to reach customers during these events is to send out an SMS campaign, placing your company into the thoughts of potential customers before they have even thought about what they may order during the event!
Text marketing can also be used to confirm customer orders and send out delivery times to customers. Whilst this may not directly lead to conversions, it goes a long way in increasing customer satisfaction and allows customers to stay informed on what is happening with their orders. Furthermore, sending out order updates means that customers will not have any doubt on when their order is scheduled to arrive, meaning that fewer queries and calls questioning delivery times. Therefore, improving company reputation and the likelihood that customers will make repeat purchases in the future.
Hi, I'm Jeremy, Head of Business Development at Reach Interactive. I have a background in international business and I love seeing how brands communicate with consumers on an international level.
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