A Bloomin’ Brands executive at the 2014 MMA Forum discussed how mobile has a measurable effect on consumer casual dining choices, stressing that continuity is key for brand strategy on mobile.
A Bloomin’ Brands and xAd executive spoke about how mobile devices have emerged as a significant influencer in consumer path to purchase in deciding when and where to eat during the “Location: Closing the Sale with Your Customer” session. Per the session, a main advertising objective for restaurant brands then becomes driving consumers to their locations.
“It has to start with what that media will do for you,” said Karen Soots, vice president of media services at Bloomin’ Brands Inc., Tampa, FL.
“Clearly understand your objective and what drives your business to make mobile work for your benefit,” she said. “Know what you’re looking to get out of mobile before you jump into it.”
