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Mobile marketing strategy boosts The Taco Maker's Q1 comps
May 12, 2009
ORLANDO, Fla. — The Taco Maker (TTM) has reported a 21 percent same-stores sales increase in the first quarter of 2009. The company has credited its success to a new mobile marketing strategy that spotlights their new flagship product, "The Maker" burrito, a one-pound burrito stuffed with up to three kinds of meat, beans, enchilada sauce and Monterey Jack Cheese in a warm tortilla.
"We knew in a slowing economy that our marketing approach had to be focused on value for the customer," said Carlos Budet, president and CEO of The Taco Maker. "Our goal is to help the customer stretch their dollar while offering fresh, authentic Mexican quick-service food. That's why we're showcasing our new one pound flagship burrito "The Maker" through an innovative marketing approach."
The Taco Maker is implementing this strategy developed by BxP Marketing in Florida that allows the company to track customer trends and preferences while also interacting with customers. The strategy allows consumers to opt-in via a text message to the company's SMS platform and rewards them with an offer for a free burrito via their mobile phones. TTM staff at each location are trained to assist customers with the promotion and up-selling.
TTM is targeting English and Spanish language radio stations in central Florida for the first stage of the marketing campaign. They also have introduced the Mexican-American character Juan Maker to help with product identity that will become the basis for the "Juan Peso Value Menu" in the campaign's second phase. In unscripted radio spots, Juan Maker is interviewed with a major DJ personality in the Orlando area and asked to text a particular number to get the free food offers.
After a consumer redeems the mobile coupon, BxP Marketing's software then provides TTM with a report that details from which radio station and program the customer heard the offer and during which daypart.
"We really poured all of our creative juices into this exciting product launch and developed a strategic program to introduce The Maker, generate traffic to the stores and create demand for this new flagship product," said Gary Bentz, chief creative officer of BxP Marketing. "Our goal was to combine both traditional and cutting edge media strategies to reach out to a specific demographic and motivate them to visit the stores. The results, I'm proud to say, are nothing short of spectacular."
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