Industry News | July 6, 2009

Qdoba Starts Mobile Loyalty Program

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Mexican fast-casual franchise Qdoba announced that they will use Tetherball, an industry provider of mobile loyalty and rewards solutions, to expand on their existing loyalty program. The program is called Qdoba Mobile Rewards.

“We already offer a standard loyalty card program in our stores and see customers picking up the membership cards, but only about one in four activate the cards to join,” says Brent Higgins, director of marketing for Aztec Partners LLC, franchisee of 26 Qdoba locations. “With our new mobile loyalty program, activation is easier than ever; customers just text on their mobile phones and can then start immediately enjoying great offers from Qdoba.

“It’s a terrific way to interact with our younger customers who use their mobile phones for just about everything,” Higgins continues. “After joining, they’ll get great deals and information delivered right to their phone&mdashand we’ll gain more loyal customers.”

The Qdoba Mobile Rewards program kicked off at an Indianapolis market festival, during which nearly 20 percent of festival attendees engaged the mobile program.

Unlike other mobile marketing programs, no downloading of special software or an expensive mobile data plan is necessary. Tetherball clients’ mobile loyalty programs have seen up to 24 percent redemption rates on initial opt-in offers, followed by 10 percent redemption rates on proceeding offers.

“Brands are beginning to recognize how powerful out-of-home marketing can be,” says Jay Highley, president and COO of Tetherball. “With mobile, brands can intimately communicate and deliver value to their customers when they are on the go. We create mobile loyalty programs that help build our clients’ brands and enhance their customers’ experience.”