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Cell phone users can quickly find the location nearest them along with hours of operations, maps, and phone numbers with minimal download time and key punches.
“We’re the first restaurant of our kind that I know of to launch such an initiative and did so to make it easier for users to find us anywhere at anytime,” says Joan Scharff; executive director of brand and menu strategy of Garden Fresh Corp, the parent company of Souplantation/Sweet Tomatoes. “Our mission is to create an experience where our guests can create the meal that best fits their needs on their time. The mobile Web project is an extension of that.”
Mobile device users log on to www.souplantation.com and are automatically redirected to the mobile version. Visitors can then simply type in their zip code or select a state to obtain the Souplantation and Sweet Tomatoes restaurants nearest their location along with easy to navigate links to their hours of operations, map, and phone number. The user interface is designed to provide this content with minimal clicks–essential for folks on the go.
“We stripped out content such as general corporation information and file-heavy images in the mobile version to ensure that the site uploads to cell phone devices in short order,” says Lauren Dougherty, business manager at Red Door Interactive. “Customers surfing the Web while ‘on-the-go’ are much more focused in finding location and phone numbers quickly, and we made access to that information the first priority in this initiative.”
Cell phone users desiring more detailed information about Souplantation/Sweet Tomatoes can shift over to the classic version of the site in two clicks on their mobile device.