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Roti Mixes High, Low Tech to Track Promotions

May 12, 2009

IN THIS ISSUE: Roti Mixes High, Low Tech to Track Promotions...Marketing Technology: Restaurant Chains are All A-Twitter... Spaghetti Equity: Fazoli’s Multi-Media Strategy... More from Chain Leader and R&I

Roti Mixes High, Low Tech to Track Promotions

Roti, a Chicago-based chain of three fast-casual Mediterranean restaurants, mixes high and low technology to track its store-opening promotion, “The first one's on us.” In the weeks before opening, the chain offers a free meal to the first 1,000 customers who join its e-mail list, then snail-mails a personal note to each.

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Marketing Technology: Restaurant Chains Are
All A-Twitter

It’s small—8.9 million users compared to Facebook’s 200 million. But Twitter has become the social-networking tool of choice for many restaurant chains wishing to court a young, hip clientele. Erik Oberholtzer, chef and co-owner of Tender Greens, a three-unit, fast-casual, health-skewed chain based in Los Angeles, began “tweeting” earlier this year.

DATA POINT

46%

Percent of U.S. adults who say they are eating out at restaurants about the same or more as they did one year ago, according to a study by Harris Interactive on behalf of Dairy Queen.

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Spaghetti Equity: Fazoli’s Multi-Media Strategy

Fazoli's Italian Revolution campaign had three objectives: to provide a budget-friendly menu in economically tight times, to awaken the 20-year-old brand, and to build its database of consumers who are interested in ongoing messages from the restaurant chain.

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