The latest example of a marquee brand foraying into mobile is Denny’s, home of the famous Grand Slam Breakfast.
Denny’s is offering a “50 State Challenge” through a new mobile application. The corporate website dubs the contest as, “an exciting, interactive race across America, where the first person to check into a Denny’s Diner in all 50 states will win FREE GRAND SLAMS FOR LIFE. There are great discount coupons, souvenirs and badges to unlock along the way.”
This mad dash for the most important meal of the day is an innovative utilization of mobile apps. Denny’s is combining consumer loyalty, location-based promotion and mobile technology. Consumers can easily locate the nearest restaurant location and save money with exclusive coupons .
A recent study shows that, “nearly 75% of consumers would switch brands if offered real-time mobile promotions delivered to their phones while shopping in a store aisle.”
While the industry is different, the trend is noted. The study goes on to say that, “Of the least brand conscious group — 25- to 34-year-olds — 82% were willing to switch brands if they received a mobile offer for a competing product while in the store.”
Frances Allen, Chief Marketing Officer for Denny’s, sees this mobile app as a way to stay ahead of the curve. Quoted in Mobile Commerce Daily, Allen said, “We believe the app will be successful in interacting with the next generation of Denny’s guests, specifically the younger demographic where social media and the mobile experience is an important part of their everyday lives.”