When choosing where to dine, it comes down to the menu, not the restaurant, according to a December 2013 study by JiWire.
More than one-third of US mobile Wi-Fi users polled said that menu information in a mobile ad was the most likely to influence them to eat at a restaurant. Sales or coupons, often considered good methods to drive restaurant traffic, ranked second, at 24%, and location was actually third—indicating that people may be willing to drive a little farther to get something that looks tasty.
Nearly half of consumers had tried a new restaurant or menu item based on a mobile ad, and three-quarters said they were more likely to try a new menu item after seeing a mobile ad for it.
Because quick-service and casual dining restaurants had seen success with menu-focused ads, this was one of the primary ad creative focuses used, claiming the majority of banner ads.
Thursday, January 15, 1pm ET
Click to Register. Space is limited.
Join eMarketer for a free webinar:
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.