Customers Hungry for New Menu Items Seen in Mobile Ads - eMarketer
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Customers Hungry for New Menu Items Seen in Mobile Ads

Menu info in a mobile ad is biggest influence in deciding where to eat

February 26, 2014 | Retail & Ecommerce | Mobile

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.

Information in a Restaurant's* Mobile Ad Most Likely to Convert Customers According to US Mobile Wi-Fi Users, Dec 2013 (% of respondents)

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.

US Restaurant* Mobile Ad Features, Q4 2013 (% of ads served by JiWire)

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.


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