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市場調查報告書

美國的餐飲業行銷趨勢: 新技術、行動,及社群媒體

Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media

出版商 Packaged Facts 商品編碼 335393
出版日期 內容資訊 英文 100 Pages
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美國的餐飲業行銷趨勢: 新技術、行動,及社群媒體 Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media
出版日期: 2015年06月29日 內容資訊: 英文 100 Pages
簡介

今後外食服務的行銷要成功,消費者和餐廳、品牌的連結方法需要符合世代性的差異和技術變化。也就是,社群媒體和數位行銷、忠誠度計劃、定購的全通路化,以及行動應用程式的行銷是必須的。

進行著要說為了拿起 本報告提供美國餐飲業的新行銷趨勢,外食服務的經營者為使商務成長,怎麼做能最大限度活用這樣的新趨勢為中心的詳細分析。

第1章 摘要整理

  • 忠誠度計劃,數位行銷,及價格策略
  • 行動應用程式的能力與關心度
  • 社群媒體及與餐廳客戶的關聯
  • 餐廳、行銷技術的有效利用

第2章 序論

  • 舞台設定
  • 餐廳利用頻率

第3章 忠誠度計劃、數位行銷及價格策略

  • 忠誠度計劃
  • 餐廳/咖啡廳的忠誠度計劃使用率
  • 忠誠度計劃使用率與餐廳利用回數的關聯性
  • 對常客的褒獎
  • 忠誠度與恰當的褒獎
  • 和恰當的技術
  • 主要餐廳的忠誠度計劃
  • 利用數位及地理定位的行銷
  • 活用數位行銷的主要餐廳
  • PayPal: 數位錢包成功的配方
  • 全通路體驗
  • 價格策略
  • 優惠券
  • Target: 採用行動折價券的嶄新手法的Cartwheel應用程式
  • 新技術的商務機會: 活用可追蹤的資料

第4章 行動應用程式的能力與關心度

  • 智慧型手機與行動應用程式利用
  • 智慧型手機及平板電腦所有者
  • 使用的應用程式的類別
  • 餐廳應用程式使用方法
  • 活用餐廳、行動應用程式的龍頭企業
  • Disney: 一體化行動應用程式創造上癮的體驗
  • 數位化的商務機會: 聚焦家庭

第5章 社群媒體及客戶的關聯

  • 社群媒體使用方法
  • 社群媒體的電力: 用戶的想法與評估
  • 社群媒體和餐廳產業
  • 社群媒體和餐廳的互相聯合
  • 社群媒體和與餐廳應該有關聯的理由
  • 活用社群媒體的主要餐廳
  • 超越社群媒體跟客戶的關聯
  • 行銷過程 - 贊成理由
  • 線上評論 - 需要有利的評價
  • 有效利用社群媒體的商務機會: 千禧新生代的媽媽們
  • 行銷策略: 部落格的力量

第6章 餐廳相關新技術的有效利用

  • 餐廳的線上討論與預約
  • 在餐廳的進行行動付款
  • ApplePay成為開頭但至今仍小
  • 切身的成功案例: Starbucks
  • 增加的信仰者
  • 透過全通路的用餐與定購
  • 外帶和外送相關最偏好的定購方法
  • 線上定購變得簡單
  • 觸控螢幕技術
  • 是譏諷還是現實: 使用技術強化人的角度的接觸感
  • 販售亭終端和觸控螢幕、應用程式

附錄

目錄
Product Code: LA5602855

Tomorrow's successful foodservice marketers must adapt to generational and technological changes that are shaping the way consumers engage with restaurant brands-from social media and digital marketing and loyalty platforms to omni-channel ordering and mobile app development. Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media assesses how foodservice operators can best leverage these trends-and many others-to grow their businesses, with a focus on implications for the future. More specifically, the report assesses:

  • Consumer restaurant loyalty point usage and point redemption, restaurant loyalty program leaders, digital marketing strategies and consumer reception of those strategies; and restaurant discounting/pricing strategies and consumer reception to those strategies.
  • Consumer smartphone, tablet and app usage; and their usage of restaurant apps and features.
  • Consumer usage of social media, how consumers engage with restaurants via social media and, restaurant cause marketing strategies, and engaging Millennial Moms via social media.
  • Restaurant-goer usage of online reviews and reservations; mobile payments, ordering preferences and use of touchscreen technologies.

Table of Contents

Chapter 1: Executive Summary

  • Report Scope
  • Report summary
  • Setting the stage
  • Loyalty programs, digital marketing & pricing strategies
  • Loyalty programs
  • Restaurant loyalty program leaders
  • Digital and location-based marketing
  • Marketing via email, text and mobile app
  • Restaurant leaders in digital marketing
  • Pricing strategies
  • Mobile App Capabilities & Interest
  • Smartphone and tablet ownership
  • Type of apps used
  • Restaurant app usage
  • Restaurant mobile app leaders
  • Disney: Unifying mobile technology to create an immersive experience
  • The digital opportunity: targeting families
  • Social media and restaurant customer engagement
  • Most adults use social media' strong frequency of use
  • Social media site leaders
  • The power of social media: users' attitudes and opinions
  • Social media and restaurant interaction
  • Rationales for liking/following restaurants via social media
  • Restaurant social media leaders
  • Cause Marketing-a reason to say yes
  • Online reviews-positive placement is essential
  • Social media opportunity: Millennial Moms
  • Harnessing restaurant technology
  • Online restaurant reviews and reservations
  • Restaurant mobile payments
  • Omni-channel eating and ordering
  • Touchscreen technology

Chapter 2: Introduction

  • Setting the stage
  • Table 2-1: Influence on Restaurant Choice: Social Media, Email Marketing & Loyalty Programs, 2015
  • Table 2-2: Influence on Restaurant Choice: Social Media, Email Marketing & Loyalty Programs, by Monthly Restaurant Usage Frequency, 2015
  • Restaurant usage frequency
  • Table 2-3: Monthly Restaurant Usage Frequency, Indexed by Demographic, 2015

Chapter 3: Loyalty Programs, Digital Marketing & Pricing Strategies

  • Summary capsule
  • Restaurant loyalty programs
  • Digital marketing
  • Pricing strategies
  • Loyalty Programs
  • Graph 3-1: Shopper Reward/Loyalty Program and Discount Card Usage in Past Month, by Type, 2015
  • Restaurant/coffee shop loyalty program usage
  • Table 3-1: Restaurant/Coffee Shop Shopper Reward/Loyalty Program and Discount Card Usage:Monthly Usage Frequency, by Demographic, 2015
  • A tie between loyalty program usage and restaurant visits
  • Table 3-2: Restaurant Loyalty Point Redeemers, by Monthly Restaurant Usage Frequency, 2015
  • Rewarding your best customers
  • Table 3-3: Restaurant Loyalty Point Redeemers, by Demographic, 2015
  • Tying loyalty to the right kind of reward
  • And the right kind of technology
  • Restaurant loyalty program leaders
  • Casual restaurant chains
  • Fast casual restaurant chains
  • Limited-service restaurants
  • Digital and location-based marketing
  • Email
  • Interest in restaurant email marketing: threshold at 50%
  • Table 3-4: Restaurant Email Marketing Recipients: Use and Future Interest, 2015
  • Table 3-5: Restaurant Email Marketing Recipients: Use and Future Interest, by Demographic 2015
  • Mobile apps
  • Text messaging
  • Table 3-6: Giving Permission to Send Location-Based Offers: Use and Future Interest, 2015
  • Table 3-7: Giving Permission to Send Location-Based Offers: Use and Future Interest, by Demographic, 2015
  • Restaurant leaders in digital marketing
  • Starbucks
  • Domino's
  • PayPal: recipe for success with the digital wallet
  • Omni-channel experience
  • Plethora of payment options
  • Pricing Strategies
  • Snacking and value menus
  • Meal deals
  • Lunchtime incentives
  • Dinner meal deals
  • Coupons
  • Still popular, especially via traditional sources
  • Graph 3-2: Cents-Off Coupons: Sources Used, 2014
  • Graph 3-3: Cents-Off Coupons: Types Used, 2015
  • Target: Cartwheel takes novel approach to mobile couponing
  • The Technology Opportunity: Harnessing Traceable Data

Chapter 4: Mobile App Capabilities & Interest

  • Summary capsule
  • Smartphone and app usage
  • Restaurant app features and usage
  • Smartphone and mobile app use
  • Smartphone and tablet owners
  • Table 4-1: Smartphone Users, Tablet Owners & App Users, 2015
  • Type of apps used
  • Graph 4-1: Types of Apps Used in Past 30 Days, 2015
  • Restaurant app usage
  • Graph 4-2: Restaurant Mobile App Features: Usage and Usage Interest, 2015
  • Restaurant mobile app leaders
  • Starbucks
  • Dunkin' Donuts
  • Taco Bell
  • McDonald's
  • BJ's Restaurant and Brewhouse
  • Disney: Unifying mobile technology to create an immersive experience
  • The Digital Opportunity: Targeting Families
  • Table 4-2: Restaurant Mobile App Features: Usage and Usage Interest, 2015

Chapter 5: Social Media & Customer Engagement

  • Capsule summary
  • Social media usage
  • Social media and restaurant interaction
  • Cause marketing, online reviews and Millennial Moms
  • Social Media Usage
  • Most adults use social media' strong frequency of use
  • Table 5-1: Social Media Usage and Usage Frequency, 2015
  • Facebook's user engagement is strong
  • Table 5-2: Social Media, Facebook, Pinterest & Twitter Usage and Usage Frequency, 2015
  • Instagram is trendy
  • The power of social media: users' attitudes and opinions
  • Table 5-3: Social Media/Networking Websites: Attitudes & Opinions, 2015
  • Social media and the restaurant industry
  • Social media and restaurant interaction
  • Table 5-4: Social Media & Restaurant Interaction, 2015
  • Table 5-5: Social Media & Restaurant Interaction, by Age, 2015
  • Rationales for social media engagement with restaurants
  • Table 5-6: Rationales for Liking/Following Restaurants via Social Media, 2015
  • Table 5-7: Rationales for Following Restaurants via Social Media, by Age, 2015
  • Restaurant social media leaders
  • Applebee's
  • Taco Bell
  • 7-Eleven
  • Custumer engagement beyond social media
  • Cause Marketing-a reason to say yes
  • Online reviews-positive placement is essential
  • The Social Opportunity: Millennial Moms
  • Table 5-8: Social Media & Restaurant Interaction; Rationales for “Following” Restaurants, Married with Children, 2015
  • Marketing strategy: Blog power

Chapter 6: Harnessing Restaurant Technology

  • Summary capsule
  • Online reviews and reservations
  • Restaurant mobile payments
  • Ordering preferences
  • Touchscreen technology
  • Online restaurant reviews and reservations
  • Table 6-1: Restaurant Reviews & Reservations: Online and Mobile Use in Last 30 Days, 2015
  • Table 6-2: Read Online Review, Chosen Restaurant Based on Review & Booked Online Reservation, By Monthly Restaurant Visits, 2015
  • Restaurant mobile payments
  • Out of the gate
  • Table 6-3: Restaurants Offering and Planning to Offer Mobile Payment, by Restaurant Segment, 2014
  • A small slice of the pie
  • But it's about more than just paying
  • Table 6-4: Mobile App Used to Pay Check and Split Bill: Usage and Future Interest, 2015
  • ApplePay makes a (small) dent
  • Significant promise
  • But only a ripple of use
  • Table 6-5: ApplePay and Gift Card Purchases in Past 30 Days, by Restaurant Usage Frequency, 2015
  • Look no further for success story: Starbucks
  • A growing list of adherents
  • Omni-channel eating and ordering
  • Table 6-6: Restaurant Use in Last 30 Days: Dine In, Order Delivery, Order Pickup, 2015
  • Calling in the order most preferred method
  • Table 6-7: Restaurant Pickup/Delivery Ordering Methods: Usage and Usage Preference, 2015
  • Online ordering made easy
  • Touchscreen technology
  • Table 6-8: Restaurant Touchscreen Applications: Usage and Usage Interest, 2015
  • Irony or reality: using technology to enhance the human touch
  • Kiosk and touchscreen applications

Appendix

  • Methodology
  • Consumer survey methodology
  • Report table interpretation
  • Color coding
  • Indexing
  • Terms and definitions
  • Supermarkets
  • Restaurant categories
  • Limited-service restaurant definitions
  • Full-service restaurant definitions
  • Other definitions
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