Mobile app games are helping quick-serve brands earn customer sales and loyalty. A handful of quick-service brands released games for mobile platforms in 2013, and the apps proved to be more than just for fun. In fact, some brands are reporting increased sales and customer loyalty by integrating games within their apps.
Among the restaurant companies that found success this year with app games were Blimpie, McDonald’s, and Chipotle.
Chipotle’s “The Scarecrow” app, the company’s first mobile game, made a major splash when it rolled out in September. Since the launch, more than 530,000 consumers have downloaded the game through iTunes. Some 66 percent of the game’s users have viewed Chipotle’s popular “The Scarecrow” film on YouTube, which has reached nearly 10 million views.
“We want people to understand as much as possible about how food is raised, and we believe that a mobile game makes these issues more accessible,” says Danielle Winslow, a spokeswoman for Chipotle. “A mobile game is also a way to engage and entertain people, making them curious about Chipotle while also teaching them where their food comes from and why that’s important.”
In addition to boosting the brand’s image as a provider of quality food and building relationships with its consumers, Chipotle’s mobile game has driven visits to its stores. Nearly 57,000 people have earned a buy-one, get-one-free (BOGO) card for a burrito bowl, salad, or tacos, offered as part of the game to players who earn one star on every level, according to the company.
Chipotle has also garnered more than 22,000 e-mail opt-ins and around 4,200 mobile database opt-ins from the game. Users must enter their mobile number to collect the BOGO offer, which is delivered via text message.