Couch Tomato Mobile Marketing Case Study
The Couch Tomato Café is a family-style restaurant in Philadelphia, PA that offers wraps, dips, gourmet pizzas and more for take-out or delivery. They also cater throughout the Philadelphia area. EZ Texting spoke with owner Craig Mosmen.
For the past six years, Mosmen tried various forms of marketing, including direct mail, online, local papers, magazines and more. He found that coupon books such as Val Pack and similar local books worked best, because you can actually track the results of a certain promotion to see what works and what doesn’t. With that in mind, Mosmen searched for other forms of marketing that were easily trackable, which brought him to EZ Texting.
Mosmen chose EZ Texting because he’d heard of the company before and trusted its reputation. Over the previous year, his staff had begun collecting opt-in cell phone numbers from customers for the purpose of sending SMS coupons and alerts. Couch Tomato provided both simple paper forms for people to signup, as well as verbal signups at the point-of-sale.
To get started, Mosmen pulled approximately 5,000 numbers from his database that had opted-in over the past year and added them to his EZ Texting account. He sent one message to his customers welcoming them to the new service, and gave opt-out instructions for anyone who wished to unsubscribe. Over the next 6 months, Mosmen sent only a couple texts with general announcements and specials, and saw marginal success. Then, in March 2009 he sent a special offer just for SMS subscribers:
*Special Offer* til March 31st; mention text - FREE QUESADILLAS with purchase of any Pizza ANDSalad!!
The offer was good for seven days, and the response was excellent. To track their ROI, Mosmen totaled the number of tickets from Friday of that week. He estimates they had about 70 extra orders compared to an average Friday. With an average order value of $15, this is an excess of $1050!And this was just one of the seven nights the offer was running.
After such a great response, The Couch Tomato Café plans to send more exclusive offers for text members on a monthly basis. Mosmen wants to keep the offers a novelty, so his customers never know when to expect the next one.
Mosmen also finds EZ Texting to be extremely convenient for in-house communication amongst his staff. He is able to remind staff members of meetings and scheduling updates. For such a large establishment, it really cuts down on time. He is also much more confident the messages are read, opposed to the voicemails he often used to leave on his employees' phones.