Coupons have long been a part of fast-food chain Arby’s marketing efforts, so it’s no surprise that the brand’s first foray into mobile marketing includes coupons. In a move to reach a younger demographic that does not clip paper coupons, Arby’s has teamed with mobile services firm Cellfire for a new coupon that gives mobile phone users discounts on Arby’s food.
“Arby’s does a lot of couponing in newspaper and direct mail, so it was a natural transition to do a mobile couponing offer,” said Cindy Richardson, VP of company marketing at Arby’s. “We look for alternative media opportunities to reach different audiences and we felt that mobile was the perfect way to reach a younger audience.”
Brent Dusing, CEO of Cellfire, said more than 70% of the Cellfire user base is under 35 years old — a demographic that is less likely to clip paper coupons.
Cellfire’s plan works by having consumers download a Cellfire coupon wallet to their cell phone every two weeks, including coupons for a number of brands such as Arby’s, Hollywood Video and Pete’s Coffee. Users go into participating establishments and flash their mobile coupon at the check out.
Once a coupon is used, it cannot be used again, although many brands release new coupons every couple of weeks to keep consumers coming back.
The Arby’s promotion includes coupons for a free beef and cheddar sandwich, a free Jamocha shake and a free chicken sandwich. According to Richardson, Arby’s will test this campaign and see how it goes before doing any more mobile marketing.
“This offering makes it easier for consumers to use coupons,” added Dusing. “This allows a consumer to go to any Arby’s, and just use their phone to get an offer.”
