Fast-food chains have been working on providing focused value to consumers through mobile applications and rewards programs, as they pull away from traditional value menu offerings.
Personalized offers can be a win-win by giving customers discounts on the items they actually want, while also letting companies maintain profit margins, said Francois Acerra, director of research and consumer analytics for Revenue Management Solutions, a restaurant data analysis company.
Apps help companies do just that. Given how frequently people check their phones, an app on a person's home screen is"like the billboard ad that keeps giving," said Adam Blacker, director of content and communications for Apptopia, a data analytics company. Apps can also provide information on what and when customers are ordering and which promotions they respond to, helping companies refine strategies on push notifications for deals.
McDonald's executives said the chain will run national promotions, such as its $1, $2, $3 menu, but that regions can select which products to offer. Papa John's executives also noted the leeway their restaurants have to adjust deals.
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