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Culinary Twist draws in consumers via mobile codes, optimized-site

Gourmet food company Culinary Twist is using QR codes and a mobile-optimized site as a way to engage consumers with the company?s products.

By placing mobile codes on products, consumers are able to access Culinary Twist?s mobile site where they can browse recipe ideas and give direct feedback about products. The platform is powered by mobile technology company OpinionLab.

?We originally got involved with mobile bar codes and this technology for our company as a way to push our product in the market,? said Lynn Milos, founder of Culinary Twist, Foster City, CA.

?Because we are a small company, we wanted a way to simulate face-to-face interactions to spread awareness of our products,? she said.

Culinary Twist is an all-natural producer of marinades, dips and sauces based out of Foster City, CA. The products are sold in approximately 400 specialty grocery stores in the United States.

OpinionLab is an opt-in, customer-feedback company based in Highland Park, IL.

Real-time feedback
After scanning a QR code on any Culinary Twist product, consumers are prompted to a mobile-optimized site.

Users can then browse menus and recipes that include the Culinary Twist products.

?One of our challenges was trying to figure out how do we educate people about the products and how do we share it with them,? Ms. Milos said.

?Since our products are more specialty items, we find that consumers ask us how to use our products regularly,? she said.

?Therefore, our goal is to educate as many consumers as possible about our products, and we saw mobile as an opportunity to do so.?

The platform also lets Culinary Twist get instant feedback about their products.

After getting feedback, Culinary Foods said they are pleased to know that users are engaging with the mobile site.

?We believe there is a lot to be learned from our customers and we are interested to know what our customers think of our products,? Ms. Milos said.

?Culinary Foods typically does demonstrations with consumers in face-to-face situations, but we wanted a way to better understand our customers on a larger level,? she said.

Big opportunities
Culinary Twist is an example of a small business that is using mobile to engage and bring in consumers, showing the importance and rise of mobile for business owners.

According to a recent study at the online community Manta, 69 percent of small business owners said that mobile was an imperative part of their business (see story).

Daily deal Web sites have also helped small businesses leverage a mobile presence.

?At demonstrations and conferences, we notice that consumers are interested in the mobile codes and want to know more about them,? Ms. Milos said.

?Going forward, I think it?s an area we are focused at looking at more and seeing our business grow as more people upgrade to mobile devices,? she said.