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Chili's continues mobile bar code push with scannable menus


Chiliís Grill & Bar is continuing to make mobile bar codes a core part of its marketing strategy by placing them on menus to advertise new products.

The QR codes are being used at more than 800 corporate-owned restaurants in the United States. In addition to the new menu, Chiliís is also experimenting with mobile bar codes on childrenís menus.

ďChiliís is currently using QR codes in a variety of areas throughout the business,Ē said Julie Flowers, spokeswoman for Chiliís, Dallas.

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ďWith the constant evolution of technology, our world continues to receive information at the touch of our fingertips,Ē she said.

ďOffering more mobile tools in our restaurant makes our guestsí busy lives easier and allows them to better enjoy our restaurant with these enhanced applications.Ē

Food scan
The mobile bar codes are linked to seven new healthy Chiliís menu items.

Chiliís is using the mobile bar codes to represent the line of Lighter Choice items in the menu, which have less calories and fat.

Consumers who scan the QR codes are taken to a mobile-optimized Web site where they can view nutritional information and learn more about the dishes.

Mobile bar codes are also being used on the companyís childrenís menus to educate kids and parents on the nutritional information of meals.

The QR codes on the childrenís menu tie in with Chiliís broader campaign to get kids to eat healthier with the Kids LiveWell program and a partnership with the National Restaurant Association.

Consumers can also access the Chiliís mobile Web site and sign up for the chainís email program.

Mobile bar
This is not Chiliís first foray into mobile.

The company recently ran a campaign that let users scan mobile bar codes to donate. The campaign generated 291,000 scans (see story).

The company also recently developed an Android and iPhone app that lets users place food orders while on the go.

QR codes have been abundantly used by mobile marketers looking to leverage existing print and on-package materials, but the trick is to find a piece of content that makes consumers want to scan the code.

For Chiliís, using the mobile bar codes is a smart move because it gives users the nutritional information, which may not be available elsewhere.

Additionally, the campaign ties in with the restaurant chainís broader initiative to help educate its diners on healthy food options.

ďChiliís continues to look to the evolution of technology to enhance the guest experience beyond the four walls of our restaurants,Ē Ms. Flowers said.

ďIn the competitive restaurant marketplace, technology and innovation will continue to be a game changer as guests look for brands to differentiate themselves,Ē she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York

Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

Related content: Software and technology, Chilis, mobile marketing, mobile, Julie Flowers, mobile bar codes, QR codes

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Comments on "Chili's continues mobile bar code push with scannable menus"

  1. Jim Matorin says:

    January 25, 2012 at 6:49am

    Great move. It will not have a major impact on turnaround times on table, it will be the ultimate suggestive selling tool to drive people to menu items that they can make more margin on, plus the novelty of what they are doing will drive more traffic in the door. Again, great move.
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