They ran a six month mobile marketing campaign pilot within 20 of their restaurant locations, branded as their “TextUs Loyalty Club”.

 

To encourage customers to opt-in, Texas Roadhouse offered a free appetizer to new TextUs Loyalty Club members.

This tactic is extremely popular with new text messaging campaigns, as 44% of customers are willing to provide personal information like their mobile phone number, in exchange for a reward, coupon or deal.

 

The mobile marketing campaign generated an average 17% redemption rate during the pilot.