With holiday celebrations commencing and Christmas and New Year dining reservations creating a peak in activity, restaurant marketers have an opportunity to impact consumers’ purchase decisions. Marketers can help capture and monetise the large number of mobile restaurant searchers that ultimately book a reservation or visit the restaurant with well targeted mobile ad campaigns that are locally relevant and offer upfront contact info.
The mobile path-to-purchase of UK restaurant searchers shows that local is at the heart of effective mobile ad campaigns. Looking up locations is the most popular restaurant search activity and for smartphone restaurant researchers, of which half are using their device on the go, nearly 3 out of 4 expect the restaurant to be within five miles, and a quarter expect it to be within walking distance. As smartphone searchers’ dining decisions are heavily influenced by location, advertisers need to tailor their campaigns to be at the right place, at the right time, with the right message.