A number of the nation’s biggest fast-food chains are beginning to embrace text and iPhone ordering capabilities, at least as tests. Already for the three months ending in August, food marketers sent almost 1.4 million text-message ads, up 37% from the same period last year, according to ComScore’s M:Metrics data. Consumers seem to want the offers: of all the ad categories using SMS marketing, restaurants had the highest response rates, with 15.5% of consumers responding to the ads.
McDonald’s experimented with text-message ordering in Chicago last summer, with signs encouraging consumers to text in their late-night orders. Spokeswoman Danya Proud said there were “some very good learnings from this campaign about how to execute future viral campaigns.”
“Even in the current economy, people don’t have any more time than they had before,” Ms. West said. “They’re trying to get dinner on the table, and this is going to help them do that.”
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