GYG adopts Mobile Den to boost diner convenience
The new integrated retail platform enables faster service and savvier marketing.
Mobile Den, a brainchild of digital agency Gruden and tech solutions firm MICROS, recently launched as the country’s first integrated tool for retail brands connecting an app with point of sale (POS).
Mobile Den enables quick service restaurants (QSRs) to create branded apps for their digital loyalty programs, online ordering and mobile payments. It also integrates the apps to the retail and point of sale systems, unlocking a wealth of customer data.
GYG adopts Mobile Den
Mexican restaurant chain Guzman y Gomez (GYG) was one of the first to adopt Mobile Den in response to the rapid increase in mobile phone interactions with its customers.
“As a tech-focused business, when we realised that many of our customers were using their mobile phones to visit guzmanygomez.com, we knew it was the right time to develop a mobile-based version of our GOMEX loyalty programme to align with customer behavior,” said Steven Marks, Founder and Managing Director, Guzman y Gomez.
“MICROS and Gruden’s commitment to partnering with us to develop a customer-friendly solution through Mobile Den convinced us to jump at the opportunity. The result is our Guzman y Gomez iPhone app. Released this year in April, our app is designed to make our GOMEX loyalty programme even more convenient for our fans.”
With Mobile Den, GYG has made it easier for repeat customers to enjoy their loyalty perks, and access information about the restaurant, leading to a more convenient dining experience.
“Now instead of having to carry a loyalty card, GYG’s GOMEX members can use the app to earn and easily track their loyalty points, as well as view our menus and locations on the go,” said Marks.
Looking forward, GYG is currently working on a mobile ordering and payment platform. When combined with the mobile loyalty program, these mobile features will customers to dine, settle bills and redeem loyalty rewards without even having to step into a retail store.
“We invested a lot of time collaborating with MICROS and Gruden on this transition. Our latest challenge is the development and testing of a mobile ordering and payment platform on our app, so that we can give our customers an even faster way to enjoy GYG.”
The future of QSRs
Other QSRs, from nationwide chains to niche brands, will find it hard to ignore Mobile Den’s overarching operational and marketing benefits, according to Gruden CEO Todd Trevillion.
“In QSR, the POS is one of the most important components of the business and is fundamental to the day to day operation. It also contains the most data about transactions, spend and customers. So it makes sense to ensure that your marketing activities and campaigns are integrated with your POS.”
“By partnering with MICROS, we’ve been able to extend the reach of the POS into the digital world – we're able to leverage sales (and customer) data to communicate more effectively and develop empowered connections with the customer, which will, in turn, drive sales and increase brand loyalty.”
“Mobile Den is all about leveraging the single source of truth and not only providing the features and functions required to transact in the digital world, but to also drive and engage customers when they are not in store.”
Trevillion said that Mobile Den is scaleable in cost, meaning that QSRs on a tight budget can create cost effective apps and upgrades. Those who can splurge a little more can opt to go all out on a fully customized and integrated app.
“The problem with true integration and having a single source of truth is that it can be very expensive and most of the time it’s out of reach for your typical QSR or franchise. But we’re able to reduce the barrier to entry – as the POS integration has already been developed with Mobile Den, as well as a white label web and mobile framework.”
“This means that QSRs with MICROS, or those looking to change their systems, won’t need to develop their own connections into the POS and create these mobile and web front ends – we are able to easily brand and re-skin the white label apps in a much quicker and more cost effective way.
“We also offer the ability to create a fully customised version should businesses wish to leverage our integrations, yet create a totally new and different experience that matches your brand identity.
Trevillion also assured stable hosting performance and expert platform support that will ensure the system runs smoothly.
“The Mobile Den platform is hosted in the Amazon Cloud, which we have tailored to ensure maximum system availability and scalability in peak times, as well as easily rolling this out globally into other markets. We have a dedicated team working on the support of the platform, as well as expert staff working with our clients to help deliver and drive their advertising and marketing needs.”
Conquering the retail landscape
Looking ahead, Mobile Den is planning to roll out more features and enhancements, and expand its reach beyond QSRs to all other retail businesses.
“Mobile Den is the future of marketing for brands. By leveraging MICROS POS and CRM software with branded apps, we enable businesses and retailers of any size and scale to access the latest mobile technology and deepen their customer marketing,” said Trevillion.
“True integration across digital channels is fundamental not only for QSRs, but for any retail business. When we refer to integration, we believe it's all about having a single source of truth – one engine or repository that manages, tracks and reports across all channels and systems.”
