A handful of quick-service brands released games for mobile platforms in 2013, and the apps proved to be more than just for fun. In fact, some brands are reporting increased sales and customer loyalty by integrating games within their apps. Among those that found success this year with app games were Blimpie and Chipotle.
Chipotle’s “The Scarecrow” app, the brands first mobile game, made a major splash when rolled out in September. Since the launch, more than 530,000 consumers have downloaded the game through iTunes. In addition to boosting the brand’s image as a provider of quality food, Chipotle’s mobile game has driven visits to its stores and garnered more than 22,000 e-mail opt-ins and 4,200 mobile database opt-ins from the game.
Another successful mobile game designed to boost sales and customer loyalty, Blimpie’s Blimpie Run, rolled out in mid-September. After nine weeks, nearly 4,400 people had downloaded the Blimpie Run game, and it had generated an opt-in rate of almost 38% to Blimpie’s e-mail club, dwarfing the average opt-in rate of 2–10% for most of the chain’s e-mail club promotions. Blimpie added the Blimpie Run game as part of its brand overhaul, done in an effort to appeal more to Millennials.
Source: Blank, Christine. “Game Time.” QSR Magazine. December 2013.