Bloomin' Brands exec: Mobile has measurable effect on dining choices

🎥 May 06, 2014 📺 NapeanLLC ⏱ 0m 👁 133 views

NEW YORK -- A Bloomin' Brands executive at the 2014 MMA Forum discussed how mobile has a measurable effect on consumer ...

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About Tara Kurian

In September 2014, Tara Kurian, Vice President of Corporate Financial & Investor Relations at Bloomin' Brands, spoke at the MMA Forum about the company's use of mobile technology. She stated that geo-location and location-based offers and targeting are important for delivering region-specific menu items, store hours, and promotions without confusing consumers. Kurian described the use of geotechnology as "extremely important and a no-brainer" for directing desired consumers to stores. Kurian also commented on Bloomin' Brands' mobile strategy, saying that the company's approach of adapting its large website for mobile was "genius." She noted that the company highlighted that a mobile strategy should not be the same as a web strategy, and that this approach "opens up a whole bunch of other opportunities."

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Transcript (1 segments)

Tara Kurian0:00

I think what Bloomin' Brands was saying about geo-location and any location-based offers and targeting is interesting because you can have menu items, store hours, and specific promotions or prices different across all different regions. Instead of cluttering your home website or your mobile website, I think that using geo-technology is extremely important and a no-brainer for getting the consumers that you want to those stores without causing any confusion. And I think their tactics to take their big website and cater it to mobile is genius. They kind of highlighted that mobile strategy should not be anything like your web strategy, and I think that it's definitely imperative for that because it opens up a whole bunch of other opportunities.