This article is part of my regular contributions to Metromix Detroit. See the original piece on the Metromix Detroit website.
Foursquare. Gowalla. Yelp. No, these are not words from the Klingon language. Foursquare, Gowalla and Yelp are platforms that have a location-based mobile feature, meaning that if you are connected to these platforms via your phone, you can “check in” and share your location with friends via social networks.
Now, why in the world would you want to broadcast your location? Because retailers and restaurants, including many in the metro Detroit area, are offering specials, deals and freebies for checking in to their location.
Two local restaurants using Foursquare to share deals with their customers are Rosie O’Grady’s in Ferndale and Zumba Mexican Grille in Royal Oak. At Rosie O’Grady’s, the mayor (Foursquare mayorships are awarded to customers with the most days checked into a venue over the last 60 days) gets one small coal oven pizza with one topping once a week while he/she is the mayor. Zumba is giving 50 percent off an individual order to customers on every 10th check in.
Rosie O’Grady’s in Ferndale
Eric Abrams, partner at Zumba, said his team dove into Foursquare about a year ago and have switched up the deals a few times. Their very first deal, a special on every third check in, was a huge success.
“We decided to start using Foursquare to reward Zumba customers because we found there were a lot of organic check ins from customers using the tool, so we wanted to have a presence,” said Abrams.
Abrams said they’ve received positive feedback from customers about how they’re using Foursquare, as well as suggestions on creating a special for the mayor.
By using these types of platforms to reward their loyal customers, restaurant owners are taking advantage of a marketing tool that allows them to embrace a new era in customer service. For 41-year-old David Benjamin of Troy, it’s all about the customer service.
Benjamin recently visited Maria’s Comida in Hamtramck. He became the mayor upon checking in via Foursquare, which entitled him to a free serving of chips and guacamole.
“I continue to choose restaurants I eat at based on two factors – food and service,” said Benajmin. “It seems the owners who are savvy using the latest tools and technology like Foursquare, Facebook Places, Yelp, etc. really understand that customer service must go hand-in-hand for an overall positive experience. I believe restaurants that truly understand the power of social media and reward their most loyal customers are the ones who will benefit the most.”
Forty-two-year-old Marybeth Levine from Canton had a similar freebie experience at Tim & Sally’s Awesome Eats in her hometown. Levine checked in to Tim & Sally’s one night and was really impressed to see that even though it’s a small restaurant, there was a special for a free cup of soup or chili after the third check in.
When she and her husband were deciding where to get dinner a few weeks later, Levine remembered that if they went to Tim & Sally’s, it would be her third check in and she could claim her free cup of soup or chili.
“That was the tipping point, and we went there for dinner that night,” said Levine. “I definitely think local businesses should be on Foursquare. First, it makes a good impression when someone goes to check in and finds an active account for a business. And second, just offering something as simple as a cup of free soup just might get a family of five in the door for dinner!”
While metro Detroit businesses haven’t focused much on rewarding customers through Facebook Places and Gowalla, Yelp is gaining ground on Foursquare in this market.
According to Annette Janik, Yelp’s community manager for Detroit, the following are a few metro Detroit restaurants that are offering deals for Yelp check ins:
• Beer Baron in Livonia – 15 percent off your beer and wine order
• Mudgie’s in Detroit – one free beverage with purchase
• Tongue Thai’d in Royal Oak – $5 for Tongue Thai’d Curry
Mudgie’s in Detroit
“Yelp check in offers are a nice way for businesses to give back to their customers and encourage them to come in again and again,” said Janik. “They encourage Detroiters to shop locally versus at big box stores, which is exactly what we need to lift the local economy. When local business owners take advantage of Yelp’s free suite of tools and post check in offers, it shows they are engaged and interested in interacting with their customers.”
So, all you smarties with a smartphone, if you love the idea of getting discounts and freebies from many of metro Detroit’s amazing restaurants, then I suggest you jump on the check in bandwagon. Who knows, one day Slow’s BBQ may offer up some free mac ‘n cheese for check ins!
Photos courtesy of Metromix Detroit