Why Aren't More Restaurants Rewarding Customers via FourSquare?

I'm finally on the FourSquare bandwagon. Click here to follow me!

I joined about a month or so ago but only checked into my first location on Wednesday.  Only reason for the delay was that I hadn't downloaded the FourSquare app for my iPhone until this past week, and checking in without the app is nearly impossible.

As I sat at one of my favorite lunch locations, Liquid Lunch in Milford, CT, my mind (per usual) began to wonder what the possibilities were for restuarants, bars, cafes, and the like to harness and embrace the power of these location apps (Gowalla is a similar competitor).  

To start, I noticed that there was no sign of any social media calls-to-action in the restaurant, urging customers to join their Facebook Fan Page or to follow them on Twitter.  They could easily post today's soups and sandwich of the day, ask for recipe recommendations, offer Twitter or Facebook-only daily coupons, and more.  Definitely a missed opportunity. 

Getting to FourSquare, I immediately likened it to a frequent visitor card.  Encourage your customers to check-in to FourSquare when they arrive, and after their 6th check-in they can get a cup of soup for free!  If they're motivated enough, they could organize a FourSquare party like Joe Sorge did at a Milwaukee burger joint called AJ Bombers to earn the coveted "Swarm Badge" (50+ users in one place). [Editor's Note - There is now a "Super Swarm" badge that requires 250+ check-ins)  In great social media fashion, pictures from the event were posted on Flickr.  Notice the sign in the image below encouraging customers to follow them on Twitter and to check-in on FourSquare.  That's what I'm talking about!

Naturally, Starbucks has embraced FourSquare, creating a "Baristas" badge which can be earned by checking into a Starbucks location five times.  While I feel that a real reward like a free cup of coffee would be better, the unique badge is a step in the right direction.  AJ Bombers knocked it out of the park.  When will we see more establishments embracing these location-based mobile services?

If you have any examples of establishments utilizing location-based mobile services, please let me know in the comments!

AJ Bombers image courtesy of Tray on Flickr

Comments

[Mark Amoroso]

So what is Foursquare?

[Jonathan Thomas]

Great question. My apologies for not defining it.

FourSquare is a location-based website and mobile application where users can "check-in" to various locations, offering tips about those locations, earning badges, and connecting with friends.

Users can also create a "To Do" list for certain locations, like "Things to do in Fairfield, CT: #1 - Grab a chicken turnover from Mike's Pizza; #2 - Order the classic chicken quesadilla from Senor Salsa; etc."

Like other social media applications, FourSquare users have "friends". Thus, you see when and where your friends are checking-in.

It's a great way for venues like bars, restaurants, pizza joints and more to encourage customers to visit by rewarding them for checking-in and organizing events to gather FourSquare users (ultimately increasing sales, brand awareness, and customer loyalty).

[AJBombers]

Hi Jon,
This is GREAT detective work by you, this story has be retold several times now and you're the 1st to notice this chalk board, thanks for that. We're having so much fun with Foursquare and Social Media in general that we sometimes forget that there's an actual sustainable business model behind it all. Thanks so much for the additional exposure here, I hope it's something that your readers find useful.
By the way, 1st Burger is on me!
Joe Sorge
http://twitter.com/AJBombers

[Jonathan Thomas]

Thanks Joe! I'm taking you up on that burger should I ever be in that Milwaukee area.

[Katie Felten]

Hey Jonathon, great post and those of us here in Milwaukee are working hard to get restaurants and other venues on board with Foursquare and Twitter, by showing them how to better engage with their customers. (PS the pic above is me - checking people in at @ajbombers for an event we did a couple weeks ago to earn the first SWARM badge in the Midwest)

[Jonathan Thomas]

Katie,

Thanks so much for the comment. I was wondering who that was in the picture (and whether or not she minded having it up on the site)! You guys and gals at AJ Bombers are doing a great job. I see your tweets every day and loved the foursquare sign you had outside to check-in on for the NCAA tournament!

[Joe]

Thanks for noticing the NCAA promotional sign. Milwaukee is hosting the 1st and 2nd round divisional games so we had lots of newbie foursquarers(?)