Quick-service restaurant Qdoba Mexican Grill is pushing notifications, promotional offers and news to consumers as part of a plan to advance its mobile marketing initiatives.

A Nebraska-based Qdoba franchisee partnered with Mocapay to use the company?s software-based service. In addition, the franchisee will provide consumers with information from local high schools and the University of Nebraska at Omaha, via their handsets.

?Qdoba is committed to providing technologies that are relevant and help better the in-store experience,? said Kevin Grieve, CEO of Mocapay, Denver. ?This new mobile marketing strategy will be an exciting way for Qdoba customers to interact with the brand.?

Qdoba Mexican Grill is a Mexican fast-casual chain with more than 500 restaurants in 43 states. The company is a wholly owned subsidiary of Jack in the Box Inc.

Qdoba will deliver targeted messages regionally in Nebraska or to one specific store to engage consumers.

On-the-go deals
The service will be available for consumers at Qdoba locations in Omaha, Papillion and Lincoln, NE.

?Qdoba will be able to reach customers 24/7 through push notifications to retain and grow customers and evangelize the brand,? Mr. Grieve said. ?The Mocapay experience will enable Qdoba to deliver targeted messages regionally in Nebraska, or even to one specific store to engage customers with Qdoba.

?By introducing the Mocapay experience to consumers in Nebraska, Qdoba is broadening its digital reach and mobilizing the brand to reach a more connected consumer,? he said.

Mobile endeavors
Last year, the company added a mobile rewards program to its traditional loyalty card program.

Qdoba partnered with Tetherball to launch that program.

Consumers were encouraged to text the keyword BURRITO to the short code 474992 to join the program (see story).

In November, Qdoba claimed it saw an average redemption rate of 16 percent.

The company was able to increase membership and said that the average opt-out rate is 8 percent (see story).

With the new mobile marketing initiative, customers will be able to opt-in for promotional offers and restaurant news via SMS.

According to the company, 70 percent of consumers ages 18-29 send text messages and are using handsets, making SMS a perfect fit for the Nebraska franchisee.

?Qdoba Nebraska will be utilizing in-store collateral, social media and community event efforts to communicate to their customers abo ut signing up for mobile offers,? Mr. Grieve said.

?The partnership does not present any challenges for Mocapay or Qdoba,? he said. ?It does give Qdoba an additional channel to market and connect with customers.?