Snapchat is emerging as an important marketing channel for restaurant and pub operators, with Pho among those pioneering its use to reach the all-important millennial market.
Pho has set up its own Snapchat profile after seeing more and more of its customers sharing images of its food via their smartphones. Its subsequent activity has included a ‘Snapchat Birthday Party’ to mark the first anniversary of its Manchester restaurant, offering a two-for-one deal on drinks to anyone who interacted with it over the platform on Sunday (28 August). Pho says the promo substantially increased traffic, with at least half of its guests that day taking advantage of the Snapchat deal.
Pho’s activity comes as Snapchat is rapidly increasing in popularity. The platform now has more users than Twitter, according to recent research, with three in five (60%) of them aged between 18 and 34.
Pho is now creating geo-filters for Snapchat for fresher fairs at various university towns where it has a presence, and plans to use the platform to let users see behind the scenes at its restaurants.
Pho’s activity has been built on research from CGA Peach with Zonal Retail Data Systems that shows the importance of millennials to the eating out market. More than half (56%) of them think social media has increased their awareness of eating and drinking out brands, and two in five (40%) use social platforms to find out more about social media.
