Here is a more in-depth view of the information talked about in the video!

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Jeffrey Hutto
June 26, 2021
Kenneth Cossin – Full Sail University
Mobile And Emerging Technology Marketing – Online
4.2 Portfolio Component: Mobile Marketing Plan
Adobe Spark Video Link: https://spark.adobe.com/video/MOKFBjq5VqmVN

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Introduction
Pinky’s Westside Grill is a local restaurant with two locations in Charlotte, North
Carolina. With a heavy sense of community, Pinky’s has a unique audience due to their
alternative restaurant style which makes for a great channel for communication and innovation
for their local region. Adding a mobile app and expanding the technology in the restaurant to pair
with the Pinky’s Westside Grill app would elevate both the company and the customer
experience. It would free up work from employees to be shared elsewhere, and help the customer
journey flow in a way that helps the company make money and the customer have a happy
stomach!
Goals
 Help the customers of the restaurant have an easier time getting their food and
merch
 Help the staff of the restaurant manage the stress of rush time much easier
 Elevate the Pinky’s brand by offering more than just the food experience through
the app
 Update the technology in the restaurant to both pair with the app and help the
customer experience
Value Proposition / Statement
Pinky’s isn’t doing bad as it is by any stretch of the imagination, but having a mobile app
developed for them would only raise the experience that both customers and staff having when
they visit the restaurant. The app would bring in business from those who don’t have time to

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come to t he restaurant to order, or would rather order without having to talk to somebody. The
value this gives is a new demographic of customers, as well as a new product (the app) that they
didn’t have before. The cost for an app of this scale would cost anywhere from $1,000 to
$10,000 depending on the features that Pinky’s decides they would want. (Coding Pixel, 2020)
Paired with good marketing, I can guarantee a rise in business through the mobile app and
potential technological upgrades to the restaurant that can pair well with the app itself.
Competitor Analysis
Local restaurants already have a hard job standing out among the giant conglomerates
like McDonalds or Outback Steakhouse. So how does a business that’s local set themselves apart
from the deep pockets of big companies like that? Appealing to your local community and being
personable is exactly what will set you apart. (LendingUSA, 2021) From that end, Pinky’s will
also have to set themselves apart from other local businesses. Looking at ‘Mr. C’s’, for example,
can show an accurate competitor analysis in order to show how Pinky’s compares to another
local business. With 27 employees, $705k annual revenue, and only one location, they can be
compared to Pinky’s in many ways in a way that helps them understand the overlap in
demographic and online presence. (D&B, 2021)
SWOT Analysis
 Strengths – Personability, Customer Loyalty, Variety in Menu / Merchandise
 Weaknesses – Lack of App Presence, Low Number of Physical Locations (2),
Low Social Media Follower Count
 Opportunities – New Technology, New Customer Demographical Reach, Social
Media Presence Possibilities

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 Threats – Big Corporations (Wendy’s, 5 Guys, etc.), High Risk High Reward
Social Media Campaigns, Price War with Competitors
(ConceptDraw Solutions, 2020)
Assumptions
There are many assumptions that could be made about a local restaurant. Most of the
time, looking at things from an information standpoint with accredited sources are essential in
growing the company as well as moving forward with new marketing campaigns. However,
there are some assumptions that don’t require sources to get the point across. For example, the
assumption can be absolutely made that an app that helps customers AS WELL AS employees
and staff can and will help the staff do their job more efficiently and quickly with an employee
back portal to the mobile app. The assumption can also be made that the accessibility of a mobile
app will make the ordering process much easier and user friendly than using an online browser
on a mobile app.
Devices
There are many different operating systems that Pinky’s could invest their app in, and
knowing the different kinds are important in moving forward with potential development. The
two biggest contenders are iOS (on Apple Phones) and Android (on Google Phones). These
share the majority of mobile device users, but there is also the Blackberry OS and Bada OS that
come in a close second for that role. While mobile devices are the majority, making sure your
app is optimized for potential users using a tablet such as the iPad would be important in making
sure all of your demographic would be able to use the app as best as they can. (Poetker, 2021)

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Mobile App Wireframe
Here is my Mobile App Wireframe I made up to show how the app would look and
navigate. Aside from the design choices that Pinky’s would make, the necessities are all here,
from what the app looks like on the Operating System home page, all the way through the check-
out phase. The app would navigate from page to page, and help the customer journey from

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consideration to the action. The app would show any specials being shown that day, and offer
many options at check out such as adding a Koozie for 3 dollars or a soda.
UI/UX Analysis
User interface and User Experience can make or break the entire experience of the mobile
app. This includes things such as how the app scrolls, if pinching the screen zooms in or out, and
how thee overall feel of the app is. Gestures can help the interface a lot, such as swiping on the
right side of the screen can bring you back to the previous page, which could help customers on
the app go back after reading an in-depth description on another page of a menu item. (Mobile
Prototyping, 2020) This also includes the mobile speed and how quick each page loads. This is
important when designing the app to make sure there isn’t too much on one page which would
cause the app to lag or not load a page quickly. Resizing images or adding more separate pages
to an app would help, as an example, and make sure users don’t have to constantly wait for pages
to load. (Vaughn, 2019)
Mobile Measurement
There are plenty of measurement metrics that could be analyzed to see how an app is
doing and if the investment is being met with success financially. Retention Rate lets you know
what percentage of customers are staying on your app after their initial use of it. Monthly Active
Users lets you know how many individuals used your app in the last 30 days, letting Pinky’s
know if things are working and if things need to change one way or thee other. CPA (Cost Per
Acquisition) lets you know how many conversions are happening, or how many users are
purchasing something in their cart at the end of their visit. Finally, RIO (Return on Investment)

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tells you in proportion to how much it costs to create and upkeep your app into the number of
purchases that were made solely on the app. (Team Braze, 2016)
AI and Mobile Automation
Artificial Intelligence and Mobile Automation are things that are becoming so common in
each and every industry. Adapting and picking up the things that your company can use is a
smart business move and help the customer experience from start to finish. AI can create an
algorithm for returning users to the app by helping suggest things that are similar to their last
order. This can help keep customers coming back rather than getting tired of eating the same
thing over and over. (Clark, 2020) AI is also personalized, which helps customers feel as though
they are being catered too and creates loyalty. There can also be virtual assistants that can help
customers with issues or offer suggestions based off keywords that are asked to it. These can all
help the enhance the experience that Pinky’s already does extremely well and help customers
feel at home much easier. (Greenwood, 2020)
VR/AR and Wearable Technologies
Virtual Reality and Augmented Reality are becoming increasingly used among different
industries that you would never thing would utilize it. While it’s mostly being used in the gaming
industry, there are restaurants that have used it and done very well adding their niche to it.
Virtual Reality is the use of a headset to create a computerized world that the user can go to.
Pinky’s could use Virtual Reality outside of their app and in their dining experience by adding a
virtual restaurant tour that could be viewed ON the app or on an internet browser. This can give

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customers an expectation when visiting the restaurant. (Munjal, 2020) Augmented reality is the
use of enhancing the current world through the lens of a mobile device. This is by use of QR
codes or special mats that interact through an app. Pinky’s could use this by adding QR codes
around the restaurant that people can scan on the Pinky’s app and view an Augments Reality
view of the menu items or other memorabilia that is important to the Pinky’s Brand. (echoAR,
2018)
Other Emerging Technologies
Self-serve Kiosks are something that restaurants, both in fast food and in sit-down dining,
are taking advantage of. These are either tablets or floor units that customers can walk up to and
do a variety of things such as order food, place a reservation, or request a server in order to solve
any problems they may have. Pinky’s can pair this with the mobile app by allowing any
notifications to be delivered to the customer through the app about their order or reservation.
(Resendes, 2020) This can also help employees when the rush gets hectic, as it can take the work
they would manually do and digitalize it, freeing the hosts up to clean tables, greet guests not
using the kiosk, and help any to-go orders that are coming through. These kiosks cost around
$1,500 and $5,000 depending on the size and type, which seems worth it to integrate into the
restaurant as well as pair with the mobile app. (Mayer, 2021)
Summary
Pinky’s is great at what it does, which is serving customers and creating an experience
that makes customers want to keep coming back for more. A mobile app would not only enhance
this experience, but add something more to the Pinky’s brand that sets them apart from their
competitors. There are plenty of metrics listed above that can help Pinky’s see if they are getting

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a return of investment and what they should add, take away, or change in order to help grow
business and get more of their demographic into the restaurant. Getting into the tech world can
be tricky and overwhelming, but this guideline helps give a great foundation in starting the
process and making decisions on what can get more customers and what can help the business as
a whole.
References
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you design with? Retrieved on 6/12/2021 from https://www.justinmind.com/blog/tap-or-swipe-
mobile-gestures-which-one-should-you-design-with/.
Kris. (January 5, 2017) The Pros and Cons of Mobile apps vs. Responsive Web Design.
Retrieved on 6/12/2021 from https://www.smashstack.com/articles/the-pros-and-cons-of-mobile-
apps-vs-responsive-web-design/.
Vaughn, Lance. (June 20, 2019) 6 Tips to Improve Mobile App Performaance. Retrieved
on 6/12/2021 from https://www.itexico.com/blog/6-tips-to-improve-mobile-app-performance.
Ewen, James. (Nov. 3, 2017) App Push Notification – The Complete Guide. Retrieved on
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Eslinger, Tom. (2014) Mobile Magic: The Saatchi and Saatchi Guide to Mobile
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ConceptDraw Solutions. (2020) SWOT Matrix. Retrieved on 6/27/2021 from
https://www.conceptdraw.com/How-To-Guide/swot-matrix
Pismennaya, Kate. (Nov. 24, 2020) Top 18 User Engagement Metrics for a Mobile App.
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mobile-app/.
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Coding Pixel. (Jan 15, 20220) How Much Does it Cost to Build a Restaurant App?
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company-apart-from-the-competition/.

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Mister C’s Restaurant. (2020) D&B Business Directory. Retrieved on 6/27/2021 from
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directory/company-profiles.mister_cs_restaurant.5e3dfc1cd071249f243a89722a36a927.html.
Team Braze. (March 9, 2016) 10 Essential Mobile App KPOs and Engagement Metrics
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Bardi, Joe. (Sept. 21, 2020) What is Virtual Reality? [Definitions and Examples]. Retrieved
on 6/19/2021 from https://www.marxentlabs.com/what-is-virtual-reality/.

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Munjal, Harpreet. (Dec. 14, 2020) Applications Of Virtual Reality For Restaurant Brands.
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and-opportunities-marketers/.
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the-customer-experience/.

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Resendes, Stephanie. (Aug. 18, 2020) 6 Restaurant Technology Trends to Look Out For in
2020. Retrieved on 6/23/2021 from https://upserve.com/restaurant-insider/restaurant-technology-
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