Italian chain restaurant Carrabba’s is pushing mobile and in-store traffic conversion through a Web site where users can register for coupons to be redeemed at bricks-and-mortar locations.

Carrabba’s is promoting its new menu makeover through the mobilized site, which provides a countdown for when users can register for the coupons to drive excitement. The restaurant is appealing to the board market of consumers interested in searching for deals on mobile.

“The campaign is fully integrated for use with mobile devices,” said Katie Knight, group vice president and chief marketing officer for Carrabba’s Italian Grill. “There is a seamless experience whether interacting on desktop or mobile platform for sign up.

“Additionally, customers can redeem any offer related to the giveaway in our restaurants directly from their mobile phone,” she said.

Carrabba’s mobile strategy
The mobile site is celebrating Carrabba’s new menu by sharing content which rewards customers for engaging. The campaign is giving customers who sign up a voucher for a free dish such as a small plate, appetizer or entrée through email.

Users are directed to the campaign’s Web site developed for mobile and desktop at carrabbasgiveaway.com. The platform instructs visitors to enter in their email address and ZIP code, which allows them to receive reminders for when giveaway registration opens, on January 11.

Currently, the giveaway platform features a countdown until to the time it will be open for users to claim the deal. Email engagement has proven an effective method for retailers attempting to drive foot traffic, through rewarding experiences such as discounts and specials.

Carrabba’s will also be gaining insight on its fans and consumers through the campaign, by having users enter their ZIP code. The email registration opens the door for future communication between the restaurant and fans as well, allowing Carrabba’s to share continued deals and promotional content.

The restaurant chain will be sharing the platform on its social media channels to increase awareness. Registration opens on Jan 11 and runs until midnight on Jan 14, and starting on Jan 12 users will also be able to receive 20 percent off on their meals.

Mobile coupon importance
Retailers are leveraging mobile for a wide range of coupons to entice users. For instance, Kmart underscored mobile’s role as a shopping companion by rolling out a slew of updated application features, including real-time push notifications for limited-time specials, exclusive coupons and layaway options for weekly payment plans (see more).

Target also drove sales of household products by placing signage in designated in-store aisles, prompting shoppers to text a keyword to a phone number to receive an exclusive mobile coupon (see more).

“Carrabba’s is launching a revamped menu with over 20 new items,” Ms. Knight said. “By giving away 1 million free dishes, we are hoping to give customers a chance sample our new entrees, appetizers and small plates.

“This is a great opportunity to celebrate with Carrabba’s fans, both new and existing,” she said.