THE FAQ ABOUT

CODES

QRand how to put them to work for your restaurant

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What are QR Codes?By now, you’ve probably seen those strange little black and white squares popping up in your favorite magazines, on grocery store displays, business cards, posters and pizza boxes.

Those are QR (Quick Response) Codes -- special bar codes that can be scanned using a smart phone camera. The codes have been popular in Asia for over a decade, but in 2011, they’re officially breaking into the American marketing mainstream.

What do they do?They can link to any photo, video, map, text message, coupon or web page -- any kind of content you specify -- which then pops up on your customer’s smart phone. QR Codes can even add your contactinformation automatically into your customer’s address book by vcard.

QR Codes can hold LOTS of information. Traditional barcodes contain 20 digits in a horizontal arrange-ment, but QR codes can contain 7,000 digits, horizontally and vertically, and can be graphically customized to incorporate color, limited graphics, and even your logo.

Why should I care?Mobile technology has become part of our daily lives. Adding QR codes to your marketing mix can keep your customers engaged and make it fun and convenient for them to do business with you.

As a bonus, the codes are easy to create and they add interactivity to traditional print advertising. They’re also still seen as novel in the U.S. and adopting early can put you ahead of the competition.

Who’s using them?Anyone can make a QR code. But top brands like Pepsi, Papa John’s, Subway, McDonalds and Starbucks are already using QR codes in their advertising. 63 million Americans own a smartphone and57% of Facebook and Twitter users have scanned a mobile bar code at least once in the past year.

How much do they cost?Black and white QR Codes are free to generate, free for your customers to scan, and you can make as many as you want. To customize them with your colors, logos and other graphics requires professional design assistance, however.

Some QR code websites also offer tracking and other analytics for a small monthly fee, allowing you to see how often your customers are scanning which QR codes.

How do I scan them?First, you need a smart phone that has a camera and a data plan (so it can connect to the internet). Next, you need to download a scanning app. Search the app store on your smartphone device for ‘QR CODE SCANNER’ and you should find several free options. Download one and start scanning!

Where can I use them?Pretty much anywhere you can print: on menus, posters, flyers, table tents, brochures, ads, direct mail-ers, coupons, magnets, take-out containers, t-shirts, etc. Keep in mind that they’ll be scanned with a smart phone, so if you link to a website, it should be one that’s optimized for small-screen viewing or at least mobile-friendly.

infographic by JumpScan for mashable.com

Where can I get one for free?If you Google ‘QR CODE GENERATOR’ you’ll find many free options. Start with http://www.qrstuff.com

Where can I get a customized QR code?Check with your web designer or web hosting company to see if they offer QR customization service.

Online, try QR Arts, PaperLinks and Custom QR Codes. http://qrarts.com http://www.paperlinks.com http://www.customqrcodes.com

In the same way that bar codes don’t have to be boring, quick response codes can also be creative. Thanks to a 30% tolerance in readability, you can have some real fun with clever designs. Besides looking good, this can also make them more successful.

“Designer QR codes are not only a way to make your 2D barcode stand out, but they also add a more human element to the otherwise cold and techie appearance,” says Patrick Donnelly, QR code designer and expert. “This could be the difference between someone scanning your code or not.”

Beautiful QR Codes www.mashable July 23, 2011Article by Amy-Mae Elliott

The codes above are brilliant designs created for a range of businesses from international brands such as M&Ms to smaller companies like local restaurants.

Row 1, Left to Right: Ayara Thai Cuisine, Burtonwood & Holmes, Corkbin, Filmore Silver Spring, Greenfield Lodge

Row 2: The Wine Sisterhood, LA Tourism Bureau, Louis Vuitton, M&Ms, Magic Hat Brewing Company

Row 3: HBO’s True Blood Season 3 was the first TV series to get a designer QR code in an ad, thanks to a collaboration between Warbasse Design, the .phd agency and SET Japan.

At Right: These creative (even in black and white) Disney codes were spotted in Japan where QR is a well established marketing tool.

Want to see more amazing and beautiful custom QR designs? Visit http://www.customqrcodes.com/custom-qr-codes-gallery

infographic by theawesomeblog.net

What works for the chainscan work

for you, too!

18 ideas for QR codes in restaurants3. Interviews with the staffI frequent a local coffee shop and have learned that one of the employees goes to school with a focus in Business. Guess what? That was my focus in school. Do you know what just happened? This one little fact just made me that much more connected to this particular coffee shop. Imagine what a 30 second video can include. Hobbies, where they grew up, etc. People do business with people they like. Business has gone from corporate to personal.

Keep in mind, I’m only talking about the experience for your customer. Imagine what this would do for your employees. Imagine how the people on the front line will feel when you take the time to invest in them and help them share their stories.. Did I mention that your front line is in charge of your marketing and your brand?

Foster this environment in your business.

4. Interviews with the Executive ChefShowing off the history of your restaurant via mobile video is great, as is an interview with the people doing the serving (waiters/etc). But what about showcasing how awesome your Executive Chef is? Show off their background, how their unique experiences results in awesome food. Maybe at the end of the video, ask the guest to request that the Exec Chef come out and introduce himself personally.

Think about that connection. Some people might not even come back for the food, but because you have created a warm and hospitable culture that is worth coming back to. (Although, hopefully you have good food, too.)

You’re a local restaurant and you want a new way to engage with your guests but you’re not sure how. You want to create a unique experience that visitors will share and spread. You might be on a tight budget and would like the ability to do it yourself. You want to generate some buzz but need some ideas. Well, here they are.

QR codes allow businesses to interact with the consumer. They’re a two-dimension barcode that can be scanned by a smartphone. QR codes can contain a link to a website, a YouTube video, contact information, an event, and more.

So, what can a restaurant do with them?

1. Mobile video of different dishes being madeMaybe you want to highlight a few of your favorite unique dishes. What better way to do this than visually showing that process? A QR code can link to a mobile video on YouTube. Use it on menu inserts so someone can engage while waiting for their food.

2. History of the restaurantDo you want to simply have your guests be served? Or do you want them to be a part of your establishment?

Everyone has a story, including your restaurant. It’s one thing to see old newspaper snippets on the wall as decorations. It’s a completely different experience to watch a video in the palm of your hand highlighting the story of a restaurant. This is what turns regular guests into advocates for your business. Turn them into marketers. Share unique aspects of your restaurant history and allow word-of-mouth to take it from there. Thanks to social media, word-of-mouth has been ignited. Use it to your advantage.

Article by Matthew GallizziCEO www.notixtech.com

10. Text message to a loyalty programQR codes can contain a ready-to-send text message. Scan the QR code and it populates a text message. Combine this with a text messaging platform such as Duffled (not an affiliate), and for as little as $35/month, you can have your own text messaging loyalty rewards program.

11. Daily specialsDo you have daily specials? Why does someone need to be physically present to find it? What if someone had a special mobile-optimized page bookmarked on their smartphone and was able to pull up your specials when they were deciding where to eat? Or, maybe you want to combine the above tip and send out a weekly text message on days you have your favorite special. This will allow you to be at the forefront of their mind and in their pocket. Think about it.

12. Restaurant locationIf you end up sticking a QR code on a flyer or brochure, someone can scan it and pull up Google Maps with a link to your location.

13. Restaurant contact infoAt the most basic level, using a QR code to store contact details is a great idea. Place this on business cards or takeout menus. This allows someone to easily scan the code and add your business to their phone. Simple enough?

14. Event detailsHave an event coming up you want to promote? Stick a QR code that links to event details. Title, date, time, location, and description. Someone can scan this and easily add the event to the calendar on their phone. Cool?

15. Takeout menuAbove, I mentioned slapping a QR code on a takeout menu. Well, let me ask you this... why do you even need a takeout menu? What about a big poster in your restaurant saying,“Want our takeout menu? Scan this with your phone and take it out with you.” Create a mobile-optimized takeout menu that someone can easily scan on their phone. Sound good?

16. EducationIs there something special about your business that sets you apart? Maybe you use organic ingredients. Or maybe you put extra love into a certain dish or there is a story behind it. Link a QR code to a mobile video or mobile page and simply educate people! Let them know why they should come back. Create this connection on their handheld personal device.

17. Table ReservationsLink directly to your online, real-time reservations page (OpenT-able).

18. Payment via AppStarbucks is test-marketing this feature, but expect the ability to quickly be available at the local restaurant level.

5. Video recipes of certain dishes being madeSure, maybe you don’t want to give away all your secrets. But what about one dish a month? You know what they say, sharing is caring. I challenge you to take the risk and share certain recipes with your visitors. Why? Because this is different. How many restaurants do this? Word-of-mouth takes off when you exceed or change their expectations. You do something that is remarkable. Something remarkable is something worth sharing. Give your audience something worth sharing.

6. Nutrition factsDo you offer some healthy food items? Show them off! And do it by engaging your customer in a new way: on their smartphones. Sure, maybe everyone doesn’t have a smartphone. Did you know Nielsen predicted that by the end of 2011 (this year), there will be more smartphones than non-smartphones? That smartphone owner is also paying for that extra monthly data package... surely they’re a good candidate to come back and eat at your restaurant. Exceed the expectation.

7. CouponsLook, paper coupons suck. Why do people still use them? Maybe its because people who are after discounts still look at paper coupons. However, what about a QR code linked to a mobile web page that offered a discount. Logistics? Same as a paper coupon: show the phone. Or, forget about linking TO a coupon. Use them ON the coupon. Show someone what they can get with that special or what it entails through a more powerful medium: video. Don’t forget, a mobile web pageis trackable and can be discontinued at any time.

8. On flyers, brochures, takeout menus, signs, etc.QR codes can be used on any type of print material. They can link to any of these other ideas. The possibilities are endless.

9. Receipts with customer surveyOne of my biggest pet peeves at restaurants is going there, eating, paying, and then seeing this on the receipt: “Go to ourwebsite.com to be entered into a chance to win $1000!” Or, maybe it says, “Go to ourwebsite.com to let us know how we can serve you better.”

Ok, stop and think about what is happening here. You’re asking me to take the receipt, go home, go on my computer, and participate in a contest or fill out some customer survey. Really? Odds are I’ll forget the minute I walk out the door or throw away the receipt on my way out. If restaurants really cared about my participation or feedback, they would care about my experience. They would make it as easy as possible to voice my opinions.

Or, maybe they won’t and I (with a million others) will just whip out my phone and rant on Facebook or Twitter about a bad experience. Capture negative (or positive) feedback before it gets out of control and meet people where they are: on their phones.

At Sysco.com, you can learn all about our company and products, stay up to date with recent market reports and even find specialty suppliers.

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