Nathan’s Famous localizes marketing with centralized data

Nathan’s Famous is enhancing online customer interaction and localized marketing efforts.

The quick-serve hot dog chain is deploying SOCi CoMarketing Cloud solutions including social, reviews, and listings, with the goals of improving overall digital presence and engaging with customers more effectively. Nathan’s can now consolidate data and insights into one unified database, pursuing the goals of improving overall digital presence and engaging with customers more effectively,

Nathan’s is automating and scaling localized marketing efforts, which the company hopes will lead to improved local visibility, customer engagements, and revenue growth for franchise and corporate-owned locations. 

In addition, corporate management is gaining the ability to quickly respond to customer feedback across search, social, and reputation channels, such as Google, Facebook and Yelp.

"As we continue to grow, we recognize the critical need to fortify our online presence and establish meaningful connections with our customers to drive traffic into our restaurants," emphasized Phil McCann, VP of marketing at Nathan's Famous. "SOCi's platform comes highly recommended and aligns perfectly with our strategic goals, allowing us to make data-driven decisions to enhance our brand's reputation across multiple digital channels."

"Recognizing the significant opportunities for enhanced local visibility across the restaurant industry, our team at SOCi provides our partners with a clear path forward for enterprises to seize control of their local visibility," said David Marler, chief customer officer, SOCi. "We are thrilled that Nathan's will be leveraging our cutting-edge platform to more effectively engage with their customers, analyze customer feedback, and optimize their brand's reputation across multiple platforms."

Nathan’s pilots tech incentivizing visits

In April 2022, Nathan’s Famous entered into a pilot with Let us Nudge, an emergent restaurant technology solution. Nathan’s said the program will incentivize consumers to visit its restaurants via targeted 'smart' couponing and also allow it to gain valuable analytics on guest preferences.

Nathan’s expects that the technology will enable it to increase sales through campaign management and targeted coupons at the 15 Nathan's Famous locations throughout the country that are piloting the Nudge@Home platform, which allows restaurants to offer incentives to help fill tables during slow times.

Headquartered in Jericho, N.Y., Nathan's Famous currently distributes its products in 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, and 20 foreign countries through its restaurant system, foodservice sales programs and product licensing activities.