Mobile-first isn’t so much an advertising strategy as it is a philosophy. In the past, digital marketing strategies took a decidedly desktop-focused approach. Marketers would focus most of their marketing budgets and advertising efforts on sharing the brand’s message via a desktop-based website. Design for smartphones, tablets, and other mobile devices was a lower priority—much lower. In recent years, however, many brands in the QSR industry have reversed their attitude by making mobile their primary focus.

Chili’s was a particularly successful early adopter of this approach. In 2015, they launched a new digital strategy which focused heavily on the company’s branded app. Aside from offering several high demand options like mobile ordering and restaurant browsing, the company also implemented geolocation technology. Customers who had downloaded the app were notified of current deals and specials each time they were in the vicinity of a Chili’s. They also receive personalized notifications based on their ordering history and preferences. Even the company’s loyalty program was run through the app, allowing customers to save up rewards points for future visits. Currently, their app has approximately 4.3 million regular users—and that number continues to climb.

The app became a major sales driver for the company after Chili’s put the majority of their digital advertising efforts into developing it. While the company maintains a desktop site, mobile is the brand’s primary focus. Despite being a national chain, mobile allows them to advertise to customers in the moment, based on where they are. This is particularly important in the quick service sector when you’re often right next door to your biggest competitors.

Reputation management is a crucial aspect of QSR mobile advertising. While about 70% of consumers will look up a brand on their smartphones, those searches are much shorter than traditional desktop-based ones. QSR consumers are on-the-go; as a result, their time is limited. The first review they see for your company is likely going to be the one that they trust. If your company has a one-star rating on Google reviews, it’s very likely to steer them away from visiting your establishment, no questions asked. Your company must actively engage in online reputation management to limit this risk.

Chick-fil-A is a company that understands the importance of reputation management. Despite a few controversies over statements made by its CEO, they’ve managed to come out on top. Politics aside, Chick-fil-A is the highest ranked fast food franchise when it comes to customer satisfaction. The brand capitalizes on any complaints it receives on social media or review sites to improve their performance and better communicate with their customers, generally via mobile-based advertising.

For instance, when they saw an uptick in complaints regarding long waits, they rolled out an option on their app that allowed consumers to order food, then receive a notification when it was ready, masterfully resolving the issue. When consumers began to show interest in the nutritional content of the food, the Chick-fil-A app provided in-depth information on their menu items so customers could choose healthier alternatives.

The company consistently and diligently monitors its online reputation, then utilizes its app to resolve issues related to those complaints in a timely way. By thoroughly and quickly addressing customer complaints, with the help of mobile technology, the chain was able to gain top marks from consumers despite having a few controversies in the past.

Mobile advertising offers QSR companies something that standard advertising can’t: it allows them to target offers to consumers who are the most likely to become customers. After all, demographics might tell you that Millennials are health-focused and interested in organic offerings, but what about those Millennials who choose to visit QSR locations to indulge? Demographically-focused advertising is flawed because it paints all the members of a race, age group, or gender with the same brush. This could cause QSR companies to lose out on valuable advertising opportunities.

Data from mobile advertising, on the other hand, allows QSR companies to target individual consumers, rather than just relying on broad demographic statistics. With it, they can measure the effectiveness of rewards programs.

This is the strategy that a Chicago-based chain, Burrito Beach, implemented. The brand has an app-based loyalty program that collects consumer data on each visit for the purpose of gaining insights on who their customers actually are. This strategy allowed them to expand their overall demographic focus much more broadly than they originally anticipated.

Initially, the brand focused on young professionals on the go. However, through the data provided by their mobile program, they were able to see that the items on their menu pulled in a much more diverse crowd than expected. They were then able to use that data to create mobile advertisements that targeted specific consumer segments, rather than focusing on one generic demographic, as well as refine their menu to better cater to their entire audience.