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Phoenix coffee shop beefs up mobile database via SMS

Phoenix residents opted-in to receive special promotions at Dutch Bros. Using technology powered by RocketBux, a mobile marketing company, the coffee shop regularly sends special discounts and alerts such as $2 lattes and two for the price of one deals.

“As with most of our clients, the end goal is to drive redemptions,” said Fred Boos, president of RocketBux, Phoenix. “Dutch Bros. has embraced mobile as a long-term strategy to increase business and replace less efficient media.”

Founded in Southern Oregon in 1992 by brothers Dane and Travis Boersma, Dutch Bros. Coffee is believed to be the country’s largest privately-held, drive-through only coffee company. There are more than 150 locations in Oregon, California, Washington, Idaho, Nevada, Colorado and Arizona.

Dutch Bros. patrons simply text the keyword DUTCH to the number 20123 to start receiving alerts redeemable at any Phoenix-area Dutch Bros.

The call to action was initially publicized via radio but now the shop is using text organically to grow the list. For example, “pass this text on to a friend.”

Signage with the text call to action is helpful but in Dutch Bros.’ case, the most successful way to sign up is to ask for the mobile number and import it manually into the Rocketbux platform.

Drawing 10,000 active customers to Dutch Bros. stores on a more regular basis has resulted in significantly increased revenue for the shop. 

Text messaging has become a significant marketing vehicle.

The mobile advertising market is expected to reach $50 billion by 2014, according to a study by Mind Commerce.

And in the past two weeks, more than $30 million dollars has already been raised by the Red Cross for victims of the devastating Haiti earthquake via text message donations.

“The strategy is really a long-term solution to deliver relevant offers to loyal customers,” Mr. Boos said. “The best success comes from weekly offers that are consistent with high value and delivering a message that tells the customer Dutch Bros. cares about them and thankful for their business.”