As part of a new restaurant trend to engage Millennials, Blimpie is one of a few quick service restaurants launching mobile game apps.
Blimpie Run, available on Android and iOS operating systems, is part of a new mobile marketing strategy in Blimpie’s brand overhaul that also includes new store designs and menu offerings to attract Millennials.
“Blimpie has always been a favorite for Baby Boomers, but the app provides an interactive experience for Millennials that keeps them engaged and loyal to our brand,” says Matt Gallagher, Director of Digital and Interactive Marketing. “To stay relevant with customers raised on technology, we have to use creative mobile marketing to keep them excited and informed about all the great new food Blimpie has to offer.”
In the game, Blimpie’s familiar mascot, Del E. Fresh, runs through different U.S. cities to collect fresh ingredients on his way to the nearest Blimpie sub shop. Del E. Fresh has to outrun skunks, scorpions and other predators while avoiding unique obstacles in different cities.
App users have a monthly chance to win free subs for a year and the opportunity to collect app-exclusive offers to redeem at their local Blimpie store. They can also utilize Facebook and Twitter to share their high scores or challenge friends to beat their score.
The app is just one facet of Blimpie’s brand overhaul as the sub chain prepares to celebrate its 50th anniversary in 2014. The brand refresh includes new store designs and menus, all to appeal to younger customers. Store designs include brighter colors, expansive wall murals of Americana images, and booth seating for a more comfortable atmosphere.
“We know to stay current we have to constantly evolve to appeal to new generations and their tastes,” says Steve Evans, Blimpie VP of Marketing. “With the app, the new look and new menu items, we are staying on top of new restaurant trends that appeal to a whole new demographic of customers and keep our loyal fan base coming back to the refreshed, updated sub shop they fell in love with.”