Random House will begin testing a new mobile strategy on July 1 that will see the publisher place QR codes on children’s menus in 139 restaurant locations, including T.G.I. Friday's.
The four-page black-and-white menus contain various activities for children and include Random House content promoting the publisher’s award-winning picture book, Wild About Books.
The back covers of the menus feature three different QR codes linking users to a mobile app for video, information about the author and illustrator of Wild About Books, and to an interactive portion of the book.
“Parents come into a restaurant with kids and get a kids’ menu,” says Mike Stone, senior vice president of sales at Kids Menu Marketing in Lake Worth, Florida.
“The entire menu is all about the books,” he says. “The children fill out the activities, turn it over to see the menu, and find the QR codes. Most kids know what QR codes are and will say, ‘Mommy look at this.’ Parents are happy because the kids have something to do while they are waiting for their food.”
The Random House–sponsored menus will appear in restaurant locations for chains such as T.G.I. Friday’s, Round Tablet Pizza, Buffalo Wild Wings, Arnold’s Lobster and Clam Bar, and Hurricane Grill and Wings.