Schlotzsky's Continues Their Free WiFi Push
from the they-seem-to-really-like-it dept
Schlotzsky’s has been the poster child for putting free WiFi access in their restaurants, and their latest announcement continues to support that decision, as they say they’ve found that 40% of their customers cite the free WiFi as a factor in deciding to go to Schlotzsky’s to eat, while 6% say it was the key factor. While we’ve been a big fan of this model (offering free WiFi to get more customers), 40% sounds like an awfully large number. Considering the number of folks you see using free WiFi at many locations, even here in Silicon Valley, I’d be amazed if 40% of all customers at Schlotzsky’s were aware of the WiFi, so I’m curious how they measured this. In the meantime, this program has clearly been a success for Schlotzsky’s, and I’m surprised that other large chains haven’t followed with similar plans. It seems that too many of the for-fee WiFi guys are running around telling these chains just how much direct revenue they’re going to get by becoming an ISP, and neglecting all the potential indirect revenue from new guests (or guests who come during off-peak hours).