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Top 100: Wow Bao No. 9

February 17, 2012

9. Wow Bao

Chicago / No. of units: 6

Having already established its reputation for serving flavorful steamed potstickers, also known as Chinese dumplings, or Bao, Wow Bao has turned its attention toward increasing its customer base by embracing new technologies. The Chicago-based concept, a division of Lettuce Entertain You, decided that using social media as a marketing tool would reach more users than traditional methods would. The company teamed up with Exit41, a provider of web, mobile and call-center ordering applications for the restaurant industry. With its Exit41 partnership in place, Wow Bao launched online ordering on its Facebook page, allowing fans to order takeout right from the social media website. By clicking on the Online Ordering tab, customers can browse the chain’s most popular menu items, select and add them to their “shopping carts” and purchase them. Facebook fans also can share favorite items with friends, “Like” them, find “Top-Liked” products and be rewarded for frequent ordering.

In addition to the Facebook ordering component, the company debuted an iPhone application offering customers the opportunity to customize, order and pay for their meals from their iPhones or iPod touch devices. Exit41 developed that software as well.

Wow Bao also partnered with Mocapay, a mobile-based software company specializing in the development of customized mobile marketing applications. According to Geoff Alexander, president of Wow Bao, the reason for the technological advances centered on mobile being “the next frontier for the restaurant industry and an amazing channel to directly connect with customers and build brand loyalty to increase store visits.”

— By Elissa Elan