From Wishlist to Reality: How Ana Luisa's Emails Turns Favorites into Purchases
Founded by world-renowned chef and entrepreneur, David Chang, Momofuku is a restaurant turned online store that celebrates Asian cuisine. New York Times credited Momofuku as an instrumental part of “the rise of contemporary Asian-American cuisine,” and Bon Appetit named them “most important restaurant in America”.
Momofuku knows how to keep customers engaged through their SMS program, providing free ebooklets, recipes, and exclusive access to new products. Upon signing up, you receive a free ebook that includes delicious recipes to use their products in.
To make the SMS experience more personalized, Momofuku suggests adding them as a contact on your phone, which includes their name and iconic orange icon. This results in their texts looking less like spam in your inbox.
To ensure that customers never receive too many texts, Momofuku sends surveys to their customers to ask how frequently they want to receive messages and what content they are most interested in.
When they released their newest product, Rice Vinegar, customers who were signed up for their SMS program were the first to receive early access to purchase the product. Momofuku leverages a mixture of text and branded imagery to keep the messages engaging for customers.