Baja Fresh Plays Up Mobile Coupons for First Digital Promo

Aims to quantify online impact

Baja Fresh is running its first digital promotion in 65 Los Angeles locations to understand which types of digital ads are most effective in driving in-store traffic. While the fast casual chain has dabbled in its own Facebook, Twitter and Pinterest efforts, digital in general is new territory for the company. "[This promotion is] really a test for us to see if digital is a good addition to the advertising mix," said Jerry de Lucia, senior director of marketing and product development at Baja Fresh.