If you're reading this, it means you’re highly interested in how Rich Communication Services (RCS for short) is about to take the restaurant industry by storm, and we can’t wait to explain why.

My name is Mara Miller, I’m the Director of Marketing at Vibes and I sat down with two of my colleagues - and RCS experts - to ask them some questions on how exactly RCS works, how restaurants will benefit from this new channel, and what brand marketers like you need to know when it comes to launching your own RCS agent. Let's jump in!

Let’s set the stage for someone who maybe knows that RCS has something to do with messaging but that’s about it. What is it, and why should restaurant brands be excited to start using it over, say, traditional SMS/MMS messaging?

John Johnson: RCS is probably the best mobile marketing innovation we've seen in 15+ years. When we think about the impact on the market that it can have for our customers in the restaurant / QSR space, it's very disruptive. We expect it to be extremely impactful. So what does that mean? When we think about the RCS message itself, it's a protocol that is advanced past current stages of SMS and MMS. So, it is a richer, more engaging form of messaging that feels like an app but it's actually using Google's advanced technology on the backend with the US mobile carrier ecosystem.

Josh Freeman: And in terms of what that looks like for the end user, we are no longer working with a short code, we're working with a brand-vetted RCS agent. This will allow the end consumer to see a brand front and center with your logo and more information about how to get in touch. So if you're a restaurant that wants some free brand marketing, this is the the easiest way to go. And with the ability to contact the RCS agent available in the agent profile, you actually feel like you're having a chat-like experience. Features-wise, you're getting more options like a carousel of a rich media visuals in a single message, and with things like read receipts brands have more of an opportunity to take someone through the entire funnel, whether it's ordering a favorite burrito or just trying to get ahold of an agent and feeling like you're being heard.

What role can RCS play to meet today's heightened guest expectations from restaurant brands?

John Johnson: One of the things is the experience from a consumer journey lens, which will be much richer with RCS than traditional SMS and MMS. I'm not suggesting that SMS and MMS are completely going away, but when compared to RCS as a channel or as a platform SMS is a little more one-sided. With RCS the consumer actually sends a message, and the brand engages back. Think of it as a more proactive channel - when you have rich data collected for all of your guests and you're able to create a richer experience with images that resonate with your buyer it's a much more impactful experience, especially when it's being triggered proactively from a brand agent versus a short code.

Many QSR and restaurant brands have centered their mobile programs around their mobile app - how does RCS complement and enhance a brand’s mobile app, and are there scenarios where a brand might replace their app entirely with RCS?

John Johnson: We believe RCS is disrupting the app marketplace because not every brand is able to demand the market penetration and app download momentum like, say, Starbucks. RCS provides an app alternative solution to brands to bridge that gap, where you can offer an app-like experience without. going all of the way into an app build. Over the next 18 months we also believe that RCS could have a major impact on the way that different brands lean on 3rd party mobile app providers - like GrubHub or DoorDash - that were filling a need for those brands that do not have an app, but need the app-like reach and engagement. Unlike these 3rd party apps, however, RCS allows you to stay true to your brand identity, and you can control some of the challenges that come with a 3rd party where you can make sure that you're providing the best service possible. Finally, you'll get to take back those margin points that are extremely important, especially in this post-tariff post-inflation environment we're currently living in.

Josh Freeman: We understand the value of an app and that apps may not go away entirely, so if there's concern about an app and RCS competing against each other or cannibalizing sales, that's not the way to look at these channels side-by-side. RCS is also primed to be a complementary experience. It's something we believe everyone should embrace, test, learn, and see the power it has.

What are the key steps a brand needs to follow to launch RCS? How long does it take to launch in market?

Josh Freeman: For the RCS experience setup there's a a brand vetting form that that we have to submit to both a company called Aegis and the carriers to confirm the agent that you're looking to use and how you want to tie it to your mobile program. Once submitted, it goes through a certification process with all of the carriers and Google. This process takes roughly 4-6 weeks, which is not very long.

What makes Vibes so well positioned as a solution provider for RCS?

Josh Freeman: One way is that we partner with you every step of the way in the registration process to make sure that the information being submitted is thorough and complete. Once everything is ready to go, the Vibes team is notified and we will work with you for additional testing to make sure you get launched as quickly as possible. And during the registration process you'll have dedicated launch teams working with you in parallel to map out your strategy, helping you think through things like how your program may change, what the SMS fallback experience is for those that don't have RCS-enabled devices, and other best practices that go into sending out that first message.

We've been in the mobile space for over 25 years, so this is not our first rodeo when it comes to new, innovative channels. And, it means we know how to manage this type of experience with customers, and we will do it with a hands-on approach. We will make sure that your experience operates the way that you would like it to, but we also encourage you to take risks where we know it'll be worth it.

John Johnson: Also, if you want to send an RCS message you have to work with a Tier 1 aggregator - and Vibes is one (of only four!) of them. This status not only gives us early market entry knowledge as we're partnering with Google and Apple, but it also means we have direct connections with all of the carriers for the quickest delivery speeds. To echo Josh, the full-service approach we offer really helps because Josh's team is brilliant. We have a team of technical advisors that are really engaged and focused on driving adoption and are very solution-forward. This means that we're not going to advise you to just "do everything now", rather we're going to recommend the things that really make sense in the market that you operate in. And then our CSM team is going to help you turn those things on, quickly. In short, the platform + our Google/Apple/Carrier relationships + our approach to service gives us a very unique differentiation against the rest of the market.

How would you say the rollouts with Vibes customers are going so far? What are our customers saying about it?

John Johnson: We are really excited about the momentum within our customer base across all verticals that are getting ready to send messages. We actually have our first enterprise-brand retailer sending out their first message this week, and we've got over 20 more customers in their final stages of agent registration. So we're about to get some really cool, great data that you're going to hear a lot more about in terms of how this channel creates more impact and gives a better return on investment.

Josh Freeman: There's definitely excitement across the board with our customers!

Ready to get started with the next wave of messaging? Get in touch with us today!