February 16 - 19, 2020
Scottsdale, Arizona

Event Sponsors

Agenda

Sunday, 02/16

6:30 PM
Welcome Cocktail Reception
Kasbah Patio at the Omni

Monday, 02/17

8:00 AM
Registration & Breakfast
Valencia Foyer
8:00 AM
One on One Meetings
Sevilla Room - near the Valencia Foyer
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
8:15 AM
Sponsor Breakfast Presentation
Valencia Ballroom
Day 1 - Fragmented Media, Fragmented Attention, Fragmented Market

The media landscape is fragmented, consumer attention is diffused, and even the QSR market itself is exploding new brands and dining experiences. We open the Insider Summit mapping marketing against the new media and market terrain.

9:00 AM
Opening Remarks
Valencia Ballroom
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote: Finding Burger King Moments In A Fractured Mediaverse
Valencia Ballroom
Even the biggest of QSR brands can get lost amid the shards of a hopelessly fragmented old and new media opportunities without a clear mission. We explore how Burger King prioritizes the moments that matter for the brand – whether on TV, OTT, social – to drive incremental traffic and build brand. How is The King using attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
Keynote
Jorge Oliveira, Lead Media, Digital & Social Channels, Burger King 
9:45 AM
Case Study: Building Brands Into Communities…And Community Into Brand
Valencia Ballroom

When community is part of a brand’s inception, the bar is high for expanding into new territory. Salt and Straw’s approach to “socializing” its ice cream meeting places into new locations is a case study in using online and real-world social skills for person-to-person brand building when you are the new kid in town. 

Presenter
Alison Hiatt, CMO, Salt and Straw 
10:00 AM
Panel: Brand Building Against QSR Clutter
Valencia Ballroom

As has the customer journey, the QSR market itself has exploded into new fast casual brands at the mid and high ends, regional favorites and more. As the market clutters, how are emerging brands breaking through. Are they more or less digital savvy than legacy brands? We bring together emerging fast and fast casual brands to explain what has gone right and wrong with their brand building plans?

Moderator
Sarah Hoffman, Director of Connections, T3 
PanelistS
Alison Hiatt, CMO, Salt and Straw 
Jane McPherson, Senior Vice President of Marketing, Capriotti's Sandwich Shop, Inc. 
Aarti Mehta, Director of Marketing, The Melt Shop 
10:30 AM
Sponsor Spotlight and Coffee Break
Valencia Foyer
11:00 AM
Case Study: Building the Cost-Per-Visit Media Plan
Valencia Ballroom
Brand building is not enough for QSR marketers. We need to see how our digital dollars move customers to action. Franchisees need to know exactly where their ad money goes and show results - quickly! In the past few years A&W Restaurants has moved to a cost-per-visit measurement model for campaign. At the center of the project is a partnership with a card incentives program that given A&W unique insight into its customers’ response to media and buying habits that informs a more data-driven approach to bridging branding and performance efforts.
Presenter
Liz Bazner, Director of Digital, A&W Restaurants 
11:30 AM
Case Study: Pancheros’ Digital-First Brand Makeover
Valencia Ballroom

More than a “campaign,” Pancheros’ recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics? And relaunch an app so that it nearly doubles participation? And use its data to unlock the power of fanatical customers…and the untapped power of queso? VP of Marketing Ryan Murrin serves up lessons learned in a digital-first brand makeover.

Presenter
Ryan Murrin, Vice President of Marketing & Franchise Development, Pancheros Mexican Grill 
12:00 PM
Roundtables
Valencia Ballroom

What's the QSR Customer Journey Now? - Jordana Pransky, Head of CPG & QSR, Conde Nast
Brand Building In A Cluttered QSR Market - Sarah Hoffman, Director of Connections, T3
Cost Per Visit Media Planning - Elizabeth Bazner, Director of Digital, A&W Restaurants

12:45 PM
Lunch
Valencia Ballroom
1:00 PM
Sponsor Luncheon Presentation
Valencia Ballroom
Hiking at Camelback Mountain
Golf at Camelback - Padre Course
Horseback Riding
6:30 PM
Cocktail Party
Cortijo Plaza at the Omni
7:30 PM
Dinner Reception
Castillo Lucena at the Omni
9:30 PM
After-Party
M Bar at the Omni

Tuesday, 02/18

8:00 AM
Registration & Breakfast
Valencia Ballroom
8:00 AM
One on One Meetings
Sevilla Room - near the Valencia Foyer
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
8:15 AM
Sponsor Breakfast Presentation
Valencia Ballroom
Day 2 - Putting the "Service in QSR"

It's about the experience. On Day 2 of the Summit we explore loyalty marketing, the new dynamics of the delivery revolution, and how a range of mobile location-based experiences are opportunities for QSRs.

9:00 AM
Keynote: Beyond Points and Punches
Valencia Ballroom
Incentives, discounts, loyalty points are all well and good when getting a loyalty app program off the ground. But over the long haul it takes diversification of benefits and deeper kinds of interaction to engage the loyalist and make them feel special outside of direct use of benefits. A veteran of Amazon’s Prime program, Starbucks and currently KFC’s Director of Digital Strategy, Ashley Travis shares the lessons of true loyalty.
Keynote
Ashley Travis, Director of Digital Strategy, Yum! Brands 
9:30 AM
Presentation: Mobilizing the Loyalty Journey
Valencia Ballroom
The path to customer loyalty will be mobilized. But cracking consumers’ limited app awareness and reuse takes a multi-pronged approach. Fazoli’s shows how it is used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew topline loyalists number but also bottom line participation and revenue.
Presenter
Jodie Conrad, Chief Marketing Officer, Fazoli's 
10:00 AM
Panel: Beyond Rewards Points: Data, CRM and Next-Level Loyalty
Valencia Ballroom

So much data - at POS, in apps, from online and on site behaviors. But how does CRM finally leverage this trove into more segmented, targeted and innovative loyalty programs that add value for customers, not just another coupon? We explore how select brands are starting to use digital DTC approaches to create segmented, personalized, real time relationships with their diners.

Moderator
Lisa Singer, Event Editorial Manager, MediaPost 
PanelistS
Daisy Alvarez, Director of Marketing, Farmer Boys 
Brandy Butler, National Director of Marketing, Jason's Deli 
Shannon Murphy, Sr. CRM Manager, Jack in the Box 
Tiffany Myers, Director of Brand Creative, MOOYAH Burgers, Fries & Shakes 
10:30 AM
Sponsor Spotlight Presentation
Valencia Foyer
11:00 AM
Panel: Delivering the Delivery Marketing Opportunity
Valencia Ballroom

The cluttered, explosive and disruptive delivery app economy has upended all eating culture. Every restaurant is potentially a QSR, while every QSR gets added reach. But all of this is driven by a new class of intermediaries with potentially great gateway power? How does it change the game for marketing strategy, let along budgets? And how are the back end partnerships and tech integrations with these new apps informing marketing choices? Are these guys delivering opportunity or more headaches? And how many even will be here next year?

Moderator
Steve Smith, VP, Editorial Director, Events, MediaPost 
PanelistS
Haley Janke, Associate Manager, Digital Strategy, KFC Global 
Codie Richards, Director, Digital Experience and Delivery, Carl's Jr./CKE Restaurants 
11:30 AM
Case Study: The New Data-Driven, Experiential Marketer
Valencia Ballroom
Customer experience is the new competitive edge, but marketers wear many hats in order to build coherent, custom interactions across every touchpoint with their customers. Bareburger puts data at the center to build a personalized approach to everything from ad encounters to online ordering, app design to engagaments with marketing partners. We explore the skill sets, data collection, and organization needed to bring a full service experience to QSR’s future.
Presenter
Nick Bucciero, Director of Marketing, Bareburger 
12:00 PM
Roundtables
Valencia Ballroom

CRM and Next-Gen Loyalty Marketing - Daisy Alvarez, Director of Marketing, Farmer Boys
Can Branded Apps Work? -  Jodie Conrad, Chief Marketing Officer, Fazoli's
Delivery Economy - Codie Richards, Director, Digital Experience and Delivery, Carl's Jr./CKE Restaurants

12:45 PM
Lunch
Valencia Ballroom
1:00 PM
Sponsor Luncheon Presentation
Valencia Ballroom
Golf at the Phoenician Golf Course
Jeep Tour of Scottsdale Desert
Pool Outing at the Resort
6:30 PM
Cocktail Party
Valencia Lawn at the Omni
7:30 PM
Dinner Reception
Culinary Dropout - Old Town Scottsdale

Wednesday, 02/19

8:00 AM
Registration & Breakfast
Valencia Foyer
Day 3 - Serving Experience
8:45 AM
Keynote Interview: Now, About That Chicken Sandwich: The Inside Story
Valencia Ballroom
Who would have known the launch of a chicken sandwich would be the QSR story of the year? Apparently, not even Popeye’s own marketing team. Brand Lead Lisa O’Brien reflects on what happens when consumers take over your launch, blow up the media plan, and create success and PR challenges that were truly unprecedented.
Interviewee
Lisa O'Brien, Brand Marketing Lead, Popeyes 
Interviewer
Lisa Singer, Event Editorial Manager, MediaPost 
9:15 AM
Presentation: If Your Brands Menu Isn't Bold, Then What the Cuss Is It?
Valencia Ballroom
In a world full of choices, especially when it comes to restaurants, we've always got to be thinking about how to entice the consumer to devour our brands delicacies. Finding a way to balance culinary innovation and operational practicalities when diving into menu optimization is no easy feat. Erbert & Gerbert's takes on their menu marketing journey from brand positioning and strategic planning to market research and driving results.
Presenter
Spencer Ploessl, Brand Manager, Digital and Social, Erbert & Gerbert's Sandwich Shops 
9:45 AM
Case Study: Teachable Moments: Failing Fast, Learning Faster to Drive ROI
Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing skill. What are the tools and tactics you for those teachable moments to maximize your return on investment on digital channels?
Presenter
Hedy Payghambari, Director of Marketing, Media, Papa Murphy's 
10:15 AM
Roundtables
Valencia Ballroom

About That Chicken Sandwich - Lisa O'Brien, Brand Marketing Lead, Popeyes
Menu Development - Spencer Ploessl, Brand Manager, Digital and Social, Erbert & Gerbert's Sandwich Shops

10:45 AM
Conference Concludes

Venue

Omni Scottsdale Resort & Spa at Montelucia
4949 East Lincoln Drive
Scottsdale, Arizona, 85253
Registered attendees of the Summit may book accommodations at Omni Scottsdale Resort & Spa at Montelucia at a discounted group rate. To book within our room block at the discounted rate please use the following link: MediaPost's Brand Insider Summit: QSRPlease book your room no later than Friday, January 24th to ensure you receive the discount rate.

RESORT OVERVIEW:
All of the treasures of Spain await you at Omni Scottsdale Resort & Spa at Montelucia. When you escape to this beautiful and exclusive destination, you won’t have any reason to leave the Arizona resort as you walk down the Alhambra walkway on your way to bask in one of our three pools, enjoy a soothing massage at our award-winning, Moroccan inspired Joya Spa or tempt your taste buds with the culinary delights at one of our world-class restaurants. If you choose, you can venture off-site to climb picturesque Camelback Mountain or to tee off at one of the many world-class golf courses. Scottsdale has an abundance of shopping, dining, cultural and outdoor activities and Omni Scottsdale Resort & Spa at Montelucia is the perfect spot to enjoy it all. Your Spanish oasis is only 15 minutes away from Phoenix Sky Harbor Airport. - See more at: https://www.omnihotels.com/hotels/scottsdale-montelucia
 
 
Awards & Accolades:
- U.S. News & World Report's Best Hotels 2013:  #5 in Phoenix and #7 in Arizona
- Conde Nast Traveler 2012: Top 10 Hotels in Southwest Region
Orbitz.com 2012:  Best of Stay
- U.S. News & World Report 2012:  Best Hotels in USA
- Travel + Leisure 2012: The World's Best Hotels

  • U.S. News & World Report’s Best Hotels 2013: #5 in Phoenix and #7 in Arizona
  • Brides magazine 2013: Only Arizona resort selected for Most Romantic Wedding Venues
  • Conde Nast Traveler 2012: Top 10 Hotels in the Southwest Region
  • Orbitz.com 2012: Best of Stay
  • TheKnot.com 2012: One of the Most Amazing Wedding Venues in the World
  • U.S. News & World Report 2012: Best Hotels in USA
  • Travel + Leisure 2012: T+L 500, The World’s Best Hotels

Tucked amongst the shadows of Camelback Mountain in the heart of Scottsdale, Arizona, the Omni Scottsdale Resort & Spa at Montelucia embraces its Mediterranean charm amidst the backdrop of Arizona’s intriguing desert landscape. Our Scottsdale luxury resort in Arizona surrounds guests with high-end amenities and deluxe accommodations that are convenient to an array of premier shopping, dining, cultural and outdoor opportunities.  Located only 15 minutes from Phoenix Sky Harbor Airport, this amazing resort has it all.
 

Contact Us

Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.