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. 

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?

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.

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

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.

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?

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

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