Sunday, 11/07
6:30 PM Pacific
9:30 PM ET
Welcome Cocktails
Outdoor rotunda - 3rd Floor at Hilton
Monday, 11/08
10:00 AM Pacific
1:00 PM ET
Opening Remarks
10:10 AM Pacific
1:10 PM ET
Keynote Interview: It Takes a MOD Squad: MOD Pizza’s People-First Plan
As MOD Pizza takes its branding national, the company has chosen to prioritize its people over promoting value and quality. CMO Mark Shamura explains the deeper branding that comes from messaging diversity and workplace quality for his Gen-Z audience. Do values really trump LTOs?
- Interviewee
- Mark Shambura, CMO, MOD Pizza
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:40 AM Pacific
1:40 PM ET
Sponsor Spotlight
11:00 AM Pacific
2:00 PM ET
Panel: Navigating the Brand/Performance QSR Media Plan in 2022
As the customer journey twists and turns and ebbs and flows across TV, search, delivery apps and even social cohorts, what is the media plan for 2022? We ask our QSR media mavens how they are reallocating budgets to hit these multiple moving targets. What data, time frames, media commitments are they leveraging to navigate contingency and unpredictability? And as digital performance channels nudge into the plan, what role does brand building and maintenance play now? How have those big budget TV buys changed their plans and messaging?
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Steven Clarke, Director, Marketing and Public Relations, Golden Krust Caribbean Restaurants
- Brandi Cochran, Director of Marketing, Capriotti's
- Hedy Payghambari, Head of Digital Growth, Blaze Pizza
11:30 AM Pacific
2:30 PM ET
Sponsor Spotlight
11:40 AM Pacific
2:40 PM ET
Case Study: Del Taco Is Spicing Up QSR+ Loyalty
In an industry driven by margin eroding discounts and promotional coupons, Del Taco is spicing up the QSR space with their new loyalty program Del Taco Del Yeah! Del Taco has made a bold move to drive purposeful, targeted, incremental and profitable behavior through innovation in QSR loyalty.
- Presenter
- Erin Levzow, CMO, Museum of Ice Cream @Playnthestrs
12:10 PM Pacific
3:10 PM ET
Sponsor Spotlight
12:20 PM Pacific
3:20 PM ET
Case Study: Sustainable Loyalty: How Just Salad Rewards Reuse
For 15 years Just Salad's reusable bowl has been more than just a brand icon. Their branded reusable bowl is a powerful loyalty tool that provides incentives and creates reminders in the physical space of their homes and offices - all without a single line of code. And what's more, the reusable bowl is a tool to fight climate change by eliminating plastic waste and saving resources. FInd out how Just Salad is taking reusable rewards to the next level by becoming the first QSR to create loyalty rewards based on Earth-friendly behaviors.
- Presenter
- Andy Rooks, CMO, Just Salad
12:40 PM Pacific
3:40 PM ET
Roundtables: Loyalty 2.0
- Featuring
- Erin Levzow, CMO, Museum of Ice Cream @Playnthestrs
- Andy Rooks, CMO, Just Salad
12:40 PM Pacific
3:40 PM ET
Roundtables: The QSR Media Plan for 2022
- Featuring
- Kim Barber, Vice President Media Director, ML Media Group
- Scott Lee, Founder & Managing Partner, ML Media Group
2:00 PM Pacific
5:00 PM ET
Santa Ynez Wine Tasting - Babcock Winery
Funk Zone Brewery and Cultural Tour
Golf - Sandpiper Golf Club
7:00 PM Pacific
10:00 PM ET
Cocktail Party
Fiesta Room & Terrace at Hilton Hotel
8:00 PM Pacific
11:00 PM ET
Dinner
Fiesta Room & Terrace at Hilton Hotel
Tuesday, 11/09
10:00 AM Pacific
1:00 PM ET
Welcome Back, QSR Marketer Survey
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:10 AM Pacific
1:10 PM ET
Keynote Conversation: Panda’s Community and Connection Strategy
The pandemic reminded all restauranteurs that their connection to local markets and sometimes specific communities is critical to their brand mission. Two executives from different areas of the Panda Restaurant organization explore how the company deepened its relationship both with American Chinese communities as well as individual franchise GMs to drive everything from virtual fundraisers to Lunar New Year celebrations. The secret sauce was in connecting those on the ground relationships with national branding and marketing efforts.
- IntervieweeS
- Fabiola Del Rio, Executive Director, Marketing Communications, Customer Care and Insights, Panda Restaurants
- Kevin Holmes, Executive Director, Marketing Communications, Panda Restaurants
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:40 AM Pacific
1:40 PM ET
Sponsor Spotlight
10:50 AM Pacific
1:50 PM ET
Case Study: Now Showing: Salt & Straw Follows a Hollywood Script
Product development has become central to maintaining brand visibility in the QSR world. Salt & Straw shares how it is taking a page from entertainment promotion in “premiering” new flavors as events, building anticipation and demand, and building experiences for customers at an expanding range of venues.
- Presenter
- Alison Hiatt, CMO, Salt & Straw
11:20 AM Pacific
2:20 PM ET
Sponsor Spotlight
11:30 AM Pacific
2:30 PM ET
Case Study: Virtual Kitchens and Melt Shop’s House of Brands
The delivery app ecosystem has created a new demand/challenge/opportunity around the virtual kitchen concept. QSRs can capture new audiences and serve them within existing brick-and-mortar resources. The Melt Shop’s Aarti Mehta explains how the company has created its house of virtual brands through different trials and tribulations (and failures) to develop a virtual brand strategy aimed at building and retaining customer sets across their growing brand universe.
- Presenter
- Aarti Mehta, Director of Marketing, Melt Shop
12:00 PM Pacific
3:00 PM ET
Keynote: Papa Murphy’s Wants You To Search Your Freezer
With a “Take N Bake” pizza model that is still a novelty, Papa Murphy’s marketing has a lot of explaining to do. CMO Kim McBee explores how the brand used a wildly successful frozen pizza freezer hunt to educate and entertain new customers as the brand expanded into new territories. As well, it creatively leveraged the inherent variety and customizability of its not-quite-QSR product with an accelerated calendar of LTOs and by leveraging the DIY spirit of social media platforms. It’s all about “show, don’t tell” what yours unique value proposition is about.
- Interviewee
- Kim McBee, CMO/SVP Guest Experience & Brand Marketing, Papa Murphy's
- Interviewer
- Sarah Mahoney, Senior Reporter, Marketing Daily, MediaPost
12:30 PM Pacific
3:30 PM ET
Roundtables: Making the Most of The New Delivery Marketing Channel
- Featuring
- Aarti Mehta, Director of Marketing, Melt Shop
2:00 PM Pacific
5:00 PM ET
Yacht Cruise Santa Barbara Waterfront & Coastline
Near Coastal Kayaking Tour
7:00 PM Pacific
10:00 PM ET
Cocktail Party
8:00 PM Pacific
11:00 PM ET
Dinner
At Convivo restaurant (outdoors - a short 5 min walk from Hilton)
Wednesday, 11/10
8:45 AM Pacific
11:45 AM ET
Keynote: Value Matters: Fazoli’s New Normal
As the Fazoli’s sales roar back this year, CMO Jodie Conrad reflects on how the family “value” proposition and embracing the off-premise model have driven success throughout the pandemic year. She will share lessons learned around marketing into specific occasions, aiming attractive price points at feeding the whole family, and managing marketing spend into the delivery platforms.
- Keynote
- Jodie Conrad, Chief Marketing Officer, Fazoli's
9:15 AM Pacific
12:15 PM ET
Sponsor Spotlight
9:25 AM Pacific
12:25 PM ET
Case Study: Chipotle Ups The Loyalty Game
Chipotle has redefined the terms of exchange for loyalty programs. By putting rewards choices into customers’' hands and gamifying the process, the brand has made loyalty an experience, not just a perk.
- Presenter
- Jason Scoggins, Senior Director, Loyalty & CRM, Chipotle Mexican Grill
Hilton Santa Barbara Beachfront Resort