Wednesday, 04/27
6:30 PM ET
6:30 PM ET
Welcome Cocktail Reception
Castillo Craft Bar & Kitchen
Thursday, 04/28
8:00 AM ET
8:00 AM ET
Coffee Service Available
San Marco Foyer
8:15 AM ET
8:15 AM ET
VIP 1:1 Meetings
Dixon Dining Room
9:00 AM ET
9:00 AM ET
Breakfast Buffet Opens
San Marco Foyer
9:30 AM ET
9:30 AM ET
Opening Remarks
Barcelona & Magnolia Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:40 AM ET
9:40 AM ET
Keynote: Perception is Reality: Selling “Hot Dog”
Barcelona & Magnolia Ballroom
Wienerschnitzel is known as the World’s Largest Hot Dog Chain. The main thing holding them back is people’s perception of the actual product they sell. How does a marketer change perceptions around an entire category? Doug shares insights learned so far about the role of content, media distribution, and audience engagement in the process of trying to change the perception of a product that even your mother said was bad for you. How do you sell “Hot Dog”, not just “hot dogs?”
- Keynote
- Doug Koegeboehn, CMO, Wienerschnitzel
10:10 AM ET
10:10 AM ET
Sponsor Spotlight & Coffee Break
Barcelona & Magnolia Ballroom
10:40 AM ET
10:40 AM ET
Case Study: Targeting Value In Inflationary Times
Barcelona & Magnolia Ballroom
As inflation drove up costs and pricing, the Checkers brands felt it was leaving a core value-driven customer behind. Instead of overall discounting, the brand leveraged its CDP to identify and specifically message this segment with highly targeted discounts to motivate purchasing. Barry shares how they modeled this often elusive cash-based clientele and created tightly localized cross-channel media to drive bargains to the ones who needed them most.
- Presenter
- Barry Edison, Media Director, Checkers/Rally
11:00 AM ET
11:00 AM ET
Presentation: Digging In To Virtual Dining
Barcelona & Magnolia Ballroom
Smokey Bones was a pioneer in the virtual dining space, launching two virtual restaurants – somewhat fortuitously – prior to the pandemic. The off-premise explosion that has ensued has created seemingly unlimited opportunities for brand expansion and brand invention, but building a brand and following primarily in a keyword-driven environment can be challenging. Cole shares Smokey Bones’ learnings on how established outlets can leverage existing assets to attract new audiences and create new occasions in this nascent marketplace, as well as test concepts for future builds.
- Presenter
- Cole Robillard, CMO, Smokey Bones
11:25 AM ET
11:25 AM ET
Case Study: From Convenience to Celebratory Marketing
Barcelona & Magnolia Ballroom
The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to Earl’s portfolio of casual brands via third party apps, a dedicated loyalty program and beyond.
- Presenter
- Trish Giordano, CMO, Earl Enterprises / Planet Hollywood International, Inc.
11:45 AM ET
11:45 AM ET
Roundtable: Loyalty as True Value Exchange
Barcelona & Magnolia Ballroom
- Featuring
- Trish Giordano, CMO, Earl Enterprises / Planet Hollywood International, Inc.
11:45 AM ET
11:45 AM ET
Roundtable: Brand Building and Omnichannel Clutter
- Featuring
- Doug Koegeboehn, CMO, Wienerschnitzel
12:30 PM ET
12:30 PM ET
Sponsor Lunch Presentation
Barcelona & Magnolia Ballroom
2:00 PM ET
2:00 PM ET
Wine Tasting Boat Cruise
Backwater Kayak eco-tour
Historic City Tour & Pub visit
6:30 PM ET
6:30 PM ET
Cocktail Party
San Marco Foyer
7:30 PM ET
7:30 PM ET
Dinner
Granada & Kirkside Ballroom
Friday, 04/29
8:00 AM ET
8:00 AM ET
Coffee Service Available
San Marco Foyer
8:15 AM ET
8:15 AM ET
VIP 1:1 Meetings
Dixon Dining Room
9:00 AM ET
9:00 AM ET
Breakfast Buffet Opens
San Marco Foyer
9:15 AM ET
9:15 AM ET
Sponsor Breakfast Presentation
Barcelona & Magnolia Ballroom
9:35 AM ET
9:35 AM ET
Welcome Back
Barcelona & Magnolia Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:40 AM ET
9:40 AM ET
Keynote: Experience Is Marketing
Barcelona & Magnolia Ballroom
The best marketing for a restaurant brand is the execution of the brand. Howard shares the lessons from Golden Chick's turnaround story where marketing strategy extended into operations, training, development and even construction to ensure that customer experience in-venue is making good on the brand's promise. Experience is the best marketing.
- Keynote
- Howard Terry, CMO, Golden Chick
10:10 AM ET
10:10 AM ET
Case Study: Omnichannel Wow – Optimizing for Delight Across Live and Online Experiences
Barcelona & Magnolia Ballroom
The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizaing customer desserts. It is a case study in building in-person delight. But as the company has moved into delivery and on-app ordering it has been challenged to digitize the experiential dimenson of the brand across channels. This is how the brand think about making WOW omnichannel.
- Presenter
- Solomon Choi, Founder and CEO, 16 Handles
10:30 AM ET
10:30 AM ET
Sponsor Spotlight & Coffee Break
Barcelona & Magnolia Ballroom
11:00 AM ET
11:00 AM ET
Case Study Interview: Lab Tested: Insomnia's Cookie-vation Experience
Barcelona & Magnolia Ballroom
As Insomnia Cookies sought to rebrand its late-night snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole explains how the Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility design to customer recrutiment and data gathering. From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few suprising results.
- Interviewee
- Nicole Geyer, Brand Manager, Insomnia Cookies
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
11:30 AM ET
11:30 AM ET
Roundtable: Building Better Customer Experiences
Barcelona & Magnolia Ballroom
- Featuring
- Howard Terry, CMO, Golden Chick
11:30 AM ET
11:30 AM ET
Roundtable: Mapping the Multi-Cultural Customer Journey
Barcelona & Magnolia Ballroom
- Featuring
- Steve Flores, Senior Manager, Multicultural Media, Burger King
12:15 PM ET
12:15 PM ET
Sponsor Lunch Presentation
Barcelona & Magnolia Ballroom
2:00 PM ET
2:00 PM ET
Brewery Tour
Golf at Royal St. Augustine course
6:30 PM ET
6:30 PM ET
Cocktail Party
St. Augustine Fish Camp
7:30 PM ET
7:30 PM ET
Dinner Reception
St. Augustine Fish Camp
Saturday, 04/30
8:00 AM ET
8:00 AM ET
Coffee & Breakfast Buffet Opens
San Marco Foyer
8:55 AM ET
8:55 AM ET
Welcome Back
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:00 AM ET
9:00 AM ET
Case Study: Krystal Goes to College: Engaging Local Influencers
Barcelona & Magnolia Ballroom
As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers – star athletes. Executing on this smart plan took more than posing Quarterbacks with store owners. Kaitlin shares what the company learned about crafting local campaigns around recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
- Presenter
- Kaitlin Stoehr, Director of Marketing, Krystal Restaurants
9:30 AM ET
9:30 AM ET
Networking Coffee Break
Barcelona & Magnolia Ballroom
9:50 AM ET
9:50 AM ET
Case Study: Data-Driven Human Engagement: Fazoli's 360 Data Strategy
Barcelona & Magnolia Ballroom
Through a combination of app and loyalty program usage along with local events, Fazoli’s is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can interact with customers in more personalized ways. Erin shares how cross-functional teams across the organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.
- Presenter
- Erin Stevens, Marketing Director, Sleep Outfitters
Renaissance Hotel - St. Augustine, FL