• by Erin Everhart , Staff Writer, Yesterday

Change is the hardest thing about marketing. Our entire job is focused on changing human behavior when inherently, people just don’t like change. We’re creatures of habit. We settle in a routine that fits our lifestyle. We stick with products that we know are going to work for us. We eat the same food that we already know we’re going to like.

In fact, some studies suggest that 60% of people order the same thing every time at their fast-food restaurant of choice. People find what they like, and they stick with it. Yet when you work in restaurant marketing, your job is to disrupt that. We obsess over menu exploration. We up-sell customizations and add-ons. We do everything we can to get guests to try something new. To change. To break out of their comfort zone.

Now, what happens when we try to do all of that and introduce them to new type of cuisine? That’s where Cava is finding themselves.

Mediterranean food isn’t new for Americans. Hummus, feta and pita are shelf staples in grocery stores across the United States. You’re just as likely to find gyros on the menu as you are pulled pork sandwiches. Even tzatziki has become a summer staple dipping sauce for fresh veggies.

But falafel? Tahini? Harissa?

How do you drive trial of not just a new restaurant, but an entirely new flavor profile? We sat down with CAVA’s Chief Marketing and Experience Officer, Andy Rebhun to talk about how they’re demystifying what Mediterranean means. You can listen to the entire podcast at this link.