Ashleigh Griffith reveals why out-listening beats outspending, how insight-driven operators separate signal from noise, and why the brands winning in QSR today are building trust
one consistent experience at a time.
Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider
Summit attendees and ask about their preferences.
Ashleigh Griffith, Senior Marketing Manager, Quality Brand
Group:
Identity signal or Functional Benefit: Functionally, modern brands win by
creating experiences where food is on trend, technology eases the journey, and authenticity shows through product quality. But there’s a deeper layer: does this brand reflect who I actually am?
At Yum! Brands, I learned that beating out the veto vote was critical to brand sustainability – will my peers judge my choice? Am I proud to align my values with this brand? Today, with new
federal dietary guidelines, GLP-1 adoption, shifting consumption toward protein and away from fried foods, and increased snacking occasions, our QSR industry is having its own identity crisis. The
brands that win solve for both: they own what’s core to their category, communicate it transparently, and make customers feel genuinely proud about their choice.
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Premium Sip or Value Meal: Value meal, and I’ll tell you why I’m going against the grain. In a
market drowning in LTO launches - up over 130% in five years – we’re innovating for visibility, not for growth. The brands that win aren’t the ones with the most stunts,
they’re the ones building platforms not products. The value meal done right isn’t a discount, it’s a promise of abundance, consistency and trust. That’s what keeps customers
coming back.
Daily Ritual or LTO: Daily ritual. The secret menu item
isn’t the LTO, it’s the people delivering it every single day. Rituals are built on a consistent brand promise delivered every time: you know what you’re getting, you trust the
experience, and the team makes you feel welcome. Hospitality isn’t the nice to have, it’s the supercharger that drives frequency. Chick-fil-A earned the best OSAT score in the latest
Drive-Thru Study, not because of their LTO calendar, but because their teams show up the same way every single day with genuine warmth. LTOs create curiosity. People create rituals.
Insight-Led or Instinct-Led: Insight-led. Good operators aren’t chasing data for
data’s sake; they’re asking: what is the real problem we’re solving and does the data back it up? In marketing, we do a lot of listening, consumer intelligence, voice of the customer
– because every insight that drives action should be clear, data-driven, actionable and scalable. That’s what separates my vote for insight vs. instinct. Our frontline teams, our
customers, every touchpoint tells the truth our gut can’t always perceive.
Cultural Fluency or
Campaign Fluency: Cultural fluency. You can outspend your competition or you can out-listen them. The brands that are willing to play loose (aka respond to culture in real
time thus shape culture) rather than wait for the next campaign cycle are the ones to watch. Speed plus cultural awareness is the advantage.
Long-term Equity or Short Term Traffic: Both. But the sequence matters. Yes, long-term equity wins in theory but in practice, especially in a
market where QSR traffic is still negative YOY and most brands have taken price to maintain sales, short-term traffic keeps brand top of mind while building long-term equity. The non-negotiable is
that first visit has to deliver an experience so good it brings them back. You can’t build equity without consideration, and you can’t build consideration without trial.
Coffee or Donuts: Donuts. Even coffee brands like Seven Brew - the fastest-growing chain by 2025 sales
growth - are leaning into specialty and premium beverages because the beverage category has become the growth engine of the industry. But in that race for beverage leadership, texture opposition is
going to ultimately become the real differentiator. As the industry chases innovation, indulgence and trust through their drinks, donuts are what actually distinguish Dunkin’ today and why
customers will ultimately choose us. For my full take on how this beverage-first economy is reshaping QSR, read my article on “vibe mathing.”
If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.