"When voice ushers in, people are going to have to think about the conversation between QSR and the customer. What will it take to retain a relationship when you consider the influx in the culinary scene."
Keith Lusby, vice president of media at Dunkin' Brands, had three tips on how to treat customers when he spoke on Thursday at Marketing:QSR.
Auntie Anne's mantra: "Don't focus on the value of an individual transaction, focus on the lifetime value of the guest."
"We do a lot of activations in this space to push boundaries," said Bareburger's CMO. "My team has to go to a talk or a startup event every week and look for what's next out there."
Diego Suarez, Lead, US Media, Advertising and Communications, Burger King, on Thursday showed the video as a way of explaining how the brand is always trying to get "share of mouth."
"Chipotle says, 'If everyone could just see morning prep at a Chipotle, we would win.' It's like a farmer's market in there. We're trying to get that message out there."
Convenience is table stakes. "Sustainability as a DTC brand is about delivering more than product."
Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
Direct to consumer is "absolutely the place you want to play regardless of product because you get first-party data, one-on-one conversation with the consumer. Name acquisition and CRM is what it's about. We are really focused on growing that database."
Using a farm-to-table mindset, Hershey started with the planning process. "Everything begins and ends with a brief. At the agency, we looked at the brief but it could be misinterpreted. Brief and activation were areas I decided to impact."