Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving
for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at
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.
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.
Consumer shopping researcher Catalina and digital out-of-home ad network Volta have partnered to share data revealing the shopping patterns of electric vehicle drivers.
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President,
Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's
is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
The new Piper Sandler "Taking Stock With Teens" ranking says Chick-fil-A achieved the highest restaurant mindshare in nearly 20 years.
What drives consumer loyalty to dining brands? A global view suggests there are both universal appeals that transcend cultures and geography as well as highly localized and variable ideas around true
value exchange. KFC's Senior Product Owner, CRM & Loyalty, Haley Davison, shares the insights that one of the world's most recognizable QSR brands draws from a global footprint. How can aggregated
data like this lead to insights and tactics around identifying better value propositions that grow loyalty?
A common data model has been critical to Whataburger's radically personalized...and personal...approach to all aspects of the digital experience for customers. Whataburger's Digital & Strategy
Director, Keith McLellan, explains how its deep profiles recognizes at all touchpoints who you are, what you like and buy, and how. And perhaps most importantly they know when you stop buying and how
long they have to win you back. This level of super-segmentation allows for crafting highly personalized and more emotional appeals, to know who to message, how and especially when, to create a data
driven but very human digital conversation.