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. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, 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.
The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing 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 dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand
thinks about making WOW omnichannel.
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.
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.
Thanks to White Castle's QSR roots, social media has long been a significant part of their grocery division's marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the
content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.
Incentives, discounts and loyalty points are all well and good when getting a loyalty app program off the ground, but over the long haul it takes diversification of benefits and deeper kinds of
interaction to engage the loyalist and make them feel special outside of direct use of benefits. A veteran of Amazon's Prime program, Starbucks and currently KFC's Director of Digital Strategy, Ashley
Travis, shares the lessons of true loyalty.
Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing
skill. Hedy Payghambari, director of marketing and media at Papa Murphy's, shares her teachable moments and the tools and tactics she leveraged to maximize return on investment on digital channels.
More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it
nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.
The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the
QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists
number but also bottom line participation and revenue.