Frequency is the New Loyalty

Loyalty and personalization are top of mind for every restaurant marketer, and rightfully so: we’ve seen first-hand how these strategies drive check growth and visit frequency. But in an era when you can personalize everything and loyalty programs are a dime a dozen, how do you stand out? How do we build a loyalty program that drives value for our customers without driving up our food costs? What should you prioritize to drive the greatest ROI? How do you get customers to try new menu items beyond their routine order?

The in-restaurant experience is arguably the most important asset we have, but it’s not the only way customers interact with QSR and fast-casual brands. From online ordering and delivery to cross-brand partnerships and retail licensing, each comes with its own dynamics and customer experience. How do we strategically partner with third-party delivery providers to build brand awareness while maintaining our bottom line? How do we cater to the delivery customer? How do we authentically partner with other brands and retailers to expand our footprint? Our panel of digital experts discuss how to adapt your marketing strategy no matter the customer journey.

Dave’s Hot Chicken was founded only seven years ago as a simple chicken stand, but it’s quickly becoming one of the fastest growing restaurant brands in the US. When one opens in a new city, it feels like a movie premiere or iPhone launch circa 2013: long lines form early and earned media buzzes for weeks. How does the brand lean into and maintain cult status as it aspires to expand quickly? And how does it maintain that buzz well after launch? CMO Brad Haley shares how their witty ad campaigns and UGC-powered approach helps them become the hot chicken of choice in new markets.

It’s a crowded restaurant space right now. Everyone is clawing for their fair share of stomach. Customers have more choices than ever on where to eat, and the media landscape is saturated with ads, content, and celebrity endorsements. How do we adapt our media strategy to reach people at the right time and right place? How can growth brands compete when their budgets are a fraction of the big guys? Hear from our panel of media and marketing experts as they share tried and true techniques to cut through the clutter to drive visit frequency.