At this year’s 2018 Restaurant Franchising and Innovation Summit, panelists from La Madeleine, Fazoli’s, and The NPD Group took to the stage during “I’ll Take Digital to Go” to discuss what resources they needed to engage or shift to make a digital strategy a reality.
Moderator Allyson Klineman, LevelUp: What resources have you invested in to make digital a reality at your restaurant?
Jacqueline O’Reilly, La Madeleine: We actually shifted away from having a Field Marketer and invested more heavily in a Senior Digital Manager as well as an in-house Art Director and Production Artist. We realized that we have to move fast, we have to be efficient, we have to reduce timelines and barriers to get digital promotions out the door. All of our marketing team plays that field role to some extent. With as much as we’re doing digitally, each of us can talk to our franchise partners intelligently.
Jodie Conrad, Fazoli’s: We have 220 restaurants in 27 states, so we don’t have a big footprint in any one location in particular. [Promoting our app] isn’t something we’ve spent our media dollars on at the local level as much as we use the tools that were already paying for. For example, we’re trying to convert our email-family members to app users. We’re using social media, as well as in-restaurant merchandising and signage — those tools that don’t cost us anything more incrementally to do.