A panel discussion at the upcoming Restaurant Franchising & Innovation Summit in Myrtle Beach, South Carolina, will delve into a critical issue faced by many restaurant brands: optimizing marketing expenditures. As the industry grapples with the longstanding challenge of determining which portions of their advertising budgets yield tangible results, this session will provide valuable insights into maximizing return on investment (ROI) and enhancing customer engagement.
Understanding the Marketing Dilemma
Restaurant franchises have long struggled with the age-old question: which half of their advertising spend is actually effective? This conundrum is particularly relevant today, as the landscape of marketing continues to evolve with rapid technological advancements and changing consumer behaviors. The session titled “Stop Wasting Marketing Dollars: Optimizing Media Spend for Restaurant Franchises,” aims to address these pressing concerns by offering data-driven strategies that can be implemented at all levels of a franchise organization.
The Restaurant Franchising and Innovation Summit will take place from March 11-13, 2025, at the Marriott Myrtle Beach Resort and Spa at Grand Dunes. This two-and-a-half-day event will bring together restaurant operators and owners for a unique opportunity to learn, network, and share experiences.
Expert Insights on Marketing Optimization
The panel session features a distinguished lineup of speakers, including Samantha Hebel, director of marketing for Hungry Howie’s Pizza and Subs; Erin Levzow, growth advisor for Batch & Box; Andy Linke, senior director of marketing for Ziggi’s Coffee; and Frank Solis, senior director of marketing for Taco Cabana. The session will be moderated by Corbett Guest, president and chief strategy officer for Imaginuity, a digital marketing agency that is sponsoring the event.
Linke emphasizes the importance of streamlining technology within restaurant organizations. In an email interview, he noted that many restaurants overspend on technology solutions that fail to integrate effectively. “With advancements in technology come more tools, and often these new tools are designed to simplify specific tasks or roles. However, as the tech stack grows, so does the need for resources to manage it and derive meaningful insights from the resulting data,” he stated.
Levzow echoed these sentiments, highlighting the pitfalls of ineffective result tracking and ROI evaluation. “I recently spoke to a brand that utilized 10 to 12 different platforms, with systems that didn’t communicate with one another, making it challenging to track results without cannibalizing one another’s effectiveness. Tech consolidation could lead to significant savings by streamlining these resources, ensuring better investment returns, and creating more efficient operations,” she explained.
Leveraging Customer Data for Better Targeting
To optimize marketing strategies and improve targeting and conversion rates at various levels—brand, regional, and individual franchise—Levzow recommends implementing a comprehensive customer data platform or data warehouse. “If you can get 80% of your customer data in a usable format, you can target efficiently and cost-effectively at every level, from the brand to individual franchises, maximizing conversion rates and enhancing customer engagement,” she asserted.
Linke further emphasized that successful marketing is not a one-size-fits-all approach. “It’s crucial for restaurants to measure performance and determine what works best for their specific organization,” he remarked. He also pointed out the importance of having a reliable customer loyalty and capture program. “It’s always easier and cheaper to retain customers than it is to acquire new ones, but you need the right data and insights to do so effectively,” Linke added.
Conclusion: Register for the Summit
As restaurant franchises navigate the complexities of modern marketing, the insights shared at the Restaurant Franchising & Innovation Summit will be invaluable. Participants will walk away with actionable strategies to optimize their advertising spend, ensuring that every dollar is utilized effectively to drive growth and engagement.
For those interested in attending, registration is now open for the summit. Don’t miss this opportunity to learn from industry leaders and network with peers in the restaurant franchise community. Register for the event here. This event, hosted by Networld Media Group, also includes the Fast Casual Executive Summit and the Pizza Leadership Virtual Summit, promising a comprehensive learning experience for all attendees.
