According to Fast Casual's 2007 Benchmark Study, 76 percent of respondents said they market to local businesses.
While marketing at the local level is a good idea for restaurateurs, some brands struggle with creating an innovative advertising campaign or brand image.
"The consumer doesn't really know what fast casual is and that makes it difficult to market our brands because of that," said Craig Dunaway, president of Penn Station East Coast Subs.
To help executives learn how to tackle critical issues and gather new innovations for marketing and branding fast casual concepts, Linda Duke, chief executive officer and principal of Duke Marketing, will present the collaborative, "Innovation for Marketing & Branding Your Fast Casual Restaurant," at the 2007 Fast Casual Summit. The Summit is scheduled for Sept. 18-9, at the Hotel Palomar in Dallas, and will feature a keynote address given by Tim Pulido, CEO of Shakey's USA.
Duke, who attended the first Summit, said last year was the first time a lot of fast-casual research and sales data were shared, as well as the first time people saw the segment's progress and predictions for the future.
"It's a whole new segment that's emerged, driven by consumer demand," she said. "With customers' busy lifestyles coupled with their desire for higher quality, the segment is "growing like crazy."
In addition to four 90-minute collaborative sessions, Fast Casual magazine publisher and event chairman Paul Barron will deliver the results from the magazine's 2007 benchmark study. Industry experts such as Duke will break down results of the study — designed to track trends in eight areas of restaurant operations.
Barron will lead Tuesday's first session, "Industry Awareness and Strategic Planning," closely followed by "Innovations for Marketing and Branding your Fast Casual Business."
On Sept. 19, the Summit will begin with the collaborative, "Recruiting & Retaining Passionate People," to be given by Rudy Miick of Miick & Associates. Miick's presentation will be closely followed by "New Frontiers in Franchising & Expanding Your Brand," led by Pattye Moore, co-founder of Instincts LLC.
Summit attendees include Dunaway; Steve LaMastra, president and COO of Raving Brands; Alan Hixon, president of Freebirds World Burrito; and David Wolfgram, CEO of Forklift Brands.
Dunaway said he is looking forward to hearing Duke's presentation because brand images are becoming more difficult for new concepts to create, he said.
"Branding is becoming more important, but at the same time harder because you have so many concepts doing so many different things," he said.
Dunaway said he also is looking forward to this year's Summit as a way to collaborate with other executives on industry issues.
