Restaurant Marketing Workshop

Stop relying on hope: Marketing blueprints from Ziggi's Coffee, Lee's Chicken, Pita Pit, Budget Branders

Panelists provide marketing insights ahead of FastCasual's upcoming "Restaurant Marketing Workshop" on June 2-3 in Boston.

Source: FastCasual

May 22, 2026 by Amy Sorter — Writer and Editor, Connect Media

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Once upon a time, building restaurant awareness was simple. A customer had a great meal. They told a friend. That friend told a few more people and so on.

Word of mouth still matters, but these days, operators also need to push the bar to boost a brand's presence.

"Businesses can't just rely on 'being good' and hope people talk about them," said Missa Webb, communications coordinator with Ziggi's Coffee, who is presenting at this year's Restaurant Marketing Workshop, June 2-3, at Toast headquarters in Boston. "It's not happening at the same scale or speed unless you intentionally create it."

Rissa's panel, "Local Store Marketing that Scales: Build Campaigns Anyone Can Execute," also features Dan Sokolik (vice president of marketing, Lee's Famous Recipe Chicken), Julie Wade (fractional CMO, Crazy Pita/Yogurt Mountain) and Ramsey Gilbertsen (Budget Branders founder and president).

These experts will provide the nuts-and-bolts guidance on how operators can use local marketing techniques to drive measurable growth.

Attendees will also learn how to:

Ensure the effectiveness of local marketing efforts
Determine the building blocks of a powerful campaign
Select and use the correct channels to spark interest, support conversions and aid retention
Build community ties to help raise brand awareness and drive traffic
Design easy-to-implement plug-and-play campaigns

Ahead of the event, Rissa, Sokolik and Gilbertsen shared their thoughts with FastCasual on modern word-of-mouth marketing and how campaigns connect with guests. You'll find a few tidbits below, but to get the full picture, Register here.

Word of mouth, version 2.0

Word of mouth continues to drive traffic, but instead of neighbors chatting across backyard fences, today's recommendations spread through TikTok clips, Instagram stories, online reviews and influencer content. One memorable guest experience, whether good or bad, can travel far beyond a restaurant's immediate community.

"A single experience can reach far beyond a small circle," Sokolik said. "The brands that win are the ones creating experiences people actually want to talk about and making it easier for those stories to spread."

Consumers are also placing greater trust in what Gilbertsen called "social proof," which consists of recommendations from creators, reviewers and even online strangers.

"This is especially true during times like these, when the cost of dining has pushed restaurant meals for many into the realm of 'digital luxury' rather than 'habitual convenience,'" he said.

That shift means successful brands are intentionally generating shareable moments and interesting stories to help word of mouth along across various channels.

Choosing the right channels

Today, restaurant operators have more available marketing channels than ever before. There are also more opportunities to misuse the channels.

"Not every message needs to live everywhere, and not every channel should be treated the same," Sokolik said.

When it comes to channel usage, even the smallest details can help showcase a restaurant. Gilbertsen said that branded cups and bowls are effective visual tools for online posts. Reviews also present an often-overlooked marketing opportunity.

"Make sure you don't miss the easy marketing opportunity of replying to them," Gilbertsen said.

Also important is using a consistent message across all channels without duplicating content. Webb pointed out that each channel serves a different purpose and should support the restaurant's broader story in its own way.

"The key is coordination, not duplication," Sokolik added.

The roots of an effective campaign

While tactics may differ depending on audience and platform, the panelists said successful restaurant marketing campaigns typically share a few common elements.

A reason to care

Operators need a clear answer to one question: Why should customers visit my restaurant?

"It can't just be 'come try us,'" Webb said. "There has to be a real hook."

Operational alignment

Marketing can attract guests. Operations determine if they return.

"If the product, speed or accuracy doesn't match the marketing, you lose trust quickly," Sokolik said.

Third-party validation

Consumers tend to trust outside voices more than self-promotion.

According to Webb, creators, influencers, ambassadors and local media coverage can help build street cred.

"When someone sees a creator they trust trying your product or a local news segment featuring your opening, it carries more weight than anything you can say yourself," she said.

Data collection

Gilbertsen stressed the importance of tracking campaign performance and collecting customer data. Operators should understand whether campaigns are attracting new customers, repeat visitors or both.

"You should also have a way to capture guest contact data so you can message them," he said.

Beyond the marketing message

The panelists agreed that many successful marketing issues often extend beyond campaigns. Community involvement, sponsorships and owner-led storytelling can also strengthen authenticity and increase local engagement.

At the same time, the strongest marketing tool remains the customer experience itself.

"Everything from the ease of ordering online, to the guest experience with your packaging, to the greeting by your staff and, of course, the food, collectively becomes your marketing," Gilbertsen said.

Fast Casual's Restaurant Marketing Workshop will take place June 2-3 at Toast headquarters, 333 Summer St., in Boston. Additional information and registration details are available on the event website.

Register here.

About Amy Sorter

Amy W. Sorter is an award-winning journalist, copywriter and content producer. Sorter has generated quality articles, blogs and thought leadership pieces for multiple industries during her many decades as a writer. Her byline has appeared in local and national publications including the American Business Journal, Connect CRE, Bankrate, CURE Magazine and the Dallas Morning News.

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