Commentary

3 easy ways to improve fast casual marketing campaigns

Hassy Braggs, marketing director of Your Pie, shares three guidelines that he uses as the driving force across any campaign.

October 11, 2018

By Hassy Braggs, marketing director, Your Pie

Marketing in the food industry requires a few main ingredients, some of which span across all categories, from fast food to fast casual and full service restaurants, while others are unique to certain sectors. As we think about fast casual marketing specifically, there are a few guidelines that I like to use as the driving force across any campaign.

Prioritize immediacy
Regardless of industry, there is always the need to generate loyalty and preference among your target audience; however, the restaurant industry — and particularly the fast casual space — is unique in its need for immediacy. While other industries have the ability to communicate to consumers over time, throughout a long-term decision process, food decisions are often made in the moment and depend on a number of factors: time of day, proximity, speed, preference and more. For this reason, it is critical to market to consumers night and day, focusing on your differentiators and solving consumers’ problems in a way that only you can.

Determine your success
While it is important to measure ROI and attribution, at the end of the day, sales only tell part of the story. When I am reviewing the results of a marketing campaign, I ask several questions, including, “How many new customers have joined our loyalty program?” and “Are these customers active and buying at an increased frequency?” Consider the conversion funnel and know that awareness is the first of several touchpoints to acquire a new customer.

Throughout this process, it is also critical to review customer service metrics and areas for improvement. If you invite people in and then fail to meet their expectations, you will do more harm than good and will likely lose them as a return customer. With so many competitors in the fast casual market, it can be difficult to differentiate your business from the pack. Identify what makes your brand special, then put a stake in the ground and execute those principles daily, making your brand known for its differentiators.

Tell your story
Never underestimate the power of your brand’s story. Today’s consumer wants to know what a company stands for to see if it aligns with their own values and convictions. While this can seem intimidating, I encourage marketers to boldly tell their brand’s story and let it infiltrate every facet of external communications.

Brand loyalty is often the result of establishing an emotional connection with consumers by showing the hands, faces and heartbeat behind the brand. Your team members are an integral part of your story — take time to invest in them, and ensure they, too, are taking ownership of the brand story and are communicating it correctly and effectively. Invest time and resources in training employees on how and what to share about your brand. If you are a franchise or multi-unit concept, this becomes even more critical to ensure your team is telling the same story and creating the same experience across markets. A well-equipped team is one of your most valuable on-the-ground marketing resources.

In the competitive world of fast casual, customers need to know that your brand is available and authentic. In order to tell your story and meet the needs of your consumers, it is important to continually re-evaluate processes, set benchmarks for success and remain faithful to your story and values. These ingredients are essential to growing a loyal, excited customer base.