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Q & A with Diana Hovey
Fast Casual talks shop with Corner Bakery Café's senior vice president of marketing.
April 2, 2007
In the last year Corner Bakery Café has undergone a welcome resurgence. A 7 percent annual same-store sales increase as of December 2006, a new executive team and a refined prototype have put the one-time subsidiary of Brinker International Inc. on the fast track toward franchise growth.
We sat down with one of Corner Bakery Café's newest executive members, Senior Vice President of Marketing Diana Hovey, to hear her thoughts on successful marketing techniques and how operators can make a difference one region at a time.
How did you first become involved in the restaurant industry?
I actually started at the age of 15 as a hostess at Burger King, handing out paper crowns to children. Within 30 days, I graduated to "french fry queen." After college, I joined TGI Friday's corporate team in Dallas. After 16 years with Friday's, I joined Brinker International to lead marketing for the Mexican Concepts division and then Romano's Macaroni Grill. Following eight years with Brinker, I formed my own company to consult with national and regional brands on their own branding and marketing initiatives. I joined the Corner Bakery Cafe team in late 2006.
I've been reading a lot about marketing and how important it is in the restaurant industry. What role does marketing play when trying to build or boost a brand?
Marketing represents the voice of the consumer in each and every aspect of the brand. It starts with articulating a strong positioning that is relevant in consumers' lifestyles and bringing it to life in each and every brand touchpoint (menu, building design, merchandising, site selection, public relations, advertising, etc.).
What are some small marketing tactics that independent operators with a few locations can apply to their restaurants?
Of 15,000 consumers recently surveyed, word-of-mouth is by far the number one influencer of brand decisions. It starts with the experience: hitting on all cylinders with the welcome, the emotional connection to the brand and, of course, consistent execution of the innovative food they crave. It starts with hiring the team member that has an outgoing, intuitive personality and then training for skills.
Beyond that, local community and PR efforts can be extremely effective in building that loyalty.
What are some of the emerging markets Corner Bakery has in its sights?
This past year, Corner Bakery Cafe announced a new franchising initiative. We have been thrilled with the incredible response from many highly qualified industry leaders. By partnering with such experienced industry professionals, we are able to take Corner Bakery into markets that we might not have approached ourselves. These include new regions of the country as well as non-traditional venues such as airports.
Of the locations you have visited, do you have a favorite?
I'm still visiting a number of our bakeries for the first time, but I have to tell you that my favorite so far is Preston Forest in Dallas. This location has been open for almost eight years and has most of the same guests that visited the first week it opened. Sitting there in the morning, it's fun to watch neighbors pulling tables together, a group of men sharing a quiet Bible study, a father having oatmeal with his kids before school and friends dropping in following their morning workout. Everyone knows each other and the staff greets everyone by name.
What are some of the features in the new prototype?
The new prototype truly brings our neighborhood positioning to life. It features the name of the community within the logo and signage. Local points of interest from the community are incorporated in beautiful murals across one or more walls. Warm wood and accent colors and comfortable seating create a contemporary, yet timeless presence where you immediately feel at home. Guests are handed porcelain coffee mugs and are encouraged to help themselves to one of four new hand-roasted coffees at beautiful coffee bars. A nook features comfortable sofas and chairs where guests catch up with one another or just read the paper.
Overall, where do you see the direction of the fast casual segment?
With more than 8,000 fast casual restaurants out there today, we still feel there is additional opportunity for new players and definitely traditional and non-traditional venues. Fast casual has its finger on the pulse of today's consumer, who is demanding of innovation and quality, but also time-constrained, convenience-oriented and with multioccasion requirements. They have redefined "value," and the players that are best able to deliver against those real needs, as well as the consumer's emotional needs, will be successful.
If you were to give any restaurant-industry advice to those just starting out, what would it be?
Choose a company with a culture and values that truly represent what you stand for. Only then can you have passion and love what you do. Success will follow.
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