Building Your Restaurant’s Digital House
We hope you’re all feeling hungry as we have a huge amount of information to digest on this culinary-themed episode of Uncaged Wisdom. Whether you’ve spent more time in the front or the back of the house, it has never been more important for restaurant brands to invest in their digital marketing technologies.
Our special guest is a former restaurant executive who has previously led marketing and digital technology for fast-casual restaurants, served as CMO for digital ordering brands used throughout the industry, and also taught both undergraduate and graduate-level marketing courses as an adjunct professor. Today Kevin Sanders is Marigold Engage+’s Industry Solutions Director, focused in particular on leading our growth in the restaurant industry.
In addition to looking at some of the trends and challenges the industry as a whole has had to navigate over the past 12 months, Kevin takes us through his five steps to building a successful digital house for restaurant marketers.
Be it waffle, chicken, steak, outback, road, fortune, bbq, chop, or roadhouse, all digital marketers need in the restaurant space need:
- A strong foundation. Built upon unified data (customer and transactional data).
- One load-bearing wall. Next-generation loyalty (move beyond earn-and-burn, points-for-purchases).
- Another load-bearing wall. Cross-Channel Messaging (meet customers where they’re at, across various digital touchpoints).
- A good roof. Behavior-changing personalization, covering our two walls and foundation (show customers you care and want them to be successful).
- The right building materials/contractor. Natively integrated solutions (build your digital food-house using a single provider).
For more about Marigold Engage+’s work in the Restaurant industry, check out our dedicated resources page below.
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Your hosts
Julian is the Senior Director of Pipeline Dev & Marketing Content for Marigold Engage+. Prior to this Julian was the Head of Customer Success & Account Management for Experiences in AMER. Over the past 10 years, he has been focused on making strategies and software work for brands and the digital marketers trying to implement them. Once an Englishman in NYC, now a Cornishman in Coppell, TX. The line is a dot to him. ¯_(ツ)_/¯
Kayla Siegmeier manages Marigold Engage+’s client-related content and strategic communications along with client advocacy and analyst relations. She has spent her career in B2C marketing with a focus on the development and execution of strategic loyalty programs, direct response, and brand marketing. She now brings that experience and passion for analyzing member behaviors to drive loyalty and engagement to Marigold Engage+, helping showcase the value of the Customer Engagement Suite to leading marketers through the stories of our clients. When not discussing the value of developing emotional loyalty, Kayla can be found enjoying the outdoors with her husband and two children.
