BIGGEST TAKEAWAYS: Fast Casual Executive Summit Conference 2024

Fast Casual Executive Summit just concluded in Denver, CO.

They describe it as “Is a chance for restaurant executives to get together in a casual work setting and learn from one another. Interactive sessions delve deep into topics that are on the minds of restaurant leaders today, and the Summit’s format allows the collective wisdom “in the room” to be distilled into concrete, actionable ideas that attendees take home with them.”

This is a show for proactive brands and proactive thinkers. They also have a built in dinner and networking event. If you want to make great connections, put it on your agenda for next year.

There was a TON of great success. I tried to capture as many as I could.

KEY TAKEAWAYS;

NEW GUEST ACQUISITION TIPS

The number one focus for restaurants right now is driving top line revenue. That makes sense. And brands are looking for ways to acquire new guests.

Acquiring new guests costs dollars. Retaining guests costs pennies.

Two things I’d focus on:

1. Lowering the cost of being on 3rd party.
2. Incentivizing habit and fulfillment switches.

Ask me for tactics.

TIPS FOR 3RD PARTY DELIVERY SUCCESS

Listening and learning from a panel of experts, here are a few tactics you can to do make 3rd party partnerships work for you.

1. Hard focus on order accuracy.
2. Experiment, test and change up promotions so they don't get stale.
3. Don't run more than one promotion at a time.
4. Focus promotions on new and lapsed customers.
5. Use $X off $Y spend style promotions.
6. Sponsored listings work well to bring awareness for a new store.

TIPS FOR CATERING SUCCESS

Listening and learning from a panel of experts, here are a few tactics you can to do make 3rd party partnerships work for you.

1. Walk in guests are the most likely to convert into catering guests, so don't forget to do 4 walls marketing.
2. Always ask what the occasion is for catering and make a note. This helps you to know to include with the order and when to reach out to the again.
3. Whenever possible, have catering orders delivered by an employee of the brand, not 3rd party.

TIPS FOR VENDOR SUCCESS

There was A LOT of talk on panels from operators on what they want from tech vendors.

1. Answer the phone.
2. People inside the tech company who come from restaurant operations.
3. Ask questions about what restaurants need, LISTEN and innovate baed on the feedback.

TIPS FOR BRAND LOYALTY

There was a really great panel entitled "Unlocking Brand Loyalty and Growth via Unforgettable Experiences," where I picked up some great tips. One thing to note, there was almost no talk about actual loyalty programs.

1. Engage with your guests online, not just in store.
2. Get franchisees on board with your culture before they actually become franchisees. Otherwise, they will create their own culture and then you have a culture battle. h/t Chris Smith, Zunzi's.
3. Make if fun and educational to work for you.

TIPS FOR FRANCHISEE SUCCESS

There was a lot, and I mean A LOT of talk of supporting franchisees and ensuring their success. Here's as many tips as I could write down.

1. Top of funnel tactics that work: PR, trade shows & roadshows.
2. Paid tactics work with QSR, IFA, FSR, Fran.com when it comes to qualified leads.
3. Four walls marketing. People who own restaurants also dine at other restaurants. If they walk in and enjoy it, they want to buy one. Help push that along.
4. Dont deviate from A sites, brand standards, operations and anything else that makes your brand your brand.
5. Listen to your franchisees.
6. Intense focus on unit economics
7. Have an off-line local store marketing playbook and have them work on it at least one hour per week.

TIPS FROM CEOS FOR SUCCESS

1. Exceed the expectation of every guest.
2. Focus on the experience above all ese.
3. Top marketing KPI's that CEO's want from their marketing teams:

• Revenue
• Traffic?
• Lift in sales
• Loyalty?data - attachment?rate, activity & frequency
• CRM growth

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If you were at #FCSummit, what did you take away?

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Do you need help with any of this? Send me an email [email protected]

- Rev Ciancio

WHAT DOES REV DO?

*I help restaurants to build guest marketing programs.

*I help hospitality tech companies with lead generation and content marketing.