KEY INSIGHTS FROM QSR Evolution Conference 2024:
The QSR Evolution Conference concluded in Atlanta, Georgia, focusing exclusively on the concerns of quick-service restaurant operators. The event provided a platform for industry professionals to discuss the future of quick-service restaurants, with topics ranging from fast casual growth and franchising to technology and consumer trends. The conference was accompanied by the NextGen Restaurant Summit and Pizza Power Forum, offering attendees a diverse range of insights.
Key Takeaways from the Conference:
- Maximizing Social Media: The top marketing leaders discussed effective strategies for utilizing social media in the quick-service industry. Paid awareness ads, outsourcing, and influencer marketing were spotlighted as efficient methods to boost brand visibility. It was emphasized that a balanced approach should be taken between brand marketing and sales marketing.
- Virtual Brands and Ghost Kitchens: While these concepts can be used to test menu items, they should not be relied upon as a main strategy. They offer a valuable opportunity for full-service brands to trial new concepts.
- North Star Metrics: Lindsay Radkoski, CMO from Wendy's, highlighted essential metrics such as brand relevance, local metrics, and satisfaction scores. Other relevant metrics include frequency and CRM growth.
- Adding Value: Creating value in the menu is a top priority as customers seek affordable options. Offering small items, bundles, combos, and meals can help create additional value.
- Order Accuracy: Ensuring order accuracy is crucial for maintaining customer satisfaction. Chick-fil-A leads in order accuracy with an average unit value of 9.3 million.
- Loyalty Programs: Big brands leverage their rewards programs to boost customer lifetime value, increase conversion rates, and improve profitability. Analyzing customer behaviors can provide insights to increase non-loyalty customer frequency.
Rev Ciancio, who helps restaurants build guest marketing programs and supports hospitality tech companies with lead generation and content marketing, was also in attendance at the conference.
- In the quest for sustainability, industry professionals at the QSR Evolution Conference deliberated on the potential of ghost kitchens as a viable strategy for QSRs, noting their usefulness in testing new menu items and offering a chance for full-service brands to experiment with novel concepts.
- Demonstrating exceptional leadership in the sports sector,Rev Ciancio, a notable figure renowned for his contributions to restaurant marketing programs and hospitality tech companies, shared insights on guest marketing strategies at the conference, inspiring attendees to optimize their social media, loyalty programs, and overall marketing approaches to remain competitive within the ever-evolving quick-service restaurant landscape.
