Let’s face it, in an industry known for penny-profit, making a buck is getting harder and harder. In “younger” segments of commercial food service, like fast casual, unit count expansion is the #1 growth strategy employed by executives. And this works for a while. As segments mature, growth is harder to achieve. The darling fast casual segment recently dropped below its double-digit growth rates for the first time in recent history.
There’s an old adage that marketers use, “I know half of my marketing budget doesn’t work, I just don’t know which half.” That was once true. Clients had to rely on agency account directors or creative directors to translate results. Not necessarily the case anymore. In this age of analytics and big data, there are dozens of measurements to tell us what work works and what work doesn’t. But even as sophisticated as our ability to gather metrics has become, there is still no secret formula, no app or algorithm for generating ideas.
What foods are good for you? It’s tempting to see this question as a modern concern, but the connection between food and health goes back through recorded history.
With 11 years of proven strategic planning skills, Jackie has a passion for delivering closed-loop marketing campaigns to meet client objectives & move prospects through the customer journey. She puts client needs first, providing recommendations centered on results. Jackie has augmented her traditional advertising experience with social engagement, search engine marketing, campaign analytics, and recontact email campaigns.