The role of the restaurant CMO has never been easyand it’s not getting easier. Beginning with online ordering, CMOs have found themselves at the epicenter of digital transformation. This seemingly simple step has exposed inconsistencies between locations and regions across a highly distributed system with hundreds or even thousands of independent owner-operators. In a predigital world, this wasn’t much of an issue. However, solving for these issues today is flush with opportunity as marketers vie for loyalty in an increasingly competitive marketplace.
Despite the challenges, digital has already started reaping rewards. Online ordering alone has increased the average order size 26% over walk-in or call-in orders. But the potential of digital extends much further than online ordering and delivery. We now have the tools to know guests’ habits, link them with commodity pricing, weather and other sources of data, and use these inputs to market to guests in unique, localized and personalized ways at scale. At least that’s the vision. And it’s a huge leap from where most brands are today.
Realizing that vision will likely require major organizational shifts for restaurant brandsinternal and external alignment, new partnerships, and data and technology transformation, among other areas. But the opportunity is huge. Right now, even the most sophisticated organizations are still in the process of mastering online ordering. Many brands just turn on a new marketing channel and remain unclear on how to use digital to transform the business and move the needle on guest frequency, retention and new guest acquisition.
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