As a marketer by trade, the power of branding has always fascinated me. But for multi-unit restaurants, developing and stewarding a brand is a very serious business.
From internal communications to marketing to the local restaurant environment, strong branding must be a corner stone of any chain’s growth and success.
My guest this week has so many compelling stories to tell about how his company’s brand has proliferated the organization – from new restaurant environments to developing a tagline taken from the company’s namesake and using it to focus internal employees, process improvement initiatives and even franchise growth. It’s truly an amazing story from a big thinking industry leader.
In episode #025 of the Social Restaurant Podcast, I talk restaurant brands with Kelly Roddy, CEO of Schlotzsky’s Deli, an international franchise of more than 3500 locations owned and operated by FOCUS Brands, Inc.
Kelly brings an interesting and comprehensive paradigm on restaurant branding as well as insights and intelligence on his company, it’s parent company and more.
Go ahead, turn up the speakers, click play and listening to episode #025 of the Social Restaurant Podcast.
What You’ll Learn During the Interview
- The difference between brand identity and brand.
- How you can grow your customer base by staying relevant, cool and hip.
- Why you should play up the extra sensory elements of your brand to make your restaurant a craveable, mouth-watering experience.
- The role of a strong business model in franchising a brand.
- Benefits of having a diverse franchisee family.
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Tweetable Moment: “Turning your brand around is like steering a battleship – you do it one degree at a time.” – Kelly Roddy (Click to Tweet)
Additional Show Resources and Notes
Schlotzky’s Deli is one of the five franchises that is owned and operated by FOCUS Brands. Throughout the show, Kelly talks about the benefits of working with the FOCUS Brands family. Learn more about this franchisor by visiting the FOCUS Brands site.
I mention a Forbes article which featured Kelly in 2010. Read the article where he talks about the importance of branding.
“Lotz Better” has become the overall branding message and initiative of Schlotzsky’s. From their food to customer experience to philanthropy efforts and more, Schlotzsky’s promises to be “Lotz Better.” Learn more about the brand here.
I also talk about a QSR Magazine article on leveraging minority franchisees. Read what Kelly and other franchisee CEOs have to say.
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