The restaurant company’s influencer strategy, driven by CMO Joel Yashinsky, has yielded higher reach and engagement, while also attracting younger demographics.

The entertainment industry veteran cultivates a network of authentic influencers for the restaurant chain on TikTok

Leveraging creators’ passion helps drive authentic experiences for the restaurant’s fans, and attract new ones

The restaurant’s customers skew older than QSR average, so it’s critical to strike a balance

The restaurant’s marketing priority is communicating convenience, value