Cai Palmiter had a range of experiences before she landed in her current role as vice president of marketing at JINYA Holdings, the parent company of JINYA Ramen Bar.
She has a background as a certified Select Service Marriott General Manager, and formerly held the role of Marketing Operations Manager at CITRUS Hospitality Management, where she oversaw emerging brands, including Perch LA and Mrs. Fish.
At JINYA, she’s leaning into her belief that today’s marketing is highly digital, data-driven, and customer-centric. That may explain one of her proudest achievements: establishing strategic partnerships between JINYA Ramen Bar and NASCAR, successfully securing a sponsorship for the #5 Chevrolet Hendrick Motorsports driver, Kyle Larson.
“Restaurants are leveraging online platforms, social media, and personalized marketing techniques to reach their audiences more effectively,” she said. “The rise of mobile technology has also made location-based marketing and real-time promotions increasingly popular. Sustainability and authenticity in marketing messages have become crucial in appealing to the values of modern consumers.”
For Palmiter, this focus on social media means that influencers play a significant role in restaurant marketing, especially in reaching younger demographics like millennials and Gen Z. She thinks this can be a good thing for the industry if leveraged correctly.
“Influencers can effectively amplify a restaurant’s message, showcase its offerings in a relatable manner, and drive both awareness and traffic. Their endorsement can add a layer of credibility and appeal to a brand,” she said. “The best way to leverage influencers is by creating genuine partnerships that align with the restaurant’s brand values and target audience. Brands that excel in this often choose influencers whose followers match their target customer profile and who share values similar to the restaurant’s brand.”
Palmiter said the creator economy has “revolutionized marketing by decentralizing content creation and distribution,” noting that it allows full-service restaurant brands like JINYA to tap into a wider range of content creators, whether that’s someone with millions of followers or micro-influencers with highly engaged niche audiences.
“This shift allows for more authentic and diverse storytelling, helping restaurants to reach different segments of the market more effectively,” she said. “The creator economy also empowers restaurants to tap into user-generated content, enhancing their marketing efforts with genuine experiences shared by real customers. This peer-to-peer marketing aspect can significantly influence consumer decisions and brand perceptions, making it a powerful tool in the current marketing landscape.”
When it comes to influencers, Palmiter leans toward women who she believes have changed that landscape for the better. “I consider Ree Drummond, Ballerina Farm (Hannah) and Joanna Gaines some of the most influential women in the food and lifestyle industry,” she said. “‘Influencer’ for me is creating a demand where it needs to be. Each of these women are doing so in their own way. The farm/ranch and sustainable living is now something that everyone wants to attain.”
Palmiter acknowledges that consumer behavior in the restaurant industry is influenced by several factors: quality and uniqueness of the culinary experience, convenience, price, reviews and recommendations, and the brand’s values, such as sustainability practices and community involvement. To reverse declining traffic trends, she said, restaurants must employ targeted marketing strategies focusing on customer experience and personalization.
“Leveraging data analytics to understand customer preferences and behavior can help tailor marketing messages and offers,” she said. “Creating engaging content that highlights the restaurant’s unique selling points and fostering a strong community through loyalty programs and exclusive events can also drive traffic. Additionally, embracing omnichannel marketing to ensure a seamless customer experience across all touchpoints is critical.”