Content Spotlight
Tech Tracker: How digital tech is capitalizing on the hot restaurant reservations market
Tock and Google now offer experience reservations; Diibs launches as a platform for bidding on last-minute reservations
Chief brand officer Stephen Loftis and senior director of digital marketing Christine Lorusso offer a look at how they’re rethinking their approach to digital
It seems silly to say this now, nearly 30 years after the Internet went mainstream, but a website is the most important billboard companies have to showcase their brands and attract customers. That’s especially true today in a post-pandemic world, with consumers spending vast quantities of their time in the digital sphere.
Recognizing that, one full-service brand is revamping its digital marketing strategy to maximize the potential of its website and other digital channels, like social media accounts, as well as to collect first-party data. Charlotte, N.C.- based Firebirds Wood Fired Grill, which has 56 locations across 20 states, has adapted its strategy around consumer behaviors that have evolved because of the pandemic and positioned the brand to develop stronger loyalty and appeal to more generations.
Stephen Loftis and Christine Lorusso, the chief brand officer and senior director of digital marketing, respectively, of Firebirds joined the latest episode of Take-Away with Sam Oches to offer a peek behind the curtain of their budding digital marketing strategy and how it is helping them reach a broader consumer set.
In this conversation, you’ll find out why:
All of the senses are in play when developing a unique experience
Your website is the entry point to your restaurant for many consumers and should effectively communicate your brand and experience
If you haven’t changed your website since the pandemic, you probably should build it again from scratch
First-party data is the most important goal with your digital marketing strategy
Your loyalty program should feature some more subtle perks along with deals
More upscale chains have to get creative in appealing to younger generations
Contact Sam Oches at [email protected].