In March, legacy chain Yoshinoya Japanese Kitchen tapped Kim Freer to lead the 104-unit brand into the on-demand, digital era.
She was well-suited for the job, having led marketing efforts as vice president of brand marketing at Blaze Pizza. Before that, she guided regional marketing for 2,800 Subway stores in the Western U.S. – covering most of California, Arizona and Oregon.
Within a few days of starting at Torrance, Calif. Yoshinoya America, states and local jurisdictions began limiting restaurant orders to carryout, delivery and drive thru. Freer immediately accelerated a plan to up Yoshinoya’s digital ordering game, which included for the first time, partnering with multiple third-party delivery companies including DoorDash and Postmates.
She also fast-tracked the debut of the brand’s first loyalty program, Yoshinoya Rewards. Now guests can order ahead through the app for on-demand delivery or pickup. Diners can also schedule a pickup at a store.
“The playbook I had got thrown out the window and it was time to be laser focused in terms of guest speed of service, safety and convenience,” Freer told Nation’s Restaurant News during an interview Wednesday afternoon.
Pulling those levers at warp speed has given Yoshinoya’s more than 100 stores the lifeline it needed during the COVID-19 pandemic.
Learn more about Freer’s marketing strategy, by viewing our Zoom chat.
This is part of our Stories from the Front Lines series.
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