On May 12th, we assembled ten restaurant industry marketing leaders spanning food delivery services, virtual kitchens, quick service, and fast casual restaurants, and enabling technologies to discuss data-driven restaurant marketing post-Covid. We explored topics about consumer trends, innovation, agility, data strategy and more. Catch up on the fireside chat and two panels, as well as a great attendee survey and some engaging True-research. Here are the main takeaways from the event.
Three themes emerged from the industry research and conversations we had with these marketing executives:
The event kicked off with a “fireside chat” with the dynamic Jessica Jensen, who joined OpenTable/Kayak in November 2019 as the CMO. The pandemic forced her to focus exclusively on OpenTable as the travel/hospitality industry was hit particularly hard immediately and she had to adapt very quickly. As a global platform, OpenTable not only used data to identify trends and ease consumer fears but also shared data globally and positioned the brand as a thought leader. Jessica also shared the biggest learning and magic behind the business – empathy and kindness. Watch the full recording to explore more details.
2020 was a memorable year to say the least. Everyone was impacted in their own unique way…restaurants were hit particularly hard. Many restaurant brands found a way to prosper. Most of them made significant investments in building digital direct customer relationships to enable data-driven growth. The panel of enterprise marketing executives from McDonald’s, Blaze Pizza, OMD, Starcom, and Pinterest explored topics across digital activation, data insights, industry innovation, and required agility.
Covid rapidly accelerated technology advancement and industry shifts that often required agility to keep up with demand. Significant innovation is coming from new technologies that mediate restaurant ordering and delivery. Executives from Kitchen United, Grubhub, Salted, and Punchh discussed innovation, fragmentation, customer data ownership, and what the future holds.
During the event, we shared some fascinating findings about restaurant and food delivery customer insights that we, at TrueData, gleaned from an analysis of data from 200M+ mobile devices and five petabytes of consumer data. You’ll discover where consumers order food from, how likely they are to visit a physical store, and the data models you can use to predict future customers more effectively.
We also took the opportunity to poll event attendees on a range of vital questions about the day’s topics. 57 industry experts participated in the survey. Key takeaways? Restaurant marketers will invest in first party data, use data modeling, and increase the ad budget of the most effective marketing channels. Read the full survey results here.
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