From Persona To Personal: Recent Episodes
Roger Hurni
This is From Persona To Personal, the podcast that takes a closer look into how organizations personalize their marketing. Where we create meaningful moments of brand trust and influence how people interact and engage with brands.
As a proud fourth-generation Arizonan, Lisa Urias has built her career on crafting and promoting the multi-faceted brand of Arizona through several companies, organizations, and roles. Lisa’s family has a long history of service to Arizona – a value she holds dear. Her more than 35 years as a marketing & PR professional have taught her that a strong organizational culture, a responsive strategic plan, diverse perspectives, and dedication to innovative ideas lead to sustained success.
What you’ll learn in this episode:
In this episode of From Persona to Personal, Roger Hurni welcomes Lisa Urias, CEO at Arizona Office of Tourism, you'll learn about her extensive career in marketing and PR, focusing on her role as the CEO of the Arizona Office of Tourism. The conversation delves into her approach to creating and promoting Arizona's brand by emphasizing the importance of diverse perspectives, innovative ideas, and a strong organizational culture. Lisa shares insights on how bridging opportunities to underserved communities can lead to remarkable achievements as illustrated by their success stories.
Additionally, the episode covers the significance of cultural understanding in tourism, particularly in engaging with Native American tribes and rural communities in Arizona. Lisa discusses the value of small, meaningful experiences in tourism, such as learning traditional practices from tribal guides, and the potential for these activities to create job opportunities and enrich visitors' experiences. The transcript highlights Lisa's dedication to inclusivity and representation in the industry, aiming to lift up diverse voices and talents to drive progress and innovation.
Tim Vennard - Vice President of Mazzone Hospitality with more than 15 years in company leadership. Tim’s been innovating the food industry through catering, restaurants, and corporate cafes. He was essential in growing Mazzone Hospitality with some of the biggest clients in the pharmaceutical, microchip manufacturing, and finance Industries. He has been recognized for his leadership by Restaurant Associates and Compass Group, as a trendsetter domestically and worldwide in food service. As leader of Mazzone Hospitality he has his eyes fixed on the growth of the brand and influence throughout the Northeast. He is also the company softball/volleyball/basketball coach and our Notorious B.I.G. karaoke king.
Ben Houck - Marketing Wizard - has served Mazzone for 7 years with his hand in not just marketing, but IT, HR, Accounting, Operations, and Sales. He took squeezing every bit of value out of his MBA quite literally. When Mazzone was tasked with what title should be put on a Chef coat, "wizard" seemed to be the only title fitting of Ben.
Recently, Ben has been writing for regional business journals on "Food as an Employee Benefit" and hopes to spread the culture of hospitality throughout business and organizations.
What you’ll learn in this episode:
In today’s landscape of modern business, companies are constantly seeking innovative ways to attract and retain top talent. Corporations and companies are turning break rooms and cafeterias into centers of collaboration and revitalization. High-quality meals not only nourish employees physically but also spark creativity and strengthen connections among colleagues. Furthermore, offering a variety of culinary experiences showcases a dedication to employee well-being, resulting in increased morale and loyalty.
In essence, food isn't just about sustenance—it's a recipe for success in cultivating a thriving workplace culture and securing top talent.
In this episode of From Persona to Personal, Roger Hurni welcomes Tim Vennard, VP of Mazzone Hospitality together with Ben Houck, their marketing wizard, to discuss how they transformed a company that began as a diner into a leading corporate dining brand catering to large corporations and hosting exclusive events. Their innovative perspective and marketing strategies have reshaped clients' perception of food from a basic necessity to a valuable employee benefit, fostering a stronger company culture and driving higher productivity.
Sonny Smith who is the Co-Founder of Jampack. Sonny has more than 20 years of experience in hospitality, entertainment, and technology space. As an executive leader, he has built successful teams and achieved notable results with globally recognized brands such as Madison Square Garden Entertainment, Tao Group, and Hakkasan Group. His expertise includes large-scale venue pre-opening, revenue creation, brand positioning, and trendsetting practices in domestic and international hospitality marketing. Sonny is skilled in various aspects of marketing, including agency management, event production, and campaign development.
What you’ll learn in this episode:
Discovering an untapped niche in today's highly innovative and AI-driven market is remarkable in its own right. Sonny Smith and his team achieved precisely this with the inception of Jampack.
A seasoned executive in the hospitality marketing industry, Sonny Smith explains how they capitalized the silver lining of the recent pandemic and took their time to meticulously strategized and give birth to Jampack, foreseeing the opportunity that came in with the resumption of normality, particularly in the event-based travel industry.
In this episode of From Persona to Personal, Roger Hurni welcomes Sonny Smith, the co-founder of JamPack, a company specializing in event and travel experiences. Sonny discusses the origins of JamPack and its unique approach to event-based travel, highlighting the company's focus on providing comprehensive, personalized experiences for event attendees. Sonny explains how JamPack evolved from a collaboration between individuals with backgrounds in hospitality, entertainment, technology, and event production. He describes the company's mission to streamline the event experience by offering a single transaction for event tickets and accompanying travel and entertainment options.
Barton G. Weiss is a devoted father, world-renowned restaurateur, philanthropist, fashion designer, and former professional ice skater with a career that spans more than 40 years. As the Founder and Chief Executive Officer of Barton G. Enterprise, he has had the privilege of orchestrating and managing an impressive portfolio of over 100 high-profile events. Barton’s company has catered to Fortune 500 corporations, professional sports leagues, luxury brands, and celebrity clients. The company is recognized for its sophisticated "New American" cuisine, proudly showcased in two distinguished locations in Los Angeles and Miami — with a third location opening soon in Orlando. Barton G has earned notable industry recognition, including the Travelers' Choice Awards.
What you’ll learn in this episode: Just like in sports, the restaurant industry demands a steadfast dedication to excellence. Similar to how a winning team relies on the abilities of its players, a thriving restaurant depends on the skill of its chefs and the freshness of its ingredients. The competitive advantage lies not only in the flavors of the dishes but also in the overall dining atmosphere.
In both arenas, success isn't just about talent but also about maintaining consistency and fostering innovation. A restaurant that consistently delivers top-notch meals distinguishes itself among competitors, fostering loyalty among customers and positive word-of-mouth.
In this episode of From Persona to Personal, Roger Hurni welcomes Barton Weiss, the founder of Barton G. restaurant and event space, to explore the captivating story behind his culinary enterprise. Barton shares insights into his unconventional journey from being a former figure skater to entering the restaurant industry seamlessly. Drawing parallels to his competitive spirit honed on the ice, Barton emphasizes the paramount importance of attention to detail and boundless creativity in both figure skating and the culinary arts. His steadfast commitment to excellence and innovation shines as he discusses the inception of Barton G. and his unique approach to design, centered on curating an unmatched dining experience focused on culinary delights rather than mere ambiance.
Jason Pirock, Corporate Director and Head of Marketing at Springboard Hospitality, is an award-winning marketing executive with over 16 years of experience transforming brands like Hyatt and Target. Formerly the VP of Marketing at Aparium Hotel Group, he built and led the marketing department. In his current role, Jason oversees brand development, integrating marketing and customer acquisition strategies for Springboard Hospitality's 48-plus properties. A member of The CMO Community, an Advisor for TapOnIt, and part of the Advisory Council for Brand Innovators Labs, Jason has a reputation for transforming businesses and their marketing process.
What you’ll learn in this episode: In the era of social media, splashy videos, and content marketing, hospitality businesses are constantly looking for methods to personalize their marketing message to cater to specific travelers. However, they have found that the best marketing strategy is simply to provide their guests with an exceptionally comfortable and enjoyable stay.
As a seasoned marketing executive in the hospitality industry, Jason Pirock explains how leveraging guest experience can be an excellent branding opportunity. He highlights taking advantage of opportunities for personalization, indicating that it doesn't necessarily have to be elaborate or complex but can focus on meaningful touchpoints during every stage of a guest's journey. He stresses the significance of listening to guests, tailoring solutions to meet their needs, and gradually moving towards more advanced personalization strategies. Jason also notes that creating memorable guest experiences promotes loyalty and positive word-of-mouth marketing.
On this episode of From Persona to Personal, Roger Hurni welcomes Jason Pirock, Corporate Director and Head of Marketing at Springboard Hospitality, to talk about opportunities for marketing in the travel industry. They discuss the rebranding journey, Springboard's growth trajectory, and the pivotal role of the digital space. Jason emphasizes the importance of learning from the marketing process instead of pursuing perfection. He also suggests that creating memorable guest experiences is crucial in building brand loyalty.
Andy Shallal is the Founder and CEO of Busboys and Poets, a restaurant group known for its intentional intersection of art, culture, and politics, featuring mindfully sourced food, drinks, books, and event programming. Andy is a dedicated advocate for progressive business and labor practices and is actively involved in several boards, including the Institute for Policy Studies and Race Forward. As an artist, social entrepreneur, husband, and father of four, Andy is committed to making his hometown of Washington, DC, a more livable community.
What you’ll learn in this episode: In a world where people often hold conflicting political beliefs and widely divergent views, is there any hope of bridging the gap and cultivating a sense of unity among individuals with opposing ideologies?
According to Andy Shallal, the visionary behind Busboys and Poets, positive human interactions can bridge differences and promote understanding. He shares a story about customers with opposing views who came together at his establishment despite initial reservations. Their encounter unfolded with grace, broke down preconceived notions and stereotypes, and demonstrated the transformative power of genuine human connections. This account exemplifies how an establishment like Busboys and Poets, which values unity and finding common ground, can create opportunities for people to transcend their differences and foster a more compassionate and empathetic society.
On this episode of From Persona to Personal, Roger Hurni welcomes Andy Shallal, Founder and CEO of Busboys and Poets, to chat about his distinctive hospitality concept and its evolution into a vibrant community space. He shares insights into his activism journey, the challenges of maintaining a solid team, and his establishment’s impact on cultural and political landscapes. Andy’s revolutionary approach provides a glimpse of the hospitality industry’s potential contribution to society.
Chris Moyer is the Senior Director of Communications at Visit Detroit, where he utilizes his storytelling abilities and expertise in connecting people to bring visitors to the Detroit area. He is a seasoned communications strategist with nearly two decades of experience in government, clean energy, and economic development across the US and UK. As a passionate advocate for family and dogs, it's unclear which holds precedence in his heart. However, it's evident that he has a passion for traveling, Detroit sports, soccer, and the complex connections between public policy, the energy industry, digital transformation, customer experience, and politics. Chris is a Detroit enthusiast, lifelong learner, traveler, and aging athlete.
What you’ll learn in this episode: If your city has great qualities and is even thought to be a hidden gem but is often perceived negatively, what can you say to potential tourists to change their minds and encourage them to visit?
As an experienced communication strategist, Chris Moyers is addressing and reshaping the Detroit area's negative reputation by highlighting the positive aspects of the region. Leading the Visit Detroit initiative, he is reviving and improving the city's tarnished image by showcasing its residents' accomplishments, the vibrant small business community, and the city's rich cultural history. Over the next year, Chris will focus on specific themes such as innovation, music, and culture. By positioning Detroit as a foundational building block of American culture, he aims to attract visitors who are seeking a unique and authentic experience.
On this episode of From Persona to Personal, Roger Hurni chats with Chris Moyer, Senior Director of Communications at Visit Detroit, about effective ways to rehabilitate the reputation of a city to attract tourists. Chris talks about overcoming the perception that Detroit is unsafe, highlights the tremendous cultural and historical impacts of the area, and discusses Visit Detroit’s approach to using AI and a mobile-friendly website for marketing.
Stacy Ritter is the President and CEO of Visit Lauderdale, where her primary responsibility is to attract visitors and promote tourism to the Fort Lauderdale area. Over the years, Stacy has held various positions, such as Florida State Representative, Broward County Commissioner, and Broward County Mayor. With her expertise in budgeting, government, strategic planning, community outreach, and public speaking, Stacy is a highly skilled business development professional with a JD from Nova Southeastern University. In addition to her professional achievements, she's also a devoted mother to two children and three rescue dogs.
What you’ll learn in this episode: If your state is moving in a political direction that runs counter to your region’s core values, can publicizing your willingness to go against the messaging that comes from state government actually be a benefit when it comes to attracting visitors?
Stacy Ritter is responsible for promoting Fort Lauderdale, Florida, as a tourist destination and believes that promoting diversity has been her most effective marketing strategy. The idea is to present Fort Lauderdale as the "Real Florida" and to counter any misconceptions perpetuated by recent political headwinds. According to Stacy, the diverse demographics of Broward County, an area that caters to a wide range of people, make it an international destination. The focus on diversity aligns with her organization’s values and fits with its "Everyone Under the Sun" tagline.
On this episode of From Persona to Personal, Roger Hurni sits down with Stacy Ritter, President and CEO of Visit Lauderdale, to discuss the most effective marketing strategy for attracting tourists to the Florida region between Palm Beach and Miami. Stacy talks about how recent political headwinds in Florida may affect the state's attitude toward diversity, potentially contrasting with Visit Lauderdale's emphasis on diversity as its primary means of attracting new visitors to Fort Lauderdale.
Jonathan Newar is the Co-founder and CEO of Captain Experiences. He has transformed his frustration over the complexities of finding, vetting, and booking fishing trips into a successful venture. Under his leadership, Captain Experiences has emerged as the largest fishing trip booking platform in the US, boasting over 80,000 trip hours since its 2020 inception. With a vision for broadening horizons, the company has raised $4.6 million and is gearing up to expand its offerings across various outdoor sports and geographies. Jonathan is also a Founding Member of Hampton, a highly vetted membership community for entrepreneurs, founders, and CEOs.
What you’ll learn in this episode: As technology evolves and digital platforms keep expanding, so do marketing opportunities. Just because something worked a few years ago doesn’t mean it will indefinitely. However, one method never fails: word of mouth. How does a travel brand ensure customers will talk glowingly about it to potential new customers?
Outdoors enthusiast Jonathan Newar co-founded an online platform that helps people find and book fishing trips quickly and seamlessly, using a process they can trust. When clientele have an excellent customer experience, the road to expansion is limitless. Why? Because when you have a great experience, you share it with others. Jonathan explains that people who use his platform view it as unique and novel and refer his services to friends. Loyal customers are also incentivized when they take advantage of his referral program, which offers discounts to those who recruit new adventurers.
On this episode of From Persona to Personal, Roger Hurni discusses the most effective methods for marketing unique fishing adventures with Jonathan Newar, Co-founder and CEO of Captain Experiences. Jonathan reveals how the brand came about and what makes it unique, talks about the types of adventures he’d like to eventually offer beyond fishing, and shares his concerns and what excites him the most about the future. Jonathan also talks about the benefits of, and reasons for, word-of-mouth marketing.
Emmanuel Burgio is the Principal and Founder of Blue Parallel, a boutique travel company that specializes in providing luxurious adventure experiences to destinations that include Latin America, the Mediterranean, and Antarctica. Emmanuel graduated from the London School of Economics and then worked in investment banking in New York City. Due to his passion for adventure and discovery, he eventually took a year off to travel the world. The profound experiences he gained on that exploration inspired him to create Blue Parallel.
What you’ll learn in this episode: For a midsized business focused on luxury travel experiences, growth can take place through an aggressive marketing campaign. For others, it may occur as a result of providing a quality product that turns first-time customers into repeat clients who grow the business through word-of-mouth referrals.
According to travel expert Emmanuel Burgio, the latter scenario has sustained growth for his luxury travel brand. He explains that his primary focus is on the quality of the experiences they offer since that's the best way to generate returning clients and get referrals. Emmanuel notes that relationships with travel advisors are also valuable because they repeatedly contact his company with return clients.
On this episode of From Persona to Personal, Roger Hurni sits down with Emmanuel Burgio, Principal and Founder of Blue Parallel, for a conversation about growing a luxury travel business organically. Emmanuel shares the type of traveler Blue Parallel attracts, how it gains repeat and new clients, and his vision for the brand over the next five years. He also discusses his passion for travel and the benefits of allowing employees to work remotely while living in their chosen location.
Jason Brandt is President and CEO of the Oregon Restaurant & Lodging Association (ORLA). He specializes in association management and government affairs at state and local levels. His duties at ORLA include launching innovative programs and products that assist the hospitality industry in being profitable. Before his tenure with ORLA, Jason was the CEO of the Salem Area Chamber of Commerce.
What you’ll learn in this episode: Associations work on behalf of their constituents to make life better or easier in multiple ways. But what if there is reluctance to join? How do you effectively communicate the value that your association provides?
According to Jason Brandt, whose association works on behalf of Oregon hospitality businesses, it’s essential to specify how value is provided. His association does it by pointing to its four pillars: government advocacy, collective bargaining to get products and services of value, workforce development, and industry intelligence. Jason says any restaurant or lodging business stands to benefit from at least one, if not all, of those pillars by joining forces with thousands of comparable businesses that have similar needs and priorities.
On this episode of From Persona to Personal, Roger Hurni chats with Jason Brandt, President and CEO of the Oregon Restaurant & Lodging Association (ORLA), about effectively communicating the value of association membership to businesses in a specific industry. Jason shares why his association exists, discusses the four pillars it's focused on, and reveals how it recruits new members. He also talks about what keeps him up at night as he navigates the challenges ORLA faces.
Ken Griffin is the Director of Golf Sales and Marketing at BOYNE Resorts. Compared to his colleagues, Ken is relatively new to the Michigan-based BOYNE Golf team but has interacted with the company for over 25 years, including more than 15 as an employee. In his current position, he leads the development of nationwide marketing strategies that have successfully resonated with and attracted visitors from more than 40 states.
What you’ll learn in this episode: Many resorts offer various packages to potential visitors. Based on photos, listings, and online information, they can choose the package that suits them best. But how can travelers be sure? What if they had the flexibility to customize their trips beyond preset packages?
According to Ken Griffin, who has been engaged in golf sales and marketing on behalf of resort destinations for a quarter century, visitors should be able to customize travel experiences rather than just clicking and accepting one. BOYNE Resorts, which features 100 room types at three lodging locations and 10 golf courses, employs Experience Agents who help customers plan their visits according to their specifications and preferences. The options may include finding the right room, scheduling multiple rounds of golf, or planning trips to popular destinations nearby. Ken notes that his Experience Agents have years of experience planning golf vacations and are available to lend their insights rather than just taking and inputting orders.
On this episode of From Persona to Personal, Roger Hurni welcomes Ken Griffin, Director of Golf Sales and Marketing at BOYNE Resorts, to chat about personalizing the travel experience for golf resort visitors. Ken talks about why BOYNE guests speak with Experience Agents before their visit to help customize their packages and how they attract national and international clientele.
Ritu Mathur is the VP of Marketing at Amy's Kitchen, a prominent producer of organic and plant-based foods. With over a decade in the food industry, she previously served as a Senior Director at Cliff Bar, initiating a value-based equal pay campaign for Luna Bar. She collaborated with the US Women's National Soccer Team and Venus Williams to advocate for gender equality in sports. Ritu also contributed to the Outshine and Drumstick brands at Nestle and recently consulted for Peloton on its global brand strategy.
What you’ll learn in this episode: As brands are routinely learning, changing your product or messaging is often necessary to adapt to the modern era. What about a 30-year-old brand whose primary products are healthy meals found in the frozen food section? What pivots have been necessary over its lifespan?
Ritu Mathur, a brand marketing leader with experience creating and growing natural and lifestyle brands, refuses to stray from her brand’s original values — which has been critical to its prolonged success. Many consumers spend their money based on companies with values they align with. Amy’s Kitchen has attracted customers who value sourcing organic produce and pay close attention to how food is made, minimizing waste and a negative impact on the planet. Most importantly, Ritu notes that the food tastes good and consists of only ingredients consumers would recognize and use in their own recipes.
On this episode of From Persona to Personal, Roger Hurni visits with Ritu Mathur, VP of Marketing at Amy’s Kitchen, about building and sustaining a brand around consumer values and why the brand has remained successful over the years. Ritu also shares marketing strategies and the communication approaches that have worked for Amy’s, how the brand stands out among the competition, and some subpar advice she learned from.
Catherine Heald is the Co-founder and CEO of Remote Lands, an ultra-luxury travel provider to destinations in Asia. Catherine is a serial entrepreneur with a background in software engineering and technology. She founded three notable software companies and had a stint in sales at Apple. Her drive to escape mediocrity and boredom led her to establish Remote Lands, turning her fervent passion for Asian travel into a profession. In addition to her business pursuits, Catherine has enjoyed extraordinary travel experiences throughout Asia, from private lunches with royalty to adventurous treks in challenging terrains.
What you’ll learn in this episode: For travel agency businesses, growth and expansion can occur in various ways. Is there a scenario where one is preferred, and the other is not desired?
According to Catherine Heald, whose brand specializes in luxury travel experiences to Asia, growth is always welcome, but expansion would cost her business its DNA. She wants to bring in more revenue, reach more customers, and add destinations in Asia, but not sacrifice its fundamentals by expanding services to other countries outside Asia. Growth is achieved, Catherine says, by working with travel agents and advisors from multiple continents outside the US, like Europe and South America. She has found that organic growth is better for her brand than obtaining money from outside investors.
On this episode of From Persona to Personal, Roger Hurni sits down with Catherine Heald, Co-founder and CEO of Remote Lands, to chat about effective ways to grow your brand without sacrificing what makes it successful. Catherine shares why accepting money from outside investors has proven less desirable than growing organically. She discusses the pandemic’s effect on her brand and reveals the Asian destinations that are most popular among travelers and which ones have lost their luster.
Leonard Hoops is the President and CEO of Visit Indy, Indianapolis, Indiana's official destination management organization. He oversees the growth of central Indiana's convention, tourism, and event business, which contributes nearly $6 billion to the economy. Under his leadership, Indianapolis became a top city for conventions, with Visit Indy consistently recognized as a "Best Place to Work" in Indiana. Before joining Visit Indy, Leonard was the Executive Vice President of San Francisco Travel and has held significant roles at the Convention & Visitors Bureau in both Sacramento and San Jose. His accolades include being named an “Indiana Living Legend” by the Indiana Historical Society and one of the “25 Most Influential People in the Meetings Industry” by Successful Meetings.
What you’ll learn in this episode: Many large cities have convention centers and sports venues that host events that bring crowds into the region. Are events the key to getting visitors to your city? Or can a city leverage its unique features to attract people to come and enjoy the area?
With 35 years in the public relations and travel industry, Leonard Hoops knows how to attract people to his city. In addition to leveraging sporting events and conventions, there are other ways to engage a traveler's curiosity. As evidenced by his success, he has enticed visitors through his ability to recognize and prioritize Indianapolis' unique features, causing people to experience the city on their own accord. Leonard says although Indianapolis has benefitted from its major sports events and tournaments, he's working on creating attractions along the 160 miles of shoreline that the White River provides. Leonard points to Singapore, which made a billion-dollar investment to spruce up its Gardens by the Bay, which has paid off in grand fashion.
On this episode of From Persona to Personal, Roger Hurni welcomes Leonard Hoops, President and CEO of Visit Indy, for a conversation about making your city a traveler's destination. Leonard discusses what has helped Indianapolis attract visitors and how the city can take advantage of the existing attractions that appeal to visitors. He also talks about using AI for marketing purposes and whether a Visit Indy mobile app would benefit people who travel to Indianapolis.
Cody Worden is the Area Director of Sales and Marketing at Grand Hyatt Vail. With over two decades of experience, Cody has worked with hundreds of sales professionals, enriching his expertise and deepening his understanding of the sales industry. He’s been a sales and marketing leader at two key resorts in the Vail Valley. Cody is an outdoor enthusiast with hobbies that include snowboarding, hiking, and mountain biking.
What you’ll learn in this episode: As more and more businesses depend on AI for help with communication, many are still discovering ways ChatGPT can be most beneficial. How about using it to tell your brand’s story?
According to Grand Hyatt Vail’s Cody Worden, who oversees sales for a hotel that’s undergone multiple iterations, his brand found value in using ChatGPT for storytelling. He says his longer-tenured team members came together and discussed the hotel’s history, its unique features, and the beauty that surrounds it. They put the information into ChatGPT and asked it to tell a story that would resonate with potential customers. The result has been a marketing foundation, which Cody says is a message his brand can build upon to amplify the experience the hotel offers.
On this episode of From Persona to Personal, Cody Worden, Area Director of Sales and Marketing at Grand Hyatt Vail, joins Roger Hurni for a conversation about personalizing communication with potential travelers. Cody discusses the value of telling his hotel’s story with the help of ChatGPT. He shares the sales and marketing techniques that have been most effective for him and which strategy he would like to try in the future. Cody also talks about the importance of being emotionally invested in his team.
Lorna Bush is the Senior Vice-President at Fineman PR, a division of Off Madison Ave. With a specialization in brand PR, consumer marketing, and crisis communications, Lorna has extensive experience working in diverse sectors, from food and beverage brands to outdoor destinations to public health organizations. Her expertise includes crafting communication programs, managing crises such as food safety and product recalls, and advising on issues like executive reputation management. Lorna is a member of the San Francisco Professional Food Society and the International Association of Culinary Professionals.
What you’ll learn in this episode: With AI rapidly growing in popularity, companies and brands are realizing the value that it can provide and the time and effort it can save in crafting messages. Are there any drawbacks to relying on AI to communicate on behalf of a food and beverage brand? What do brand managers need to keep in mind?
From the perspective of Lorna Bush, a public relations professional for more than two decades, AI carries some concerns. Lorna warns that the professional integrity of any media relations employee is on the line when using AI. As a result, she emphasizes that work should remain authentic and that AI should not be used simply as a shortcut to make things easier. Information given to the public should be credible, she says, and it should remain the highest quality content.
On this episode of From Persona to Personal, Roger Hurni chats about using AI from a public relations standpoint with Lorna Bush, Senior Vice-President of Fineman PR, a division of Off Madison Ave. As a PR professional, Lorna shares her reservations about using AI and provides a compelling list of concerns, from professional integrity to brand authenticity. She explains why food and beverage brands should not entirely rely upon AI or use it as a shortcut in media relations or brand messaging.
Matthew de Gruyter is the Co-founder and CEO of Next Level Burger, America's first 100% vegan and plant-based burger joint. Before delving into the world of vegan fast casual food, Matthew honed his professional acumen in private equity and venture capital, notably serving as an executive for oil and gas venture firms. His journey, from a US Marine to majoring in communication at Metro State University to leading ventures in Denver, Dallas, and Newport Beach, culminated in his decision to champion sustainable eating in the Pacific Northwest.
What you’ll learn in this episode: Sometimes, you can differentiate your brand through its ideals, and those ideals are often things you are passionate about. Does strictly adhering to your passion and ideals always make perfect sense in business?
According to Next Level Burger’s Matthew de Gruyter, who co-founded the world’s first 100% vegan burger joint in 2013, following his passion has paid off. While Matthew acknowledges the importance of balancing idealism with pragmatism, he says his brand has found ways to reach its business goals without compromising its value set despite struggling at times. He points to three specific instances where Next Level Burger’s direction could have been altered by compromising its ideals to make things easier, but Matthew said no on each occasion, and he doesn’t regret it.
On this episode of From Persona to Personal, Roger Hurni sits down with Matthew de Gruyter, CEO and Co-founder of Next Level Burger, to discuss the challenges of building a brand that offers products born out of a strict set of ideals. Matthew is passionate about fighting climate change, and he talks about his desire to build a restaurant that reflects that passion. He explains why he believes Next Level’s business surged during the pandemic and shares how the brand uses technology for marketing.
Spike Stevens is Chief Technical Officer at LighthousePE, a behavior-based AI platform that creates one-to-one personalized messages and experiences in real-time at scale. He boasts a rich 25-year history in the marketing and advertising sector and has steered LighthousePE's design and technology since its onset. Spike's previous endeavors in marketing tech spotlighted mobile and SaaS solutions for heavy hitters like Apple, Porsche, Boeing, and Air France. Beyond his professional life, Spike is an avid skier, mountaineer, and gifted musician based in Boulder, Colorado.
What you’ll learn in this episode: Most mobile applications are strictly available for practical purposes. You can do your banking via a mobile app or place an order at your favorite restaurant. Can a business use its mobile app to cause customers to visit even if they hadn't planned to?
According to Spike Stevens, a veteran of marketing tech, the answer is yes. Spike says through the use of AI, his company is building emotional brand loyalty with customers via mobile apps. It does this by looking at the behavioral markers of individual consumers, including location, buying trends, how often they visit a restaurant, where they live, and how often they're near a restaurant. With that data, they look for patterns, and based on those patterns, the team can generate a custom message for a specific customer in the form of a push notification. Spike says that message is almost guaranteed to be meaningful, causing the customer to take action.
On this episode of From Persona to Personal, Roger Hurni chats with Spike Stevens, Chief Technical Officer at LighthousePE, about how AI is changing the way marketers can influence behavior through mobile apps. Spike explains how LighthousePE uses AI to develop meaningful, personalized push notifications sent to individual customers at the optimum time. He says these messages give brands an advantage because of their ability to get customers to visit more often and, as a result, spend more money at your business.
Stan Adams is the Executive Director of Sports at Tuscaloosa Tourism and Sports (TTS), where he strategizes ways to attract and host high-profile, revenue-generating sports events for the city of Tuscaloosa, Alabama. He started his career in the sports tourism industry as an intern for TTS in 2015, then served as a sports marketing representative in Maryland before returning to TTS in 2019 as Director of Sports. Stan began his current role in late 2021.
What you’ll learn in this episode: Many places have one key thing they’re known for, and it attracts visitors. However, a lot of people may not be interested in that one thing. So how can you entice more tourists to experience the lesser-known aspects of your area?
When you think of Tuscaloosa, Alabama, you may think of it as the place where the iconic University of Alabama football team plays. Of course, if you’re not a football fan, you wouldn’t give it a second thought. An experienced tourism strategist, Stan Adams says the town offers lakes, the Black Warrior River, and the Tuscaloosa Civil Rights Trail, among others, which would appeal to people whose interests extend beyond football. Stan explains how his organization’s marketing team emphasizes everything that makes Tuscaloosa unique to attract as many visitors as possible.
On this episode of From Persona to Personal, Roger Hurni sits down with Stan Adams, Executive Director of Sports at Tuscaloosa Tourism and Sports, to discuss effective ways to promote and market an area that may only be known to a group of people with specific interests. Stan shares what makes Tuscaloosa unique, beyond great college football, and how those things can be promoted. He and Roger also discuss the benefits of using a mobile app and AI to attract and assist visitors.
Lee Marcum is the CEO of Jack’s Donuts, based in New Castle, Indiana. Founded by his grandfather in 1961, he is a third-generation owner of the business. Over the past decade, Lee led Jack’s transformation from a $250K-per-year single-store to a multimillion-dollar brand with more than 20 locations across the US.
What you’ll learn in this episode: Would you like to establish your brand in a new market? Although your product may be popular in your community, it’s unknown in another location. You don’t have to come up with grand ideas or a massive budget because the fastest way to grow is through the customer experience.
Jack’s Donuts consisted of one popular location in Indiana from 1961 until 2007, when Lee Marcum purchased the restaurant from his father. Lee’s entrepreneurial spirit drove him to expand the brand through franchising, and over the past decade-plus, he added more than 20 locations in multiple states. When moving into a new market, Lee explains how Jack’s found success through grassroots efforts rather than throwing money into social media and advertising. Lee’s strategy is to designate one person to attend events (like farmer’s markets) in new communities, set up a Jack’s Donuts tent, and hand out free doughnuts to anyone who wants one.
On this episode of From Persona to Personal, Roger Hurni sits down with Lee Marcum, CEO of Jack’s Donuts, to discuss the keys to successfully franchising a small restaurant brand and breaking into new markets. Lee talks about the history of Jack’s Donuts since its inception in the early 60s, why he decided to expand through franchising, and how grassroots tactics won customers in new communities.
Jeremy Gursey is the President of Coffee Manufactory, a brand that’s goal is to make better coffee and make coffee better. His objective is to build a global brand that strives to perfect coffee roasting, tea production, and preparation. For several years, Jeremy served as the personal coffee chef for Cameron Diaz and Tom Cruise. He also prepared coffee and tea for the Seinfeld cast, where Larry David nicknamed him "Mocha Joe" and became the inspiration for the character on Curb Your Enthusiasm.
What you’ll learn in this episode: Sustainability can have primary and secondary missions, but one is not more important than the other for businesses. Foremost, maintaining profitability is essential to advance sustainability ideals. But its overriding goal is to minimize the use of nonrenewable natural resources. When both objectives are met, brands can contribute to the planet's health and ecological balance.
For Jeremy Gursey, sustainability is not only an essential core value for his brand, but it’s also the foundational principle. As the President of Coffee Manufactory, he says sustainability is not only an essential company core value, it’s the foundational principle. The brand is built upon relationships with owners of small coffee farms where team members help work alongside farmers to bring in the crop. The farmers determine, from a sustainability perspective, the price of the coffee crop. Coffee Manufactory pays them more than that amount, which is reinvested in improving the local community.
On this episode of From Persona to Personal, Roger Hurni welcomes Jeremy Gursey, President of Coffee Manufactory, to discuss the importance of adhering to your core values when growing your brand. Jeremy shares how his company’s principles are the business' pillars and have been integral to its growth. He also discusses his time as a coffee chef to Tom Cruise and the cast of Seinfeld, describes what makes a great cup of coffee, and points out what separates Coffee Manufactory from its competitors.
Allison Brown is the Director of Marketing at Discover Long Island. She uses her ability to deliver strategic solutions, drive consumer loyalty, and propel brand awareness to produce marketing initiatives that provide economic impact for the Long Island, New York area. Previously, Allison owned AGB Productions, a consulting firm she established that focused on brand optimization and campaign development. She has also served as the Senior Marketing Manager at NYC & Company, where she drove marketing efforts for some of New York's most iconic events.
What you’ll learn in this episode: If you’re traveling to Long Island for the first time and want to know what kind of dining, shopping, and entertainment opportunities are available near you, there’s an app that can help. Allison Brown’s organization offers visitors a mobile application that possesses geo-targeted location technology that shows you what to do exactly where you are.
Allison says the app provides a localized feel and helps people improve their time on Long Island and experience new things they may not have realized were there. She notes that her organization’s website can be used to plan an itinerary prior to visiting. The only thing that prevents Long Island’s beaches from being put in the same category as those in Florida and California is people have yet to discover them.
On this episode of From Persona to Personal, Roger Hurni sits down with Allison Brown, Director of Marketing at Discover Long Island, for a conversation about how Discover Long Island is impacting tourist travel. They discuss how a mobile app, artificial intelligence, and ChatGPT can be used to enhance a visitor’s experience. Allison also shares why people should want to travel to Long Island and what she would recommend to do there.
Nicholas Falcone is the CEO of NDM Hospitality, which he founded in 2011 with a vision to become a multi-faceted hospitality, real estate, and technology conglomerate. He is an innovator and recognized leader in Florida’s tourism and hospitality industry by creating new ways to manage real estate and take vacations. Nicholas is also the CEO of Rentyl Resorts, where he blends the comforts of home with the experience of a resort, as well as Spire Loyalty, the first multi-industry loyalty program.
What you’ll learn in this episode: For more than a decade, companies like Airbnb and Vrbo have provided travelers with the opportunity to stay in homes or condominiums, which are bigger and often more family-friendly than hotel rooms. Although they certainly have benefits, guests tend to miss the service and amenities hotels and resorts provide. So can resort luxuries also be found in rental condos or homes?
As a tourism and hospitality industry leader, Nicholas Falcone‘s company has filled a gap in the market and solved a problem for both travelers and those who list properties on Airbnb and Vrbo. When guests stay at his NDM Hospitality branded resorts, they enjoy spacious accommodations with access to amenities, including concierges, spas, golf courses, and restaurants. What’s more, Nicholas says developers and investors find short-term rentals tend to generate more revenue than long-term ones.
On this episode of From Persona to Personal, Roger Hurni talks with Nicholas Falcone, CEO of NDM Hospitality, about how he's combined the luxuries and indulgences of resorts with the benefits of vacation homes offered by Airbnb and Vrbo. Nicholas shares where he got the idea, NDM's roots in the restaurant industry, effective marketing strategies, and how he uses technology to enhance and simplify the consumer experience.
Andrew Jaffe is the Chief Marketing Officer at Snooze an A.M. Eatery, a highly disruptive restaurant concept that seeks to evolve the morning dining experience through culinary innovation, friendly service, and an eclectic and energetic atmosphere. During his time with Snooze, the brand has grown from 20 to more than 60 locations. With experience in both large operating environments and entrepreneurial startups, Andrew is a savvy leader with expertise in building and mentoring teams to achieve their personal and business goals.
What you’ll learn in this episode: The restaurant industry, perhaps more than any other, is subject to the whims and fluctuations of the market. With the potential instability that accompanies this reality, how can a restaurant concept maintain a level of service and products that provide an experience that keeps customers coming back?
As a senior brand marketing executive with a proven track record in consumer packaged goods and restaurant hospitality, Andrew Jaffe knows it’s essential for a brand to live and breathe its core values during both good times and tough moments. Snooze an A.M. Eatery has built its core values with eight compass points, including employees (aka Snoozers), guests, craveable food, passion, community, sustainability, individuality, and high standards overall. Especially during hard times, Andrew says Snooze — from its executive leadership team to everyone on its restaurant staff — puts these compass points at the forefront of what it does every single day.
On this episode of From Persona to Personal, Roger Hurni sits down with Andrew Jaffe, Chief Marketing Officer at Snooze an A.M. Eatery, to discuss reasons for the restaurant concept’s remarkable growth and rise to prominence over the past half-decade. Andrew emphasizes that Snooze’s core values are guideposts that have proven particularly valuable during times of adversity. He also talks about the effective use of the Snooze mobile app and how utilizing Yelp has helped keep guests happy.
Ryan Lynn is the Senior Vice President of Brand Development and Marketing at The Dirty Buffalo, an award-winning restaurant that was featured on both the Food Network and the Travel Channel. Ryan specializes in public relations, community engagement, media relations, and social media marketing in the restaurant and music industries. As an eight-year US Navy veteran, Ryan has developed leadership skills that enable him to interact and collaborate with multiple levels of management, government agencies, and people of diverse cultural backgrounds.
What you’ll learn in this episode: When people think of marketing, they often think of advertising, social media, or email campaigns, but it can encompass anything that changes customer behavior. Community building and engagement is a method many don’t employ but can be a very effective marketing strategy.
With over a decade of leadership positions at The Dirty Buffalo, Ryan Lynn says word-of-mouth was initially the most effective form of marketing but has since evolved into community engagement. Ryan explains how community involvement not only feels good but has also helped the business grow organically. During the pandemic, Ryan is particularly proud that The Dirt Buffalo donated 100 Chromebooks to a local school for underprivileged children and how valuable it was when kids were forced to have school from home.
On this episode of From Persona to Personal, Roger Hurni sits down with Ryan Lynn, Senior Vice President of Brand Development and Marketing at The Dirty Buffalo, to chat about marketing a small, growing restaurant business. Ryan shares why experiencing The Dirty Buffalo in person is valuable for the customer, how the brand survived on delivery and carry-out during the pandemic, and the benefits of community engagement.
Jarrett McGovern is the Chief Creative Officer and Co-founder of RISE Brewing Co., which started in the kitchen of his Manhattan Apartment. Founded in 2014, Jarrett’s mission was to create the best-tasting organic products on the planet and make them available to everyone. The brand has grown into a thriving company, and its beverages, including all-organic nitro cold brew coffee, tea, and organic oat milk, can be found in major grocery chains. RISE has been recognized in publications, including People, The New York Times, and Forbes, and has won many awards since its inception.
What you’ll learn in this episode: Iced coffees and cold brews have been popular items sought by coffee drinkers for many years. Nowadays, these beverages aren’t just available at coffee shops — they can also be found in cans at grocery stores. At RISE Brewing Company, nitrogen has replaced ice as the means of making the cold brew cold and keeping it that way. With all the nitrogen-infused cold brews already in stores, how can RISE’s nitro cold brew compete for shelf space?
After perfecting the art of nitro cold brew, Jarrett McGovern eventually made RISE’s products available in stores, including Kroger, Safeway, and Whole Foods. The difference between nitrogen-infused and nitro cold brew is that bacteria can’t grow due to a lack of oxygen, and the nitrogen makes it taste frothy and creamy. Jarrett says it was important to rename his product from nitrogen-infused cold brew to nitro cold brew to clarify the distinction. By reframing the name and maintaining an adaptive and innovative mindset, RISE ultimately succeeded in the challenging task of making its products available on store shelves.
On this episode of From Persona to Personal, Roger Hurni sits down with Jarrett McGovern, the Chief Creative Officer and Co-Founder of RISE Brewing Co., to discuss the marketing and product placement of its Nitro Cold Brew Coffee. Jarrett talks about the humble beginnings of RISE, the struggle to get the brand on store shelves, the importance of flexibility and willingness to innovate and expand a product, and his vision for RISE over the next decade.
Venae Watts is one of the two fifth-generation owners of Minerva Dairy, where she combines her aptitude for creating the richest, creamiest batch of butter with her knack for unmistakable branding and shrewd business instincts. She is responsible for overseeing production, sales strategy, and marketing. Thanks to Venae’s vision, the 128-year-old Minerva is now known for its dynamic packaging and vibrant marketing campaigns.
What you’ll learn in this episode: If your brand has been around for 128 years and people haven’t sampled a taste, what can you do to get your product noticed so they’ll give it a try?
According to Venae Watts, a fifth-generation owner of Minerva Dairy, the answer is simple: word-of-mouth. She proudly states that making a quality product and getting someone to taste it speaks for itself. Once that happens, Venae has found that people want to talk about it and says Minerva Dairy is often tagged on various social media channels by enthusiastic customers who want to share the tasty benefits of using the family-owned company’s products.
On this episode of From Persona to Personal, Roger Hurni welcomes Venae Watts, a fifth-generation Owner of Minerva Dairy, to discuss the most effective ways to market a brand that has been in business for well over a century. Venae talks about the benefits of being a family-owned business for multiple generations and why word-of-mouth has been the brand’s most effective marketing channel. She explains why Minerva Dairy has evolved in some ways but remains strategically old-fashioned in others.
Kathryn Moos is the Co-founder of OWYN, one of the fastest-growing plant-based health and nutrition companies in the US, whose name stands for “Only What You Need.” She is also the Managing Partner at Groundswell Ventures, which addresses critical problems in the areas of health and wellness and climate and sustainability. A former professional soccer player, Kathryn has spent most of her post-athletic career in the health and wellness sector and also founded VROU, a brand that simplifies the way people can get nutrients.
What you’ll learn in this episode: In the saturated food and beverage and health and wellness market, it’s hard to get a foothold to advance your brand’s growth. Consumers have multiple purchasing options — supermarkets, specialty and big box stores, or various websites, including Amazon or through a brand’s website. What is the best way to position your business to reach its core audience?
When establishing a brand, you’ll have to determine the best place to get your name out in front of consumers and monitor their engagement to grow your business. As the founder of three food and beverage companies and with years in the health and wellness space, Kathryn Moos started by launching D2C initiatives to understand how people were using her plant-based health and nutrition products. By monitoring consumer behavior, Kathryn determined the retailers in the best position to sell her products. In addition to her retail strategy, she uses a subscription model to garner repeat business and stays laser-focused on the data to determine how to expand further.
On this episode of From Persona to Personal, Roger Hurni is joined by Kathryn Moos, Co-founder of OWYN, for a conversation about staying focused on consumer behavior when establishing a brand. Kathryn talks about starting OWYN, determining the most effective venues for product sales, observing which products generate brand loyalty, and using education to attract and retain subscribers.
Steve Kraus is Founder and Partner at Press Coffee, which he and his wife, Tram Mai, launched in 2008. Their passion and commitment for great coffee built a loyal customer base, and Press Coffee’s care and preparation set it apart from the competition. Steve’s wife is a local news anchor in Phoenix, and they are parents to twins Zak and Zoey.
What you’ll learn in this episode: Many business owners in the restaurant industry aspire to expand beyond one location. However, there are many elements to assess and prioritize before making that move. What components can be easily overlooked, and what key factors should you consider?
Before making your move, bear in mind that adding additional locations increases stress, critical decision-making, and requires a keen sense of structure. As a multiple-location restaurant owner, Steve Kraus of Press Coffee explains how organic growth is mainly about dealing with situations that immediately arise. However, expanding into an additional location requires a solid foundation from which to build. Depending on the area you decide for a new location, you must familiarize yourself with that region's rules and regulations. You also have to consider how you'll handle payroll, the development and execution of employee onboarding processes, not to mention company culture, hospitality, and service. Many leaders find that the workforce is the most challenging part of the puzzle, including ensuring they're happy and have a safe and exciting work environment.
On this episode of From Persona to Personal, Roger Hurni is joined by Steve Kraus, Founder and Partner at Press Coffee, for a conversation about effective growth versus rapid growth. Steve talks about the challenges of continuous growth and why labor is the hardest aspect to manage. They discuss the most effective ways Press Coffee can use its mobile app and how AI can help extend the customer experience beyond the store.
Steve Greer is the Chief Marketing Officer at Urban Plates, a chef-driven fast-casual restaurant chain in Southern California serving craveable and nutritious made-from-scratch plates, salads, sandwiches, and bowls. He uses creative and strategic thinking, extensive practical experience, and strong communication skills to engage a wide variety of internal and external stakeholders. Steve is a highly accomplished food marketer who started in packaged goods at General Mills and then transitioned to restaurant brands such as Outback Steakhouse, Fleming's, El Torito, and Chevys.
What you’ll learn in this episode: The prevalence of mobile apps in the restaurant industry has provided consumers the ability to scope out menus, make reservations, join a waitlist, and place orders for pickup or delivery. What strategies can you employ to optimize an app?
Apps are a valuable piece of the customer experience equation. If you want to maximize their value, considerations include user-friendliness, intuitiveness, easy checkout experience, and smooth customer service that feels personal. As an experienced marketing executive, Steve Greer says restaurants can reach a high level of customer satisfaction by developing their own mobile apps instead of having generic, ready-made ones. Although it's more expensive initially, it pays dividends in the long run. A customized app allows you to control the customer experience and avoid having a third party between your restaurant brand and your guests.
On this episode of From Persona to Personal, Roger Hurni is joined by Steve Greer, Chief Marketing Officer at Urban Plates, for a conversation about how restaurants can use mobile apps to provide a high level of service to its guests. Steve discusses how to align the app experience with a personal visit to the restaurant, his ultimate goals for Urban Plates' app, why restaurants should develop their own apps, and the benefits of having a custom app to compete in a saturated market.
David Eha is the Director of National Accounts at Restaurant Technologies (RT). With 25 years in the restaurant business, he is responsible for developing new partnerships with industry leaders and national restaurant chains to provide automated systems for some of the worst back-of-the-house processes. In his role, David takes the lead in implementing RT’s Total Oil Management solution, which allows its clients to run cleaner, smarter, safer, and more efficient operations — RT’s overriding objective. RT’s clients include McDonald’s, KFC, Wendy’s, Applebee’s, and Texas Roadhouse, to name a few.
What you’ll learn in this episode: Most restaurateurs don't realize they can enhance the customer experience by upgrading processes that don't seem to relate to the customer. However, implementing systems that improve the work environment and alleviate labor-intensive tasks can translate directly to better service.
With over 25 years in the restaurant industry, David Eha maintains that a great customer experience doesn't always start with the customer. Providing restaurant employees with a cleaner, safer, more efficient work environment eases the pressure of performing undesirable, demanding work. David equips restaurants with innovative solutions that make jobs easier and frees up employees' time so they can concentrate on servicing guests. Case in point, David's company supplies restaurants with a solution that allows employees to fill and empty cooking oil friers with the push of a button — a time-consuming, dangerous task that workers invariably detest. By saving time behind the scenes, employees can concentrate on more productive work, thereby enhancing the entire customer experience.
On this episode of From Persona to Personal, Roger Hurni welcomes David Eha, Director of National Accounts at Restaurant Technologies (RT), to discuss how a restaurant can improve customer service by making behind-the-scenes operations more efficient. David explains how RT’s oil system works, the solutions RT offers, and how RT enhances customer service by making things easier for restaurant employees.
Mindy Riesenberg is the Director of Marketing and Communications at Grand Canyon Conservancy, the official nonprofit partner of Grand Canyon National Park. She has over two decades of experience as a leader in nonprofit marketing at major art museums across the US, including the Kimbell Art Museum in Fort Worth, Texas, The Walters Art Museum in Baltimore, Maryland, and the Phoenix Art Museum in Arizona. Mindy has been a featured speaker for the American Marketing Association and the American Alliance of Museums.
What you’ll learn in this episode: As the nonprofit partner of Grand Canyon National Park, Grand Canyon Conservancy seeks to draw attention to areas that not only affect the Grand Canyon but society as a whole. It addresses issues including climate change, Indigenous affairs, diversity, and reparations. As people become aware and concerned about these matters, the organization solicits their support, which can come in multiple forms.
According to Mindy Riesenberg of Grand Canyon Conservancy, the type of support they receive varies from generation to generation. Older generations often provide financial support, whereas younger generations, like Gen Z, often don’t. Mindy explains it doesn't mean they're not interested — Gen Z isn't contributing much money right now, but they're really interested in good works.
On this episode of From Persona to Personal, Roger Hurni is joined by Mindy Riesenberg, Director of Marketing and Communications at Grand Canyon Conservancy, for a conversation about keeping all generations interested in the Grand Canyon and its social and environmental impact. Mindy explains why maintaining long-term engagement is essential, the challenges she faces, what excites her the most, and what she’s learned as a professional singer.
Zach Hempen is the Director of Digital Marketing at Your Pie Franchising. Born in 2008 in Athens, Georgia, Your Pie offers a pizza with a crust created through traditional brick oven cooking with unique toppings, including avocado, pickles, and peaches.
In the marketing space for over a decade, Zack possesses sales, management, strategy, social media, and advertising skills. His expertise ranges from helping companies like McDonald's launch their initial Facebook pages to leading entire marketing teams.
What you’ll learn in this episode: If you're in the mood for pizza, multiple options are usually available in any direction. That’s why pizza places have to set themselves apart in this saturated marketplace. How can a pizza brand personalize the experience to keep customers coming back?
According to Zach Hempen of Your Pie Franchising, personalizing products for unique customer groups led to tremendous growth through its digital marketing efforts. Your Pie caters to many customer preferences, including gluten-free crust, keto-friendly choices, vegan cheese, meatless options, and vegan sausage. Marketing those options and then evaluating them from an SEO perspective, Zach found that no other brands are competing on that front. As a result, Your Pie remains the number one vegetarian, keto-friendly, and gluten-free option. Although their target customer is a smaller subset in the marketplace, Zach knows they’re some of the most passionate about their food choices.
On this episode of From Persona to Personal, Roger Hurni welcomes Zach Hempen, Director of Digital Marketing at Your Pie Franchising, to discuss the benefits of product personalization and how digital marketing can be used to target your customers. Zach talks about what excites him most about his work with Your Pie, why product personalization has been so valuable, the advantages provided by the brand’s mobile app, and the worst advice he has ever received.
Greg Thomsen retired as Managing Director at agron, Inc., the exclusive licensed dealer for adidas products, at the beginning of 2023. Greg is an outdoor industry icon who earned the Lifetime Outdoor Retailer Inspiration Award from Outdoor Retailer in 2019 for inspiring countless generations to embrace the outdoors. With his accomplishments at Nike, where he served as Director of Marketing, and the successful introduction of adidas Outdoor, Greg is a pillar of today's $360 billion outdoor community and continues to have a positive impact.
What you’ll learn in this episode: When adidas decided to offer outdoor sports apparel in 2011, store shelves were already crowded with gear from well-established brands like Patagonia and North Face. Although industry experts warned adidas against competing in this space, the brand expanded its offering and aimed at new potential customers. A decade later, adidas Outdoor is a primary option for outdoor sports enthusiasts everywhere. How did the brand reposition itself and capture market share?
Greg Thomsen, an experienced corporate leader in the outdoor sports and sporting goods industries, explains how adidas (and agron, inc., the exclusive licensed dealer for adidas products) leveraged its place as an authentic athlete support system. The company identified young climbers who could introduce adidas Outdoor to the masses. Since this demographic wants a fresh style, the updated performance gear resonated among outdoor sports enthusiasts. Additionally, adidas Outdoor provided content ideas and stories for popular magazines, featured a well-known mountaineer at trade shows, and hired a champion female rock climber to wear the apparel, effectively reaching its target market.
On this episode of From Persona to Personal, Roger Hurni discusses the launch of adidas Outdoor with an icon in the outdoor sports industry, Greg Thomsen, who recently retired as Managing Director at agron, Inc., the exclusive licensed dealer for adidas products. Greg talks about why adidas decided to join the crowded outdoor sports apparel market, its targeted audience and marketing efforts, the people and channels used to promote the products, and the value of ignoring naysayers.
Jeff Grogg is the Founder and Managing Director of JPG Resources and the Founder and President of Snackwerks. Previously, he was a member of the executive team responsible for growing the Kashi cereal brand from $25 million to $750 million within nine years. He founded JPG Resources to help build businesses across the food industry. JPG works to provide a vision for and manage smaller, growing businesses and help larger companies rediscover their inner innovators.
What you’ll learn in this episode: In times when there is an economic downturn on the heels of a potential recession, people tighten their belts. We give up some wants and take austerity measures, especially when we see job cuts being made. When there’s a lot of uncertainty, how does it affect the food industry, and how fast do things normalize?
As a career strategist and serial entrepreneur in the food space, Jeff Grogg says the healthy food industry normalizes at a different pace than other industries when we’re in the current financial climate. People value their health and food choices, so they often sacrifice other indulgences and prioritize money spent on their diets and well-being. What should health food companies be doing in this economic environment, and how can they prepare in case of a recession?
On this episode of From Persona to Personal, Roger Hurni sits down with Jeff Grogg, Founder and Managing Director of JPG Resources and Founder and President of Snackwerks, to discuss practical ways his companies prepare for adverse changes in the economy. Jeff shares the lessons JPG learned during the pandemic, how it pivoted, what organizational growth looks like, how JPG attracts new clients, and more. Don’t miss it!
Micha Magid is the Co-founder and Co-CEO of Mighty Quinn’s Barbecue. A graduate of NYU Stern School of Business, Micha started his career as an Associate in the mergers and acquisitions department at JP Morgan Chase. He then moved on to the hedge fund industry and spent 10 years managing investments. What started as an investment later became a full-time position with Mighty Quinn’s, which now has 15 locations, including a presence in iconic sports venues like Madison Square Garden and Yankee Stadium.
What you’ll learn in this episode: Can a restaurant use its mobile app to build customer relationships that go beyond ease of ordering? How can a venue transition from a transactional relationship to a value-based relationship?
According to Micha Magid of Mighty Quinn’s Barbecue, his restaurant uses its app for ordering and transactional purposes; however, as the brand continues to expand, Micha is excited about connecting with customers through the magic of the mobile phone. The mobile app includes a guest feedback channel where customers can text comments as the restaurant uses it to build direct communication and further develop and deepen customer relationships.
On this episode of From Persona to Personal, Roger Hurni welcomes Micha Magid, Co-founder and Co-CEO of Mighty Quinn’s Barbecue, to chat about operating, scaling, and marketing a digital-first restaurant. Micha talks about how Mighty Quinn’s got started, the ways the brand leverages data to make menu decisions, how it uses its mobile app, and what gives him the most excitement and the most anxiety. He also discusses his new ghost kitchen, Sugar Wing. Don’t miss it!
John Brunnquell is the President, CEO, and Founder of Egg Innovations, the nation’s largest exclusive originator of 100% free-range and pasture-raised eggs. At age 53, he earned a PhD in avian ethology — the study of bird behavior. A third-generation farmer, John is on a mission to make the world a better place for chickens, people, and the planet. He pioneered Egg Innovations’ launch of the first regeneratively farmed specialty egg.
What you’ll learn in this episode: Many processes contribute to creating high-quality food before it gets to your table. How can that be done through a holistic strategy that is environmentally friendly? Today’s guest dedicated his decades-long career to producing the best eggs through an approach that checks all the boxes — most that we take for granted.
As a third-generation farmer, John Brunnquell grew up in the farming business and initially believed caging birds was the easiest, most effective way to care for and raise chickens. Through extensive research, that’s all changed. Producing an egg may seem like a no-brainer, but what does it take to generate premium eggs? It starts with the hen and letting chickens behave like chickens — and eliminates the constraints of living a life in a cage. Chickens perch, they like to roam and explore and feed in pastures, and socialize — all contributing to their health, well-being, and a longer lifespan. When hens are allowed to behave in a natural way, they produce healthier, better-tasting eggs. Through an innovative regenerative farming approach, not only are the eggs high quality, but the entire production process is sustainable, ethical, and beneficial to the chickens and the planet.
On this episode of From Persona to Personal, Roger Hurni welcomes John Brunnquell, President, CEO, and Founder of Egg Innovations, for a conversation about how farmers can raise healthy chickens that lay healthy eggs. They discuss the effects of the pandemic on the egg industry, the immense value of regenerative agriculture to soil quality and raising healthy hens, how Egg Innovations implements a franchise business model, and the brands that carry their eggs. Don’t miss it!
Richard Bangs is the Chief Adventure Officer at Steller, the Chief Creative Officer at White Nile Media, and the Co-founder of Mountain Travel (MT) Sobek. He was part of the co-founding team at Expedia and served as its editor-at-large. Richard authored 19 books, including his most recent, The Art of Living Dangerously. In 2006, he launched a PBS series of specials called Richard Bangs Adventures with Purpose, which he hosted from locations such as Egypt, New Zealand, Switzerland, India, and Morocco.
What you’ll learn in this episode: Are you an adventure traveler? When you take a vacation, do you prioritize making a life-changing memory by engaging in challenging activities in an unusual location? If so, you probably have some great stories. Check out this episode to learn about an app called Steller that allows you to share your travel stories and see what others are experiencing at their destinations.
According to Steller’s Chief Adventure Officer Richard Bangs, the app — whose name is short for storyteller — is the world’s largest travel storytelling platform and application. It’s real travelers telling real stories about what they see and do. You can make recommendations on the app to encourage others to enjoy a similar transformational experience. Richard says adventure travel can amaze you and help you recognize the interconnectedness of everything changing and shaping your worldview.
On this episode of From Persona to Personal, Roger Hurni welcomes Richard Bangs, Co-founder of Mountain Travel Sobek, Chief Creative Officer at White Nile Media, and Chief Adventure Officer at Steller, for a fun conversation about the joys of adventure travel. Richard, as an avid adventurer and one of the co-founders of Expedia, explains how his platforms let adventurers share their experiences through the art of storytelling and discusses the transformational value of visiting different or unusual places.
Jeff Fenster is the Founder and CEO of Everbowl, a San Diego-based acai bowl and juice chain that makes healthy superfoods accessible and affordable for everyone. Focused on disruptive start-ups, Jeff is a pioneer in the quick-serve restaurant category. Having established Everbowl in 2016, he is driving its growth nationwide through retail and franchise initiatives.
As an inspiring mentor and team-builder, Jeff is dedicated to fostering a strong company culture where the motto is “make friends and have fun.” He has received numerous national recognitions for his business creations ranging from a payroll and HR company to a digital marketing agency to a recruiting agency, among others.
What you’ll learn in this episode: How does a healthy quick-serve restaurant compete with better-known fast-food operations? What strategies can you use to attract customers and keep them coming back? If you’re looking for ways to grow your establishment, building relationships and having a great culture that resonates with people are both effective methods.
According to serial entrepreneur Jeff Fenster, his latest brand found success by hosting a three-hour “friends and family night” when a new location opens. At these events, employees and community members invite their friends and family to try an Everbowl meal on the house. If it’s not their thing, they pay nothing, which makes them unlikely to leave a negative review. If they like the product, they keep coming back. With regular customers, Jeff requires his employees and franchisees to “make friends and have fun.” He says when you’re having fun with friends, nobody leaves disappointed.
On this episode of From Persona to Personal, Roger Hurni is joined by Jeff Fenster, Founder and CEO of Everbowl, to discuss how a healthy quick-serve superfoods restaurant can thrive against its relatively unhealthy fast-food competition. Jeff talks about the inception of his brand, how it attracts new customers, and the essential mindset for overcoming challenges and building relationships with customers. Don’t miss it!
Pete Levangie is the President and CEO of Bay State Milling Company, a business that provides access to healthy, delicious, and responsibly sourced and produced food ingredients. The company is 125 years old, spanning five generations of family ownership, with nearly $1 billion in sales.
Over the last 30 years, Pete has accumulated a deep background in the ag food industry. Joining Bay State Milling in 2004, he started as the Vice President of Strategic Planning before being promoted to his current role five years ago, where he’s responsible for all functional areas of the company and its daily operating activities. He is also Chairman of the Board at Project Bread and a board member for Basic American Foods.
What you’ll learn in this episode: With all the talk about the evils of gluten and carbohydrates, how can companies successfully market products like wheat flour, rye, oats, seeds, or spices? Brands must innovate and take initiatives that impact customer behavior to maintain a thriving business. So how has a 125-year-old milling company survived in this environment?
What can a milling company focus on to attract customers to its products? With nearly three decades in the food space, Pete Levangie has zeroed in on solutions that people rely on to simplify their shopping experience by making food less processed and connecting with them in an authentic way. Pete explains how Bay State Milling scales the company by minimizing food processing practices to appeal to food-conscious people who value sustainable products and methods, including plant-based foods.
On this episode of From Persona to Personal, Roger Hurni welcomes Pete Levangie, President and CEO of Bay State Milling Company, to talk about ways to effectively market products like wheat flour, rye, and oats, which have been consumed for over a century but, in many cases, have fallen out of favor with customers. Pete discusses what Bay State Milling does to ensure its products are healthy and desirable, the company's marketing opportunities, and lessons learned from the pandemic. Don’t miss it!
Roger Hurni is the Managing Partner and Chief Creative Officer at Off Madison Ave. He brings a unique perspective as a behavior strategist, creative visionary, and branding expert to the clients he serves. Roger knows that unprecedented results are achieved by optimizing the three variables of human behavior. This basis is the foundation he uses to develop behavior-changing results for organizations of all sizes. Currently, Roger is a member of the prestigious Walter Cronkite Endowment Board and serves on the global board for the Worldcom Public Relations Group, where he was its past Global Chair.
What you’ll learn in this episode: What’s the difference between marketing and cultivating and owning relationships with customers? How can a brand personalize its messaging to influence customer behavior? When you combine the marketing world with what drives customers, you can move them to take action.
Combining behavioral science with marketing is an excellent way to tap into practical applications for influencing customer behavior. When you create your audience’s persona and determine how to fulfill their needs, you can design your marketing tactics and strategy around it. As you form that persona, you'll want to dive deep into thinking about their pain points and the problem they are trying to solve. Want to learn more? A creative visionary and brand strategist, Roger Hurni authored the book From Persona to Personal, which translates academic models of behavioral science into practical application.
On this episode of From Persona to Personal, Roger Hurni, Managing Partner and Chief Creative Officer at Off Madison Ave, is interviewed by Chad Franzen of Rise25 about his new book. Roger shares what readers can learn about shifting from simply marketing and creating personas to cultivating customer relationships. After reading the book, readers will have a better understanding of what makes their customers tick and what motivates them to take action. Tune in!
Betsy Hamm is the CEO at Duck Donuts, where she previously served as COO and Marketing Director. Known for her ability to motivate and engage teams to achieve positive results, Betsy leads the development and direction of Duck Donuts’ short and long-term goals, oversees and guides the day-to-day operations and marketing, and is in charge of financial goal management. Responsible for all facets of franchisee openings and performance, she works alongside her team to identify and provide the necessary resources allowing franchisees to gain maximum profitability and success. Born in the Outer Banks in Duck, North Carolina, in 2007, Duck Donuts has expanded to over 115 franchises and is still growing.
What you’ll learn in this episode: How does a doughnut shop personally connect with its customers? While offering loyalty discounts on an app or running an email campaign may have its benefits, how do you make a visit to a doughnut shop particularly memorable and unique?
A typical doughnut shop visit includes choosing from an array of pre-prepared doughnuts waiting on a shelf. Not at Duck Donuts! The Duck Donuts’ experience is entirely different. Customers select their doughnuts and toppings, then watch the entire creation performance. Excitement and anticipation build as they see their personalized donuts dunked into the fryer. When the doughnuts are freshly baked and still warm, customers witness their chosen drizzles and toppings added. The customer walks out with their customized doughnuts, a sweet staple of happiness ready to be consumed.
On this episode of From Persona to Personal, Roger Hurni is joined by Betsy Hamm, CEO of Duck Donuts, for a conversation about growing a doughnut brand through franchisees that share Duck Donuts’ values and are committed to a memorable customer experience. Betsy talks about their high expectations for franchisees, how they provide the resources needed to produce the unique Duck Donuts’ signature experience, and how they create a personalized customer experience every time.
Jonathan Weathington is the CEO of Shuckin’ Shack Oyster Bar. Starting out of a 960-square-foot former hair salon, the Shuckin’ Shack little beach bar hangout has expanded into seven states and multiple locations. Jonathan has been featured on television and in publications, including FSR, The Wall Street Journal, and Good Morning America.
When he joined Shuckin’ Shack in 2014, Jonathan started as the Director of Franchise Development and quickly became CEO. Before Shuckin’ Shack, he gained experience working in various consumer-centered frontline and management positions dating back to 1999 for companies including The North Face, Best Buy, Blockbuster Video, Hilton Hotels, and other hospitality startups and small businesses.
What you’ll learn in this episode: How do some restaurants thrive while others dwindle away? You can open a beautiful restaurant, serve the finest food, and it can fail if you don’t have the right people with the right attitude from the very start. So where do you begin?
Known for his no-frills approach to hospitality, Jonathan Weathington of Shuckin’ Shack Oyster Bar gets the best out of his teammates and co-workers through a combination of analytical thinking, servant leadership, and a reliance on an authentic culture. He says what matters the most is the people you bring into your organization. When you strip away everything else, it’s the only thing that matters. Theoretically, anybody can open up an oyster bar, but the competitive edge is the culture, and it’s what ultimately helps companies grow. As Jonathan says, you attract what you put out there. It’s also the strategy he uses to vet franchisees and ensure that their core values are aligned.
On this episode of From Persona to Personal, Roger Hurni welcomes Jonathan Weathington, CEO at Shuckin’ Shack Oyster Bar, for a conversation about what the competitive edge is for growing and scaling a restaurant. Jonathan shares how Shuckin’ Shack Oyster Bar has found success through its culture and core values, how they vet potential franchisees, connecting with customers through its authentic vibe, and why they strive to maintain a lively buzz every day of the week.
Paul Macaluso is the President and CEO of Another Broken Egg Cafe, a chef-inspired breakfast, brunch, and lunch restaurant with hand-crafted cocktails, spiked cold brews, mimosas, and a full bar. Before joining the team at Another Broken Egg in 2019, Paul held a variety of executive and senior-level positions throughout his 25-plus-year career and earned a reputation for driving results. He has been with many respected brands, including roles as the CMO of Moe’s Southwest Grill, SVP of Brand Marketing Strategy at FOCUS Brands, President of McAlister’s Deli, and the President and CEO of The Krystal Company.
What you’ll learn in this episode: A passion for running a restaurant chain is a must if you want to connect with your customers and keep them coming back. How can you use the digital universe to your full advantage? What are the benefits of harnessing the power of the internet with a website or an app? When the world changes, you must learn to adapt and use the tools at your disposal most effectively.
There are many methods of attracting customers with an app, website, or through social media. As a veteran in the restaurant industry who has worked for several top brands, Paul Macaluso of Another Broken Egg Cafe uses their app not only for mobile ordering capability but for getting on the waitlist to be seated. The app is also used as a powerful tool to compile data and gather insights into what customers want. As an avenue to generate additional revenue for marketing and growing brand awareness, its website includes advertising and sponsorship messages from its main suppliers. How can your brand use the digital landscape to its full advantage?
On this episode of From Persona to Personal, Roger Hurni welcomes Paul Macaluso, President and CEO of Another Broken Egg Cafe, to discuss marketing, growing, and expanding a restaurant chain. Paul talks about the importance of core values as it relates to company culture, creative ways to leverage websites and apps, how the pandemic impacted business, and the importance of leading with empathy. Don’t miss it!
David Greenfeld is the Co-founder and CEO of Dream Pops, a plant-based, dairy-free, superfood popsicle in flavors like vanilla matcha, mango rosemary, and chocolate with lion's mane mushrooms. As an investment banker prone to late-night ice cream binges, David noticed a lack of ice cream options in the vegan section at the grocery store. As a believer in all things plant-based, he co-founded Dream Pops in 2016, and it’s now in over 7,000 stores, including Whole Foods, Bristol Farms, Fairway Market, and D'agostino. In 2020, Dream Pops was honored in the food and drink section of the Forbes 30 Under 30 list of rising stars.
What you’ll learn in this episode: Building a brand from the ground up is no easy task. How do you manage product creation, manufacturing, distribution, sales and marketing, and grow your company all at the same time?
Few people appreciate the challenges that accompany creating a brand like David Greenfeld. With a passion for plant-based products and a gap in the frozen treats selection in grocery stores, David saw an opportunity. Starting in his basement, he created a unique frozen vegan ice cream. With almost four years of blood, sweat, and tears, he grew his company and was able to outsource the manufacturing and distribution side of the business and concentrate on sales and marketing. His sales methodology balances D2C, wholesale, and retail strategies. To increase sales, his company Dream Pops uses an organic omnichannel marketing approach, focusing its attention on creating connections on social media channels. It’s not a one size fits all approach. Each digital platform they use — LinkedIn, TikTok, Instagram, Pinterest, YouTube — requires unique content that connects and targets the appropriate audience demographic they want to reach.
On this episode of From Persona to Personal, Roger Hurni sits down with David Greenfeld, Co-founder and CEO of Dream Pops, for an in-depth discussion about the establishment and growth of his 100% plant-based ice cream and frozen treats company. David talks about what inspired the company idea, how he managed to get his products into grocery stores, the finer points of his social media strategy, and the innovations on the horizon.
Jeff Grass is Chairman and CEO at HUNGRY Marketplace. HUNGRY is an online marketplace that connects independent chefs with the office catering market and is the first platform to provide business catering and live events through a network of local chefs.
As a four-time entrepreneur, Jeff is an engaged business leader motivated by big, game-changing ideas that will make the world a better place. HUNGRY exemplifies that value by giving back —for every two meals they sell, they donate a meal to help fight hunger and food insecurity in our country and have given away over a million meals to date.
What you’ll learn in this episode: What’s your recipe for success? Do you have a strategy that guarantees your business will thrive? A strong sense of core values that carry throughout the business model is one thing that creates a solid foundation for building and growing a business. So how can you make that work in your company?
Culture and a cohesive team environment are often the secret ingredients to an organization’s success, no matter the industry, and result from abiding by stated core values. With four businesses under his belt, Jeff Grass attributes his business success to core values. He says those values define the kind of environment HUNGRY fosters to keep everybody pointed in the same direction, the types of attributes they look for in their team members, and the ability to commit to and achieve the best results for the business. Do your core values do that for your business?
On this episode of From Persona to Personal, Roger Hurni welcomes Jeff Grass, Chairman and CEO of HUNGRY, for a conversation about the keys to company success, growth, and innovation. They discuss how HUNGRY follows its nine core values, the way it pivoted during COVID and overcame industry challenges, and how HUNGRY makes a personal connection with its customers. Tune in!
Julie Wade is the Senior Director of Marketing at Taziki's Mediterranean Cafe. Her background includes franchise development, brand marketing, product development, and franchise relations in the food and beverage industry. At Taziki’s, Julie uses two decades of experience in advertising, strategic planning, marketing, and social media to elevate digital and physical guest experiences.
What you’ll learn in this episode: How do you turn a negative situation into a positive one when unforeseen circumstances cause business to slow down? One restaurant became an advocate for its customers and turned up its restaurant business. So how did they do it?
During the summer of 2020, when a large part of the restaurant industry was struggling to survive during the pandemic, Taziki’s Mediterranean Cafe needed to find a way to continue serving food to customers who couldn’t come into the restaurant. While many customers ordered Taziki’s food using third-party delivery services, others enjoyed it through neighborhood drops. According to Julie Wade, Senior Director of Marketing at Taziki’s, this momentary altruistic gesture led to a larger customer base once restaurants reopened.
On this episode of From Persona to Personal, Roger Hurni welcomes Julie Wade, Senior Director of Marketing at Taziki’s Mediterranean Cafe, for a conversation about the various ways Taziki’s creatively navigated the pandemic. Julie shares how Taziki’s is using its mobile app to enhance the customer experience, why she’s concerned about the possibility of an economic downturn, and the worst advice she’s ever received. Don’t miss it!
Dan Shapiro is the CEO of Krispy Krunchy Foods. He started his career as a third-shift cashier at a convenience store and worked his way up the ranks by getting promoted simply because he always showed up on time. Taking a leap of faith, Dan joined Krispy Krunchy Foods, taking the company to the top of the nationwide quick-service food industry.
What you’ll learn in this episode: How can you promote a food brand when your food is primarily sold at convenience stores? Is advertising or developing an app a smart and cost-effective way to make your brand known so the company can grow, or is there an alternate way to scale your company?
If your brand is only sold at third-party locations, you have to find ways to promote products differently than the way restaurant owners or grocery store food brands do it. Krispy Krunchy Foods sells its fried chicken in convenience stores and does virtually no advertising. CEO Dan Shapiro says the business model they use is to put Krispy Krunchy Chicken in a location where people are already coming in for a different reason, brand it up to make it look exceptional, and it will sell itself. The main focus they use to grow is getting into more convenience stores and finding operators interested in the Krispy Krunchy Chicken brand. Its fried chicken has become very popular, expanding to 2,700 stores in 48 states.
On this episode of From Persona to Personal, Roger Hurni welcomes Dan Shapiro, CEO of Krispy Krunchy Foods, for a lively conversation about managing a brand with a unique business model. Dan explains the strategy the company uses since its Krispy Krunchy Chicken is mainly sold out of convenience stores, how its marketing approach differs from standard restaurant locations, and how the company is growing its brand without advertising.
Chris Artinian is President and CEO at Condado Tacos. Established in 2014, Condado Tacos offers a full dining experience that includes tacos, margaritas, and tequilas at a great price. Adding to the 39 current locations, Chris has plans to open at least 12 new restaurants in 2023, of which six will be in new markets for the company, and by 2026 the ambitious goal is to open another 100.
An expert in hospitality operations, consumer services, and all aspects of the restaurant experience, Chris specializes in investor relations and site modeling and selection. He is also the Operating Director for the Restaurant and Consumer division of The Beekman Group, which is the private equity firm that backs Condado Tacos.
What you’ll learn in this episode: How does a restaurant stand out from its competition? Does it take more than a unique, tasty menu, or must it be more? In the crowded restaurant arena, you have to have something special to differentiate your establishment from all others. That’s precisely what Condado Tacos does.
Offering clean, crave-able, fresh ingredient-driven build-your-own tacos, margaritas, and tequilas at a great value, Condado Tacos provides a full-service dining experience unlike any other. From the food and drinks to the employees to the environment, Condado is a place to come as you are, soak up the local vibe, feel connected with the community, and have a one-of-a-kind experience in a space where all are welcome — each person bringing their own individuality to the table. There’s always something a little unexpected around the corner — like walls covered with graphic art done by local artists that come alive through the app. Condado Tacos sets itself apart by creating an exceptional and unique experience that includes excellent customer service. Whether in-house dining, third-party takeout, or catering, you’ll feel what makes Condado special.
On this episode of From Persona to Personal, Roger Hurni welcomes Chris Artinian, President and CEO at Condado Tacos, for a conversation about the importance of a one-of-a-kind customer experience and how they differentiate themselves from the sea of restaurants. Chris explains what makes Condado Tacos unique, how they use the come-as-you-are concept to attract customers, create a culture of inclusivity, and how the context of the app extends the customer experience.
Steve DiFillippo is the Owner and Chef of Davio’s Northern Italian Steakhouse. In 1985, when Steve was just 24, he purchased Davio’s when it was a family restaurant in Boston's trendy Back Bay. Across the US, from Boston to Texas, he's grown Davio's to 12 locations, becoming one of the country's most sought-after restaurants. That first restaurant is now the hub of a rapidly growing $50 million restaurant brand group and a $10 million Davio’s brand food line. His book, It’s All About the Guest, is considered the ultimate guide to starting a restaurant, running a successful business, enjoying food, and living life.
What you’ll learn in this episode: When faced with uncertain circumstances, should you stay true to your standards or compromise and change your business model? How do you maintain quality, keep your employees happy, and continue to deliver a superb customer experience despite tough challenges?
During the pandemic, many restaurants pivoted to takeout and delivery to keep revenue coming in and stay afloat. However, that wasn’t necessarily the best strategy for every business. Davio's Northern Italian Steakhouse decided to completely close down for three months because it could not maintain the quality of its menu options through a takeout and delivery business model. When Davio’s opened back up, its spacious restaurants were well suited for dining in, and its locations easily accommodated an outside eating experience. Staying true to its standards and striving for greatness, Davio’s weathered the pandemic and came out on top.
On this episode of From Persona to Personal, Roger Hurni welcomes Steve DiFillippo, Owner and Chef at Davio’s Northern Italian Steakhouse, to talk about why the only pivot Davio’s made during the pandemic was to shut down for three months. Steve talks about the benefits of building a great culture, why staying open through the entire pandemic wasn’t the right choice for Davio’s, why raising prices during a recession and inflation is a sound plan, and why being the best was the path to Davio’s 37 successful years. Don’t miss this lively conversation!
Leo Chris Kasuya is the Director of Strategy and New Ventures at Irresistible Foods Group (IFG). IFG is a family of authentic food and beverage brands, and Leo’s role is to develop and execute strategic initiatives focused on the enterprise and operating its long-term growth and success. Leo leads acquisition and investment opportunities, international expansion efforts, and develops strategic initiatives for King’s Hawaiian, Grillo’s Pickles, and Shaka Tea.
Having held several senior-level positions at various companies, Leo is also the Co-founder of Unique Impressions Group, a digital media company. He attended the University of Georgia’s Terry College of Business, graduating magna cum laude in international business and marketing with a minor in Japanese.
What you’ll learn in this episode: The dynamics of the food and food service landscape have forever changed. How did businesses successfully navigate the evolution of consumer behavior? What should you focus on to help your restaurant or food brand thrive through the myriad of challenges we’ve experienced and new ones that are sure to arise?
Irresistible Foods Group (IFG) was in a better position than most when the world began to change in 2020. In 2018, IFG reexamined its understanding of the consumer and how to reach, target, and communicate with them. IFG doubled down on its efforts and accelerated its sales in brick-and-mortar stores and online, which gave them an edge when the pandemic hit. Additionally, its core values and IFG’s plan to stay ahead of the world’s problems turned those problems into opportunities. Having a long-term strategic plan when the unexpected arises can help you pivot and focus on surviving unexpected market challenges. Another critical component is using your company’s core values as a guide for hiring the right people who dedicate themselves to your mission.
On this episode of From Persona to Personal, Roger Hurni welcomes Leo Chris Kasuya, Director of Strategy and New Ventures at Irresistible Foods Group (IFG), to talk about creating a long-term plan to equip your company to be a step ahead when challenges surface. Leo talks about having a team that aligns with your company’s core values, the power of adapting to evolving customer behavior, and having a strategy that turns challenges into opportunities when facing unforeseen circumstances.
Mike Evans is the Co-founder of Grubhub, which he started in his spare bedroom in 2002 and grew into the multi-billion-dollar online food delivery service that it is today. After going public as an IPO, Mike left the company in 2014. He then rode his bike across the US and began authoring Hangry: A Startup Journey, a memoir about founding Grubhub.
A few years after leaving Grubhub, Mike founded the Chicago-based company Fixer, an on-demand handyperson B-corp that trains its employees from scratch and responds to customer requests with skilled, friendly workers in less than an hour. His goal is to create a career path alternative to the “gig” economy and provide opportunities for young people to enter the building trades arena and establish sustainable careers.
What you’ll learn in this episode: Have you ever wanted something, but what you needed didn’t exist? Could you grow a business out of fulfilling that need? Could it be the next biggest thing? So, what lessons can you learn from someone who’s been there, done that?
The food delivery giant Grubhub started as a delivery guide Mike Evans created in his spare bedroom after he struggled to find a restaurant that delivered pizza. Eventually, he turned his little delivery guide into the world’s premier online ordering platform. In doing so, he entered the level that an elite few entrepreneurs hit and took his startup from an idea all the way to an IPO. Mike figured it out as he went along, making many mistakes along the way. He incorporated ideas into the business to discover what worked and made adaptations to propel business growth. Taking an idea, creating a business out of it, and scaling that business to be a giant is not a clear, apparent straight line, but it can be done.
On this special edition of From Persona to Personal, Roger Hurni and co-host John Corcoran talk with Mike Evans, Co-founder of Grubhub and Founder of Fixer, about the many moving parts of building an idea into a business. Mike details his journey as the Co-founder of Grubhub, from why he started it to how it evolved to the many obstacles he faced along the way. He shares why he decided to walk away and ride his bike across the country, write a book, and then start something new.
Roger Hurni is the Managing Partner and Chief Creative Officer at Off Madison Ave. He brings a unique perspective as a behavior strategist, creative visionary, and branding expert to the clients he serves. Roger knows that unprecedented results are achieved by optimizing the three variables of human behavior. This basis is the foundation he uses to develop behavior-changing results for organizations of all sizes. Currently, Roger is a member of the prestigious Walter Cronkite Endowment Board and serves on the global board for the Worldcom Public Relations Group, where he was its past Global Chair.
What you’ll learn in this episode: We may be heading into a recession, so now is the time for businesses to prepare. What adjustments should you be making? How can you change your approach to marketing and effectively communicate value to your customers amid a recession?
Just as consumer behavior shifted during the pandemic, it’s expected that a recession will also impact behaviors. As a behavior strategist expert, Roger Hurni says it’s likely that consumers will tighten their belts in an effort to save money. As a result of the pandemic, people shifted to online ordering and having food delivered. He says that behavior is expected to continue, but people will be more willing to pick up food instead of paying extra for delivery. Businesses, especially food service establishments, will need to alter their marketing approach since it will be crucial to demonstrate that your product has a higher perceived value at a lower cost compared to your competitors.
On this episode of From Persona to Personal, Roger Hurni, Managing Partner and Chief Creative Officer at Off Madison Ave is interviewed by Chad Franzen of Rise25 about ways businesses in the food service industry can prepare for a possible recession. Roger predicts the customers’ mentality will tend to be more cost-conscious and shares ways to emphasize opportunities to provide value, keeping consumer spending concerns in mind. He says it’s important to start preparing now, so don’t miss this episode!
Steve Schulze is the President and CEO of Nékter Juice Bar. Since co-founding Nékter in 2010, Steve has grown company sales to over $100 million with 180 locations in the US and another 150 in the development process. He is a leader and pioneer in the elevated juice bar experience. Steve is also a sought-after expert speaker on various topics related to the restaurant business and franchise industry.
What you’ll learn in this episode: Do you know the advantages of having an app for your business? What are some of the ways you can reap the benefits that an app can offer?
Nowadays, it's common for people to place restaurant orders using an app or through a third-party delivery service. Not only can you use an app for taking orders, but you can also communicate with and personalize your customer relationships. As an experienced restauranteur, Steve Schulze's orders at Nékter Juice Bar have more than doubled since the onset of the pandemic, allowing them to discover customers' favorite foods and beverages and encouraging them to choose new ones. How are you personalizing communication with your customers?
On this episode of From Persona to Personal, Roger Hurni welcomes Steve Schulze, Co-founder, President, and CEO of Nékter Juice Bar, for a conversation about starting a business by filling a gap, the process of growing a business, and personalizing your communication with customers. Don’t miss this informative and inspiring discussion!
Rishi Nigam is the Co-founder and CEO of Franklin Junction, an innovative digital technology platform redefining restaurant economics through the power of e-commerce. Franklin Junction’s proprietary suite of patent-pending technologies helps restaurants optimize excess kitchen capacity by becoming a host kitchen. Hosts are then thoughtfully matched to proven restaurant brands, allowing them to increase revenue while providing brands with a greater geographical reach. Rishi has over 20 years of experience running operations in the restaurant, sports, entertainment, and airport arenas. In 2021, Rishi was on the Atlanta Business Chronicle 40 Under 40 list and has also been named among QSR magazine’s 12 Digital Disruptors.
What you’ll learn in this episode: What can restaurant owners and operators do during downtime when employees have food to cook but there aren’t any orders being placed? Is it possible for staff to prepare food for secondary brands to maximize revenue? Why should restaurants be limited to the kind of food on their menu when money can be made by producing different types of food from other menus?
Now that consumer behavior has shifted toward delivery and off-premise food consumption, it’s more realistic than ever for under-utilized restaurant kitchens and staff to prepare food they don’t normally offer. Restaurants can expand their market by being a host kitchen for other brands at times when they’re not busy taking orders. Rishi Nigam co-founded Franklin Junction to meet customer demand for outside brands to keep existing restaurants active with extra business. According to Rishi, existing restaurants come to Franklin Junction to help grow their revenue base. They have the science to evaluate and determine whether picking up a secondary brand’s’ business is a good fit as a revenue booster.
On this episode of From Persona to Personal, Roger Hurni sits down with Rishi Nigam, Co-founder and CEO of Franklin Junction, to discuss Franklin Junction’s unique business model of facilitating host kitchens in existing restaurants for brands outside the owners’ market share. Rishi explains how Franklin Junction helps restaurants maximize revenue using their existing setup and how they can utilize their downtime to increase profits.
Jamie Richardson is the Vice President of Marketing and Public Relations at White Castle, and he’s been with the company for over two decades. Jamie’s craving for White Castle was nurtured while he worked on the J. Walter Thompson advertising agency team, where he also had assignments on a range of accounts like Domino’s Pizza and Carhartt Outdoor Apparel. In recent years, Jamie has led White Castle’s involvement in entertainment projects like Harold and Kumar Go to White Castle, Undercover Boss, Impractical Jokers, and he’s made over 50 national television appearances on behalf of White Castle. Jamie is frequently quoted in publications, including the Wall Street Journal, the New York Times, the Washington Post, and Forbes.
In 2020, Jamie was appointed by Ohio Governor Mike DeWine to serve on the state’s Restaurant Advisory Group Board for restaurant recovery during the COVID pandemic. He has testified before the United States Congress to share perspectives on how proposed policies impact family businesses and restaurants.
What you’ll learn in this episode: How do you start a relationship with your customers? Can it be done with an app? Is your contribution to the conversation worth the customer’s time?
You’ve probably had a White Castle experience and may have seen some of its grocery store offerings. According to Jamie Richardson of White Castle, the brand’s popular products have become even more popular with the emergence of their app. Jamie says the app allows White Castle to have a conversation with its customer base, which they call “Craver Nation.” The app has really taken off over the past year and a half since many people have started using it.
On this episode of From Persona to Personal, Roger Hurni welcomes Jamie Richardson, Vice President of Marketing and Public Relations at White Castle, for a conversation about the evolving relationship the 100-year-old brand maintains with its customers. They discuss the value of the app and how it allows White Castle to interact with its customers to cement their relationship with the brand.
Kate Troc is Managing Director at WineShop At Home, a boutique winery in Napa Valley. Kate leads, supports, and grows a national sales team of more than 300 independent direct-to-consumer wine sales representatives. She has over 20 years of experience in the service industry and offers a fun and memorable wine-tasting experience for guests in their homes. Kate specializes in both live and virtual events that include team appreciation, client acquisition, fundraisers, and more.
What you’ll learn in this episode: Did the pandemic force you to radically change your operation so you could stay in business? Now that it’s largely behind us, has your business reverted to its previous mode of operation, or is your “new normal” standard operating procedure?
In 2020, the world changed with the onset of the pandemic. In the subsequent months, many businesses and industries were forced to adapt to stay afloat. Many businesses found these changes difficult but ended up discovering more efficient operations and additional revenue streams. According to Kate Troc, Managing Director at WineShop At Home, that was certainly the case for her business. She adjusted their business model, which opened up new opportunities, including virtual corporate events and fundraisers, and they have come out on top much stronger than they were before.
On this episode of From Persona to Personal, Roger Hurni welcomes Kate Troc, Managing Director at WineShop At Home, to discuss the enjoyment of drinking wine with others. Kate’s role includes holding private guided wine tastings inside homes and small businesses. During the pandemic, she switched to virtual events. Now she’s incorporated all the changes into their business model, and she explains how the company is more robust than ever before. They talk about personalizing wine for the consumer, bracing for inflation, challenges she faces, and their favorite wines.
Mike Jacobs is the Founder and CEO of Kitchen Data Systems, a software company designed to help you create and scale your virtual food brand with very little upfront or overhead costs to focus on improving the bottom line. As a serial entrepreneur, Mike also founded Nextbite, Tapin2, Ordermark, Grilla, and Team Kitchens. His expertise includes innovation, crafting business models, product management, marketing, and building a positive company culture. Previously, Mike was a counterintelligence analyst for the FBI and was nominated for the Director of National Intelligence’s National Counterintelligence Award.
What you’ll learn in this episode: The pandemic had a massive impact on our lives and forever impacted multiple industries. Arguably, the restaurant industry was hit the hardest and was forced to evolve as a result. Among the new restaurant industry developments is the emergence of virtual brands, whose business is based primarily on delivering cooked food to the customer. These restaurants don’t have signs or seating areas, so how does anyone discover them? What marketing strategies are effective for these brands?
According to Mike Jacobs, Founder and CEO of Kitchen Data Systems, 5% of restaurants in the US are using a virtual brand business model, up from 0% two years ago. How can a virtual brand effectively make restaurant customers aware of its existence? Mike says there are companies launching brands even though nobody knows they exist. You’re not going to be discovered by displaying a sign, so virtual brands have to find alternative ways of making their presence known. So, what can you do to get noticed?
On this episode of From Persona to Personal, Roger Hurni welcomes Mike Jacobs, the Founder and CEO of Kitchen Data Systems, for a conversation about how delivery-first restaurants are doing business as virtual brands. Mike discusses how virtual brands can enhance their bottom line by making customers aware that they exist, ways to create brand awareness, and how to build a meaningful connection with customers since food is only part of the total customer experience.
Mark Fortney is Vice President of Sales and Marketing at Cozzini Bros, Inc., the leading cutlery sharpening and exchange services company in the US. From food processor and slicer blades to cutting boards and can openers, Cozzini is the one-stop solution for all of your sharpening needs. Mark is a Fortune 200 sales leader with a long track record of building sales organizations and changing the competitive landscape. At Cozzini, Mark assists in the transformation of changing from a market leader to a true nationwide supplier of sharp knives to the largest restaurant and grocery organizations in the US. To date, Cozzini provides a consistent supply of sharp knives and food processing blades to over 75,000 customers.
What you’ll learn in this episode: How many companies offer a high-end product that gets replaced if it breaks or gets worn down? Is your company regularly using any premium products that will be replaced with no questions asked?
Cozzini Bros prides itself on the benefits a set of sharp knives provides to restaurants. They supply restaurants with high-end knives which get regular use and abuse. The minute knives get dull or break, Cozzini Bros immediately delivers replacements to the restaurant and takes away the old ones. Their focus is to create an unparalleled guest experience by ensuring crews are ready to roll at the start of each shift, that a kitchen runs at peak efficiency, and that dreaded "man down" situation is reduced by providing a consistent supply of sharp knives and food processing blades. When businesses supply their workers with the best tools to get the job done, their wages become less important. It’s a great way to retain top talent as restaurants struggle to acquire loyal employees.
On this episode of From Persona to Personal, Roger Hurni welcomes Mark Fortney, VP of Sales and Marketing at Cozzini Bros, to discuss their unique business model. Mark explains how they supply knives to restaurants, replace them when they break or get dull, and then sharpen the blades and redistribute them to customers. Mark says it’s mystical to have a knife that provides a great initial and long-lasting edge that gets replaced if it gets dull or worn out.
James Walker is the CEO of Frisch’s Restaurants, a 75-year-old American comfort food and casually themed restaurant brand based in Cincinnati. Frisch’s is famous for its Big Boy Burger. James is an authority in restaurant technology and delivery channels, focusing on mergers and acquisitions, domestic and international development, operations, and new product development. He also has expertise in brand positioning and repositioning.
What you’ll learn in this episode: How do you communicate with an audience that gets its messages through wildly different channels? Do some members of your target audience look forward to what’s in their mailbox? And another portion of your audience doesn't pay attention to what’s in the mail but spends a lot of time on TikTok or Instagram. How do you cater messaging to those vastly different groups?
There’s a chain of restaurants in the Cincinnati area called Frisch’s, and it’s been around for 75 years. Its loyal customers include anyone from baby boomers to Gen Z. People of all ages come to Frisch’s to enjoy its marquee Big Boy Burger. According to its CEO, James Walker, restaurants must diversify their messaging and channels to reach their intended audience effectively. Not only should you focus on the menu and messaging, but also the marketing channel itself. The channel and the messaging should be focused differently on the various audience and age groups you're trying to reach.
On this episode of From Persona to Personal, Roger Hurni welcomes James Walker, CEO of Frisch’s Restaurants, for an in-depth discussion about the challenges of marketing to a customer base whose ages span multiple generations since the communication method and message will vary. James discusses his various marketing strategies to reach a variety of age groups and which customers will receive discounts and why.
Mark Edmonson is the Chief Marketing Officer at GoGo squeeZ, where he is responsible for ensuring the sustainability and profitability of the brand while maintaining market share and positioning. His expertise lies in holistic marketing and advancing digital marketing experiences which transform a brand's way of marketing to its consumers. Mark finds brand marketing strategies that align with the company’s general approach and ensures optimal position for the brands and products. He partners with sales, finance, supply chain, and HR to identify and execute the best marketing vision and strategy.
What you’ll learn in this episode: How can a food and beverage brand make a connection with its audience? Obviously, tasting good is important, but what are some other ways? What if the brand has audiences in multiple age categories? Will the same method or communication channel work the same for all generations?
When parents decide whether or not to buy a box of GoGo squeeZ, it’s usually with their children in mind. The product may taste good, but the brand should have other strategies to hold their interest to encourage repeat purchasing. According to GoGo squeeZ Chief Marketing Officer Mark Edmonson, the brand has put jokes on each beverage pouch for the past eight years to make it more fun for kids and encourage them to share the joke with their parents, so they can engage and interact with the product. Are there other ways to personalize an experience for different age groups?
On this episode of From Persona to Personal, Roger Hurni welcomes Mark Edmonson, Chief Marketing Officer at GoGo squeeZ, to discuss how to personalize a product experience for an audience of multiple age groups. Mark says it starts with understanding different cohorts. For GoGo squeeZ, the first cohort is age five and under, where parents control snacks. The second cohort is ages 6-12, who want to choose for themselves. To learn how they personalize by age group and much more, tune in!
Carl Bachmann is President and COO of Smashburger. He oversees the company’s leadership team and the entire brand, which includes more than 300 corporate and franchise restaurants operating in 35 states and eight countries. With more than 30 years of professional experience under his belt, Carl specializes in real estate selection, construction, operations, sales, team building, and the formation of hospitality companies.
What you’ll learn in this episode: We know how hard the restaurant industry was hit by the pandemic. It was devastating. A February 2022 headline from CNN declared, “The restaurant business will probably never recover from Covid.” However, it’s possible that some restaurants and restaurant chains actually improved their situation during the pandemic.
The national restaurant chain Smashburger thrived during the pandemic. Restaurants that leaned into technology over that time emerged from it in better shape than before. With more than three decades of hospitality experience under his belt, Carl Bachmann of Smashburger explains, “We started to kind of embark on that at Smashburger fall of 2019 and, boy, thank God we did because when March of 2020 happened, and the world changed forever, it accelerated that need for digital, accelerated the need for takeout business, and accelerated the need for digital and delivery. So luckily, we were positioned well.” As a result, Carl says they were “pandemic positive” with sales gains and improved culture.
In this episode of From Persona to Personal, Roger Hurni sits down with Carl Bachmann, President and COO of Smashburger, for a conversation about the aggressive approach that Smashburger took to come out of the pandemic stronger than it was before. Carl talks about why he wishes they were even more aggressive in handling the challenges of the pandemic, the returns you get when you treat people like you want to be treated, and how they managed to improve the culture at Smashburger.
Brian Fox is the CEO of Richelieu Foods, Inc. He has been in the food business for over 30 years, with extensive commercial experience in retail, food service, contract sales, and significant knowledge of operations. Brian is passionate about creating a business culture and focusing on the people in his business. He has a proven track record of building successful business units and winning teams.
What you’ll learn in this episode: How do you personalize the shopping experience for grocery store customers? Do grocery items belong in specific departments, or can they be placed in areas that make it easy for customers to get what they want to create their meal plans? Can items be cross-promoted by placing some ranch dressing in the produce section, for example? Or by having some additional pizza toppings available next to the pizzas sold at the deli? How do you make the grocery shopping experience more personal?
Having grocery items available at particular locations within a store can provide customers with convenience and the motivation to buy. According to Brian Fox, CEO of Richelieu Foods, Inc., many of these opportunities are regularly missed. Brian suggests, “You can take a bottle or a set of cases of ranch dressing and put them almost anywhere in the store. I mean, how much more effective would they be in front of the party section than they are sitting as a display on the aisle of dressing and sauces?” Grocery stores should be less concerned about placing items in specific departments and instead put them where they’re most likely to be purchased.
In this episode of From Persona to Personal, Roger Hurni welcomes Brian Fox, CEO of Richelieu Foods, Inc., to discuss how grocery stores can personalize the customer shopping experience. He says grocery stores are too worried about having meat in the meat department and produce in the produce department. He says that when it’s pizza night or taco night, stores should take the opportunity to introduce new taco or pizza-related products exactly where the customer finds the taco meat or the pizza in the deli.
Debbie Johnson is the Director at the Arizona Office of Tourism. She has extensive experience in the travel and tourism industry. Debbie served as President and CEO of the Arizona Lodging & Tourism Association for 12 years after serving in the same capacity for the Valley Hotel & Resort Association for 20 years.
What you’ll learn in this episode: When we got hit with the pandemic and the world shut down, people waited for the days when traveling was safe again. Travel habits have changed, and people want a more personalized experience. How can states meet the new demands and keep tourism alive and well in the wake of the pandemic?
During the first 18 months of the pandemic, Arizona had a record number of in-state tourists, according to the Arizona Office of Tourism Director Debbie Johnson. Her office realized people still wanted to travel, so they’re helping them do it safely. Now that the pandemic is largely behind us, Debbie’s office is working to personalize the tourist experience in Arizona by creating itineraries that offer five suggestions for out-of-state travelers based on what they’d like to see and experience. Debbie says that it’s a tool that people love.
On this episode of From Persona to Personal, Roger Hurni welcomes Debbie Johnson, Director at the Arizona Office of Tourism, for an in-depth conversation about personalizing tourism. She shares how her office develops campaigns to encourage travelers to come to Arizona and explore everything it has to offer. Debbie talks about simplifying the travel experience and how to make traveling to Arizona easy to create a better overall travel experience.
John Giaquinto is the Senior Director of Customer Loyalty and Digital Marketing at Hannaford Supermarkets. With 20 years of experience in marketing and communications, John’s specialties include strategy and planning, CRM strategy and execution, customer satisfaction research, primary and secondary consumer market research, and creative execution, including design, writing, and production. During his career, he created web-based marketing programs that doubled a manufacturer's qualified sales leads over a market downturn. He also managed the strategy and execution of nine ongoing CRM direct marketing programs that delivered over $81 million in incremental sales annually.
What you’ll learn in this episode: Do loyalty programs at grocery stores really keep customers coming back? What is the key to a worthwhile loyalty program? Are grocery store loyalty programs simply quid pro quo, or are they actually benefiting the customer?
At Hannaford Supermarkets, its loyalty program has paid off in a big way — they’ve had two million enrollments. The key to Hannaford’s robust customer loyalty program is that they give customers discounts on things they would buy anyway. Those loyalty program discounts, combined with a Covid-influenced shift to more cooking at home and increased digital engagement, motivate Hannaford customers to use their app, receive emails, respond to campaigns, and clip coupons. That engagement gives Hannaford the data they need to personalize the shopping experience and target its marketing efforts.
On this episode of From Persona to Personal, Roger Hurni is joined by John Giaquinto, Senior Director of Customer Loyalty and Digital Marketing at Hannaford Supermarkets, for a conversation about successful grocery store customer loyalty programs. John talks about why customers’ digital engagement is higher than before Covid started, how it’s changed how people shop, and how the resulting data has allowed Hannaford to know individual customer purchases to personalize discounts through their loyalty program.
Kara Goldin is the Founder of Hint Inc., a beverage company most known for Hint Water, an award-winning unsweetened water with hints of fruit. Kara has been named one of InStyle’s Badass 50, Fast Company’s Most Creative People in Business, Fortune’s Most Powerful Women Entrepreneurs, Fortune's Most Innovative Women in Food & Drink, and EY Entrepreneur of the Year for Northern California. She is an active speaker, writer, and host of her podcast, The Kara Goldin Show, where she interviews founders, entrepreneurs, and other disruptors across various industries. Kara is the author of the best-selling book, Undaunted: Overcoming Doubts and Doubters.
What you’ll learn in this episode: Have you ever sought a better option for things you regularly eat or drink but can’t find anything? What did you do? Did you develop an alternative of your own, or did you give up? If you created your own alternative, did you ever consider selling it as a new brand or product?
Kara Goldin wanted an alternative to diet soda, couldn’t find what she was looking for, and ended up creating a whole new beverage category. Many diet soda consumers consider diet drinks a healthy drinking option because of the word “diet” or because it doesn’t contain the sugar or corn syrup found in non-diet sodas. That’s why Kara, Founder of Hint Inc., regularly drank diet soda, figuring it was a perfectly healthy choice. After noticing her metabolism starting to decrease and acne increasing, she replaced diet soda with water and lost twenty pounds in a two-week span. Seeking more flavor, Kara added sliced fruit to the water. When she couldn’t find anything similar in stores, Hint water was born.
In this episode of From Persona to Personal, Roger Hurni joins Kara Goldin, Founder of Hint Inc., for a fascinating conversation about how Hint water came to be. They discuss the challenges of introducing an entirely new beverage category, overcoming self-doubt and discouragement from others, how Hint Inc. has evolved, how her company navigated the pandemic, and why offering customers a subscription opportunity has proven valuable. Don’t miss it!
Anthony Valletta is the President at bartaco, which features upscale street food, freshly squeezed juices, specialty cocktails, and bottled beer. It’s inspired by the beach culture of Brazil, Uruguay, and southern California. Anthony is an analytical and hands-on senior operations executive with a wealth of knowledge and experience in strategic operations planning, constructing strong teams, and navigating startups by establishing business operations and driving revenue and profitable growth.
What you’ll learn in this episode: Customer engagement is a huge part of branding for any restaurant. The vibe you get is evident as soon as the customer walks through the door, and that vibe is further accentuated upon interacting with the service staff. How can a restaurant create an unforgettable experience? How do you make a restaurant brand enjoyable the minute a customer enters? For answers to these (and other) important questions, check out this episode of From Persona to Personal.
For most restaurant operators, the most important things to check each morning are sales, labor, and numbers. According to Anthony Valletta, President of bartaco, the bartaco brand takes a different approach. Operators of bartaco check guest sentiment first to discover how customers feel about how they can create a better party since Anthony says it’s “our job every day to throw the best party in town.”
In this episode of From Persona to Personal, Roger Hurni welcomes Anthony Valletta, President of bartaco, to discuss the ways bartaco tries to create a memorable experience for its customers. He shares how bartaco resisted the temptation to replace human servers with technology and, instead, made sure it had more people on hand to create an exceptional customer experience. Anthony knows anyone can make a great taco, but bartaco wants to be a place where people can really come and enjoy themselves. Tune in!
Roger Hurni is the Managing Partner and Chief Creative Officer at Off Madison Ave. He brings a unique perspective as a behavior strategist, creative visionary, and branding expert to the clients he serves. Roger knows that unprecedented results are achieved by optimizing the three variables of human behavior. This basis is the foundation he uses to develop behavior-changing results for organizations of all sizes. Currently, Roger serves as a member of the prestigious Walter Cronkite Endowment Board. And he serves on the global board for the Worldcom Public Relations Group, where he was its past Global Chair.
What you’ll learn in this episode: What are your top priorities when marketing your product or service? Is it telling everyone about your offering? Is it showing off what you have for everyone to see? Or is it affecting the behavior of the people most likely to be interested and motivating them to buy? If you want to learn more about influencing customer behavior, you’ll love this episode of From Persona to Personal.
Off Madison Ave focuses on changing the behavior of potential customers by using the Fogg Behavior Model, developed by psychologist Dr. BJ Fogg, Founder of the Persuasive Technology Lab at Stanford University. According to Roger Hurni of Off Madison Ave, behavior change happens when three elements occur simultaneously: people are motivated to change their behavior, they can act on it, and they are prompted to do it. Roger is one of the few people who scientifically apply behavior design to marketing.
In this episode of From Persona to Personal, we’ve flipped the script, and Roger Hurni, Managing Partner and Chief Creative Officer at Off Madison Ave, is interviewed by Chad Franzen of Rise25 about all things in behavior design and how he uses it in marketing. Roger shares the tricks to determining customer motivation and how it can be effective in making money for your clients and saving them money by preventing unnecessary work. Don’t miss this interesting and informative episode!
Erik Frederick is the Chief Executive Officer of UNO Restaurants, LLC. He took over as CEO in April 2020 and is cultivating company growth through an exciting new concept that has seen impressive early results. Erik is a transformational multi-site and e-commerce executive with significant experience in private equity and global public retailers and restaurants. He has a track record of aligning strategy with execution, leading change, and achieving structural savings.
What you’ll learn in this episode: Every restaurateur will tell you that the pandemic was the most challenging time of their career. Owners and managers had to adapt and strategize to not only how their restaurants could survive but to learn how to thrive and emerge better from the experience. If you’d like to find out how it worked out for one large restaurant company, this episode of From Persona to Personal is for you.
Many things go into running a thriving business, but branding is an essential part of every restaurant’s success, and personalization is an integral part of branding. According to Erik Frederick, CEO of UNO Restaurants, LLC, its culture is how UNO locations make the dining experience memorable for each customer. Erik says the culture at UNO starts with how management treats its frontline servers. His strategy is, “We make her feel like a million bucks, or him feel like a million bucks and love working at UNO…and they're going to take care of that guest.”
In this episode of From Persona to Personal, Roger Hurni welcomes Erik Frederick, CEO of UNO Restaurants, LLC, for a captivating conversation about what UNO Restaurants did to become stronger during the pandemic. Erik explains how UNO personalizes the dining experience for its customers, and how UNO (whose pizzeria has been around since 1943) continues to evolve with new concepts. Erik shares some great examples of how he caters to its customers. Don’t miss this interesting episode!
Roger Hurni is the Managing Partner and Chief Creative Officer at Off Madison Ave, a marketing agency that uses behavior design as the strategic foundation for brand success. As a creative visionary and brand strategist, Roger brings a unique perspective to the clients he serves. He has regional, national, international agency, and entrepreneurial experience and has been named Interactive Marketing Person of the Year twice by the Arizona Innovation Marketing Association.
What you’ll learn in this episode: Does your brand’s communication stimulate your desired behavior from its audience? Have you ever thought about unlocking your brand’s full potential by tapping into your audiences’ desires and motivations?
Off Madison Ave is a behavioral marketing and communications firm powered by behavior design. According to Managing Partner and Chief Creative Officer Roger Hurni, who founded the company over 23 years ago, changing people’s behavior is a blend of problem-solving, creativity, and strategic thinking. He built Off Madison Ave around a culture of continual learning and collaboration. For over two decades, they have provided compelling solutions impacting how people engage with brands.
In this episode of From Persona to Personal, Roger Hurni, Managing Partner and Chief Creative Officer at Off Madison Ave joins Chad Franzen of Rise25 to talk about how this marketing agency came about. He talks about the collaborative nature of the agency’s work, what makes it unique, leading with empathy, and how a particular client benefited from working with his agency. Roger also shares why affecting behavior is critical to a brand’s success. Tune in to hear a marketing expert’s unique perspective!