True Food Kitchen, the pioneer in fitness-pushed marketing, is on the circulate. It has grown from 11 eating places in 2015 to 27 eating places with six greater planned this 12 months. A new online ordering revel in launched in February and a brand new loyalty application is ready to stay.
Shannon Keller was simply promoted from vice president advertising and marketing to the logo’s first CMO and is taking advertising and marketing into the contemporary technology. She spent 15 years on the company aspect and skilled—and fell in love with—True Food Kitchen as a patron, earlier than the company reached out to her with a suggestion to enroll in as director of marketing. Keller shares her revel in getting into the CMO position and the way she plans to transport True Food Kitchen ahead thru strategic emblem initiatives, partnerships, occasions and progressive applications. She additionally gives recommendation to agency specialists and different entrepreneurs looking to climb the ladder to the C-suite.
CHIEF MARKETER: How is the CMO job extraordinary from vice president advertising?
SHANNON KELLER: It’s no longer like something adjustments in a single day. You’re running within the function lengthy earlier than you get the name. As CMO, you need to adapt to all the modifications taking place in technology and the manner consumers are interacting with manufacturers. We must be so related to all the touchpoints. It’s staying in advance of those traits and running carefully with each of the characteristic heads and building a team of internal entrepreneurs and outside partners that percentage our imaginative and prescient. I paintings now more than ever with our IT department.
CM: What are your obligations?
SK: Creating meaningful techniques and doable plans, yet hard and developing the right size to screen the achievement. The largest duty is setting the level for change, looking ahead to our emblem’s destiny and developing a method to surmount the demanding situations. Before, you’re focused on the present, and now the larger photo of wherein this enterprise is going to be five years from now. It’s questioning what we’re doing terrifically and being ready to act upon new opportunities.
CM: What have been your first steps as CMO?
SK: The position got here at a clearly extremely good time. We were just starting the year and took a huge photo approach. We’re looking at identical keep income as a logo and how to grow them. We were running over a year to construct our online custom ordering experience and we’re taking that to the end line. We partnered with OLO and its platform to launch the experience and outline a roadmap on the way to develop online and in-save income. Another massive initiative is launching our branded app and loyalty application. Getting the ones to the end line and growing a plan to help those have been an enormous initiative with a variety of moving parts.
CM: How does your loyalty program paintings?
SK: We certainly notion approximately how we placed the loyalty program together, which launches at the end of the month. It’s less approximately points and greater about growing reviews for participants. People come collectively at our eating places to celebrate healthful dwelling so we’ll do little community dinners or sneak previews of seasonal menus. There will be exclusive blessings in one of a kind tears, but very experiential as compared to different loyalty programs accessible. We’ll nonetheless have offers and marvel and pleasure rewards, however, what’s thrilling for us is that the loyalty software will allow us to create real-time engagement with our clients.
CM: Can you proportion an instance?
SK: If we see one purchaser continually dine on the primary day of the seasonal menu, we should have them grow to be a brand ambassador and enjoy seasonal menus earlier. The upward thrust of statistics from our loyalty software will allow us to make more magnificent targeted offers and create a deeper stage of engagement with our guests understanding in particular what we’re seeing from their consumer behavior.
CM: How will the data play in in your advertising?
SK: For the first time we’ll have greater facts to assist craft advertising plans and insights. We are trying to do more storytelling. We assume it’s essential to tell humans how we’re sourcing elements. For our first video our emblem chef, Robert McCormick, went behind the scenes of our organic kale grower. This is even greater critical now because kale, for the primary time, turned into featured on the “dirty dozen list.” People are interested in listening to the story in the back of the meals they’re consuming. There’s a new degree of interest in how organizations are sourcing, so it’s essential that we as storytellers are sharing that with our visitors. From now until the give up of the year we can do five videos. The next one will take our guests backstage of one among our wineries. We’ll also inform the tale behind the farm where we’re sourcing meats, and we’re going to Scotland in which we source our salmon. We percentage the films through Instagram Stories and on our website. We’ll see also paintings with PR organizations to help power the message of ways we’re sourcing as well.