Up, Up and Away - The Restaurant Marketing Podcast

Your Database is a Goldmine: Unlocking It with CRM Mastery

Are you afraid to email your guests? You shouldn't be. Email remains the single lowest-cost, highest-return retention tool in your marketing arsenal. Yet, most brands are paralyzed by the fear of "spamming" or, worse, are training their audience to never pay full price by batching generic discounts. In this CRM Masterclass, host RevCio is joined by the maestro of customer relationship management, Olivia Ross from El Pollo Loco. She’s not just managing data—she’s building an innovation engine on top of it. We break down how to turn your database into a goldmine by focusing on value and personalization: The First Two Metrics: If you’re opening a database for the first time, what two numbers are the most critical indicators of success? (Hint: It’s not just open rates.) The Gold Standard: What percentage of your customers should be in your email database? (The goal is 99%, but we talk about what makes a great starting point.) Segment That Counts: Why most brands look at "lapsed guests" incorrectly, and how to create a win-back strategy that uses *frequency breaks* instead of static timeframes. The Art of Fun Comms: We brainstorm "surprise and delight" email tactics (like sending a high-five or a tasteful meme) that build emotional loyalty without asking for an order. Welcome Journey Design: Learn the exact structure and cadence of a successful welcome flow—from the first sign-up to the crucial third visit—that avoids aggressive discounting. It's time to stop leaving the lowest-cost revenue source on the table. Listen now and start emailing your guests more effectively today.

The Tactical Playbook: The Next Frontier of Catering Loyalty.

The Tactical Playbook: The Next Frontier of Catering Loyalty Most restaurants treat catering as a purely reactive revenue stream—just a form on a website. But they're missing the true value: recurring, high-value B2B relationships hidden in plain sight. In this tactical masterclass, hosts Rev and Arun dive deep into the catering maturity curve. We skip the basic order-taking and reveal the proactive, data-driven approach needed to build massive B2B loyalty. GUEST SPOTLIGHT: We are joined by Britney Mercer, Director of Marketing for Cowboy Chicken, who shares the strategic mind that has scaled the beloved wood fire rotisserie brand. KEY TAKEAWAYS YOU'LL GET: The Maturity Curve: Understand where your catering operation falls—and the massive revenue unlock waiting at the high end of the curve. Regionalized Strategy: Why the "same menu, same price" blanket approach fails. Learn how Cowboy Chicken successfully applies local store marketing (LSM) strategies to B2B catering. The Unspoken Stakes: Why catering orders are higher-stakes than consumer orders (and why you need to protect the office manager's job!). Loyalty for High-Value Guests: Is a traditional loyalty program necessary for catering? Arun and Britney debate this, and reveal the AI sequencing tactics (like "order two, get 20% off the third") that actually incentivize catering frequency. The Catering Checklist: Britney outlines the critical, often-overlooked steps—from packaging that travels well to competitive COGS analysis—that must be handled before your first order goes out. It's time to stop treating catering like an afterthought and start treating it like the multi-unit revenue engine it is.

The Local Playbook: How Franchisees Can Win Their Neighborhood Market

How do you win as a franchisee? It’s not by just following the corporate playbook. The real magic is in the localplaybook. This week, Rev and Arun are joined by Julie Wade, a powerhouse franchise marketer. She shares her tactical guide on what franchisees should control (like local Facebook pages) and what the brand must control (like Google My Business and the main CRM). If you're a franchisee or franchisor, this is a must-listen. You'll learn how to balance brand standards with the local-level execution that actually drives traffic and builds a neighborhood following. In this episode, you will learn: * The 3 channels franchisees should own, and the 3 they should never touch. * How to use the "Parent-Child" Facebook strategy to mix brand content with local posts. * Why you MUST have a small, daily ad budget (and why organic reach is dead). * How to use your CRM to save a "down" sales week by diagnosing the real problem first. * Smart ways to incentivize guests (like points and contests) without resorting to profit-killing discounts.

Future-Proofing Your Restaurant: Building a Tech Stack That Lasts

Still think your POS is the center of your universe? You're already behind. The post-pandemic "tech-drunk" era is over. It's time to get smart about your stack. In this episode, Rev, Arun, and 20-year industry vet Chris Munz cut straight through the hype. They break down why your obsession with the "transaction" is killing your repeat business, and why your CRM—not your POS—is the true foundation for a future-proof restaurant. Stop buying shiny objects and start building a frictionless customer journey that actually makes you money. This is the one you can't afford to miss.

Unifying the Digital and Physical Guest Experience

What happens when a viral influencer campaign meets the reality of in-store operations? How do you ensure the digital promises you make are flawlessly delivered in the physical world? In this episode, we bridge that gap with a truly unique guest: Peter Wiley, Director of Marketing & IT at Hothead Burritos. As both a corporate strategist for an 87-location brand and a hands-on franchisee for 11 of those stores, Peter lives at the intersection of high-level tech strategy and on-the-ground reality. Tune in to hear a masterclass in building a cohesive, omnichannel experience that works for both your brand and your franchisees, including: ‣ The #1 question you MUST ask every tech vendor before signing a contract (Hint: it’s all about the POS). ‣ The ongoing debate: The pros and cons of requiring an app download versus embracing app-less loyalty. ‣ Why a Customer Data Platform (CDP) is the key to understanding the 70% of your guests who aren't in your loyalty program. ‣ Practical strategies for personalizing offers that actually increase visit frequency.