Ever wonder how top restaurant brands create a guest experience that keeps customers coming back for more? Prepare to be enlightened as we sit down with Donna Josephson, CMO of Shipley’s Donuts, a seasoned marketer who has worked with big names such as Chick-fil-A, Applebee’s, Wendy’s, and McAllister’s. Donna lays bare the common pitfalls marketers often stumble into in the restaurant industry and emphasises the vital role of a partnership between marketers and operators in delivering a memorable guest experience.
What is the most important aspect of the guest experience?
“Well it’s changed, but I’ve been in this industry for quite a while. I think the guest is looking for the ultimate inconvenience. They want what they want, when they want it, how they want it, and they always want it in a convenient way for them. That’s really not much different than when I first started my career. It’s just the technology has changed. Many ways have changed to service the guest right now, and I think it’s interesting for us, especially in the restaurant industry. I think the guests want a frictionless experience.“
What are some tactics you use to improve the guest experience?
“Understanding your guests and what it is that they want and how they’re utilizing your brand. Every brand is different and I’ve been very blessed to work at all those brands you mentioned earlier but every single one of them had different challenges and the guest experience was a little different at each one of them. Some things exactly the same. So understand your guests, understand where their pain points are and then go about solving for those. “
Who in the restaurant industry deserves an Ovation?
“They seem to be very innovative and forward thinking. I think they’re doing some really cool things.”