Studying Time: 9 minutes
Within the fast-paced Fast Service Eating places (QSR) business, the place 59% of customers are ready to pay extra to buy from their most popular eating places, the flexibility to domesticate loyalty and create significant connections with clients is paramount.
Executing inventive and considerate advertising methods is the important thing to unlocking the hearts (and stomachs) of potential clients, and advertising leaders play a pivotal position on this endeavor.
That’s why, on this article, we’ll spotlight ten superb QSR entrepreneurs who’ve elevated their respective manufacturers to new heights. The entrepreneurs celebrated on this article haven’t solely navigated the ever-evolving panorama of shopper preferences however have additionally spearheaded campaigns that resonate on a cultural stage, turning informal clients into devoted model advocates.
From leveraging nostalgia to pioneering digital transformations, we’ll uncover the secrets and techniques behind how these advertising masterminds are driving success throughout the QSR business so you may too.
Let’s dig in.
- Jennifer (“JJ”) Healan: Vice President, U.S. Advertising, Model, Content material, & Tradition, McDonald’s
- Aubrey Alexander: Affiliate Supervisor of Buyer Advertising & Loyalty, SONIC Drive-In
- Jillian Nelson: Chief Advertising Officer, Dunkin’
- Carl Loredo: World Chief Advertising Officer, Wendy’s
- George Felix: Chief Advertising Officer, Chili’s Grill & Bar
- Anthony Nguyen: Vice President of Advertising, CKE Eating places
- Gabe Alonso: Vice President of Digital Advertising, El Pollo Loco
- Susie Moschkau: Director of Digital Advertising, Dairy Queen
- Zachary Schermer: Director of Advertising, Wingstop
- Liz Bazner: Vice President of Advertising, A&W Eating places, Inc.
Prime 10 QSR Entrepreneurs Record
Jennifer (“JJ”) Healan: Vice President, U.S. Advertising, Model, Content material, & Tradition, McDonald’s
Jennifer “JJ” Healan has constructed a powerful profession, main advertising efforts at a number of the world’s most iconic manufacturers. Previous to McDonald’s, she spent 15 years at The Coca-Cola Firm, overseeing promoting and content material for manufacturers like Coca-Cola, Fanta, Powerade, and Schweppes. In February 2020, she turned Vice President of U.S. Advertising, Model, Content material, and Tradition at McDonald’s.
Healan spearheaded the “Well-known Orders” platform, collaborating with celebrities like Travis Scott, BTS, and Mariah Carey. She additionally led the profitable Grimace’s Birthday Shake marketing campaign, which celebrated Grimace’s 52nd birthday with a singular purple shake and viral social media moments on TikTok. These initiatives considerably boosted McDonald’s cultural relevance and engagement with youthful audiences.
In an article from Advertising Dive, Healan remarked,
“A part of displaying up authentically in tradition means sharing the pen with followers to allow them to make the model their very own. And typically, meaning they take the dialog in an sudden route. However we’re right here for nonetheless they need to have a good time with us. Because of our followers, Grimace’s Birthday was one in every of our most socially partaking campaigns of all time.”
Beneath her management, McDonald’s achieved notable accolades, together with being named #2 on AdAge’s Marketer A-Record in 2020 and 2022, successful the EFFIE award for US Model and Marketer of the 12 months in 2022, and making Quick Firm’s Most Progressive Corporations record in 2023. Healan was additionally acknowledged as AdAge’s Model Chief of the 12 months in 2021 and acquired the AdWeek 50 Luminary Award in 2022.
Aubrey Alexander: Affiliate Supervisor of Buyer Advertising & Loyalty, SONIC Drive-In
Aubrey Alexander, Affiliate Supervisor of Buyer Advertising & Loyalty at SONIC Drive-In, has carved a distinct segment in loyalty advertising. She is acknowledged for her strategic use of buyer engagement platforms to reinforce experiences and foster model loyalty.
Her notable achievements embrace main SONIC’s “Academics’ Circle” program, pivotal to the success of the Limeades for Studying initiative. This program earned her the “Loyalty Hero of the 12 months” award from SheerID. Her strategic and impactful work at SONIC highlights how focused buyer engagement and progressive advertising methods can improve loyalty and model progress.
Jillian Nelson: Chief Advertising Officer, Dunkin’
Jillian McVicar Nelson has been with Dunkin’ since 2011 and was promoted to Chief Advertising Officer in September 2022. She has performed a pivotal position in shaping Dunkin’s strategic imaginative and prescient, significantly as a principal architect of the Dunkin’ U.S. five-year strategic plan, the Blueprint for Progress, which has been foundational to the corporate’s enterprise technique since 2017.
Nelson’s management has pushed Dunkin’s innovation technique, efficiently launching widespread meals and beverage platforms like Dunkin’ Refreshers, Chilly Brew with Chilly Foam, and Avocado Toast. Her efforts have maintained Dunkin’s place as a number one espresso and beverage model, acknowledged for attracting youthful customers and adapting to altering market tendencies.
Recognized for progressive campaigns, such because the Tremendous Bowl advert starring Ben Affleck, Nelson’s consideration to present tendencies and what resonates with the Dunkin’ viewers has allowed the model to attach with clients in uniquely partaking methods.
Reflecting on the success of the Tremendous Bowl marketing campaign, she mentioned,
“Our Ben Affleck and Ice Spice marketing campaign was such a enjoyable solution to take tried and true pumpkin spice season up a notch with a star-powered collaboration nobody noticed coming. Their connection and shared real love for Dunkin’ made the spots resonate with audiences throughout all demographics and pursuits.”
Nelson’s background features a profession begin in public sector consulting with IBM World Enterprise Providers. She holds a Bachelor of Arts in Public Coverage Research from Duke College and an MBA from the Tuck Faculty of Enterprise at Dartmouth Faculty.
Carl Loredo: World Chief Advertising Officer, Wendy’s
Carl Loredo joined Wendy’s in January 2016 as VP of Model Advertising and was promoted to World CMO in March 2023. Earlier than Wendy’s, he held senior advertising roles at The Advertising Arm, Craftmade, and PepsiCo.
Loredo has cemented his popularity as a standout marketer via progressive methods which have propelled Wendy’s to the forefront of the fast-food business. A key instance is the 2024 March Insanity marketing campaign, which featured unbeatable offers and drove important buyer engagement. One other instance of how Wendy’s has used progressive QSR buyer engagement methods is after they launched the ‘Wendyverse,’ a branded digital actuality expertise on Meta’s Horizon Worlds platform.
Loredo’s advertising philosophy emphasizes real buyer connection and neighborhood constructing. In an interview with Forbes, he said,
“To make Wendy’s essentially the most talked-about model on this planet, not by outspending others, however by outplaying them… We take pleasure in having actual, genuine conversations with our clients and appearing on human insights we uncover.”
His success can be attributed to his progressive use of expertise and knowledge, leveraging AI and different superior instruments to make sure Wendy’s advertising efforts are efficient and tailor-made to particular person markets, making a unified international model presence.
George Felix: Chief Advertising Officer, Chili’s Grill & Bar
George Felix, the Chief Advertising Officer at Chili’s, has a powerful observe document of revitalizing manufacturers via progressive advertising methods. Earlier than becoming a member of Chili’s, Felix held distinguished roles at Procter & Gamble, Yum! Manufacturers, KFC, and Tinder, the place he led transformative campaigns that redefined model identities and engaged a broad viewers.
At Chili’s, Felix has efficiently employed nostalgic advertising to resonate with millennial clients, notably reviving the “I need my child again ribs” jingle with a contemporary twist, that includes Brian McKnight in a humorous advert. This marketing campaign successfully tapped into the fond reminiscences of the audience and was well-received on social media.
Anthony Nguyen: Vice President of Advertising, CKE Eating places
Anthony Nguyen is a seasoned advertising chief whose profession spans the CPG and restaurant industries. His experience in market knowledge evaluation and advertising technique, complemented by a powerful basis in artwork route, drives efficient visible methods that improve model visibility.
Nguyen has been pivotal in steering groups throughout 15 totally different nations, showcasing his adeptness in navigating various cultural landscapes. His management has crafted campaigns just like the Free Burger Day Tremendous Bowl advert in March 2024, considerably boosting gross sales and market share.
His current endeavors embrace tapping into the viral potential of promoting, with a give attention to platforms like Instagram to have interaction fashionable audiences successfully. This technique displays his forward-thinking strategy and his capability to adapt and thrive within the dynamic panorama of digital advertising, making him a notable determine within the QSR advertising enviornment.
Gabe Alonso: Vice President of Digital Advertising, El Pollo Loco
Gabe Alonso, presently the VP of Digital Advertising at El Pollo Loco, has a notable profession marked by progressive campaigns and important achievements in digital advertising. Beforehand acknowledged by Adweek, Gabe was awarded a seat on Adweek’s Social Media Council throughout his tenure at PepsiCo.
At El Pollo Loco, Gabe spearheaded the overhaul of the Loco Rewards® program, introducing a tier-based system and enhanced app expertise. The “Pollo Millionaire” marketing campaign, the place members might win a million reward factors, drove each engagement and loyalty.
Gabe’s advertising philosophy focuses on creating compelling, insights-driven shopper experiences that foster model advocacy. His efforts contributed to a 7% year-to-date enhance in member spending and an 11.9% year-over-year enhance.
A quote from Gabe encapsulates his strategy:
“Familia is on the heart of the whole lot we do at El Pollo Loco. We have now redesigned our Loco Rewards® provides to make sharing and eating along with buddies and family members as seamless as attainable.”
Susie Moschkau: Director of Digital Advertising, Dairy Queen
Susie Moschkau, the Director of Digital Advertising at Dairy Queen, has performed an important position in advancing the corporate’s digital presence and buyer engagement methods. With a powerful background in digital advertising, she has launched profitable campaigns and earned prestigious awards for Dairy Queen.
Dairy Queen’s digital platforms, together with the DQ App and DairyQueen.com, have acquired high business accolades equivalent to Newsweek’s America’s Greatest Loyalty Packages for 3 consecutive years and 6 Awards of Excellence from The Communicator Awards in 2023. These awards acknowledge excellence in consumer expertise and visible design.
As she states in a current press launch,
“Being acknowledged with awards validates the good work of our DQ digital advertising group… We’re extremely happy with how we’re innovating our digital experiences and we’re honored to be acknowledged.”
One of the crucial notable DQ campaigns was the promotion of the $.85 Blizzard Deal with, which considerably boosted buyer engagement and loyalty signups. This marketing campaign alone contributed to a 46% enhance in buy conversion charges each in-app and on-line, demonstrating the effectiveness of her methods in driving substantial enterprise outcomes.
Susie views buyer engagement as central to Dairy Queen’s success. She emphasizes the significance of offering best-in-class digital experiences to DQ followers, fostering long-term loyalty and satisfaction.
Zachary Schermer: Director of Advertising, Wingstop
Zachary Schermer, Director of Advertising at Wingstop, has been important in driving the model’s buyer engagement and digital transformation methods. Wingstop has targeted on leveraging expertise to reinforce buyer interactions and streamline digital gross sales, aiming for 100% digital transactions. This consists of using first-party knowledge to personalize buyer experiences.
Wingstop’s “MarTech” construction integrates advertising and IT features, optimizing digital communication channels and engagement methods. This strategy helps Wingstop’s aim of changing into a high international restaurant model by fostering agile and collaborative groups targeted on each micro and macro ranges of buyer communication.
Moreover, Wingstop has acquired recognition for its progressive advertising campaigns and buyer engagement efforts. For instance, the model was awarded for its superior buyer and worker engagement methods on the Have interaction Awards in 2022, showcasing its dedication to excellence in these areas.
Liz Bazner: Vice President of Advertising, A&W Eating places, Inc.
Over a decade in the past, Atlantic Journal notoriously nominated A&W Eating places as a candidate for its record, “10 Manufacturers That Will Die in 2012.” Nonetheless, since becoming a member of A&W in 2012, Liz Bazner has made important contributions to the model’s advertising and buyer engagement methods and been a important affect in revitalizing the model via progressive and interesting campaigns.
One notable achievement is the “3/9 Burger” marketing campaign, a humorous twist on A&W’s historic advertising misstep with the 1/3-pound burger, leveraging the model’s mascot to have interaction clients on-line. One other profitable marketing campaign underneath her management was “Cheddar Climate,” celebrating Cheese Curds with a seasonal merchandise line.
Beneath her route, A&W achieved important progress, with same-store gross sales up by 67% because the model was bought by Yum Manufacturers in 2011. Her give attention to digital advertising and buyer engagement has been essential in sustaining the model’s relevance in a aggressive market.
At present’s Greatest QSR Entrepreneurs to Observe: Concluding Ideas
The QSR business thrives on dynamic advertising methods and the flexibility to attach with clients in significant methods. The advertising leaders featured on this article have demonstrated distinctive creativity, strategic pondering, and a deep understanding of their audiences.
From Jennifer “JJ” Healan’s “Well-known Orders” platform at McDonald’s, which introduced collectively cultural icons like BTS and Travis Scott, to Carl Loredo’s progressive ‘Wendyverse’, these leaders have redefined buyer engagement and leveraged expertise to captivate audiences.
By way of their visionary management, these entrepreneurs haven’t solely pushed spectacular enterprise outcomes but additionally formed the cultural relevance of their manufacturers. Because the business continues to evolve, these advertising leaders set the usual for innovation and buyer engagement.
Their tales function an inspiration for aspiring entrepreneurs and a testomony to the ability of efficient advertising within the QSR sector.
