Dig In discovered its catering service for offices acted as a powerful acquisition channel. Employees would try the food for the first time catered at work, then become individual paying customers, demonstrating an effective B2B-to-B2C marketing flywheel.
To align brand promises with reality, the marketing team uses Google Reviews as an objective data source. By analyzing review themes, they can partner with operations to fix systemic issues, ensuring they don't drive customers to a store that delivers a poor experience.
To revive its catering business, Dig In hired one person to call a list of lapsed customers from their ordering platform. Instead of a complex new campaign, this simple, low-cost effort to understand churn reasons successfully recaptured significant revenue.
Dig In's CMO found a one-size-fits-all approach to catering failed. Success required segmenting buyers by persona: the office admin worried about allergies, the pro sports nutritionist focused on calories, and the university needed specific billing processes.
For restaurants, historically a cash-based business with anonymous customers, the primary purpose of a loyalty program isn't discounts. It's a data acquisition tool that converts 'unknown diners' into known customers, providing actionable data on visit frequency and purchase behavior.
At Bagel Brands, the Head Chef and culinary innovation team report directly to the CMO. This non-traditional structure embeds product development within the marketing function, ensuring new menu items are conceived and validated with consumer insights and GTM strategy in mind.
Dig In developed a clever B2B lead generation tactic by filtering their main customer email list to identify those using work domains (excluding gmail.com, etc.). They then offered these individuals free food in exchange for a referral to their company's catering decision-maker.
Bagel Brands' CMO defines her role with a clear philosophy: drive short-term sales to keep her job and secure budget, which in turn gives her the license to pursue her real passion—the long-term, strategic work of building an enduring brand.
To overcome sales team resistance to an AI-powered CRM, the CMO framed it as an augmentation tool. AI handles tedious tasks like pulling email lists, freeing reps to focus on higher-value activities like relationship-building and ensuring a great customer experience.
Moving from Taco Bell to Burger King, the CMO learned a successful playbook cannot be transplanted. Taco Bell’s DNA is rapid, limited-time offers. In contrast, Burger King's success required refocusing on its core equity, the Whopper, proving strategy must fit the company's culture.