Video Produced by Vanessa C. Rodriguez
Noodles & Company has positioned itself as a leading brand in the Fast Casual Restaurant space through its digital marketing. The company has been around for over 20 years and has expanded in 35 states across the United States under the direction of Kevin Reddy, who stepped down as CEO and chairman from the board of directors in late July 2016 “to pursue new personal and financial opportunities,” as reported by Nation’s Restaurant News.
Despite the recent change in leadership, we can learn a few things about how they have been working to reposition their brand through their Asian Exploration marketing campaign called "Made Different."
In this episode of "On Foodable Weekly," we are joined by Executive Vice President and Chief Marketing Officer of Noodles & Company, Mark Mears, who discusses where the company is spending their marketing dollars and why, current marketing trends, and the importance of guest engagement.
Top Digital Marketing Concepts
“I think you’ll see across the board that most marketers are putting more of their marketing resources into digital versus mass media, but the idea that mass media is dead… it couldn’t be [further] from the truth.”
Mears believes that the art and science of marketing is blending to where marketers are looking at how to maximize their mass reach while using micro-targeted messaging techniques through an integrated marketing approach.
“Our plan across the country is digital because it’s targetable, it’s situational, and it’s certainly measurable,” Mears said.
Staying relevant is the key focus for Mears and his marketing team in order to reach profitable sales. This summer, they are investing in a new guest engagement program in order to achieve just that: increased relevancy.
“We know that today’s guests are harder to reach with media fragmentation. We know they are a bit more cynical about marketing and messaging. So really, it’s about creating relationships,” Mears said.
Watch the full episode to learn more!