The State of Social Media with Ted Rubin

On today’s episode of The Barron Report, we are in the studio with Ted Rubin, social media strategist, speaker, and author of several books, including “The Age of Influence: Selling to the Digitally Connected Consumer” to talk social media marketing strategy in the ever-changing digital landscape.

00:44 - Social media is facing challenges as consumer trust is waning. Issues with how users’ information is protected and shared with advertisers and in Facebook’s case specifically how users were targeted during the 2016 presidential election. Many attribute the decline in Facebook users to these events but could it be that there are simply more platforms vying for the consumer’s attention?

Facebook’s declining numbers are “...pretty similar to traditional media, to television, there are more places to go,” said Rubin.

11:26 - The proliferation of OTT, YouTube, and other digital media platforms is shifting the way today’s consumers watch content and this matters to how you are advertising and engaging your customers. In the case of the Gen-Z population, we are seeing the migration away from traditional media outlets in droves. “USA Today” reported that in the 3rd quarter of 2018, 1.16 million consumers dropped their cable service while the use of YouTube, Snapchat, and Instagram continued to grow.

25:14 - “In 2019, companies must in one way or another figure out how to empower their front-line employees and their customers to create content to keep up with the amount of content they need…” said Rubin.

With such a vast distribution network and niche audiences spreading across these distribution networks, the need for more content has never been more apparent.

Check out more episodes of The Barron Report, where we explore all things innovation in the restaurant, hospitality, and business sector.


“Vegan” Polls as Least Appealing Marketing Term

“Vegan” Polls as Least Appealing Marketing Term

Media company Morning Consult recently conducted a study on consumer trends. Among US adults, the study showed “vegan” was found to be the least appealing term used in food and beverage marketing materials.


Read More

What Will it Take to Win Over Generation Z as Foodies?

What Will it Take to Win Over Generation Z as Foodies?

For the past few years we have been asking how do we get millennials into our restaurants. Well, I have some good news and some bad news for you. Millennials are not the problem you think they are. That’s the good news. The bad news is you’re going to need to shift gears for the generation coming up quickly right behind them...Generation Z.

Born between 1997 and the present this young demographic is really hot for transparency in what they eat. While they only make up 25% of the market it is 25% that has a big digital impact in the world. This generation takes to the internet to start a revolution and it’s coming to your restaurant soon. How can you win over this “fresh-centric” generation? Here are a few ways to get them to embrace your restaurant brand:

Read More

Scratch Cooking Revives Traditional Views of Casual Dining

Scratch Cooking Revives Traditional Views of Casual Dining

On this episode of The Barron Report, brought to you by Kabbage, the Tupelo Honey team joins Paul Barron in a discussion of what makes brands successful in today's market.

Tupelo Honey was founded in Asheville in 2001 as a revival of Southern food and traditions rooted in the Carolina Mountains. With 15 total locations in 7 states, Tupelo's Southern spirit is infused into every bite of their flavor driven dishes.

CEO Steve Frabitore bought the restaurant in 2008 and it's been growing ever since.

On this episode, VP of Operations and Beverage Director Tyler Alford; and VP of Culinary and Corporate Executive Chef Eric Gabrynowicz take us through the nitty gritty of what has made Tupelo one of Foodable's Top Emerging Brands. 

Tupelo takes great pride in their sourcing. They believe that as a small conglomerate of restaurants, their ability to affect change is far greater than that of smaller, independents. Switching to an organic, locally-grown chicken in their restaurants accounts not for hundreds of dollars in change but hundreds of thousands of dollars.  

And their commitment to top quality culinary doesn't stop there. The beverage program at Tupelo Honey also speaks to the brand's commitment to improving the quality of casual dining chains. With kitchens that cook almost entirely from scratch, Chef Gabrynowics says transforming the beverage program to be more culinary-driven was not a far stretch to make. 

Read More

These Consumer Trends Are Driving Restaurant Growth and Contraction

These Consumer Trends Are Driving Restaurant Growth and Contraction

On this episode of The Barron Report, Paul Barron analyzes Foodable Labs data around two generations that are causing major shakeups in the restaurant industry: Millennials and Generation Z. We look at the frequency of restaurant visits, guest counts, and popular social platforms within these groups to give your concept insights into how to win with this major market segment. 

Read More