How to turn your brand around, according to a restaurant marketing veteran

Take-Away with Sam Oches

Nation's Restaurant News

Business, Entrepreneurship

2.5 • 15 Ratings

🗓️ 14 December 2023

⏱️ 43 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of Take-Away with Sam Oches, Sam talks with Natalia Franco, chief marketing officer at Church’s Texas Chicken. This iconic chain is over 70 years old but is now in the midst of a major brand turnaround, and Natalia was recently brought in by CEO Joe Guith to help lead those efforts on the marketing front. Natalia has been a part of other brand turnarounds in the restaurant industry, including at McAlister’s, California Pizza Kitchen, and Burger King, and she joined the podcast to talk about the essential building blocks to reviving a brand and what a modern marketing mix should look like.

In this conversation, you’ll find out why:

Marketing channels may change, but the foundations does not
When you lose track of who you are, the whole brand suffers
Sometimes brands just need a fresh start
Expect a brand turnaround to take about 18 months
Brand messages should be consistent across all platforms, but the voice will differ
The best brands respond to their customers, not their competitors

Have feedback or ideas for Take-Away? Email Sam at [email protected].

Transcript

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0:00.0	Hey there, welcome to Takeaway with Sam Ocas, a podcast from Nation's Restaurant News. I am Sam
0:06.3	Okis, editor-in-chief here at NRN, and this is the show where I give you an all-access pass to the
0:11.4	restaurant industry's most influential decision makers. This week, I'm talking with
0:16.2	Natalia Franco, the chief marketing officer for Church's Texas Chicken.
0:21.4	This iconic chain is now over 70 years old, but it's in the midst of a pretty major brand turnaround.
0:28.0	And Natalia was recently brought in by CEO Joe Gooth to help lead those efforts on the marketing front.
0:35.3	Natalia has been a part of other brand turnarounds in the restaurant
0:39.2	industry, including at McAllister's Deli, California Pizza Kitchen, and Burger King. And she joined
0:45.5	the podcast to talk about the essential building blocks to reviving a brand and what a modern
0:52.9	marketing mix should look like.
0:55.5	In this conversation, you will learn more about how your marketing suffers when you lose
1:00.1	track of who you are, how long you should expect a brand turnaround to take, and why the
1:06.1	best brands respond to their customers, not their competitors.
1:11.0	Jumping now into my interview with Church's CMO, Natalia Franco.
1:15.7	Also, don't forget to stick around after the interview, as I will share my six takeaways
1:19.7	from this discussion, actionable insights that you can take with you on the go.
1:24.6	Okay, I'm here with Natalia Franco, the chief marketing officer for Church's Texas
1:29.4	Chicken, Natalia. Thanks so much for joining me today. Thank you, Sam. So, Natalia, we're going to
1:35.8	be talking about your efforts to really sort of revamp, rejuvenate the church's brand,
1:41.6	having come over, not all that long ago. But I want to start
1:45.4	really with your career. You've been in restaurant marketing for a little while now and you've
1:50.5	been with several brands. Tell me about your interest in restaurant marketing and why this
	...

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