I recently had the opportunity to attend the 2025 Marketing Executives Group (MEG) conference in Chicago, held ahead of the National Restaurant Association Show. I’m excited to share some of the key insights, fresh ideas, and standout strategies I took away, hoping they inspire new approaches for your own brand and marketing efforts.
— Megan Oppelt, Marketing Consultant
The Marketing Executives Group (MEG) Conference, held in Chicago, delivered bold perspectives and fresh insights on the future of restaurant marketing. From Liquid Death’s disruptive brand strategy to the evolving role of influencers and AI in hospitality, the sessions sparked big ideas and practical takeaways. Here are some of my favorites.
“Entertain or Die”: Lessons from Liquid Death’s Mike Cessario
Mike Cessario, Founder and CEO of Liquid Death, didn’t mince words: “We’re not a water company, we’re an entertainment company that monetizes through beverages.” His strategy? Blur the lines between content and commerce.
Liquid Death didn’t wait for permission. They launched their first “commercial” on Facebook for $1,500—before they even had a product. Within the first month of online sales, they hit $100K. Retailers initially said no. So they built undeniable demand—turning $150K in seed funding into a product that now sells in nearly 100,000 stores.
Key insight: Entertainment is the currency. We’re no longer just fighting other brands for attention—we’re competing with the entire internet. Your marketing needs to earn attention like a show.
“Small brands fail when they try to play the big brand game,” Cessario said. “Being safe is reckless if you have limited capital.”
Takeaways:
- Treat marketing like a product worth paying for.
- Think like a comedy show writer’s room—small bets, bold ideas.
- Collaborations should be authentic and exchange-based. Think: Tony Hawk’s blood-infused skateboard ink campaign.
- Brands can’t own ingredients, but they can own entertainment.
Influencer Insights: Real Talk with Keith Lee, Dog Haus & Krispy Krunchy Foods
Moderator Dan Bejmuk brought together an all-star panel—food critic Keith Lee, Dog Haus founder Andre Vener, and Alice Crowder of Krispy Krunchy Foods—to talk authenticity and results in influencer marketing.
Lee emphasized consistency as the biggest brand challenge: “Everybody is an influencer. If someone sees an influencer get amazing service, then visits and gets a bad experience, the damage is done.”
Andre Vener shared how big names like Jake Paul and Lizzo came to Dog Haus because the brand resonated with them. “It’s not about the cost to feed the Foo Fighters—it’s about what it’s worth,” he said.
Alice Crowder focused on micro-influencers and grassroots engagement. Whether it’s sending out “Doug the Nug” the mascot to major events or handing out temp tattoos and swag bags to fans posting organically, her team invests in “one-bite” moments that drive shareable joy.
Takeaways:
- The best influencers come to you—organically and authentically.
- Don’t script influencers. Work with how they truly operate.
- Franchisees can be a powerful voice—train them and let them post on localized social.
AI as Your Strategic Thought Partner: Peter Newlin of Gastamo Group
Peter Newlin challenged restaurant leaders to stop treating AI like an intern. “Treat it like an executive and it will lead,” he said.
From replicating board meetings to building marketing personas, Newlin sees AI not just as a productivity booster but as a strategic co-pilot. He outlined his favorite prompt-writing method: Context → Role → Interview → Intent.
His tech stack includes tools like Perplexity (AI search), Gamma (deck building), and Loveable.dev (text-to-app). While AI can do a lot, it can’t do it all. “You can’t replace humans in hospitality. But you can give them superpowers.”
Takeaways:
- AI is your new strategic partner—not just a task assistant.
- Use prompts that simulate real-world roles and scenarios.
- Winning companies will be those with a clear AI plan.
Data = Profit: OLO’s Digital Growth Strategy
OLO’s Kris Linney and Devin Roscoe shared new findings from over 100 million guest records, including a major stat: 60% of restaurant revenue is driven by repeat guests.
Their advice? Focus digital tools (kiosks, waitlists, QR codes) on creating value that encourages guests to leave a digital footprint. Use AI to predict behavior, not just offer blanket discounts.
When it comes to catering, they emphasized mining your existing guest base. With an average $350 catering order and 74% of those placed digitally, there’s untapped potential hiding in plain sight.
Takeaways:
- Use digital touchpoints to create personalized, repeatable experiences.
- Ditch the blanket discounts—focus on behavior-based offers.
- Tuesday–Thursday before noon is your catering power window.
Purpose, Simplicity & Innovation Beyond the Plate
Amanda Brinkman, creator of The Small Business Revolution, kicked off a powerful conversation around purpose—not as a lofty ideal, but as something woven into everyday decisions. “Purpose isn’t a destination. It’s how you show up daily,” she said, challenging brands to think beyond the post-pandemic “purpose slump” and focus on elevating both employee well-being and customer impact.
Later, in a fireside chat, Chili’s CMO George Felix shared lessons from one of the industry’s most dramatic turnarounds, including 31% year-over-year same-store sales growth. His focus? A simplified strategy that doubled down on what made the brand special in the first place.
From an innovation standpoint, The Culinary Edge reminded us that doing more doesn’t always mean adding complexity. Today’s guests want quality, customization, and value—but operators are facing rising costs, labor shortages, and tight margins. Their advice: deliver “more juice with less squeeze” by remixing your pantry, tapping into snacking occasions, and simplifying wherever possible.
Trends to Watch:
- Pantry remixes: Create “new news” using what’s already in-house.
- Snackable innovation: Mini versions of full menu items are an untapped growth area.
- Convenience competition: C-stores like Sheetz and Wawa are redefining quick, craveable options.
- Menu simplification: Cleaner menus mean easier operations—and more repeat visits.
The bottom line from MEG 2025? Don’t just follow the trends—entertain, innovate, and simplify with intent. Purpose, people, and platforms are your competitive edge.
