The QSRNext virtual summit brought together leading voices in the restaurant industry, offering actionable insights on innovation, operations, and trends shaping the future of dining. As it was a virtual conference, I attended from the comfort of my home office. Here’s a breakdown of the key takeaways from the event’s impactful sessions and expert discussions:
Keynote Spotlight: Church’s Texas Chicken’s Brand Transformation
Speaker: Roland Gonzalez, US Chief Operations Officer, Church’s Texas Chicken
Church’s Texas Chicken is navigating a transformative period, blending its rich history with a forward-looking vision for success. Gonzalez provided an in-depth look at the brand’s approach to staying relevant in a competitive market.
- Brand Refresh: A fresh logo incorporating “Texas” ties the brand more closely to its heritage. This move strengthens its identity and distinguishes it in the crowded quick-service restaurant (QSR) market.
- Restaurant Remodels: Of its 800 U.S. locations, 200 have undergone renovations, with plans to refresh an additional 350. These updates have yielded double-digit sales increases, making it easier to gain buy-in from franchisees.
- Marketing Campaigns: The brand’s community-focused advertising resonates with local audiences, fostering loyalty and goodwill.
- Franchise Success: A revamped accountability system (to meet key sales, labor, cost, and staffing metrics) has energized franchisees, leading to a remarkable 30-fold increase in new franchise signings.
- Loyalty Program Impact: A newly launched rewards program has tripled digital sales in just one month. With a goal of reaching 1 million sign-ups, the brand is halfway there thanks to incentivized restaurant participation and targeted digital marketing.
- Operational Improvements: Streamlining operations, including eliminating underperforming SKUs, has increased efficiency while addressing supply chain challenges.
Real Estate Strategies for Restaurant Success
Finding the right location is paramount in the restaurant industry. This session explored how brands use technology and strategic thinking to optimize site selection and guest targeting.
- Understanding Guests: Tools like Bikky AI and Placer AI help brands identify their core audience and determine where to focus efforts.
- Site Selection: Both speakers emphasized the importance of high-traffic, high-visibility locations, noting that spending on premium spots pays off in reduced marketing costs.
- Proximity to Key Neighbors: Home Depot, Starbucks, and grocery stores were highlighted as beneficial neighboring businesses for QSR brands.
- Landlord Collaboration: Building relationships with landlords and treating them as business partners can provide strategic advantages.
Automation in Restaurant Technology
Speaker: Susan Carroll-Boser, CIO, White Castle
White Castle’s approach to automation showcases how technology can improve operations while enhancing the guest experience. Carroll-Boser shared valuable lessons from their innovative initiatives.
- AI in the Drive-Through: The integration of AI systems like SoundHound streamlines service, suggesting upsells and integrating loyalty programs for a personalized guest experience.
- Robotic Fry Cooks: Robots like “Flippy” have reduced oil usage, improved speed of service, and addressed labor shortages. However, full automation requires addressing bottlenecks in the workflow.
- Smart Freezers: These innovations optimize portion control and inventory management, driving further efficiency.
Connecting Digital Engagement to In-Store Action
Speakers: Arianna Vogel (Foursquare) & Stacy Fields (Krispy Krunchy Chicken)
Digital marketing must drive tangible in-store results, and this session focused on bridging the gap between online engagement and offline sales.
- Guest Discovery: Effective campaigns meet guests where they are, driving interest without disrupting proven strategies like impulse purchases.
- Data-Driven Insights: Brands must decipher the story behind consumer data to understand what drives purchases and refine their marketing approaches.
- Comprehensive Marketing: Ensuring consistency across all channels helps track the customer journey from discovery to purchase.
Decoding Menu Trends
Speakers: Brad Bergaus (Taco John’s International) & Allison Lauenstein (FAT Brands)
As consumer preferences evolve, brands must balance creativity with operational feasibility. This session highlighted key trends shaping menus today.
- Plant-Based Options: While demand is growing, alignment with brand identity remains essential.
- Global Flavors: Incorporating diverse cuisines requires flexibility and local input from franchisees.
- Execution Excellence: Successful menu launches depend on operational readiness and the ability to deliver consistently across locations.
The Future of Delivery and Loyalty Programs
Speakers: Betsy Schmant (A&W Restaurants), Margaret Carrera (The Halal Guys), & Jessica Wu-McConnell (Church’s Texas Chicken)
With delivery and loyalty programs driving revenue growth, brands are rethinking how to engage customers digitally and operationally.
- Delivery Innovations: Optimized packaging, driver etiquette, and pricing parity between apps and in-store purchases enhance the guest experience.
- Loyalty Program Best Practices: Point-based systems with app-exclusive rewards are key to retaining guests and increasing check sizes.
Closing Keynote: Tim Hortons’ Expansion in the U.S.
Speaker: Katerina Glyptis, President, Tim Hortons U.S.
Tim Hortons shared its blueprint for expanding in the U.S. market while maintaining its community-first ethos.
- Franchisee Growth: By prioritizing profitability and selecting franchisees with local ties, Tim Hortons ensures alignment with community values.
- Digital Initiatives: Grassroots marketing combined with targeted digital campaigns drive visibility and guest engagement.
The QSRNext virtual summit offered invaluable insights into the future of the restaurant industry. From leveraging technology, to optimizing operations, and creating meaningful guest experiences, these sessions provided a roadmap for brands looking to innovate and grow. As we look ahead to 2025, the themes of adaptability, community connection, and data-driven decision-making will undoubtedly remain at the forefront of success.
