Published: Oct. 7, 2020, 7 a.m.
As Ray Kroc, the father of modern franchising, once said, \u201cIt\u2019s not real until it\u2019s in the restaurant.\u201d This key idea is reflected throughout our conversation with today\u2019s guest, Dan Gertsacov, the Chief Commercial Officer of Focus Brands. As we talk about his role in innovating Focus Brands\u2019 digital strategy, Dan emphasizes that digital innovation is only real when it reflects in a better experience for both your customers and franchisees. Early in the discussion, we dive into how the shift towards online ordering and brand engagement has leaped forward due to the pandemic. Dan explains the need to blend physical and digital service offerings, especially as customers benefit from and appreciate having options. We then ask Dan about his areas of focus and his answers highlight the importance of revenue management, demand generation, and expanded digital capabilities to franchise success. After exploring how restaurants impact their communities, we touch on how franchisees can connect with their customers at a local level, and how good brand groups specialize in crafting cutting-edge marketing playbooks. Displaying an incredible openness, Dan discusses what he\u2019s done to innovate Focus Brands, giving listeners a mini-master class in marketing strategy, digital transformation, and leadership. Tune in to hear his incredible insights, with more on how your genius marketing plan should link with customers and franchisees.\xa0 \xa0
Key Points From This Episode:
- Fun fact about Dan; as an undergraduate, he planned to be a professional chef.
- Dan shares the story of how his passion for cooking drove him into the restaurant industry.\xa0
- Hear what Dan has done to transform Focus Brands\u2019 digital strategies.
- Digital silver linings; how the pandemic is causing more customers to go online.\xa0
- Why franchises that didn\u2019t prepare for the digital shift have been struggling to pivot.
- How digital has reduced the friction between customers and brands.
- Why the smartest brands invest in giving their customers different service options.
- Comparing the hospitality industry with the changes that restaurants are undergoing.\xa0
- The importance of market revenue management and making decisions on a franchisee level. \xa0
- Google versus McDonald\u2019s; what it\u2019s like to work in the tech and restaurant industries.
- How restaurants can provide a vital role in empowering local communities.\xa0
- What Dan\u2019s brands are doing to connect with the communities that they serve.
- Why good brand groups focus on crafting cutting-edge marketing playbooks.\xa0
- Understanding how franchisees, franchisors, and partner vendors successfully work together.
- Hear what Dan did to innovate Focus Brands\u2019 digital marketing model.
- The virtues of having a \u201cCrawl, walk, then run\u201d mentality when innovating your business.
- Living your brand values, knowing your \u2018why\u2019, and making decisions based on data.\xa0
- Dan\u2019s take on why performance and brand marketing are two sides of the same coin.
- For our lightning round, we discuss branded content and agencies.\xa0
Links Mentioned in Today\u2019s Episode:
Dan Gertsacov on LinkedIn
Dan Gertsacov on Twitter
Focus Brands
Ray Kroc
Google
McDonald\u2019s
Harvard Business School
Moe's Southwest Grill
Schlotzsky's