What I Learned at the Digital Transformation in Fast Casual & QSR Summit
The Digital Transformation in Fast Casual & QSR Summit by IndustryNow just wrapped in Lombard, IL.
Their own description says it best: "We’re not just exploring digital innovation—we’re bringing together forward-thinking restaurant leaders to solve real-world challenges. One of the most impactful parts of the summit? Our Brand-Led Roundtable Lunches, where top operators, marketers, and technologists lead discussions on how to drive meaningful transformation."
This event attracts proactive thinkers from growth-focused brands. That means: killer networking and even better knowledge sharing.
Here’s what stood out:
HOW TO MEASURE MARKETING
I moderated a panel with a crew of sharp marketing leaders. We spent an hour answering audience questions, and the biggest theme was measurement.
Key takeaways:
Start with a clear goal and define how you'll measure it before launching the campaign.
If you’re talking to a vendor, ask how brands similar to yours measure success.
Exploring a new channel? Find 2–3 brands like yours already doing it. DM them. People are usually willing to help.
ARE WE OVERTHINKING IT?
Personalization, Segmentation, AI, Overacted TikToks, Caloric nuclear bombs disguised as LTOs -- Are we overcomplicating restaurant marketing?
I’m a marketer. I use all of it. But let me pose this question:
What if all you really need is:
Strong SEO
Guest feedback on every order
A weekly email newsletter
And excellent service
Does that check enough boxes?
I’m not preaching laziness—just focus. You need a locked-in marketing foundation that works every day and supports what every guest really wants: Was it fast? Was it fresh? Was it friendly?
That’s why I wrote Steal This Proven Marketing System – Before Your Competitors Do. It’s free. Download it.
And if you like food and fun, follow me on TikTok. 😎
EVALUATING TECH
When you’re assessing new tech, ask the vendor:
Do you have examples of restaurants like mine using this successfully?
What kind of support (handholding) is provided before, during, and after launch?
What does a pilot program look like?
Is your ecosystem open? Do you integrate with my non-negotiables—and how?
Tech vendors: prepare your answers in advance.
Props to Eric Knott from TikiTaco and his CEO panel for this hit list!
THE GREATEST GIFT IS GUEST FEEDBACK
Want to have a deeper connection with your guests? Want to know how your guests feel about your brand and your stores? Want more guest contact data? Want to be in a constant state of improvement?
Ask every guest, every time, on every order—for feedback.
That was a through-line across multiple talks. And yes, most of us on stage (me included) use Ovation to do exactly that. It works.
FRANCHISING SUPER TIPS
Trying to boost your franchise pipeline? Here’s what I heard:
When vetting a potential franchisee, don’t just ask about operations—ask about their people skills and community involvement. Examples:
How are you at talking with people?
What are you doing in your community right now?
Are you on the PTA?
And yes, in-person meetings are a must. Zoom-only? Time to 86 that..
Need more leads?
MUFC and RFDC are great for meeting large-unit franchisees.
Meta traffic ads are solid for first-timers or small-unit prospects.
In all your content, lean into your story. Use quotes from franchisees, show cost of goods, AUV, and gross margins.
Thanks to Fred Frey from 16 Handles for a killer roundtable.
SMART PERSONALIZATION TIPS
Want better marketing? Make friends with Sara Kear from Condado Tacos.
She’s like the unicorn-Santa hybrid of restaurant marketing. In 30 minutes, she dropped enough tactical value to fill a book. Here are some of her top tips:
Use targeted offers for guests who are late or churned—a free item > discount
Focus on great welcome flows for first-time guests—not coupons
Communicate through the guest’s preferred channel (SMS vs. Email)
Get more out of paid media:
--- Relying more heavily on our owned channels to connect with guests who've opt'ed into email, SMS, etc
--- Lookalike audiences to most valuable guests
--- Excluding known guests when trying to reach new guests
Most importantly: humanize your marketing. As an example, they took their top top top guests and had their CEO and Founder sent personalized video messages to them on Christmas.
If you were at QSR Summit—what did you learn? Need help putting any of this into action? Email me: [email protected]
—Rev Ciancio
WHAT DOES REV DO?
• I help restaurants build guest marketing programs.
• I help hospitality tech companies with lead generation and content marketing.
