Clicks 2 Bricks Ep 11: Local versus National Marketing with Applebee’s CMO Joel Yashinsky
If marketers have learned anything during the past few months, it is that all brands need local marketing strategies to support the diverse conditions that consumers endure. Today’s guest is Joel Yashinsky, who is a pure multi-location marketer. Having spent 18 years with McDonalds, once serving as CMO of the Canadian business, he joined Applebee’s as CMO in 2018 with a mandate to revitalize the casual dining brand. And then of course, the pandemic happened. Given the rapidly changing climate, there was a need for multi-location businesses to adjust their marketing strategies accordingly, and this is exactly what we discuss in this episode. Joel shares a bit about Applebee’s marketing strategies, including leveraging local messaging, rapidly improving their digital experience, and trusting and supporting their franchisees with an all-hands-on-deck approach. We also discuss brand and performance marketing, cloud kitchens and virtual brands, as well as the McDonald’s Monopoly Scandal, so make sure to tune in today!
Key Points From This Episode:
- Today’s headline: Local Search Like it’s 2020 (Not Like it’s 2010).
- Eating good in the neighborhood – Joel introduces Applebee’s target audiences.
- Joel explains what it was like for the brand pre-COVID versus post-COVID.
- As casual dining took a big hit, Applebee’s focused on creating a safe and easy to-go experience, followed by patio dining.
- Across the whole organization, it was all hands on deck to share information and build sales.
- Applebee’s focused on leveraging the local message rather than doing national marketing.
- By making inroads to improve the digital experience since 2018, Applebee’s had enough in place to build from going forward.
- Local versus national marketing – Joel says grassroots efforts by franchisees were terrific.
- Franchisees are using all the local tools available to them, from Facebook ads to billboards.
- The different approaches from QSR to casual dining, the main difference being alcohol.
- Comparing Applebee’s with IHOP – attracting casual dining versus family dining guests.
- A back-to-basics, meat-and-potatoes type marketing approach has served Applebee’s well.
- Joel’s opinion of brand and performance marketing, and how Applebee’s is identifying opportunities for integration points.
- The opportunities Joel sees with cloud kitchens and virtual brands, like Neighborhood Wings.
- Joel’s marketing career advice – read How to Win Friends and Influence People.
- Another key piece of advice from Joel – stay in the current role until the next one comes
Links Mentioned in Today’s Episode:
How to Win Friends and Influence People
Local Search Like it’s 2020 (Not Like it’s 2010)
CMOs Need To Think And Act Locally In The Age Of COVID-19 And Beyond