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The Marketing Millennials
310 - How Food Brands Create Menu Hits with Jessica Serrano, CMO at Dig
Feb 12, 2025
Jessica Serrano, CMO at Dig, shares her insights on crafting menu hits at the popular fast-casual restaurant. She emphasizes the importance of consumer feedback and seasonal ingredients in menu innovation. Jessica dives into effective marketing strategies for transforming hesitant customers into veggie lovers, highlighting the role of protein-driven advertising. The conversation also explores how AI could streamline personalization in food selection while maintaining the essential human touch in cooking. Discover the underrated items on Dig's menu that you might have missed!
26:51
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Quick takeaways
- Understanding customer preferences and seasonal ingredients drives successful menu innovation and operational execution at Dig.
- Customer feedback, combined with employee insights, fosters a culture of innovation that keeps Dig's offerings aligned with consumer demand.
Deep dives
The Art and Science of Menu Development
Creating successful menu items requires a careful blend of artistic creativity and scientific analysis. The process begins with understanding seasonal crops and consumer lifestyles, which informs menu innovation at Dig. For instance, menu development involves brainstorming, receiving feedback on concepts, and testing recipes through collaborations with customers and operations. This thorough approach ensures that new items not only appeal to customers but are also practical for consistent operational execution.
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