According to Todd Jones of G.E Capital, the restaurant industry currently spends 80% of it’s marketing dollars on television advertising, and less than 3% on social marketing and engagement. Closing keynote Greg Creed shared how Taco Bell is using social technology to get ahead of the pack.
“-1% sales in first quarter isn’t going to cut it” @TacoBell CEO “Let insights guide the way” #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
Taco Bell is looking to double in size over the next 10 years. Greg Creed @tacobell #RLC2013
— Restaurant Business (@RB_magazine) April 24, 2013
Massive shift from food as fuel – to food as experience Greg Creed, @TacoBell CEO >>they they shifted to Live Mas #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
We have to change our focus from product development to platform development. Greg Creed @TacoBell CEO #RLC2013
— Summer Brand Camp (@SBrandCamp) April 24, 2013
Brand clarity: why do we exist, what do we stand for, what’s our purpose? Greg Creed @TacoBell CEO #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
Our brand essence can be summed up in one word MAS – more purpose, passion, we give more. We feed people’s lives with MAS. #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
@TacoBell Principles HUNGRY: Helpful, Understanding, Never Follow, Grateful, Relentless, Youthful #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
“The Customer Experience Never Exceeds the Team Member Experience” Greg Creed @TacoBell CEO #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
Love the @TacoBell “First Bite” social campaign to engage employees cc: @appreci8 integrating workplace & marketplace #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
Using their proprietary social analytics platform, Taco Bell crawls the web and monitors key words and trends that people are saying about their brand. This story was a great example of how they used that information to craft a brilliant campaign yielding millions of social mentions and a lot of good will.
When Taco Bell hears about a hoax opening in Bethel, Alaska? They send 10k tacos http://t.co/m0Csre3ft9 #rlc2013 Greg Creed, CEO @tacobell
— Restaurant Business (@RB_magazine) April 24, 2013
If you are a publisher, you have to put out content every day. No more broadcasting; create a conversation & engage your raving fans.
We have to move from marketing to publishing. From Advertising to Storytelling. Greg Creed @TacoBell CEO #RLC2013 #innovation
— Joni Thomas Doolin (@luckypenny) April 24, 2013
47% of Millenials use Social Networking while Eating. Greg Creed @TacoBellCEO #RLC2013
— Joni Thomas Doolin (@luckypenny) April 24, 2013
His final note of caution to the audience:
“If you don’t like change, your going to like irrelevance even less “ Greg Creed @TAcoBell CEO Greg Creed ROCKS the #RLC2013 stage.
— Joni Thomas Doolin (@luckypenny) April 24, 2013
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