Donna Josephson Talks Marketing Strategies with Franchise Update Magazine
Donna Josephson, CMO of Fazoli’s, recently sat down with Kerry Pipes of Franchise Update to dish the scoop on her cross-functional marketing strategies for the brand. Let’s take a look at what she had to say!
First, a bit of background on one of the latest additions to the Fazoli’s team, Donna Josephson. While she may be semi-new to the Fazoli’s family, she’s certainly a seasoned franchise executive in the industry. Her long-standing career in the fast casual realm includes heading up marketing initiatives for well-known brands like McAlister’s Deli, Wendy’s, Applebee's and Chick-fil-A. With so much experience under her belt, it’s no wonder the Fazoli’s team scooped her up to tackle marketing strategies to ramp up growth across its 220 units and counting this year!
Good Marketing Takes Teamwork
As CMO, Donna believes strongly in a cross-functional marketing model. Getting the entire franchise system on board from top to bottom is what drives a successful marketing plan. As Donna states:
“Marketing strategies are developed to support the key initiatives in conjunction with our agency partners and then shared with cross-functional leaders to ensure alignment. There is ongoing communication of the plan throughout the year, and we have a cross-functional execution that brings the plan to life.”
This model has proven successful for Donna in her past endeavors, and she has no doubt that following it through with the Fazoli’s franchise system will yield excellent results. After all, a brand’s marketing initiatives have the ability to significantly affect performance and build brand loyalty when executed correctly across all channels.
Good Research is a Major Key
Donna is responsible for all brand strategy and brand management efforts, which includes research, development and menu innovation. Her team is charged with the responsibility of driving sales for each Fazoli’s location, so it’s important that they’re able to utilize technology to effectively track and determine consumer wants and needs in each specific market.
“Technology has enabled marketers to have more information in regard to consumer behavior than we have ever had. Interpreting that data to create products and meaningful experiences that meet our guests’ needs and increase demand for Fazoli’s is key.”
Specifically, Donna pointed to the importance of “[understanding] the guests’ journey as they interact with [the] brand.” The goal is to use research data to create unique products that fill consumers’ needs and encourage both trial and repeat business across all locations, but that’s not all. (Here’s where that cross-functional strategy comes into play!) As CMO, Donna is also responsible for ensuring that each department is on the same page with regards to advertising, development and delivery. That way, they can “ensure the guest experience is brought to life in a meaningful way.”
Are you interested in franchising with Fazoli’s and helping Donna and the franchising team help the guest experience come alive in your local market? If so, we highly encourage you to speak with one of our franchise development team members to learn how you can get started.
Some of our available markets include, but are not limited to: Phoenix, Pittsburgh, Detroit, Eastern Ohio, Cincinnati, Cleveland and Charlotte. To learn more about our current franchise opportunities, contact Sam Nelson at 1-800-446-4368 or fill out our information request form online.
To read Donna’s full interview with Franchise Update, click here and flip to page 18!
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