May 16, 2019
New York, NY

Dining 2.0: QSR Goes Omnichannel

Digital channels represent the biggest change to how Americans eat since the invention of fast food itself. Mobile app advance ordering is turning every QSR into a take-out business, while app-based delivery turns every dine-out venue into a QSR competitor for convenience. Local search and review apps, geo-targeted advertising, mobile messaging and delivery services have radically expanded the opportunity for accessing customers. But this omnichannel world has also expanded the competitive set for hungry consumers on any given evening.

How are venerable QSR brands navigating these new blurred the lines among dining categories? How are they rethinking the consumer decision process, recalibrating media spend, responding to challenger brands for attention?

MediaPost's Marketing QSR drills into the best practices, new consumer journeys and emerging opportunities for QSR brands helping to build Eating 2.0.

Join the conversation #marketingqsr

Conference Content Programmer

Steve SmithEditorial Director, Events, MediaPost

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Agenda

Thursday, 05/16

8:00 AM
Registration & Check-In
8:15 AM
Sponsor Kickoff Presentation
9:00 AM
Opening Remarks
MC
Chuck Martin, Editor, Net Future Institute, AI & IoT Daily 
9:15 AM
Panel: QSR Media Planning and the New Hunger Journey

The customer journey for deciding what and where to eat tonight is not only fragmented but infused with new competition. How do marketers and media buyers plan campaigns across TV, digital, as well as apps across food search, mapping, delviery services? How have the new options impacted the mix of branding, last mile promotion, interception? Our panel of media buyers and planners will discuss how they are mappong medi aplans against the new journey and share exmaple sof what is (and is not) working.  

9:15 AM
Keynote
Keynote
Keith Lusby, Vice President of Media, Dunkin'? Brands 
10:45 AM
Panel: Marketing Into the Delivery Disruption
The competitive field for QSRs widens considerably as the app-based delivery economy makes any retaurant quick and covenient, even as it gives incumbents a new tool. But how does this new consumer supply chain reshuffle marketing strategy, partnerships, competitive sets, messaging, even product development? What is a QSR when every eatery can compete on convenience?
11:30 AM
Presentation: Next Generation QSR: Emerging Roles in Marketing and Digital Experience
With the fight between brick and mortar vs. the internet continuing, this presentation will detail how restaurants can innovate and look to emerging marketing roles to compete against third-party delivery system, Amazon and other marketplace. With razor thin margins, restaurants too have to operate, hire and growth hack like startups.
Presenter
Nabeel Alamgir, CMO, Bareburger 
12:00 PM
Panel: Can We Get a Side of Data With That?
As consumers find so many routes to their eatery of choice, the data inputs explode. But QSRs now have to work with, in and around a dataverse of walled gardens. Who owns the data and how is it shared? Which signals do and don't matter for QSR? And how are old and new brands reorganizaing and integrating so may data channels to drive a coherent marketing, loyalty and advertising strategy?
Moderator
Tina Allan, EVP Director Data Solutions, BBDO 
12:30 PM
Lunch
12:30 PM
Sponsor Luncheon Presentation
1:30 PM
Keynote: Delivering on the Dunkin’ Brand Promise
In the QSR business, the talk is always about traffic, but the word “traffic” is cold and somewhat negative.  These are guests.  How do we invite them in, make them feel at home and want to return?  And use data to connect.  The word data is rigid, techy and puts people on their guard.  It’s not about manipulating data but striving to deliver personalization. This keynote will focus on connecting with consumers in the modern world to not only showcase products, but also show how Dunkin’ demonstrates its brand promise in its marketing.
2:00 PM
Panel: The DTC Effect: Loyalty, Social and the New Customer Relationship
Brands and cusotmers now have unprecedented access to one another, but what are marketers doing to make the mos tof it? From beefing up loysalty programs and email promotions, to managing reputation, content and fandom via social channels, we ask the CRM and social media masters to share their winning ways. Can QSR customers really become fans?
3:30 PM
Panel: Location, Location, Location: The Next Frontiers of Geo
Few categories have leveraged digitall location based marketing and advertising technqiue longer and harder than QSR. From Geo-fencing and geo-targeting, to conquesting, programmatic audio to data driven out-of-home, these brands have reconnoitered the frontiers of geo-marketing. We ask some of the most seasoned planners int he field to share their most successful recent campaigns and the next generation of geo-targeting they are testing now.
4:15 PM
Cocktail & Networking Reception

Featured Speakers

Nabeel Alamgir

Bareburger
CMO

Tina Allan

BBDO
EVP Director Data Solutions

Keith Lusby

Dunkin'? Brands
Vice President of Media

Chuck Martin

Net Future Institute, AI & IoT Daily
Editor

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Venue

Park Central Hotel New York
870 7th Ave
New York, New York, 10019
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