Anna Tauzin, the Head of Marketing for Big Chicken, shares her journey from journalism to leading marketing for a rapidly growing restaurant brand co-founded by Shaquille O'Neal. The discussion dives into the challenges and strategies of marketing in the hospitality industry, the importance of understanding consumer behavior, and the complexities of managing franchisee relationships. Anna also highlights the value of loyalty programs and the role of innovation in driving growth. Her unique background in B2B marketing and trade associations offers fresh perspectives on creating impactful marketing strategies.

Transition from Journalism to Marketing: Anna highlighted her unconventional journey from journalism to becoming the fractional head of marketing for Big Chicken. She emphasized how her background in journalism and tech equipped her with unique skills to connect with people and understand their needs, which are crucial in marketing.‍

Challenges of Scaling Marketing for Franchisees: We discussed the complexities of rolling out marketing initiatives across multiple franchise locations. Anna stressed the importance of planning, organization, and communication to ensure franchisees are well-prepared and empowered for successful campaign execution.

‍Role of Loyalty Programs: Anna highlighted the strategic approach Big Chicken is taking with their loyalty program, emphasizing the focus on non-transactional rewards. This includes offering unique experiences and exclusive access to events, which helps build stronger brand affinity without solely relying on discounts.

‍Women in Hospitality: We discussed the importance of support networks for women in the hospitality industry. Anna mentioned her involvement with Les Dames d'Escoffier International, an organization dedicated to supporting women in food, beverage, and hospitality, and encouraged women in the industry to join their local chapters for support and networking.