We need to get beyond "coupon crack" as Kelly calls it, and move to a Direct-to-Consumer (DTC) mindset in restaurant marketing. 

On this episode of Restaurants Reinvented, Kelly explains the most effective way marketers  can collect useful data, how to sell directly to your consumers, the true meaning of loyalty,  and more tips for meeting consumers where they are today. 

Top Takeaways: 

• Test & Learn - now is the best time for marketers to test and learn from customers. Customers are more forgiving right now. 
• Get Inside the 4 Walls - marketers must go onsite to see what's happening in their local markets. 
• Recent Stats: 50% of guests have returned to on-prem visits; and weekday spikes way outperform weekends in the pandemic. 
• Lack of Trust in Data - why some CMOs and CEOs don't trust data, esp mobile attribution data, and how to validate that. 
• The Psychology of TikTok - we break it down and talk about recent viral campaigns.

"My hope is that restaurant owners and operators open themselves up to agency and consulting partners, such as myself, in a much bigger way moving forward. Most of us have valuable experience both inside and outside of the industry that could prove beneficial as you look to grow and evolve. Now is a great time to test, build and bet on a promising future."

Resources:
- Flight and Flute website
- Black Box Intelligence weekly reports
- Kelly on LinkedIn
- Canlis in Seattle & "Canlis Pivots Again" news article

About Kelly:
Based in Seattle, Kelly is an independent consultant who believes that the new agency model, is not an agency at all.  It is about being a consultative leader, untied to media or agency overhead.  It's about leading strategic thinking, informed by data and insights. It's about leading a collective and bringing in the right talent to meet the needs for each brand and their business challenge. 

From category leaders such as ASU, Frito Lay, Target, Outback Steakhouse, Bar Louie, WTIA, Apprenti and more – marketers agree the time has come to think and act differently. 

As a leader of strategy and development, Kelly is responsible for building award winning collectives in support of transforming some of the world’s leading brands. As a strategist with over 20 years of retail and merchandising DNA, she understands that the marketing dollar must first and foremost drive sales and support business needs. It is no longer brand for the sake of brand. The marketing dollar must at all times, add value.

Check out Qu's Annual State of Digital for Enterprise QSR & Fast Casual Brands