March 11-13, 2025 | Myrtle Beach, SC — Registration is open until March 7. Register Now
Breakout Session / Wednesday / March 12, 2025 / 10:30 AM
Stop Wasting Marketing Dollars: Optimizing Media Spend for Restaurant Franchises
Over 100 years ago, department store magnate John Wannamaker famously said, “I know half the money I spend on advertising is wasted, the trouble is I don’t know which half”. Today, this trouble still exists.
In the highly competitive restaurant industry where every marketing dollar counts, franchise organizations need smarter media strategies to drive customer engagement and ROI. This panel will explore how to harness customer data to improve targeting and conversion rates at the brand, regional, and individual franchise level. It will also cover the value of deploying intuitive, real-time dashboards for campaign optimization to maximize the impact of media efforts including paid search, social, programmatic display, and even direct mail.
What You’ll Learn:
- How to analyze customer data to refine audience targeting.
- Strategies to align media spend across brand, regional, and franchise tiers.
- The power of real-time dashboards for campaign performance and optimization.
- Best practices to leverage media channels for both walk-in and online ordering.
PANELISTS
MODERATOR
Samantha Hebel | Director of Marketing | Hungry Howie's Pizza and Subs
Samantha Hebel is the Director of Marketing at Hungry Howie’s, where she has been instrumental in driving the brand’s growth and innovation since 2015. With over 20 years of experience stemming from her early involvement with her parents as franchise owners, Samantha brings a deep understanding of the industry and franchise systems. She leads advertising strategies, manages budgets, and works closely with operations to support franchisees through personalized marketing initiatives, such as national marketing initiatives, grand opening plans and localized campaigns. Under her leadership, Hungry Howie’s has achieved sustained growth and improved profitability across its locations. Samantha is passionate about fostering collaboration, maintaining open communication, and creating an environment that empowers her team to succeed. Recognized as an industry leader, she was named in QSR Magazine’s Young Restaurant Leaders Class of 2023.
Erin Levzow | Growth Advisor | Batch & Box
Erin Levzow is a 20 year veteran and dynamic motivational speaker having worked in multiple industries. Most recently she was the Chief Marketing Officer for Musuem of Ice Cream. Prior to her MOIC role, she was the Vice President of Marketing Technology for Del Taco Restaurants. Recently Erin was awarded Top 25 Future is Female Award by Advertising Week New York as well as in 2023 CMO of the Year, 2023 MarComms Most Influential and Global MarTech Leader of the Year Awards. Prior to Del Taco, Erin was the CMO for Marcus Hotels & Resorts. Levzow has served as vice president of customer relationship marketing (CRM), loyalty and marketing for Hathway in Austin, Texas, a customer service experience company specializing in helping billion-dollar brands develop mobile-first strategies. Levzow’s extensive marketing and digital experience also includes serving as senior director of digital, social, CRM and e-commerce for Wingstop Restaurants in Dallas, Texas.
Andy Linke | Senior Director of Marketing | Ziggi's Coffee
Andy Linke is the Senior Director of Marketing at Ziggi's Coffee, where he leads the brand's marketing strategy, focusing on customer engagement, loyalty programs, and innovative campaigns that drive growth and brand recognition. With a strong background in marketing and a proven track record of success, Andy has been instrumental in expanding Ziggi's Coffee's presence in the competitive coffee industry. Before joining Ziggi's Coffee, Andy held various marketing roles that honed his skills in brand development, digital marketing, and strategic planning. His experience spans across different industries, providing him with a unique perspective on consumer behavior and market trends.
Frank Solis | Senior Director of Marketing | Taco Cabana
Frank Solis is a dedicated marketing professional with expertise in hospitality and multi-unit restaurant marketing. With over 16 years of agency and corporate leadership experience and a lifelong involvement in the restaurant industry, Frank has delivered exceptional results and award-winning campaigns throughout his career. Known for blending creativity with analytical insights, he excels at fostering strong partnerships and cultivating dynamic teams to craft memorable campaigns and drive success through collaboration and problem-solving.
Corbett Guest | President & Chief Strategy Officer | Imaginuity
Corbett Guest is the President and Chief Strategy Officer at Imaginuity, a leading marketing agency focused on multi-location businesses. Recognized for his big thinking and vision, Corbett has driven significant agency growth and delivered transformative outcomes for major clients including Southwest Airlines, Taco Cabana, Cinemark, Goosehead Insurance and Jones Lang LaSalle. A two-time Dallas Digital Fight Club winner, Corbett excels in simplifying complex challenges and crafting actionable strategies. Leading Imaginuity for over 20 years, Corbett has positioned the agency as a trusted partner in navigating the competitive and highly complex marketing landscape, helping clients achieve measurable success through creativity, technology, and innovation.
