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Which Restaurant Segment best describes my company: Casual, Family, Fast Casual, Upscale Casual, Other

Biography: Marketing professional with 20 years of marketing experience, including 10+ in the restaurant industry. I love foodservice marketing. Few products and services are as universally relevant to all consumers than food, and restaurants and the foodservice industry have more to do with our social interactions with each other, defining our tastes, understanding and appreciating global diversity or making memories. Additionally, consumers are more passionate--and potentially loyal--about food brands than any other product category. I look forward to meeting others who share this passion.

The one principle that defines my overall marketing philosophy has evolved over the years. For years I, like many in the advertising business, have been flustered by clients whose sole concern has been return on investment. While this is indeed a short-term means of evaluating a campaign, today's consumer brands are overlooking a bigger opportunity: Return on Customer. In short, ROC measures the overall lifetime value of a customer. Through repeat sales, upselling, referrals and creating dialog between brands and consumers, we can effectively increase the frequency of transactions, while driving down the cost per transaction and continually refining marketing messages that are relevant not to the masses, but to the individual.

Would you like to learn more? I'm happy to elaborate with any who might be interested.

At 9:23am on January 13, 2008, Cooking Up A Story said…: Hey James! Just looking around and came across your page... I'm new here too. I'm in agreement with Ami, interesting idea on ROC. Actually, I like it.
-Rebecca

At 11:16am on January 9, 2008, Ami Annen said…: You have an interesting point of view on marketing strategies and I'm excited to learn more about your thoughts and experiences!

At 7:35pm on January 7, 2008, Howard Appell said…: Hello James

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