Ep 19: Clicks 2 Bricks with Potbelly Sandwich Works CMO Brandon Rhoten
Marketing is about growing revenue and differentiating a brand, and getting that second part right requires the willingness, bravery, and know-how to zag where others zig. Today’s guest is Brandon Rhoten, CMO of Potbelly Sandwich Works who is best known for his disruptive and pioneering work at Wendy’s where he helped the QSR brand rise above the sameness of its category and become culturally relevant again through social media and digital. Today we talk to him about his work at Potbelly and Wendy’s, and some of the strategies he has employed over the years to revive and build impossible to ignore brands. Our chat with Brandon begins with him describing the state Potbelly was in when he joined in 2018, how he has used research and testing to shift their marketing, what these new marketing strategies look like, and what business has been like since the pandemic. On the topic of positioning, Brandon talks about how Potbelly is playing to emotion rather than function to stand out in the fast-casual sandwich category. We then move onto his period at Wendy’s, talking about how he helped the brand capitalize on the pink slime crisis and convince their board of stakeholders of the power of internet marketing. Taking a deeper dive into the topic of the pandemic, Brandon talks about some of the strategic decisions Potbelly has made to close certain shops and the innovative techniques they are using to reclaim lost business in this difficult time. Wrapping up for the day, Brandon shares some tips for marketers wishing to find the successes he has, highlighting the need to drive revenue first before focusing on brand building. Tune in today!
Key Points From This Episode:
A secret fact about Brandon: The story behind the names of his first two kids.
The state Potbelly was in when Brandon joined and how they have fared during COVID.
Brandon’s knack for joining brands when they are in trouble and how he revives them.
The strategy Brandon used to revive Potbelly involving more reach and a clearer message.
How Potbelly positions itself using emotion rather than a product.
Driving sales through performance marketing and building a brand.
Brandon’s successes with Wendy’s and the challenges he faced reviving the brand.
How the Wendy’s board of directors finally got convinced of the power of internet marketing.
Different roles Brandon had at Wendy’s during his time there from 2011 to 2017.
The work Brandon did at Papa John’s helping them convert to e-commerce.
How Potbelly had to close some shops due to COVID and how they innovated to survive.
The rise of marketing that operates on the local level and how Potbelly is doing this.
Advice from Brandon for new marketers who want to replicate his success.
The value of showing a return on spend first and then moving onto brand building.
An unpopular opinion about marketing from Brandon; why he is media agnostic.
The importance of differentiating oneself and how Brandon builds impossible to ignore brands.
Brandon’s thoughts on agencies, branded content, and other great, multi-location marketing leaders.
Tweetables:
“I have got a bit of a history of coming into brands that have at least four to five years of trouble.” — @brhoten [0:04:30]
“What I found to benefit my previous lives is that if you can find a space that everybody is playing in function and you play a bit more in emotion, you tend to have an easy run.” — @brhoten [0:12:06]
“This is the opportunity to grab market share if you market effectively during this window.” — @brhoten [0:36:38]
“You go where the business is, end of story. I am media agnostic.” — @brhoten [0:43:32]
Links Mentioned in Today’s Episode: