Ep 67: Edithann Ramey is the Chief Marketing Officer for On The Border Mexican Grill & Cantina
While most businesses suffered heavy losses during the pandemic, one restaurant franchise not only survived but thrived. Here today to share more about how her company successfully navigated COVID, is the Chief Marketing Officer for On The Border Mexican Grill and Cantina (OTB), Edithann Ramey. After giving us a brief history of her company, Edithann describes OTB’s mostly-corporate system and explains why she wouldn’t have it any other way. We discuss the tools and strategies OTB used to overcome the pandemic, before diving into their digital transformation process and their stance on third-party sales. With a national economic recession looming, Edithann gives her assessment of the macroeconomic environment and how that has influenced her marketing plans for 2023. Our conversation then turns to Google and local store marketing, and ends with our guest answering rapid-fire questions relating to influencers, TikTok, and Yelp!
Key Points From This Episode:
A warm welcome to the Chief Marketing Officer of On The Border (OTB), Edithann Ramey.
Two fun facts about Edithann that many do not know.
The joys of growing up in the madness of Mexico City.
OTB’s story and what they are busy working on today.
Her company’s mostly-corporate system and why Edithann prefers it this way.
The tools, strategies, and technologies they implemented to survive and thrive after COVID.
How OTB had to play catch-up with its digital transformation during the pandemic.
Their third-party delivery system status before and post-COVID.
Why Edithann wants to convert third-party customers to first-party, and the tactics she uses.
What OTB’s digital transformation map looks like for 2023.
Edithann’s assessment of the current macroeconomic environment.
How fears of a recession have influenced her marketing strategy for 2023.
Why topping Google search lists is a priority for her in this age of e-commerce.
The digital focus of their top-of-the-funnel awareness activity.
Why their marketing strategy is a combination of awareness and calls-to-action.
What “local store marketing” means for Edithann.
How OTG has leaned more into the community post the pandemic.
Edithann’s career journey and how her past has helped her in her current role.
How she mentors the young marketers on her team.
Edithann answers some rapid-fire questions about influencers, TikTok, and Yelp.
Our guest suggests Wyman Roberts as a multi-unit enterprise leader worth interviewing.
Tweetables:
“I grew up abroad. I'm Puerto Rican, but I grew up in Mexico because of my dad's job. It certainly helped me a lot to have grown up outside of the country and to live through a different culture, because when I'm in different cultures now, I can adapt really easily.” — @EdithannRamey [0:02:31]
“Like everybody else, we struggled very strongly during COVID. Did a lot of resets, and we thought a lot about what works and what's not working and came out of the pandemic not only surviving but thriving. So we're celebrating our 40th with a lot of pride and a lot of joy.” — @EdithannRamey [0:04:53]
“Alcohol-to-go really saved the brand. I exaggerate some, but it was such a huge game changer to be able to send you home not only with your food but with a margarita. It really helped drive our sales when we couldn't have people inside the restaurant.” — @EdithannRamey [0:06:42]
“When I think about local restaurants, I think about community. We have these locations that are very special. There are seated in the community and in order for us to drive those sales and traffic, it requires us to go out there and make those connections.” — @EdithannRamey [0:24:25]
“It's this idea of an experience that people sit around the table for. They could be on a date night, or it could be because you just don't want to cook tonight. It's all about just making people happy and bringing them back over and over again.” — @EdithannRamey [0:31:29]