When COVID-19 hit, most marketers — especially those in the foodservice space — feared for the future of their industry. Jen Kern, CMO at Qu, an enterprise restaurant chain POS platform, saw an opportunity to reshape the way she markets to customers.
She listened to her customers’ needs, focusing on earning their trust when they needed it most. Though Jen doesn’t use annual marketing plans, 70% of the marketing budget was in events — so she had to quickly pivot Qu’s marketing efforts. That meant switching content plans, among other efforts. Qu’s marketing team created a COVID survival kit and a blog post about how restaurants can optimize their online menus for COVID.
“Doing things that are going to be helpful — and that’s the whole premise of inbound marketing … is helping and educating your buyer — not selling,” says Jen.
In this episode of Tech Qualified, Jen goes into detail about how Qu shifted marketing plans to reflect the realities of the pandemic, which included launching an online ordering product that restaurants of all types can access and an initiative pairing restaurants with local first responders for food delivery.
Plus, she discusses her top tips for success in marketing. “Listen to your gut. That’s the best advice I could give to marketers,” Jen says.
“[W]e created a COVID survival kit for restaurants and we got that live a couple of weeks ago and we wrote a blog about how to optimize your menu for COVID. [We’re] doing things that are going to be helpful — and that’s the whole premise of inbound marketing … is helping and educating your buyer — not selling,”