Guzman y Gomez is re-inventing fast food as we know it. Lara Thom, Chief Marketing Officer for the business who will be speaking at ADMA Global Forum, says the brand is changing the game by embracing innovation and approaching marketing unlike any of its Quick Service Restaurant (QSR) competitors.
She says: “Despite being a 12-year-old business, we still behave like a startup which is why we can be so agile.”
This mindset has led to the brand becoming the first globally to deliver burritos by drone with Alphabet’s innovation arm “X”.
According to Thom, the key to truly innovating within a long established category such as the QSR category is to approach marketing as a wider part of the business strategy, not as a silo.
She says: “We don’t create ‘stunts’ or ‘campaigns’. We know our brand and the values it stands for. When your business strategy and values are aligned, the marketing strategy seamlessly fits into place.”
But before a company can innovate, it must train its focus on the customer. At Guzman y Gomez, this begins with the team.
Thom says: “Guest experience is the number one priority for Guzman y Gomez. If our teams are happy, they will look after their guests. This culture starts when we are hiring and restaurant managers ask, “Is this person Guzman y Gomez? Can they deliver the best guest experience possible?”