Breakout Session / Tuesday / October 7, 2025 / 10:30 AM
The $0 Marketing Plan: Driving Traffic with Creative Social Media Strategies
Effective marketing is crucial for fast casual restaurants to thrive, but large budgets aren't always feasible, especially for smaller businesses. This session will explore creative and cost-effective social media strategies to drive customer traffic and boost your bottom line.
Attendees will discuss:
- Leveraging user-generated content.
- Identifying and partnering with local businesses and influencers.
- Cross-promotion opportunities and joint marketing campaigns.
- Building a strong local network through social media engagement.
- Crafting compelling brand narratives that resonate with your target audience.
- Creating visually appealing and shareable content.
- Developing a consistent brand voice across all social media platforms.
- Maximizing social media presence and optimizing social media profiles for search and discoverability.
- Monitoring and responding to customer comments and messages.
- Using social media analytics to track progress and identify areas for improvement.
PANELISTS
Tom Carr | Chief Marketing Officer | Chicken Salad Chick
Tom Carr is the Chief Marketing Officer for Chicken Salad Chick. He has brought to the Chick Family nearly 30 years of experience as a strategic, creative, and innovative marketing executive across a diverse range of industries. This includes entertainment, apparel, restaurants, consumer products, and media. He was twice named “marketer of the year” within the cable television industry. Tom hails from New Orleans, a city whose culture he credits for his unique take on brand storytelling.
Kayla Dillon | Vice President of Marketing | Cheba Hut
Kayla Dillon is a dynamic marketing leader with extensive experience in the restaurant industry, including key roles at Hard Rock Cafe, Bar Louie, and Virtual Dining Concepts. Currently serving as the Vice President of Marketing at Cheba Hut, Kayla drives bold and unconventional marketing strategies that align with the brand's cannabis-themed culture while fueling growth and customer engagement. With a background in hospitality marketing and experience leading creative campaigns, Kayla excels at building brand narratives that resonate with diverse audiences. Her expertise spans creative strategy, local store marketing, and innovative campaign development. Kayla’s proven track record in fast-paced industries reflects her ability to blend bold ideas with data-driven insights, making her a trusted partner for businesses seeking growth and differentiation.
CJ Ramirez | EVP of Marketing | Dog Haus
C.J. Ramirez has been a critical player in Dog Haus’ success since 2013, aiding the brand’s mission to elevate American classics into chef-driven culinary creations. Dog Haus has since expanded from its Pasadena, Calif., base to more than 75 locations across 20 states, including 50+ brick-and-mortar restaurants. Using his wealth of knowledge in designing branding strategies that build strong corporate identities, C.J. oversees high-performing creative, marketing and technology teams at Dog Haus that deliver growth through innovation for the brand and its franchisees.
Peter Wiley | Director of Marketing & IT | Hot Head Burritos
Peter Wiley forged his skills in multimedia, live video production, broadcast television, web, social media and marketing while working with music artists and church organizations in the Northwest. In 2007, Ray recruited him to help launch the Hot Head Burritos brand. Over the last 10+ years, he has produced countless TV, radio, online, print, and in-store marketing campaigns for Hot Head Burritos.