Pecking Order: What’s Driving Traffic for Chicken Concepts


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In today's challenging economic climate and crowded media landscape, driving traffic requires more than just a good ad. It demands a strategic approach that combines strong brand identity with effective top (TOF) and bottom-of-funnel (BOF) conversion tactics.In this session, Brandon Rhoten, will use the dynamic chicken category as a through-line to demonstrate how the most successful QSRs are mastering this balance. Drawing on insights from hundreds of media plans, we'll reveal the consistent strategies that are driving real-world foot traffic.We'll break down the marketing funnel, from TOF brand-building efforts like DOOH to BOF conversion drivers such as Connected TV (CTV). By showcasing real-world applications and specific tactics, this presentation will provide actionable takeaways for QSR leaders looking to move beyond vanity metrics and optimize their marketing spend, connect with their ideal customers, and confidently drive business growth.

Presenter
Brandon Rhoten
Chief Marketing Officer
GroundTruth
Brandon Rhoten leads all marketing functions and is responsible for developing go-to-market strategies for GroundTruth’s advertising products. Brandon has served in senior leadership roles at some of the largest U.S. brands and as a strategic advisor to several leading digital marketing agencies. Previously, Brandon was CMO of Potbelly, CMO of Papa John’s, and VP of Marketing at Wendy’s, where he built the brand’s infamous digital/social strategy and team. Brandon began his marketing career at decorated B2B agency Gyro International, now Merkle B2B, and has since overseen billions of dollars in global media investment. Brandon has been named an Ad Age Top Digital Marketer, and his teams’ work has been featured in Fast Company, Ad Age, The Wall Street Journal, and others. Brandon has also spoken at industry events including SXSW, ANA, Adweek, 4A’s, SocialMedia.org, MMA, and WOMMA, and is often featured in marketing publications and podcasts.
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