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How to Use Design Elements to Increase Your Profits

While most designers understand how colors and design elements affect people’s perceptions, many restaurateurs are missing out on how they can use them to enhance the customer experience and inspire them to spend more money. This session will remedy that by diving into an SCA/Tork-commissioned study that used brainwave technology to measure diners’ reactions to various hues while they ate and drank.

The bottom line of the study? Color is critical to customer experience since it has a notable and predictable impact on their moods and emotions.

Attendees will learn about the color results and also hear from design experts who will discuss how restaurant operators can use other design elements to please customers.


Tom Cook | Principal | King-Casey

Tom began his career working at Dancer Fitzgerald Sample and Benton & Bowles, both top tier Madison Avenue advertising agencies. It was here in account management Tom developed strong and disciplined packaged goods marketing and brand strategy skills working with Procter & Gamble, Kraft General Foods, Gillette and Richardson Vicks. Tom has worked in consultant and account management roles in the restaurant industry for over 30 years with clients that include McDonald’s, Taco Bell, KFC, Starbucks, Subway, PepsiCo. and many others. Tom’s restaurant consulting work has focused on brand positioning, brand strategy, menu strategy and menuboard and path to purchase optimization.

Terry Haley | Chief Growth Officer | Hopdoddy Burger Bar

Chief Growth Officer, Terry Haley, has had a knack for growing industry leading brands in beer and restaurants over the course of his 17-year (and counting) marketing career. After 7 years in beer, the Minnesota native worked in the restaurant industry for 10 years prior to his current role with Hopdoddy. After earning an MBA and bachelor’s degrees in public relations and political science from Marquette University, he led marketing for brands in SAB Miller Brewing Company’s craft, import, and domestic portfolios, was Vice President of Marketing of Pei Wei Asian Diner and P.F. Chang’s at P.F. Chang’s, Inc. and served as CMO at World of Beer Franchising, Inc.

Kellie Sirna | Co-founder and Principal | Studio 11 Design

Kellie Sirna, co-founder of Studio 11 Design, has spent over a decade molding her client-first design philosophy a set of principles that is reflective in each of the firm’s projects. From concept to budget and design execution, Kellie focuses on keeping the client involved and informed, a philosophy that gives the firm and her service a boutique feel. Kellie and partner, Stacy Elliston created a boutique firm around a curated group of creative, diverse designers that all bring something different and unique to each space. Kellie got her first peek into the design world when she accepted a position as a buyer for interior art & accessories.


Tracey Fullington | National Account Manager | SCA / Tork

Tracey Fullington is National Account Manager for SCA / Tork. She is an accomplished sales management professional with over 20 years of experience, who is dedicated to serving restaurants in a sustainable way. Tracey promotes SCA / Tork’s line of products and hygiene initiatives to national account foodservice concepts with corporate headquarters based in the Southeastern United States. Since 2007 she has been responsible for maintaining and growing a portfolio of high profile national foodservice concepts with locations that cross regional boundaries.

session sponsor