Bill Black discusses his marketing experience and insights on scaling businesses.
Key Takeaways
- Core values are crucial for brand identity and attracting franchisees (integrity, love, humility, courage)
- Drive-thru coffee shops significantly outperform cafes in sales (80% vs 20%)
- Mobile app users spend $1.50-$2 more per visit and come more frequently
- Focus on 2-3 critical priorities rather than trying to do too much ("be a river, not a flood")
Topics
Bill's Career Background
- 22 years in food/beverage industry, primarily coffee
- 10 years as marketing director for Dunkin Brands
- 5 years as marketing director for Starbucks in Atlanta
- Ran own consulting business "The Marketing Coach"
- 6.5 years as CMO at Scooter's Coffee (2018-2023)
Scooter's Coffee Growth
- Grew from ~130 stores in 2018 to 900+ by end of 2023
- Set "Big Hairy Audacious Goal" of 1000 stores by 2024
- Focused on drive-thru only kiosks (660 sq ft) for efficiency
Chief Marketing Officer Role
- Oversees brand strategy, creative, digital marketing, field marketing, e-commerce, franchise marketing
- Likened to "air traffic control" - managing many moving pieces
- Pivoted marketing during COVID to focus on community support
Marketing Strategies
- Loyalty programs via mobile app increased spend and visit frequency
- Adjusted rewards program to balance generosity and profitability
- Attitude & usage studies to understand customer demographics
- ESPN Frisco Bowl sponsorship for brand awareness
Advice for Business Owners
- Don't skimp on hiring talented people
- Identify core values and mission statement early
- Focus on 2-3 key priorities rather than trying to do too much
- For coffee shops: prioritize drive-thru, great staff, and location
Next Steps
- Bill is launching a CEO/small business peer advisory group with Vistage in the Spring
- Can be reached at 404-493-6601 or bill.black@themarketingcoach.com
- Recommended book: "It's Not About the Coffee" by Howard Behar