Podcast Summary: Do This, NOT That! Marketing Tips with Jay Schwedelson Featuring Jennifer Bell

Episode: 130 Restaurants! How CMO Jennifer Bell Markets RPM Italian, R.J. Grunts, Aba, Hub 51, Wildfire, M Burger, Shaw’s Crab House, Mon Ami Gabi, Beatrix and 100+ More | Ep. 378
Release Date: July 18, 2025
Host: Jay Schwedelson
Presented By: Marigold

Introduction and Background of Jennifer Bell

In this episode of "Do This, NOT That!", host Jay Schwedelson welcomes Jennifer Bell, the Chief Marketing Officer (CMO) at Let Us Entertain You. With over 25 years at the company, Jennifer has been pivotal in leading branding, marketing, loyalty programs, digital strategies, and enhancing guest experiences across a vast portfolio. Let Us Entertain You manages and licenses more than 60 brands and 130 restaurants spanning a dozen states, ranging from Michelin-starred fine dining establishments to fast casual venues like RPM Steak and Italian.

Notable Quote:
Jennifer Bell ([01:11]): "Our biggest distinctive strength that we have is our variety of brands and it makes us unique."

Organizational Structure and Brand Management

Jennifer delves into the unique organizational structure of Let Us Entertain You, which is divided into multiple operating partners and divisions. Each division oversees a collection of brands, allowing specialized marketing teams to focus on the specific needs and unique identities of each restaurant. This structure ensures that each brand receives tailored marketing strategies while benefiting from the collective resources and support of the larger organization.

Notable Quote:
Jennifer Bell ([03:17]): "No two brands are the same and we never approach the brands in the same way."

Digital Transformation and Unified Platforms

A significant portion of the discussion centers around the company’s digital transformation. Jennifer explains how Let Us Entertain You unified various systems across all its restaurants, including POS, reservation platforms, loyalty programs, and online ordering systems. This standardization allows for the swift integration of new technologies, enhancing both operational efficiency and customer experience.

Notable Quote:
Jennifer Bell ([05:53]): "We can layer in new technology much faster, easier, that benefits all the restaurants we're now on, all on the same online ordering platform."

Loyalty Programs and Customer Engagement

Jennifer highlights the company’s unique loyalty program, which stands out due to its versatility across a diverse range of restaurants. Customers can earn and redeem points at any of the 60+ brands, fostering both brand-specific loyalty and cross-brand patronage. This approach not only enhances customer engagement but also strengthens the overall relationship customers have with Let Us Entertain You.

Notable Quote:
Jennifer Bell ([11:31]): "There’s no other loyalty program like us. I don't know of any other loyalty program that has the sheer variety of restaurants in which you can earn and redeem points."

Influencer Marketing Strategies

The conversation shifts to the strategic use of influencer marketing in restaurant promotions. Jennifer discusses the importance of pairing the right restaurant brand with compatible influencers to create authentic and engaging promotional campaigns. She emphasizes the necessity of thorough research and building genuine relationships with influencers to ensure that collaborations resonate with target audiences effectively.

Notable Quote:
Jennifer Bell ([15:08]): "We do a ton of research, and my team loves this, to really connect with the influencers, just like we would the media."

Embracing AI in Marketing

AI emerges as a transformative tool in Jennifer’s marketing strategy. She elaborates on how artificial intelligence aids in understanding guest sentiments by analyzing reviews and feedback. Additionally, AI helps in identifying special occasions and personalizing guest experiences, thereby enhancing customer satisfaction and loyalty. Jennifer underscores the importance of integrating AI into marketing strategies to stay competitive and improve overall efficiency.

Notable Quote:
Jennifer Bell ([17:39]): "I am obsessed about using AI to really understand guest sentiment."

Personal Insights and Experiences

Jennifer shares personal anecdotes from her extensive career, including her beginnings as a server. These experiences have provided her with a deep understanding of the restaurant industry, enabling her to identify and address both customer and employee pain points effectively. Her hands-on experience ensures that marketing strategies are not only innovative but also practical and aligned with everyday operations.

Notable Quote:
Jennifer Bell ([08:58]): "Our theory and my philosophy is that marketing needs to enhance hospitality and the guest experience."

Conclusion and Final Thoughts

In concluding the episode, Jennifer and Jay reflect on the dynamic nature of the restaurant industry and the continuous evolution of marketing practices. Jennifer reaffirms her commitment to innovation, customer-centric strategies, and leveraging technology to enhance guest experiences. Her enthusiasm for the future of marketing in the restaurant sector is evident, highlighting the ongoing efforts to adapt and excel in a competitive landscape.

Notable Quote:
Jennifer Bell ([17:45]): "If we could free up our time and really focus on learning about our customers or greeting them, that’s where I think the best use of my time would be."

Key Takeaways

• Diverse Brand Management: Effective handling of a wide range of brands requires specialized teams and tailored marketing strategies.
• Digital Transformation: Standardizing systems across all operations facilitates the rapid adoption of new technologies and improves efficiency.
• Unique Loyalty Programs: A versatile loyalty program that spans multiple brands enhances customer engagement and loyalty.
• Strategic Influencer Marketing: Authentic partnerships with the right influencers are crucial for successful restaurant promotions.
• AI Integration: Leveraging AI for customer sentiment analysis and personalized experiences can significantly enhance marketing efforts.
• Industry Insight: Deep industry experience and a focus on enhancing guest experiences are fundamental to effective marketing strategies.

This summary encapsulates the comprehensive discussion between Jay Schwedelson and Jennifer Bell, highlighting the key strategies and insights that drive successful marketing in the diverse and competitive restaurant industry.