Episode Summary: The Marketing Millennials Podcast - Episode 310 Title: How Food Brands Create Menu Hits with Jessica Serrano, CMO at Dig Release Date: February 12, 2025

In Episode 310 of The Marketing Millennials podcast, host Daniel Murray delves deep into the art and science of creating successful menu items in the fast-casual food industry. Joining him is Jessica Serrano, the Chief Marketing Officer at Dig, a premier healthy fast-casual restaurant in New York. With a rich background from leading brands like Taco Bell and Burger King, Jessica shares invaluable insights into menu innovation, consumer-driven product development, and strategic marketing tailored for modern food brands.

1. The Journey from Idea to Launch: Menu Development at Dig

Jessica begins by outlining Dig's meticulous process for developing new menu items. Emphasizing seasonal innovation, Dig tailors its offerings based on crop availability and consumer lifestyles.

Jessica Serrano [02:14]: "Digg's menu innovation happens with every season and that's been really core to the brand from the beginning."

The process initiates with brainstorming seasonal concepts, considering what vegetables are ripe for use and the overarching cooking narrative. This is followed by several stages of feedback, recipe development, and rigorous testing—sometimes even involving loyal customers to fine-tune flavors and execution. The goal is to ensure that new items resonate with guests and maintain operational consistency across all locations.

2. Balancing Trend-Driven Items with Long-Term Potential

Navigating the fine line between capitalizing on fleeting food trends and establishing enduring menu staples is a recurring theme in Jessica's strategy.

Jessica Serrano [05:01]: "I think people are more interested in thinking about their diet holistically and how do the items that they're consuming serve their lives."

Drawing from her experience at Taco Bell during the peak of trend-chasing with creations like the Doritos Locos Taco and Quesarito, Jessica highlights a shift towards more meaningful and health-conscious offerings. At Dig, the focus has moved from sensational mashups to items that offer both indulgence and nutritional transparency, such as their baked crispy chicken—a nod to the popular "crispy chicken" trend but aligned with Dig's health-oriented ethos.

3. Harnessing Consumer Feedback and Insights

Jessica underscores the importance of leveraging genuine customer feedback to identify gaps and opportunities within the menu.

Jessica Serrano [07:42]: "Good ideas can come from anywhere... you just start seeing signals that they wanted something more than a bowl."

Rather than relying solely on formal research methods, Dig thrives on organic insights from both employees and customers. For instance, the introduction of sandwiches and new proteins like crispy chicken at Dig was driven by direct feedback indicating a desire for variety beyond their traditional bowls.

4. The Influence of Pop Culture and Social Media Trends

While Jessica acknowledges the impact of pop culture on menu development, she emphasizes Dig’s commitment to authenticity over ephemeral trends.

Jessica Serrano [09:57]: "We're not actively prioritizing it, but anywhere there's something authentically going on related to cooking makes sense for Dig."

Contrasting her tenure at Taco Bell, where pop culture directly influenced product innovation, Jessica explains that Dig prioritizes the quality and authenticity of their offerings. However, they remain attentive to trends, such as the rising popularity of Caesar salad wraps, evaluating how these can be organically integrated into their menu.

5. Strategic Marketing for New Products: Leading with Protein

A significant part of Jessica's marketing strategy revolves around showcasing protein-centric items to attract new customers before introducing the vegetable components.

Jessica Serrano [14:17]: "Leading with protein drives new users to try Dig."

This approach stems from findings that while Dig’s vegetable-focused menu is integral to their brand, it isn’t initially attractive to potential customers unfamiliar with the brand. By highlighting proteins like charred, herb, and crispy chicken in top-funnel marketing efforts—such as paid ads and signage—Dig successfully draws in a broader audience. Once engaged, the unique and flavorful vegetable preparations convert these visitors into repeat customers.

6. Storytelling: Differentiating Through Vegetables

Jessica elaborates on how Dig distinguishes itself by not just sourcing high-quality vegetables but also by mastering simple, flavorful preparations.

Jessica Serrano [14:50]: "Our vegetables really stand on their own. They're not just the sum of their parts."

Initially, Dig focused on the farm-to-table narrative, highlighting their relationships with farmers and the journey of vegetables from farm to plate. Moving forward, the storytelling emphasis shifts to the culinary techniques that make their vegetables irresistibly delicious—straightforward methods like roasting with minimal seasoning to preserve natural flavors. This dual approach of sourcing and preparation sets Dig apart in a crowded market.

7. Human Touch vs. Automation in the Kitchen

Addressing the future of food preparation, Jessica asserts the enduring importance of human involvement in the kitchen.

Jessica Serrano [18:38]: "Humans will continue to be really central to Dig's cooking."

Despite advancements in AI and automation, Jessica emphasizes that certain aspects of culinary creation—such as shucking corn by hand for their street-roasted corn—are integral to the authenticity and quality of Dig's offerings. While automation may enhance efficiency in areas like inventory management, the core of Dig’s cooking remains a human-driven process to maintain the personal touch and excellence in their dishes.

8. Challenges in Scaling the Dig Brand

Transitioning from a well-known local favorite to a nationally recognized brand presents unique hurdles. Jessica discusses the challenge of increasing brand awareness beyond existing markets.

Jessica Serrano [21:23]: "Do you even know about Digg? Do you understand what it stands for?"

Unlike established giants like Taco Bell and Burger King, Dig is still building its footprint. Expanding awareness involves educating new customers about the brand's values and simplifying the ordering experience for first-timers. Jessica notes that achieving mental availability—being the first choice when someone thinks about healthy fast food—is a critical objective in Dig’s growth strategy.

9. Rapid-Fire Insights: Quick Takes from Jessica Serrano

To conclude the episode, Jessica participates in a rapid-fire segment, offering succinct responses that encapsulate her experiences and opinions:

• Bestselling Item: Nacho Fries at Taco Bell, noting it "failed like 11 times before"[24:37].
• Most Underrated Ingredient: Soda, highlighting its profitability [24:53].
• Limited Time Offer to Keep Forever: Cauliflower at Dig [25:06].
• Dream Collaboration: A partnership between Airbnb and Dig to blend culinary and hospitality experiences [25:13].
• Most Overhyped Food Trend: Influencer collaborations [25:30].
• Favorite Menu Item at Digg: Hot Honey Chicken Bowl [25:36].
• Advice for Aspiring Food Marketers: "Let the customer decide." [25:46].
• Marketing Hill to Die On: "Awareness is more important than frequency." [25:55].

10. Closing Thoughts

The episode wraps up with Jessica directing listeners to Dig's social media channels for updates and further engagement. Her articulate perspectives provide a comprehensive look into the strategic thinking behind successful menu creation and brand expansion in the fast-casual sector.

Key Takeaways:

• Seasonal Innovation: Aligning menu changes with seasonal produce and consumer lifestyles ensures relevance and freshness.
• Authentic Trends: Integrating trends that resonate with the brand's ethos rather than chasing fleeting sensations.
• Customer-Centric Development: Utilizing direct feedback from both employees and customers to guide product offerings.
• Strategic Marketing Focus: Leading with protein-centric items to attract a broad audience before highlighting vegetable offerings.
• Human Over Automation: Preserving the human element in food preparation to maintain quality and authenticity.
• Awareness Building: Prioritizing brand awareness in new markets to establish mental availability and drive first-time visits.

Jessica Serrano's insights illuminate the intricate balance between creativity, strategic planning, and consumer engagement essential for crafting menu hits in today’s competitive food industry. Her approach underscores the importance of authenticity, quality, and customer-centric strategies in building a beloved and enduring brand.