Unleashing the Power of Identity: How Inspire Brands Dominates the Marketing Game

Inspire Brands now owns six chains that cater to different appetites throughout the day, following a series of acquisitions. However, in the competitive landscape of the quick-service and casual-dining restaurant industry, brand loyalty is not as strong as it used to be, especially among consumers seeking lower-priced options. Inspire Brands' Chief Media Officer, Travis Freeman, acknowledged this trend during a panel discussion at Advertising Week New York.

In order to cultivate loyalty, Inspire has prioritized media planning and dayparting techniques to consistently engage with on-the-go consumers. It is crucial for Inspire to adhere to the principle of reaching the right consumer with the appropriate message at the precise moment. This strategy is especially important when aiming to drive traffic to Dunkin' in the morning, Jimmy John's in the afternoon, and Buffalo Wild Wings in the evening. According to Freeman, the short attention span and limited span of memories necessitate the delivery of timely messages. However, given the finite budget, Inspire must also be strategic in selecting the optimal moment to communicate with consumers.

Turning data into transactions

Inspire's portfolio, which also comprises of Arby's, Baskin-Robbins, and Sonic Drive-In, does not suffer from a lack of brand awareness. However, it faces a common challenge shared by all restaurants, which is the issue of consideration. To tackle this problem, Inspire utilizes an extensive amount of customer data acquired through its loyalty programs and various other sources, as stated by Freeman.

"Our customers approach us with a willingness to share their data, but under the condition that they receive something in exchange," stated Freeman.

Consumers have varied preferences when it comes to what they desire and receive in return for their data. Some seek value or convenience, while others prioritize being the first to access new products. Dunkin', for example, recently launched limited-time offerings tied to pop culture, such as the Ice Spice Munchkins Drink and Taylor Swift-inspired friendship bracelets, exclusively available to their loyal members.

Brands have faced difficulties transitioning from pandemic-related challenges to adapting to a tough economic climate. Many have encountered challenges in maintaining consistent levels of advertising spending and determining the priority channels. Consequently, they have shifted their focus towards performance marketing centered around value. However, Freeman, who participated in a panel discussion alongside Samsung, Mondelez, and Lyft, disagrees with this approach. According to Freeman, this strategy is a mistake. He argues that in order to drive sales effectively, brands should concurrently deliver a brand message alongside their lower consideration message, encompassing the full funnel from upper consideration to lower consideration.

Some Dunkin’ customers are attracted to discount offers, such as getting a free doughnut when they buy an iced coffee. However, there are also customers who simply want to feel connected to the Dunkin' brand, which is why the company has been focusing on enhancing brand loyalty this year. In an effort to build its brand, Dunkin' has teamed up with Ben Affleck in an ongoing collaboration that was first introduced during the Super Bowl and more recently featured in advertisements for a new drink named after the popular rapper Ice Spice. During a panel discussion, Freeman humorously pointed out that they created Ice Spice because younger consumers weren't familiar with Ben Affleck, which can make some people feel old.

Putting identity at the center 

Determining the timing and content of messages requires a collaborative effort across the entire portfolio, with "identity as the focal point of everything," as stated by Freeman. The marketer utilizes an Inspire ID that integrates data from all its brands, enabling one chain to promote products based on insights gained from another. For instance, a customer who has a preference for value and purchases a Diablo Dare sandwich at Arby's may receive a discount on a new spicy breakfast sandwich introduced at Dunkin'.

Inspire relies on data and an internal marketing mix model developed with Ekimetrics, a data science firm. The marketer utilizes incremental transaction data at a detailed level along with foot traffic data to identify the media channels that drive transactions. This valuable data then informs how Freeman adjusts the allocation of advertising spend. Freeman emphasized the importance of ensuring brand presence and delivering relevant messaging to consumers throughout the day, which is a key consideration when developing their ID graph.