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 [email protected]
– Recommended book: “It’s Not About the Coffee” by Howard Behar