In this episode of Chicago Sam's Franchise GPS, guest host Justin Egan sits down with Alexis Gillette, Vice President of Marketing at Craveworthy Brands, to deliver a tactical masterclass on local store marketing, grand opening strategies, and unit-level restaurant growth.

Alexis leverages over 22 years of experience across retail, experience-based businesses, and major restaurant brands like Raising Cane's to break down why so many first-time operators struggle with customer acquisition—and how focusing on local community relationships outperforms digital ad spend every single time.

Key Takeaways

• Moving Beyond Digital Ads: First-time franchisees often rely too heavily on Meta ads, coupon drops, and email blasts, but the true driver of sustained restaurant sales is local store marketing (LSM) and grassroots community involvement.
• The Pre-Opening Marketing Trap: Investing paid advertising dollars before your doors are open yields a zero ROI; pre-opening efforts should focus strictly on physical signage, person-to-person networking, and local community engagement.
• Building a Local Influencer Network: Sustainable local traffic comes from embedding your restaurant into the neighborhood by partnering with "community heroes"—including local schools, teachers, first responders, and youth sports organizations.
• Demystifying National Ad Funds: A high-performing franchisor ensures national ad funds are conservatively managed and maximized for "working media" that directly drives local foot traffic rather than corporate overhead.
• Lessons from Soft Openings: Never host a major grand opening splash on day one; utilize a soft opening period to let your staff get necessary operational reps so you deliver an exceptional guest experience when the big crowd arrives.

Episode Links

Connect with the Speakers on LinkedIn:

• Series Host: Justin Egan
• Featured Guest: Alexis Gillette
• Learn More About Franchising: Craveworthy Brands Official Website

Connect with Gregg / Craveworthy Brands

• Craveworthy Brands Official Website
• Craveworthy Brands Instagram
• Gregg Majewski LinkedIn
• Gregg Majewski Instagram
• Subscribe on Audio Platforms:
• Franchise GPS on Apple Podcasts
• Franchise GPS on Spotify
• Watch on YouTube
• https://www.youtube.com/@CraveworthyBrands