Latest / Leaders in Customer Loyalty, Powered by Loyalty360 / #511: Leaders in Customer Loyalty: Brand Story | From Sticker Cards to Smart Rewards: Hot Head Burritos Evolves Loyalty

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#511: Leaders in Customer Loyalty: Brand Story | From Sticker Cards to Smart Rewards: Hot Head Burritos Evolves Loyalty · Leaders in Customer Loyalty, Powered by Loyalty360

• 0:02
  SPEAKER_01: Welcome back to our Leaders and Customer Loyalty Series, the Brand Stories Edition.
• 0:06
  SPEAKER_01: It's great to have you with us every Thursday.
• 0:09
  SPEAKER_01: Today we are going to continue to focus on Fast Casual.
• 0:14
  SPEAKER_01: The Fast Casual dining world is full of bold concepts, big flavors, and brands fighting for attention in a very crowded space.
• 0:22
  SPEAKER_01: Smaller regional brands don't win by being louder, they win by being weirder, bolder, and unmistakingly themselves.
• 0:29
  SPEAKER_01: The uniqueness is what sparks emotional loyalty and makes guests choose you over the perfectly average chain down the street.
• 0:37
  SPEAKER_01: Personality does matter.
• 0:39
  SPEAKER_01: Being irreverent, colorful, or maybe just a little unexpected can turn a one-time visit into a loyal habit.
• 0:47
  SPEAKER_01: And today, personalization is the name of the game.
• 0:50
  SPEAKER_01: Loyalty programs aren't just data engines, they're engagement engines.
• 0:55
  SPEAKER_01: When brands combine personalization with smart gamification, they boost participation, increase engagement, and give customers a reason to come back.
• 1:05
  SPEAKER_01: Today we're going to hear from Hothead Burritos, a smaller, fast casual brand that's leaning into its identity, using loyalty to amplify what makes it different, and delivering real value to customers in the process.
• 1:19
  SPEAKER_01: Today we welcome Peter Wiley, he's the Vice President of Marketing and IT at Hothead Burritos.
• 1:26
  SPEAKER_01: Welcome to the Leaders in Customer Loyalty Podcast.
• 1:28
  SPEAKER_01: Peter, how are you?
• 1:30
  SPEAKER_01: Doing great.
• 1:30
  SPEAKER_01: Thanks for having me.
• 1:32
  SPEAKER_01: First off, for those who may not be familiar with Hothead Burritos, uh, can you tell us a little bit about the brand, where it was started, how it was started, and you know, what's led to the great success?
• 1:43
  SPEAKER_00: Sure.
• 1:43
  SPEAKER_00: Yeah, we started in uh 2007.
• 1:45
  SPEAKER_00: We're based out of Dayton, Ohio.
• 1:47
  SPEAKER_00: Uh my brother Ray started it after uh being a longtime subway franchisee, or I'm probably 26 years, I believe.
• 1:54
  SPEAKER_00: Um Hothead is now approaching, we've hit our 20th anniversary here in about a year and a half, so we're excited about that.
• 2:00
  SPEAKER_00: Uh, we got 86 locations, and I believe we're in nine states currently.
• 2:04
  SPEAKER_01: So that's awesome.
• 2:05
  SPEAKER_01: Okay.
• 2:06
  SPEAKER_01: Uh loving to learn a little bit more about you, uh, your role at Hot Head Burritos, kind of what you do, how you do it.
• 2:12
  SPEAKER_01: Uh that'd be great to know as well.
• 2:14
  SPEAKER_00: Sure.
• 2:14
  SPEAKER_00: Uh I've been involved since it started, uh, going way back uh again in 07.
• 2:18
  SPEAKER_00: We um brother called me and said, Hey, I'm starting a brand.
• 2:21
  SPEAKER_00: Can you work on a website and a logo and some graphics?
• 2:24
  SPEAKER_00: And so I've been doing the marketing side of it uh ever since we got going.
• 2:28
  SPEAKER_00: At that time, I was actually living uh in Bend, Oregon.
• 2:31
  SPEAKER_00: And then as things started to grow, I migrated out here to uh Dayton, Ohio, been here about 15 years, and just slowly taking on more and more as we do marketing.
• 2:40
  SPEAKER_00: Uh, we have a pretty much full in-house marketing team, taking on more of the IT, the point of sale, uh, you know, which kind of integrates gift cards, credit cards, a whole bunch of things now.
• 2:50
  SPEAKER_01: So okay, that's awesome.
• 2:52
  SPEAKER_01: Uh congrats on that.
• 2:53
  SPEAKER_01: Uh when you look at your role, uh, you talked about taking on more things.
• 2:58
  SPEAKER_01: Uh, everyone's wearing numerous hats these days.
• 3:00
  SPEAKER_01: Yeah.
• 3:01
  SPEAKER_01: IT marketing's all becoming more complex, uh, more technologies out there.
• 3:06
  SPEAKER_01: You know, what do you think is the biggest challenge you face in your role?
• 3:10
  SPEAKER_00: I think the biggest challenge is uh you know, figuring out what to do, where and when, which sounds uh maybe a little broad of an answer, but you have so many platforms now where you're trying you know market it.
• 3:22
  SPEAKER_00: Well, we kind of got started, right?
• 3:23
  SPEAKER_00: You had you know, broadcast, cable, radio, maybe some billboard and direct mail.
• 3:28
  SPEAKER_00: So you have what like five different things.
• 3:30
  SPEAKER_00: And now just on the digital platforms, you have you know, Reddit, Spotify, YouTube, Instagram, TikTok, uh, Snapchat, uh, Facebook, and you just what goes where and when and how much.
• 3:43
  SPEAKER_00: Um, so that's what we really try to balance and figure out you know, where do we maximize our dollar?
• 3:48
  SPEAKER_00: Um, how does the the IT and the marketing tie together to work and provide actual data to make a decision?
• 3:54
  SPEAKER_01: So absolutely.
• 3:56
  SPEAKER_01: Yeah, it is a very interesting time.
• 3:58
  SPEAKER_01: Uh just the proliferation of different technologies, how brands engage them.
• 4:02
  SPEAKER_01: We actually did a study on Gen Z uh last week, a research study, and just uh had a call some of the members.
• 4:08
  SPEAKER_01: And you know, the the the most brands aren't really actioning on a lot of the data they have, right?
• 4:13
  SPEAKER_01: Uh targeting different groups is challenging, but optimization of the channels, as you mentioned, is a big opportunity, right?
• 4:20
  SPEAKER_01: Knowing what generations engage with with which which channels and how you get that message out is is good.
• 4:25
  SPEAKER_01: And but it's also very challenging because it there seems to be a new one every year.
• 4:28
  SPEAKER_01: So uh the challenges keep up.
• 4:31
  SPEAKER_01: Uh so hot at burritos, and and you have a pretty strong regional following, uh, been known for kind of a bold, flavorful menu.
• 4:41
  SPEAKER_01: Uh, you know, how do you describe the brand today and you know what makes it stand out in the fast casual industry?
• 4:49
  SPEAKER_00: I think we differentiate ourselves from our competitors.
• 4:52
  SPEAKER_00: Uh, as I'd say bold flavors are there.
• 4:55
  SPEAKER_00: Um, unique flavors can be there.
• 4:57
  SPEAKER_00: We're not super traditional uh Mexican or Hispanic flavors.
• 5:00
  SPEAKER_00: We mix in a little bit of uh everything, anything from barbecue to teriyaki.
• 5:04
  SPEAKER_00: Um and then we're also pretty fun.
• 5:06
  SPEAKER_00: You know, we try to have a good time.
• 5:07
  SPEAKER_00: We got a mascot, which a lot of the other brands don't have.
• 5:09
  SPEAKER_00: So our mascot's name is Leroy.
• 5:11
  SPEAKER_00: Um, so you see him in more and more marketing campaigns, more and more of our commercials.
• 5:15
  SPEAKER_00: Uh so it really, I think he helps distinguish, give us personality, give us somebody to relate to as a person.
• 5:21
  SPEAKER_00: Um, so we're trying to build that relationship as a brand with a consumer based around a flavor profile and also a little bit based around a character.
• 5:29
  SPEAKER_01: Okay.
• 5:30
  SPEAKER_01: In the fast casual industry, uh, there's a big discussion we've had with a number of uh uh restaurants, fast casual, about uh choice and conversion.
• 5:38
  SPEAKER_01: Uh I kind of a picky eater, right?
• 5:40
  SPEAKER_01: Uh uh like a burrito chain I go to quite often, kind of used to it.
• 5:45
  SPEAKER_01: Um I'll I'll try something once in a while, but the key is getting people who may be using or going and frequenting other brands kind of to choose, make a choice to come to Hot Head Burritos and then convert them, right?
• 5:57
  SPEAKER_01: So when you look at that kind of choice to conversion, uh obviously you want to win visits, win hearts, win minds.
• 6:03
  SPEAKER_01: You know, how how do you you know kind of look at that?
• 6:05
  SPEAKER_01: How do you get people to kind of choose and then convert to Hothead?
• 6:10
  SPEAKER_00: We have a number of differentiating factors, which helps us with the choice if I want to try something different.
• 6:15
  SPEAKER_00: Uh, a lot of our competitors are pretty standardized.
• 6:17
  SPEAKER_00: You have you know five or six choices that you can put on your burrito or bowl, um, versus we have, I think we're currently at about 16 sauces, anything from super hot, super uh just sweet and mild.
• 6:28
  SPEAKER_00: Um, we also brought in a toaster or a speed oven a number of years ago.
• 6:32
  SPEAKER_00: That again adds a little differentiating factor.
• 6:35
  SPEAKER_00: Um we're currently in Ohio.
• 6:37
  SPEAKER_00: Uh it can get kind of cold in Ohio sometimes.
• 6:39
  SPEAKER_00: So having a nice crispy um toasted burritos, we call it, or bowl.
• 6:44
  SPEAKER_00: We can do our bowls as well.
• 6:45
  SPEAKER_00: Gives you just another element of uh, hey, it's always hot, and the flavors kind of melt together, get some nice melty cheese in there too.
• 6:51
  SPEAKER_00: Uh, and then we have some other toppings.
• 6:53
  SPEAKER_00: Um, we have pineapple, for instance, which is you know kind of unique in the space.
• 6:57
  SPEAKER_00: Um, we have a couple different the banana peppers.
• 6:59
  SPEAKER_00: We brought in Mexican rice, which is unique in the space uh not too long ago, and that's gone really, really well.
• 7:04
  SPEAKER_01: So that's all and you have a rewards program, right?
• 7:09
  SPEAKER_01: The Hot Head Rewards Program.
• 7:11
  SPEAKER_01: Cool.
• 7:11
  SPEAKER_01: Tell us a little bit about the program, how it was started, kind of what the goals, objectives are, and and you know how how you keep it up to date.
• 7:18
  SPEAKER_00: Yeah, going way back, you know, a couple from subway days, uh, it was stickers, right?
• 7:22
  SPEAKER_00: It was a card, and you got a sticker for a burrito or entree that you purchased.
• 7:26
  SPEAKER_00: And I think it started off as a redeem with uh 10.
• 7:29
  SPEAKER_00: And over the years, uh we as we grew, we're like, man, we really need to move to digital.
• 7:34
  SPEAKER_00: So we gave digital a trial on one platform.
• 7:37
  SPEAKER_00: Um it was a a challenge.
• 7:40
  SPEAKER_00: I mean, people liked crazy enough, really like the tangible physical sticker card.
• 7:46
  SPEAKER_00: Uh, but there's tons of fraud, tons of theft.
• 7:48
  SPEAKER_00: You know, we'd have a sticker roll go missing, and you're like, dude, that's a lot of that's a lot of cash.
• 7:53
  SPEAKER_00: Um, so we've been this we're on our really our third uh provider of digital over probably the last 10 years.
• 7:59
  SPEAKER_00: We've changed POSs, which you know allowed us to change to uh different provider.
• 8:04
  SPEAKER_00: Um and we build it around uh points, but we give you flexibility.
• 8:08
  SPEAKER_00: So every dollar you spend, you get a point, and then the different items have different redemption levels.
• 8:13
  SPEAKER_00: So, you know, a taco maybe uh 30 points, a burrito is 120 points, a drink maybe 50.
• 8:18
  SPEAKER_00: So you can really mix and match and use it however you like.
• 8:21
  SPEAKER_00: Uh, we're working on adding in some merch options to let you redeem for stuff beyond just food.
• 8:25
  SPEAKER_00: Okay, make it a little more fun uh and engaging.
• 8:29
  SPEAKER_01: Okay.
• 8:30
  SPEAKER_01: And there's a big push right now in many industries for value.
• 8:34
  SPEAKER_01: And points and discounts obviously are usually what uh customer multi-programs are about.
• 8:39
  SPEAKER_01: Uh but then you know, understanding surprise and delight and other kind of value factors.
• 8:44
  SPEAKER_01: But right now, you know, customers uh, you know, you kind of have the tail of two cities right now.
• 8:49
  SPEAKER_01: The kind of the upper middle class are doing well, maybe the lower middle class uh may not be doing quite as well.
• 8:56
  SPEAKER_01: So, how are you looking at value and how do you make sure the customer loyalty program not only has you know attributes and benefits from points and discounts, but also uh can stay relevant uh in the value arena in areas that aren't just transactional?
• 9:10
  SPEAKER_00: Yeah, as we speak right now, we just launched our LTO uh that is a$9.99 value meal, uh, which is the first time we've ever done anything like that.
• 9:18
  SPEAKER_00: But as you said, uh you know, value is king right now.
• 9:21
  SPEAKER_00: Every brand's talking about it.
• 9:23
  SPEAKER_00: There's even extra value meals, not sure what those are different from regular value meal.
• 9:27
  SPEAKER_00: Um, but so we brought this in.
• 9:29
  SPEAKER_00: Uh, another unique factor is we have a little burrito and a little bowl.
• 9:32
  SPEAKER_00: So we were able to put together a uh little meal deal.
• 9:36
  SPEAKER_00: So it comes with chips, drinks, salsa, option to upgrade to queso and a little burrito uh or a bowl with your choice of toppings.
• 9:43
  SPEAKER_00: And it's it's been uh really surprisingly even better than I thought it would do.
• 9:50
  SPEAKER_00: Uh, it is probably one of our top LTOs we've done in the last five years, just based on the sheer number of how many are being redeemed.
• 9:57
  SPEAKER_00: Uh, and historically, our little bowl was not a huge percentage of sales, even though it was unique to us, uh, people just you know always went for the big one.
• 10:05
  SPEAKER_00: And so this is causing people to A, one become aware of our little bowl, a little burrito, and B hit a price point that a lot of people are very comfortable with.
• 10:13
  SPEAKER_01: Okay.
• 10:14
  SPEAKER_01: The mobile app uh is a very important part of kind of a customer loyalty and kind of customer engagement strategy.
• 10:20
  SPEAKER_01: Can you talk a little bit about how the mobile app uh kind of works in uh sync with the customer loyalty program to create engagement, to create uh kind of unique opportunities to kind of meet the customer, you know, where they are.
• 10:34
  SPEAKER_01: You know, how do the two of them work together in a synergistic manner?
• 10:38
  SPEAKER_00: Sure.
• 10:38
  SPEAKER_00: Our mobile app is provided by our loyalty platform, so it's integrated, and we just simply drop in a mobile uh ordering uh tab, if you will.
• 10:47
  SPEAKER_00: So the tab, you got a couple different tabs in the in the app.
• 10:50
  SPEAKER_00: Um, and we definitely see so A, it works with a single sign-on.
• 10:53
  SPEAKER_00: So if you sign into the app, you're immediately signed into online ordering.
• 10:56
  SPEAKER_00: Uh, and a majority of our online ordering is driven through our app.
• 11:00
  SPEAKER_00: We just see you know continued increase in use.
• 11:02
  SPEAKER_00: So we know we drive new customers in, we drive them to the app.
• 11:06
  SPEAKER_00: We're driving more and more offers, you know, to rewards members only, um, which drives up the online ordering percentage.
• 11:12
  SPEAKER_00: Uh, so we see that as a good thing.
• 11:14
  SPEAKER_00: You know, we've taken our rewards participation from about 19 to 24 uh percent, and a lot of that is through online ordering.
• 11:21
  SPEAKER_00: And we've been doing uh for probably two years now online ordering specific targeted campaigns at loyalty members.
• 11:28
  SPEAKER_00: Um and then we work in other things as well that might be some in-store and online, but uh so they play very nicely together with our point of sale, with the loyalty and with the online ordering.
• 11:39
  SPEAKER_01: Okay, when you look at uh measuring the efficacy of the customer loyalty program, it's a big uh discussion point with our our members, making sure that they have the right metrics, right signals, uh and they can understand them.
• 11:51
  SPEAKER_01: When you look at uh metrics, you know what metrics or signals are important to you in that regard?
• 11:57
  SPEAKER_00: The biggest one we look at is frequency.
• 11:59
  SPEAKER_00: If I have somebody in the platform, I want to get them back.
• 12:02
  SPEAKER_00: What how can I get them back?
• 12:04
  SPEAKER_00: If you're coming in once a month, what can I do to entice you to come in one more time?
• 12:09
  SPEAKER_00: And that might be one more time this month, and you know, maybe you come in twice in three months instead of one time, or come in two times in a month instead of once.
• 12:18
  SPEAKER_00: And so we gear our campaigns towards that.
• 12:21
  SPEAKER_00: Again, we run an online ordering campaign that says if you order, you get a bounce back for use within the next seven days.
• 12:27
  SPEAKER_00: Uh, for targeting, you know, enticing you.
• 12:29
  SPEAKER_00: If we know we know you order queso, it's our number one seller.
• 12:32
  SPEAKER_00: We're gonna say, hey man, you know, you've been in once this month.
• 12:35
  SPEAKER_00: Why don't you come back in one more time?
• 12:36
  SPEAKER_00: We'll give you free queso on your burrito bowl.
• 12:39
  SPEAKER_00: Um and we find that works well, and we're getting better at it and uh getting better at building campaigns and getting better at verbiage and even graphics and things just to make it more appealing to participate.
• 12:51
  SPEAKER_00: Um also done recently was we added games.
• 12:55
  SPEAKER_00: So we work with a uh third-party game platform, but we put it in the app.
• 12:59
  SPEAKER_00: And when we did that, we saw just a huge spike in time in the app, time on brand, which then gives you more opportunity to order online.
• 13:07
  SPEAKER_00: So those two things work together really well.
• 13:09
  SPEAKER_01: Yeah, gamification, uh another hot topic uh within uh the customer multi arena.
• 13:16
  SPEAKER_01: How are you leveraging that?
• 13:17
  SPEAKER_01: Is it uh you know, swipe to win, is it uh sweepstakes, is it ways to potentially uh get zero-party data to uh create more actionability?
• 13:27
  SPEAKER_00: So with our gaming platform, it is uh it can be done on the web, it can be done on the app too.
• 13:32
  SPEAKER_00: So it's it's agnostic.
• 13:34
  SPEAKER_00: Uh and our goal is to get time on use.
• 13:36
  SPEAKER_00: We do rewards, so if you participate, you know, play the game every day for 30 days or something like that, you get uh an entry for say free Brutus for a year.
• 13:46
  SPEAKER_00: There's it is really super flexible.
• 13:48
  SPEAKER_00: Um, and we can give away points.
• 13:49
  SPEAKER_00: We can, you know, if the rewards member, most of our contests we require, hey, you know, become become a rewards member because that's where you're gonna get your prize through rewards member platform.
• 13:59
  SPEAKER_00: So um getting them together and and kind of challenges, if you will, too.
• 14:03
  SPEAKER_00: You know, if you come in one more time this month, we'll give you X.
• 14:06
  SPEAKER_00: Um some people call that gamification.
• 14:09
  SPEAKER_00: Uh so we actually have games you can play, and then we have kind of gamified campaigns.
• 14:14
  SPEAKER_01: So got it.
• 14:16
  SPEAKER_01: Uh, and it's interesting too, gamification.
• 14:19
  SPEAKER_01: Uh a number of brands recently have kind of kind of moved away from the whole game, calling them gamification, calling it game theory, just to some of the kind of negative uh attributes it may have with with uh with a program, right?
• 14:31
  SPEAKER_01: So it's uh it's just kind of an FYI.
• 14:34
  SPEAKER_01: It's just interesting.
• 14:34
  SPEAKER_01: It's kind of popped up just uh recently, like we're not calling gamification anymore.
• 14:38
  SPEAKER_01: I'm like, okay.
• 14:41
  SPEAKER_01: Yeah, yeah.
• 14:42
  SPEAKER_01: So I think it's a but they're trying to frame it as more of an engagement paradigm, right?
• 14:46
  SPEAKER_01: Because that's kind of odd buzzword right now, is you know, the engagement platform and yeah, so just uh an interesting side note.
• 14:54
  SPEAKER_01: Um well when you look at uh kind of your brand, emotional loyalty.
• 15:00
  SPEAKER_01: Uh you know, you you have big flavors, right?
• 15:02
  SPEAKER_01: It's kind of an uh avant-garde uh environment when you go in, kind of different, right?
• 15:08
  SPEAKER_01: Um uh you know, what does emotional loyalty mean to you and and your uh you know, your brand and the audience?
• 15:18
  SPEAKER_00: I guess I would lean towards it's more of a passion.
• 15:20
  SPEAKER_00: Like, are you passionate about the food?
• 15:21
  SPEAKER_00: Are you passionate about the flavors?
• 15:23
  SPEAKER_00: Um, do we as a brand create an environment where you you feel we're passionate about the brand?
• 15:29
  SPEAKER_00: Um, you know, and I think we're getting better at it, right?
• 15:32
  SPEAKER_00: That wasn't necessarily something we were great at.
• 15:33
  SPEAKER_00: We had fans who were passionate, um, loved the flavors hardcore, didn't want to go anywhere else, loved the sauces, and we're learning to embrace that and really become a part of it.
• 15:43
  SPEAKER_00: I think our mascot is also helping us do that a lot because we can have some fun with them.
• 15:47
  SPEAKER_00: Um, you know, the mascots, you can get pictures taken with them and stuff like that.
• 15:50
  SPEAKER_00: So it builds that relationship, it builds that passion uh and enthusiasm.
• 15:55
  SPEAKER_00: And when you pair that with the flavors that you can get that you can't get anywhere else, I think it really builds uh a following that we can continue to grow.
• 16:02
  SPEAKER_01: Now, what's the next big thing in customer loyalty, customer experience uh in for Hot Ep?
• 16:11
  SPEAKER_00: We're just we're trying to get better at the at the foundations.
• 16:14
  SPEAKER_00: Or, you know, I don't have a I don't have a magic crystal ball that I'm saying here's the next big thing.
• 16:18
  SPEAKER_00: Um probably be mixing the gaming in a little bit more where you you know you play a game and you get X in your end rewards platform.
• 16:26
  SPEAKER_00: Um I also see working in some more of the AI, a little bit more personalization.
• 16:31
  SPEAKER_00: So maybe instead of just sending out a personalized email, maybe we can send out a personalized video, uh you know, kind of how you can do with cameo or something like that.
• 16:39
  SPEAKER_00: So looking for fun things to just make it more fun and more engaging.
• 16:44
  SPEAKER_00: People like to do things that bring them joy.
• 16:46
  SPEAKER_01: Okay, excellent.
• 16:48
  SPEAKER_01: Um, when you look at the the customer loyalty program in general, you know, uh what are you most proud of in regard to the customer loyalty efforts at Hot Hat Brigos?
• 16:58
  SPEAKER_00: I think we've really gotten the proven the ROI to a certain extent.
• 17:02
  SPEAKER_00: Uh, it is tough to do.
• 17:03
  SPEAKER_00: I was having a conversation with somebody else that how do you justify the R the spend on loyalty?
• 17:08
  SPEAKER_00: Well, you know, we're paying X a month, and what's the return?
• 17:12
  SPEAKER_00: And that comes back to that guest acquisition, that guest uh frequency.
• 17:15
  SPEAKER_00: When we look at that, I think we can very clearly show that you know what we're paying on a per store basis, you are getting a really good bank for your buck, versus if you were to take that exact exact same amount of money and try to go run ads on Facebook or generate any other type of return.
• 17:33
  SPEAKER_00: We clearly generate a return, which I'm proud to do that because uh we're a franchise, but we also operate, uh I think we're at uh 12 corporate stores now.
• 17:42
  SPEAKER_00: I operate 10 as a franchisee.
• 17:44
  SPEAKER_00: So we're we're not just top-down, you know, making things up.
• 17:48
  SPEAKER_00: Like whatever we do impacts us as much or more than anybody else in the brand.
• 17:52
  SPEAKER_01: Yeah, absolutely.
• 17:52
  SPEAKER_01: And I think you know, personalization's uh pretty synchronary focused within uh the customer loyalty community, being able to understand preferences, and I think it just it it resonates in a very unique way.
• 18:02
  SPEAKER_01: But getting that right is a challenge.
• 18:04
  SPEAKER_01: Uh so many different data sets, right?
• 18:06
  SPEAKER_01: Being able to PII that person across the data channels can be a challenge as well.
• 18:12
  SPEAKER_01: Absolutely.
• 18:12
  SPEAKER_01: So, you know, last question, what can loyalty 360 do to help you and your team and your customer loyalty efforts?
• 18:19
  SPEAKER_00: I love just having a network and different being able to talk with different people and brainstorm different ideas.
• 18:24
  SPEAKER_00: Uh, we certainly don't know it all.
• 18:25
  SPEAKER_00: So anytime I can connect with people who uh maybe have more experience, come up with creative solutions, uh that's what I'm looking for in all these types of uh communities.
• 18:34
  SPEAKER_00: Absolutely great.
• 18:35
  SPEAKER_01: Well, uh thank you very much for doing that.
• 18:37
  SPEAKER_01: Uh we now have a couple quick fire questions.
• 18:40
  SPEAKER_01: Uh you know, which loyalty programs do you belong to?
• 18:44
  SPEAKER_00: Um I currently have Tropical Smoothie on my phone and Jersey Mics.
• 18:48
  SPEAKER_00: I kind of wanted to see what they do.
• 18:49
  SPEAKER_00: My wife's a big Tropical Smoothie fan, so that comes in handy.
• 18:53
  SPEAKER_00: Uh Jersey Mike's obviously blowing up, so I like to follow, see what they're doing.
• 18:57
  SPEAKER_01: Uh you know, what brand uh other than you know, hothead breeders, are you most loyal to and why?
• 19:05
  SPEAKER_00: Man, I am I'm not a very good consumer.
• 19:08
  SPEAKER_00: I I cook a lot.
• 19:10
  SPEAKER_00: Uh man, where do I go on a frequency basis?
• 19:14
  SPEAKER_00: Um I guess if I if I run out and grab a snack, uh uh Jersey Mike's is near my office, so I'm hitting there.
• 19:20
  SPEAKER_00: I've also uh spent a lot of time at Wendy's.
• 19:23
  SPEAKER_01: Okay, good.
• 19:23
  SPEAKER_01: Um is their profession other than one that you currently uh are involved in, uh, you may like to try at some point.
• 19:30
  SPEAKER_00: I I've done a lot of a lot of things over the years.
• 19:32
  SPEAKER_00: Uh done a lot of graphic design, a lot of production.
• 19:36
  SPEAKER_00: Uh I really enjoy music, so even as a part-time hobby, I mix for a country band.
• 19:39
  SPEAKER_00: I've been a sound guy for like uh 30 years.
• 19:42
  SPEAKER_00: Um so I I enjoy that a lot.
• 19:44
  SPEAKER_01: Okay.
• 19:45
  SPEAKER_01: Uh what do you enjoy doing that you often don't get time to do?
• 19:50
  SPEAKER_00: Um probably barbecue as much as I would like.
• 19:54
  SPEAKER_00: Um the country band's a lot of fun.
• 19:56
  SPEAKER_00: We do that about twice a month.
• 19:57
  SPEAKER_00: So it's fun.
• 19:59
  SPEAKER_00: It's a good time hanging out with people.
• 20:01
  SPEAKER_01: And the last question is who inspired you to be the person that you are today?
• 20:05
  SPEAKER_00: And there there's there's quite a few.
• 20:08
  SPEAKER_00: Um I can't I don't know if I can put a name on one.
• 20:12
  SPEAKER_00: I read a lot of books, so I try to read like two books a month, so I got a whole bunch of things uh feeding into what I'm working on.
• 20:19
  SPEAKER_00: I'd say probably the most influential thing was a program called Halftime.
• 20:22
  SPEAKER_00: I went through.
• 20:23
  SPEAKER_00: Um it's kind of a you know, what am I doing?
• 20:26
  SPEAKER_00: Where am I going?
• 20:27
  SPEAKER_00: Uh, which way am I headed?
• 20:28
  SPEAKER_00: Uh did that about two years ago and still work with that group today.
• 20:31
  SPEAKER_01: So Okay, perfect.
• 20:33
  SPEAKER_01: Peter, thank you very much for taking the time to join us today.
• 20:35
  SPEAKER_01: It was a pleasure speaking with you and learning more about Hothead Burritos and the Customer Loyalty Program.
• 20:40
  SPEAKER_01: It was great uh hearing your passion, the reverence you have, and just the fun you have with the brand and the loyalty program.
• 20:48
  SPEAKER_01: So it's great to hear that.
• 20:49
  SPEAKER_01: Also, wanted to thank everyone for taking the time to tune in today.
• 20:52
  SPEAKER_01: Make sure you join us back every Thursday for a new episode in our Leaders in Customer Loyalty podcast, the Brand Stories Edition.
• 20:58
  SPEAKER_01: And make sure you subscribe and follow us on YouTube and across other social media channels listed below.
• 21:04
  SPEAKER_01: Until then, have a wonderful day.