Tim Hicks has joined Elevated Brands as senior vice president of franchise operations and development.
Rave Restaurant Group named Judy Messenger as its new vice president of real estate.
Wyndham Hotel Group promoted Barry Goldstein to chief marketing officer, and appointed Scott Strickland to chief information officer.
SpeedPro Imaging added Drew Tefft as the company’s director of operations.
International Franchise Association added Mary Heitman as executive vice president of the Franchise Education and Research Foundation, Beth Dailey as VP of marketing, and Leah Shimp Vass as executive assistant to the CEO and associate director of government relations and public policy.
Madison Jobe joined Wingstop as chief development officer.
Penn Station East Coast Subs brought on Heather Stoffer as its franchise qualifications specialist.
Villa Restaurant Group promoted Andrew Steinberg, a 20-year veteran of the company, to chief operating officer.
Fisher Zucker promoted William Graefe III and David Allsman, two long-time associates of the law firm, to partner.
Alanna Del Rios became the new franchise development manager at Toppers Pizza.
Winmark Corp. named Alan Majerko as its new vice president of corporate development.
Al Scobell joined Caring Transitions executive team as vice president of operations.
Long John Silver’s added Angela Sanders as its chief marketing officer. Sanders was with Jackson Hewitt Tax Service.
Steve Seyferth is the new chief marketing officer at Marco’s Pizza.
FranConnect added Phil Salopek as its chief financial officer, Gabby Wong as its executive vice president of customer operations, and Mike Morper as its senior vice president of product management.
New marketing VP at Culver’s looks to continue tradition
Over the past decade, Julie Schaubroeck has been working with Kraft Foods and American Family Insurance as a marketing director, but recently took on a new challenge by breaking into the fast-casual industry. She became the vice president of marketing at Culver’s in February, marking her first foray into the world of franchising.
Schaubroeck and her family have been consistent customers of Culver’s in the past and she loved the brand, so she viewed accepting the new position as a no-brainer.
Much of Culver’s marketing strategy over the past six years has focused on founder Craig Culver’s story and the history of the brand, something Schaubroeck says likely won’t change, at least in the near future.
“In the six years since launching this campaign, we see that our story is still resonating,” Schaubroeck said. “That to me says that we don’t have a need for significant changes in the messaging today. That doesn’t mean that we won’t change the tactics.”
Some of these adjusted tactics will involve an increased social media outreach, and creating more online content and promotions, which will hopefully further engage younger guests with the brand.
However, Schaubroeck says the Culver’s brand doesn’t really define its target demographically, as it attempts to cater to customers of all ages.
For other markets, especially those in expansion states outside of the Midwest, Schaubroeck says she is cognizant that some customers aren’t familiar with the brand or its main products. Potential guests outside of the Midwest might not have knowledge of products like frozen custard, so Schaubroeck and the brand aim to emphasize those in their ads.
“The marketing message in new markets is directed much more heavily around what I would call our core creative around butter burgers and fresh frozen custard,” she said.
All in all, Schaubroeck hopes to continue to work closely with the executive team to understand and develop what works on a marketing standpoint, without making any immediate groundbreaking changes.
“We’re trying to understand what’s working and what isn’t,” Schaubroeck said. “Not reinventing anything here at all.”