‘Mix of science and art’ GYG’s Lara Thom to share their investment in creatives, tech
Lara Thom will join QSR Media OP Central Conference’s marketing panel.
Guzman Y Gomez (GYG) Chief Marketing Officer (CMO) Lara Thom will discuss their brand’s investment in creatives and technology for its marketing strategy.
Thom will join the QSR Media OP Central Conference Marketing Panel, where fellow CMOs will share insights on how their brands adapted in marketing strategy.
GYG’s marketing chief also said they are expecting rising food costs and labour shortages in the QSR sector will be discussed during the conference.
Below is Thom’s Q&A:
What is the state of the QSR/fast casual restaurant industry from your point of view?
Lara Thom: The QSR industry is well placed to navigate the financial uncertainty that lies ahead as people still need to eat. At GYG, we expect sales to continue to grow. Rising food costs and labour shortages are likely to dominate discussions over the coming months and even years.
We were all lucky to stay open and operating during the pandemic and now that we’re on the back end of COVID-19, we need to look after our teams and thank them for the enormous commitment they made as frontline workers during the pandemic.
What are some key lessons/insights/trends that brands have learned/further understood/need to know as we navigate current challenges?
Key insights are that our crew are the most important people in our businesses. They always have been but our people are more important than ever in 2022.
As some of Australia’s largest employers, it would serve our entire industry to come together to solve the labour crisis with State and Federal leaders so that we can explain the enormity of the issue.
What can we expect from your panel discussion at this year's QSR Media Conference & Awards?
Marketing is a real mix between science and art. The science is the tech and the art is the creative messaging. GYG is a company that has made enormous investments in creative and technology over the past few years.
Tech & Digital are part of our DNA and investing ahead of the curve has been our priority so I look forward to hearing from other Chief Marketing Officers their views and sharing some insights into what GYG has done in this space.
