AFC's new marketing team makes a 'big difference'
Growth in sales rise.
Brisbane-based company, Australian Franchising Corporation (AFC), has announced a recent development in the company’s new marketing team.
Sam Canavan will be heading the team as the new Marketing and Communications Coordinator, together with Shar Ogle—Local Area Marketing Manager, and George Lam—award-winning Graphic designer and video production specialist.
AFC Managing Director, Luke McGrath, shared, "We are very conscious of ensuring all facets of our three brands are marketed as effectively as possible, and with the addition of Sam, Shar, and George, I have no doubt we will achieve great results. Since they’ve started, we’ve already seen a big difference.”
The company currently handles three quick service brands—Wok Me, The Burrito Bar, and Global Burgers Bar and Grill.
Below is a Q&A with Sam Canavan, Marketing and Communications Coordinator of AFC.
QSR Media: What initiated the revamping of AFC’s marketing team?
Sam: AFC is simply growing so quickly that a dedicated marketing team was a necessity. Previously, the marketing was outsourced, and the Managing Director was trying to manage it himself, but now that is all taken care of by myself and my team.
QSR Media: What would this mean for the business?
Sam: With our new marketing team we are hoping to grow business significantly, and we've already seen growth in sales since the team has come on board. We aim to open another eight stores by the end of the year, while consolidating our other stores' sales.
QSR Media: What are the top three priorities of the team?
Sam: The top three priorities are:
- Develop and implement a very detailed and specific local area marketing plan for every one of our brands' stores - including the stores which are opening in the near future.
- Give Burrito Bar, Wok Me and Global Burger a greater presence in all forms of media - including social - and in doing so increase customers' brand recognition and knowledge of the great food we offer.
- Formulate a comprehensive six month marketing plan for all three stores, including innovative and exciting new campaigns which will capture customers' attention and increase our market share.
QSR Media: In what areas will the team greatly focus on?
Sam: The team will be focussing on the areas pertaining to the aforementioned top priorities, but the overall top priority is to reenergise all three brands, and keep our growth on track so that we can open eight more stores by the end of the year.
Obviously with this image revamp and the increased familiarity with all three brands names we hope to attract more franchisees for our flagship stores which will be available soon.
QSR Media: What challenges is the team anticipating?
Sam: The food market is highly competitive, with new trends in food springing up seemingly overnight. We recognise that there are other companies who produce similar food to us, but our challenge is to continue to provide a discernible point of difference through ensuring everything associated with the brands (especially marketing) is of the highest quality.
So, our biggest challenge is to produce marketing collateral, which is interesting and innovative, rather than the ubiquitous promotions and offers which other restaurants feature.
