partners + napier | Agency Profile, Contacts, AOR, Client Relationships

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Gen-Z, Millennial Opps: Burgerfi revamps customer experience, hires CMO (Score 78)

Sales lead: Get in touch if you can help this company with bolstering the customer experience. 

• BurgerFi revealed during its recent Q4 earnings report that it is currently focused on improving the customer experience. 
• The chain launched a new mobile app, website, and loyalty program late last year. 
• This will allow it to collect data to target consumers directly. 
• It is also offering exclusive benefits to members such as a secret menu. 

In other news:

• Burgerfi hired Cindy Syracuse as CMO in January 2023.
• Syracuse previously served as chief strategy officer of Woodie's Wash Shack. 
• She now leads all of Burgerfi's marketing initiatives. 

Target demographic: Gen-Zers & millennials

The company will likely:

• Increase promotional activity
• Ramp digital spend back up
• Review agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Burgerfi spent about $132.2k on digital display ads YTD, down 61% from $335.5k spent in this channel during the same time period of 2022. 
• YTD data: 14.9m impressions via YouTube (37%), Instagram (36%), and Facebook (26%). 
• 2021-2022 spend: Full-year spend dropped 46% from $1.6m in 2021 to $862.1k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, instagram.com, and facebook.com. It placed 1% of these ads indirectly through Simpli.fi onto sites such as about.com, healthboards.com, blurtit.com, bizrate.com, and auctionzip.com. 

Agency analysis:

• Opportunity: Contact the new CMO to see if she plans on making any changes to Burgerfi's roster.
• Current roster:
  • partners + napier: creative AOR
  • Investis Digital: media, digital, & social
  • rbb Communications: social & PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.