What’s Hot Right Now: Takeaways from QSR Evolution
The QSR Evolution Conference was packed with insight on how restaurants can stay relevant with today’s selective consumer. A few highlights stood out:
Loyalty Programs as Acquisition Tools
Loyalty is no longer just about retention. It’s about driving trial and reactivation.
Restaurants are getting creative with their loyalty programs, offering happy hour point boosts, raffles for free stuff and branded swag that doubles as walking billboards. For example, Tropical Smoothie Café has a year-round Tropic Rewards program, but what’s especially smart is how they adapt it seasonally. During colder months (when smoothies aren’t top of mind), they roll out intentional promotions to keep guests engaged and coming back. It’s a great example of how loyalty programs can fill traffic gaps and drive visits beyond peak season.
Redefining Value in QSRs
For years, value was defined by dollar menus and bundle deals. But the “value wars” showed how racing to the bottom on price is a dead end. Today, value is multidimensional:
- Quality: Guests expect consistency in flavor, freshness and experience. Value comes from knowing your order tastes just as good whether in-store, in the drive-thru or on delivery.
- Convenience: With digital ordering and delivery the norm, consumers expect seamless experiences. A clunky app or slow pick-up undermines perceived value, no matter the price point.
- Innovation: Seasonal LTOs, bold flavors and culturally relevant menu drops keep customers excited and willing to pay more. Innovation shows that a brand is listening and evolving with its audience.
Our client, Shannon O’Shields of Rubix Foods, helped facilitate this rich discussion where the overall consensus was clear: in a tight market, redefining value beyond price alone is how brands avoid irrelevance.
Showing Up Where Consumers Search
Megumi Robinson, Belle’s Head of Services, highlighted that social search is now the #1 way Gen Z and Millennials find new restaurants — outranking even Yelp and Google. The opportunity? Treat influencer content and social SEO as core discovery channels. If consumers don’t see you when they search “best brunch in Nashville” on Instagram or TikTok, you don’t exist.
Industry News: How B2B Foodservice Brands Can Leverage Chef Partners to Boost Social Influence
Our latest “Influencer Insider” column with Nation’s Restaurant News explores how B2B foodservice suppliers can amplify reach and relevance by collaborating with chefs.
We’ve seen firsthand how chef partners build trust, inspire trial and engage prospects at every stage of the funnel. They’re incredibly effective because operators want to hear from peers they trust—not just sales teams or distributors.
Unlike traditional foodie influencers who inspire dining decisions, chef influencers shape menus, spark product adoption and solve operational challenges because they’ve lived the reality of running kitchens.
Chef Lars Smith (@lboogiesmith), owner of State of Mind Slice House in California, underscored the importance of authenticity in these partnerships: “Me in an apron that might be covered in flour, making a pizza, talking about something authentic is what engages [people] the most. Those videos that are a little less produced and a little more natural seem to really take off.”
He also emphasized that his ongoing campaign with California Milk Food Service works because of close collaboration, with clear goals and consistent communication.
The takeaway is clear: chef influencers are core to today’s foodservice buyer journey. They’re compelling sales tools because they’re fellow operators with peer networks and kitchen experience.
Check out our Chef Ambassador Programs here.
News We’re Noting:
- The CDC quietly scaled back a surveillance program for foodborne illnesses, making food safety crisis plans that much more important.
- Related… our founder gives tips for navigating food crisis plans in the age of AI and social media in this PRDaily article.
- Sweetgreen wants this goat farmer to be a star – further redefining who can be an influencer.
- Attention economy: Wild brand collabs create millions of impressions – unexpected food pairings are often the recipe for virality.
Fresh Off The Press: Client Wins
- NRN: Menu Tracker: New Items from Arby’s, Chipotle And Domino’s (Nékter Juice Bar x Golden Waffles)
- Food Institute: The Top 5 Flavors Taking Over Fall
- Restaurant Business Online: Pumpkin Overload is Creating Flavor Backlash
- Food & Beverage Magazine: Fry-day Feeling
- Beverage Industry: Botanical, Adaptogens Help Beverage-Makers Meet Health and Wellness Goals
- Catersource: Hot, Crispy And Customizable: How the Humble Fry Is Stealing the Show at Modern Events
- AdAge: Behind the Pickle Craze and How Brands are Responding
- Perfumer & Flavorist: Forward Thinking: Snacks Without Borders
- The Adventurist Magazine: Chef James Tuckey on Spaghetti, Spirits, and Why Columbus Keeps Raising the Bar
- Modern Restaurant Management: MRM Research Roundup: Generational Dining Trends, Beverage Preferences And The United States Of Ranch
- FSR Magazine: Social Media is the Secret Sauce
- CSP Daily News: Steal This Foodservice Idea: Waffles, More Waffles
- Prepared Foods: Golden Waffles Opens New Headquarters and Innovation Center
- Snack & Bakery: Golden Waffles Opens New Headquarters in PA
- Food Business News: Golden Waffles’ New HQ, Innovation Center Makes Debut
- Food Institute: Move Over Pumpkin Spice, This Texas Staple Goes National
- Fast Casual: Why Mukbang Belongs in Your Restaurant Marketing Playbook
Belle Headlines
🏆 Belle Named “Best PR Firm” for the 7th Year
We’re honored to be recognized as Columbus CEO’s Best PR Firm. Columbus is where Belle started, so this recognition is extremely meaningful to our team. Thank you to our clients and Columbus community for trusting us as extensions of your team.
🎤 See you at the CREATE Conference — with Kevin Bacon (!?)
This October, I’ll be taking the stage at Informa’s CREATE: The Event for Emerging Restaurateurs in Nashville. My session will dive into how influencers and social media drive discovery, loyalty and sales.
Bonus: Kevin Bacon is also on the speaker lineup, which means I’m officially one degree away from Kevin Bacon.