BJ's Brewhouse
Marketing & Hospitality Leadership
Project Overview
From May 2018 through April 2021, I served as Marketing & Hospitality Lead for BJ's Brewhouse in Orlando, spearheading customer engagement initiatives and elevating the dining experience through targeted marketing strategies, event coordination, and staff development. The role combined marketing strategy, hospitality operations, and community relationship building.
Challenge
BJ's Brewhouse operated in Orlando's competitive restaurant market where customer acquisition costs are high and loyalty is difficult to build. The challenges included:
Market Saturation: Standing out among countless dining options required differentiated experiences and strategic marketing that went beyond basic promotions.
Customer Experience Consistency: Ensuring every guest received exceptional service required systematic staff training and operational standards that could be maintained during high-volume periods.
Community Connection: Building local brand affinity in a market dominated by national chains required authentic community relationships and localized marketing approaches.
Event Execution: Coordinating in-restaurant events (beer tastings, promotional nights, community partnerships) while maintaining normal operations required careful planning and cross-functional coordination.
B2B & B2C Relationship Development: Cultivating both business partnerships (corporate catering, group events) and direct consumer relationships required different approaches and touch points.
Measurable Impact: Demonstrating marketing ROI in the restaurant industry requires tracking metrics beyond social media engagement—actual foot traffic, repeat visits, and revenue impact.
Strategic Approach
Targeted Marketing Campaign Development
I developed and executed marketing strategies designed to increase foot traffic and drive sales:
Promotional Campaign Design: Created compelling promotional campaigns that resonated with diverse customer segments, balancing broad appeal with targeted messaging for specific audiences.
Local Market Focus: Emphasized Orlando-specific positioning rather than relying solely on national brand campaigns, building local relevance and community connection.
Cross-Channel Integration: Coordinated marketing across social media, email, in-restaurant promotion, and community partnerships for amplified impact.
Event Coordination & Experience Design
I planned and executed in-restaurant events that enhanced brand experience:
Beer Tasting Events: Coordinated beer tasting experiences that showcased BJ's craft beer offerings, including vendor partnerships with breweries, event promotion and registration, staff training on beer knowledge, and guest experience facilitation.
Community Partnership Events: Developed events with local organizations and businesses, building community relationships while driving traffic.
Promotional Nights: Created themed events and special promotions that gave customers reasons to visit during typically slower periods.
Hospitality Standards & Staff Development
I focused on elevating service quality through systematic training and standards implementation:
Service Training Programs: Developed and delivered training that emphasized exceptional service delivery, ensuring staff understood both technical service standards and the hospitality philosophy behind them.
Standards Implementation: Established clear service standards and operational protocols that ensured consistency even during high-volume periods.
Team Culture Development: Fostered culture of hospitality excellence where staff took pride in creating memorable guest experiences.
B2B Relationship Building
I cultivated business-to-business relationships that expanded BJ's reach:
Corporate Partnerships: Developed relationships with local businesses for catering opportunities and group events.
Community Organization Connections: Built partnerships with local organizations for fundraising events, group reservations, and ongoing relationships.
B2C Engagement Strategy
For direct consumer relationships, I implemented engagement strategies that built loyalty:
Loyalty Program Promotion: Actively promoted BJ's rewards program, educating guests on benefits and encouraging sign-ups.
Personalized Guest Relationships: Trained staff on building regular customer relationships, creating the "Cheers effect" where guests felt recognized and valued.
Feedback Integration: Actively solicited and responded to customer feedback, using insights to continuously improve service and offerings.
Data-Driven Optimization
I analyzed customer feedback, sales data, and marketing performance to inform continuous improvement:
Customer Feedback Analysis: Tracked and analyzed guest feedback to identify service improvement opportunities and successful elements to amplify.
Market Trend Monitoring: Stayed current on dining trends, competitive offerings, and local market dynamics to inform strategy adjustments.
Campaign Performance Tracking: Measured marketing campaign effectiveness through foot traffic, sales data, and customer acquisition metrics.
Impact
Marketing Effectiveness:
Developed and executed targeted marketing campaigns that increased foot traffic and drove sales growth
Built local brand presence through community-focused marketing and authentic relationship building
Created promotional strategies that filled seats during typically slower periods
Event Success:
Coordinated successful in-restaurant events including beer tastings and community partnerships
Enhanced brand experience through memorable event execution
Built customer engagement beyond transactional dining visits
Service Excellence:
Elevated hospitality standards through systematic staff training and service protocol implementation
Created consistent guest experiences that drove repeat visits and positive word-of-mouth
Developed team culture focused on exceptional service delivery
Relationship Building:
Cultivated B2B partnerships that expanded revenue opportunities through catering and group events
Built authentic B2C relationships that created loyal customer base
Established BJ's as community partner through organizational relationships
Operational Impact:
Contributed to overall restaurant success through integrated marketing and hospitality approach
Enhanced brand reputation in competitive Orlando dining market
Services Provided
Creative Direction | Project Execution