Freddy's Frozen Custard & Steakburgers Adapts to Consumer Behavior Changes

We asked Laura Rueckel, CMO at Freddy’s Frozen Custard & Steakburgers, “How are changes in consumer behavior affecting your marketing strategies and how you communicate with customers?”

Consumers today are seeking flexibility in their dining preferences. We’ve been considering this change and shifting our marketing strategies to keep up with this demand for convenience and ease. The growing number of options, along with the value placed on the quality of life, means that consumers seek an authentic brand that can provide a best-in-class experience.

We are resonating with guests more strongly than ever before by holding to the “Freddy’s Way” and our core pillars. Every guest can expect genuine hospitality and food cooked-to-order with premium ingredients served hot and fresh in a clean, family-friendly environment.

Our commitment to exceptional service begins with our menu by allowing guests to customize their orders to suit their tastes. For example, we have 32 toppings and mix-ins to customize shakes, malts, and custard treats. To further enhance the Freddy’s guest experience, we’ve created an omnichannel environment that includes dine-in, drive-thru, curbside pickup, and third-party delivery options.

From a communication perspective, we are excited that these messages are resonating with consumers. We need to remind them about the benefits of our brand on a more frequent basis. The quality of our steakburgers, creamy frozen custard, and other menu items are the core of what we do and serve each day.

There are many other benefits of dining at Freddy’s that speak directly to what today’s consumers are demanding. In communicating with our guests, we always want to prioritize their thoughts and feedback and ensure that our conversations are clear and thoughtful. Continuing to improve our data capture will allow us to understand our guests’ behaviors better and result in more personalized marketing efforts.

We have big plans for digital ordering, our loyalty program, and app improvements as we seek to offer only the best technology for our guests’ convenience that will simultaneously help inform us of their behaviors and preferences. As the world has become increasingly digital, so too has our marketing, and I look forward to further growth and creativity in this space.