Speaker Q&A: Katie Lister, Chilango
Another new speaker for 2019 is Katie Lister, marketing director at Chilango. She’ll be at the show on opening day for The Supersonic Food Marketing Podcast panel, hosted by Mark McCulloch, with Helen Harrison, brand director at Crussh, and Fatima Diez (formerly of Five Guys and Burger King).
I’m fortunate to be sitting on a panel with some incredible talent from the sector, so would urge attendees to come and hear about the importance of brand and product development and the exciting, new ways we’re able to create truly targeted marketing campaigns that really resonate with guests.”
Which food-to-go operators / retailers do you particularly admire and why?
I love the continuous product innovation from the team at Leon. Leading the charge in the plant-based and veggie space is really tough to do well, and they are doing an amazing job of fresh, innovative ideas, executed flawlessly.
What do you think is the key for operators to successfully compete against their competitors?
Delivering a consistent experience, every time. Consumers are fickle – they can be easily tempted to other brands and one poor – or ever just average, experience means you may have lost them to a competitor, forever.
What’s the most rewarding aspect of your job?
The ability to be nimble and easily flex to accommodate emerging trends. Because of the size of the Chilango estate and the exceptional talent in both the support team and restaurants, we were able to launch a truly ground-breaking plant-based product from a standing start, in just six weeks. It paid off: it’s our best-selling LTO meal ever!
And the most challenging?
Prioritising – with such an eager team and so much to accomplish, it can be difficult to say no to new opportunities that arise.
What does the next 12 months have in store for your business?
Lots! We have a fully-packed NPD calendar with plenty of plant-based innovation to keep our vegan and flexitarian guests happy. We will also continue to innovate in the tech space – from testing and learning more with our Pay at Screen trial in London Wall to using Wi-Fi data to create smarter, more targeted social campaigns. It’s an exciting time!
Can you give us an example of what your business is doing to be even more sustainable?
One of biggest surprises joining Chilango was how many great initiatives we have quietly running in the background. We work with First Mile Recycling to ensure the waste in our restaurants is disposed of in a way that generates energy for the national grid and food waste is sent for anaerobic digestion. But we haven’t told anyone yet! We will continue to keep developing partnerships and efficiencies to make Chilango a more sustainable restaurant company – and will start telling our guests these compelling stories!
What do you see as the key food-to-go trends to watch?
I don’t see plant-based going away any time soon but this is emerging from healthful and worthy to indulgent vegan, which lends itself perfectly to the Chilango proposition.
What’s your current bestselling product?
The Chilango – our famous chicken burrito packed with delicious, vibrant flavours – is still our crowning glory… but out new LTO: THIS™ Isn’t a Chicken Burrito is hot on it’s heels in the number 2 spot.
Why is innovation so vital to the food-to-go sector?
The majority of our restaurants are in London where consumers are spoilt for choice with culinary innovation constantly available to them. It’s important Chilango to keep innovating to ensure we stay exciting and relevant to consumers who are willing to try new flavours, new trends, new products.
What innovative products are you hoping to find at lunch! show this year?
I’ll be keeping an eye out for the next big plant-based innovation. Mexican-inspired flavours and our style of service really lend themselves well to this trend.
How important is lunch! to the food-to-go sector?
It’s such an important show that’s truly dedicated to improving the sector, so well worth a visit!
Describe the lunch! show in 3 words:
Exciting. Vibrant. Informative.
Can you tell us a bit about your much-anticipated session at lunch! 2019?
I’m fortunate to be sitting on a panel with some incredible talent from the sector so would urge attendees to come and hear about the importance of brand and product development and the exciting, new ways we’re able to create truly targeted marketing campaigns that really resonate with guests.
Who or what inspires you to be even better?
I’ve been fortunate enough to do a number of international food trend tours. Every time I visit a new city, I see something new and exciting but most importantly, have the opportunity to talk to people behind products, restaurants, bars – hearing their passion and excitement and knowing there is always something new to try, inspires me to want to keep pushing forward in the sector.
What’s the best advice you’ve ever been given?
Be a nice person to work with! It’s so basic, but in a small industry, relationships are everything to doing a good job.
What advice would you give to someone starting out in the industry?
Work hard. Be inquisitive. Roll up your sleeves and get stuck in. Have fun. Oh and pick up the phone if you want to get something done quickly!
Tell us a fun fact about yourself that most people don’t know:
I auditioned for Junior MasterChef at the tender age of 11. The Lloyd Grossman years!
See Katie at lunch! 2019
lunch! X The Supersonic Food Marketing Podcast Panel: 11.15am on Thursday 19 September in Keynote Theatre 1
The session also features:
- Helen Harrison, Brand Director, Crussh
- Fátima Diez, Brand Manager, Picnic: the sociable media company (former international brand and comms manager at Five Guys)
- Mark McCulloch, Founder, Supersonic Inc (session chair)
