Next up in our Q&A series is Charlotte Adams, senior marketing manager — special occasions at Krispy Kreme UK. She’ll be appearing in the first ever live recording of the hugely popular Spectacular Marketing Podcast (hosted by Mark McCulloch).
Which café / coffee shop / food-to-go operators do you particularly admire and why?
I think LEON are a great example of a disruptive brand who saw a gap in the market for healthy yet convenient fast food.
I love how their brand DNA, family heritage and beginnings and overall ethos flow through everything they do, from their store design, through to their cook books, marketing campaigns and comms.
What do you feel is the key for operators to successfully compete against their competitors?
Distinctiveness. Distinctiveness. Distinctiveness!
What’s the most rewarding aspect of your job?
Krispy Kreme is a really fast moving and dynamic company. It is so rewarding to be in such an agile environment where you can go from ideation to concept testing through to launch in such a short space of time! I think it is a real advantage for big brands to have this agile infrastructure and mindset; as brands go on their quest to strive to be innovative and to be ahead of the curve.
And the most challenging?
Learning to say no. There is so much opportunity, it’s a real skill (one which I am still learning) to be choiceful in what to go after.
How important is lunch! to the food to go sector?
lunch! is an informative and energetic event , where the whole food and beverage industry come together to share learnings, best practice and vision!
What’s the best advice you’ve ever been given?
Always be yourself!
See Charlotte at lunch! 2018
The Food-to-Go Marketers Panel – A Spectacular Marketing Podcast Live: 1.45pm in Keynote Theatre 1 on Friday 21 September.