How To Handle Multi-Generational Media Selection With James Walker, CEO of Frisch’s Restaurants

James Walker is the CEO of Frisch’s Restaurants, a 75-year-old American comfort food and casually themed restaurant brand based in Cincinnati. Frisch’s is famous for its Big Boy Burger. James is an authority in restaurant technology and delivery channels, focusing on mergers and acquisitions, domestic and international development, operations, and new product development. He also has expertise in brand positioning and repositioning.  What you’ll learn in this episode: How do you communicate with an audience that gets its messages through wildly different channels? Do some members of your target audience look forward to what’s in their mailbox? And another portion of your audience doesn't pay attention to what’s in the mail but spends a lot of time on TikTok or Instagram. How do you cater messaging to those vastly different groups?  There’s a chain of restaurants in the Cincinnati area called Frisch’s, and it’s  been around for 75 years. Its loyal customers include anyone from baby boomers to Gen Z. People of all ages come to Frisch’s to enjoy its marquee Big Boy Burger. According to its CEO, James Walker, restaurants must diversify their messaging and channels to reach their intended audience effectively. Not only should you focus on the menu and messaging, but also the marketing channel itself. The channel and the messaging should be focused differently on the various audience and age groups you're trying to reach. On this episode of From Persona to Personal, Roger Hurni welcomes James Walker, CEO of Frisch’s Restaurants, for an in-depth discussion about the challenges of marketing to a customer base whose ages span multiple generations since the communication method and message will vary. James discusses his various marketing strategies to reach a variety of age groups and which customers will receive discounts and why.