
Scrappy, Smart and Data-Driven: Inside the Growth of Teriyaki Madness With CMO Jodi Boyce
In this episode of the Running Restaurants podcast, host Jaime Oikle interviews Jodi Boyce, CMO of Teriyaki Madness. Jodi shares her unique career journey, from driving the Oscar Mayer Wienermobile to leading marketing at major restaurant brands. She discusses Teriyaki Madness's rapid growth to 215 locations across 41 states, their data-driven marketing approach, and loyalty program of 1.2 million members. The conversation also covers AI integration, franchisee partnerships, digital ordering (64% of orders), social media strategies, and app-based employee training, offering valuable insights for restaurant operators and marketers alike. Links: https://teriyakimadness.com/ - https://www.runningrestaurants.com/ - https://www.linkedin.com/in/jodiboyce/ ** Timestamps Jodi Boyce's First Job (00:00:48) Jodi discusses her unique first job out of college, driving the Oscar Mayer Wienermobile around the country for a year. Previous Restaurant Experience (00:01:50) Jodi shares her background with major restaurant brands like Quiznos during its rapid growth, Einstein Bros Bagels, and Smash Burger. The Teriyaki Madness Concept (00:02:21) An overview of the brand's menu, focusing on customizable, made-to-order teriyaki bowls with high-quality ingredients and fresh vegetables. Marketing the Healthy Options (00:03:55) Discussion on how fresh, daily-chopped vegetables and plant-based options like spicy tofu are a key differentiator for the brand. Brand Growth and Expansion (00:05:26) Jodi details the brand's rapid growth to over 215 locations in 41 states, with plans for continued expansion. Finding the Right Franchisees (00:06:25) The process of vetting and selecting franchisee partners who can follow a system, ensuring brand consistency across all locations. Scrappy, Data-Driven Marketing (00:08:20) How the brand uses a data-driven, scrappy mindset to make smart marketing decisions without large investor-backed budgets. Leveraging AI for Actionable Insights (00:09:44) Teriyaki Madness is using AI to analyze data and provide franchisees with actionable insights to improve profitability and operations. The AI-Generated Ad (00:13:04) Jodi explains the decision to create a fun, cost-effective, and intentionally unrealistic commercial using AI, fitting their brand's personality. Loyalty Program Strategy (00:14:30) How the brand grew its loyalty database to 1.2 million members, focusing on rewarding customers to earn their own rewards. Customer Communication Frequency (00:16:30) The strategy for contacting loyalty members, aiming for 4-6 targeted messages per month while monitoring unsubscribe rates. Modernizing Employee Training (00:17:23) The shift to short, app-based training modules to accommodate the shorter attention spans of younger employees and improve effectiveness. Social Media and Digital Ads (00:18:52) The brand's focus on Meta and TikTok for edgy, fun content and targeted social ads to track sales conversions. Managing Franchisee Social Media (00:20:11) Using a platform to provide guardrails and approve franchisee posts, ensuring a consistent brand voice across all location pages. The Rise of Digital Ordering (00:21:27) A discussion on how 64% of all orders originate digitally, with about 80% of food being for takeout. Personal Life Lessons (00:24:08) Jodi shares her personal philosophy of taking food seriously but not life, and the advice to not waste time on regrets. Sponsor Link: https://www.RestaurantFormula.com https://restaurant.mysamcart.com/products/















