RFIS 2017: Building Your Brand Personality for Franchise Development

2 minute read

Upland Admin

Later this month, restaurant industry leaders from around the country will gather in Dallas, Texas for the Restaurant Franchising Innovation Summit. The summit will explore how limited-service chains can leverage innovation in a variety of forms — from experience innovation to kitchen innovation to menu innovation and beyond — as a catalyst for franchise expansion.

Successful franchisors understand that the average consumer isn’t their only customer. In fact, future business owners are just as important as lunch and dinner customers when it comes to building your business. Our head of strategy, Matt Silk, will moderate the “Building your Brand Personality for Franchise Development” panel at the Summit which will discuss how to use marketing techniques, including social media and mobile, for franchise development.

Kevin King of Smoothie King

Kevin King has been Smoothie King’s Chief Development Officer since May of 2016. Prior to joining Smoothie King he was the managing member of Project Pie, LLC in Carlsbad, CA from June of 2015 to May of 2016. Kevin was Chief Development Officer of Papa Murphy’s in Vancouver Washington from 2011-2015. Before that he held senior positions in operations and development since 2005. Kevin has also had senior level positions with Chase and Donatos Pizza.


Paul Macaluso of McAlister’s Deli

Paul Macaluso is President of McAlister’s Deli, an award-winning fast-casual restaurant chain. His background includes more than 20 years of operations, franchising and marketing experience with some of the most prominent brands in the foodservice industry, including Moe’s Southwest Grill, Taco Bell, Burger King and Sonic Drive-Ins. Before leading McAlister’s, Paul served as SVP of Brand Marketing Strategy for FOCUS Brands, where he led the collective marketing capabilities for Auntie Anne’s, Carvel, Cinnabon, McAlister’s, Moe’s Southwest Grill, and Schlotzsky’s, developing a long-term, consumer-driven, strategic planning process, creating a marketing center of excellence for creative services, social media and PR and building a digital roadmap across the enterprise.

Join Waterfall and the top minds in restaurant franchising at the Restaurant Franchising Innovation Summit March 28th-30th. Let us know if you’d like to schedule time to meet while in town! Email us

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