“Alan has the mojo for our brand…he knows how to leverage the full marketing arsenal and truly understands our customers.” Phil Sanford, CEO, the Krystal Company."
“Krystal is the place to have fun with your friends sharing multiples of unique, indulgent food.”
“More than a thought leader, Alan helped me lead the charge to implement our new strategy across the Krystal system. He has become my most trusted ally.” Mike Williams, SVP of Marketing, the Krystal Company
Collaborate with executive team to develop and implement marketing plan (1998-2005).
Define practicable strategy to support system-wide (~500 units) rollout of new brand positioning, accrete good will of the community, increasing same store sales growth to lead QSR category for over 5 years.
Conducted in-depth interviews with key executives and managers, operators and hundreds of customers; performed competitive reviews and past performance analytics. Collaborated with marketing team to evaluate optimum brand positioning, advertising and promotions strategies and emerging social media integration.