A Food Marketing Pro Talks Research and Growth

About the Episode

Research can be key to unlocking market growth for an established business, identifying new locations for growth, and highlighting the perfect franchise opportunity. Jayson Tipp has over 30 years of experience in franchising and specialty retail in the food and beverage industry. He discusses how market research data, analysis, and technology have changed over the years, how they can be used to map out locations for growth, and the importance of doing research before jumping into the world of franchises.

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In this Episode

1:11 Jayson Tipp’s background
2:44 How have market research data and technology been used when selecting possible new Starbucks locations?
8:34 What kind of data is important for a retail or restaurant brand to consider when they are looking at where to open new locations?
10:15 What has changed over the past 25 years in gathering market research for retail and restaurant brands?
14:46 Is branding measurable?
16:54 What’s the overall process for doing a redesign for retail stores?
22:09 How are consumers’ patterns changing? How is that affecting food service?
28:08 How has the relationship between food and beverage, and entertainment changed?
31:27 Is the perception of food and its role as an experience changing?
33:42 How are consumers’ eating patterns changing?
38:05 What is a franchise disclosure document (FDD)?
41:39 What is Item 20 in a franchise disclosure document?
45:47 What impact do first-time entrepreneurs have on the franchise system?
48:14 How does the process of validation work when people are researching potential franchise brands?
49:42 How can brands build a profile of potential franchisees to ensure they get the right fit with franchise owners?
55:35 What is the most important concept for someone interested in franchises to keep in mind?

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Resources Mentioned in This Episode

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Acronyms or Terms Used in This Episode

  • GIS – geographic information system
  • CRM – customer relationship management
  • FDD – franchise disclosure document
  • UFOC – Uniform Franchise Offering Circular
  • IFA – International Franchise Association

Meet Our Guest

Jayson Tipp

Jayson Tipp

Interim and Fractional Executive at Mind In Overdrive, Inc.

Jayson Tipp is an experienced retail and restaurant executive and general manager with broad and varied leadership experience and a history of delivering results. In a career spanning over 30 years, Jayson has assembled C-Level leadership experience across a variety of functions, including marketing, development, strategy, analytics, technology, and finance. His career includes experience with large and small brands at key stages of growth, such as Starbucks, Potbelly, and Redbox.

Jayson is currently the Interim and Fractional Executive, Consultant, and Advisor with Mind in Overdrive and an Industry Advisor with Perfect Company, an operational technology company for restaurants. Before that, Jayson was CMO at Pokeworks, a 70-location franchisor, where he led extensive process and platform work, including brand strategy, a martech stack overhaul, product strategy, and franchise development process improvement. Jayson has also held C-level roles with restaurant tech start-ups, including Perfect Company, BridgPINCHO, and he was the Chief Development Officer at Papa Murphy’s Pizza.

Location Location: Portland, Oregon

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