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Learn How to Use Guest Data to Drive Loyalty at MURTEC Executive Summit


The top two strategic goals for restaurant technology are improving digital engagement/loyalty and improving customer analytics, according to HT research. In an innovation lab titled How to Drive Loyalty & Revenue by Knowing Current and Future Customers, Brian Best, head of interactive engagement, P.F. Chang's China Bistro Inc., will share how leveraging guest data can yield opportunities to increase frequency of loyalty customers, acquire new customers and re-engage lapsed customers. Best will share examples of strategies that have driven sales for P.F. Chang’s using digital, mobile, social and CRM technologies while utilizing first and third party data to personalize communications. Attendees will learn from P.F. Chang’s wins and collaborate on other ways to understand brands’ competitive sets and regain marketshare.

Innovation Labs are interactive sessions designed to inspire attendee collaboration. A series of 15-minute presentations, each one hand selected by MURTEC's Advisory Council, will enlighten and challenge attendees. Presentations are followed by group discussion exercises that engage restaurant attendees and solution providers to share ideas and solve problems.

P.F. Chang’s China Bistro is a privately-held corporation operating 3 independent restaurant brands with more than 400+ domestic and international locations. Best is responsible for leading P.F. Chang’s digital transformation and oversees all digital, social, loyalty, CRM and ecommerce functions for the brand.

Best has held executive-level positions for over 20 years in the digital and loyalty space, guiding multi-brand organizations through their digital evolutions, implementing innovative technology solutions, and leading high performing teams to deliver profitable omni-channel customer experiences. Prior to his tenure at P.F. Chang’s, Best developed award-winning revenue generation programs for billion-dollar organizations such as Caesars Entertainment, Boyd Gaming, American Casino & Entertainment Properties, and Arizona State University.

Best is a graduate of the University of Puget Sound’s School of Business and has been recognized as an industry leader in the hospitality and entertainment verticals. He has been the recipient of numerous awards, including Las Vegas' 40 Under 40, and HSMAI’s (Hospitality Sales and Marketing Association International) Adrian Award - Top 25 Extraordinary Minds in Sales and Marketing. He is a member of the Internet Marketing Association’s Executive International Council and is a regular presenter at marketing and technology conferences.

A sister event to MURTEC (Multi-Unit Restaurant Technology Conference), the MURTEC Executive Summit will be an intimate gathering of senior-level executives, unique from other technology events in the industry. The format and content is designed to draw in technology thought leaders and influencers in a program that prioritizes group discussions, two-way dialogue, and collaboration amongst both peers and sponsors.

The audience of 75 senior-level technology decision makers and influencers from the nation’s leading and emerging restaurant brands will consist of C-suite, VP and director-level titles and is invitation only. Technology leaders will be joined by line-of-business executives who influence IT decisions – marketing, analytics, finance, customer experience and more.

The unique agenda includes collaboration exercises, with the intent to spark both peer-to-peer and peer-to-sponsor discussion. Sessions are designed to generate new ideas and conversations between attendees and technology experts. The strategic and relevant content focuses on driving innovation in today’s restaurant environment.

The MURTEC Executive Summit offers a low pressure environment for building relationships with potential partners. The inaugural MURTEC Executive Summit will take place November 5-7, 2017 at the Roosevelt Hotel in New York City.

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