Client

Moe’s Original BBQ

Role

Marketing Strategy, Analytics, Brand & Campaign Leadership

Turning 365 Days of Data Into Smarter Restaurant Marketing

The Challenge

Moe’s Original BBQ is a beloved, multi-location restaurant brand with a loyal following, but like many restaurant groups, its marketing had grown reactive.

Campaigns were driven by intuition, seasonal assumptions, and calendar events rather than customer behavior. While sales data existed inside the POS, it wasn’t being actively used to guide decisions across email, promotions, or campaigns.

The result was a familiar problem:

  • Inconsistent weekday traffic

  • Promotions that felt right but underperformed

  • No clear line between marketing effort and revenue impact

The opportunity was clear. The data was already there. It just needed to be translated into action.

The Approach

I led a shift from intuition-led marketing to behavior-driven decision making, grounded in real customer data.

  • We analyzed a full year of transaction-level POS data, broken down by:

    • Day of week

    • Time of day

    • Order type

    • Revenue contribution

    Instead of starting with promotions, we started with questions:

    • When are customers already showing up?

    • Where are the gaps?

    • What behavior can marketing actually influence?

  • The insights were immediate and unmistakable.

    • Saturdays were the strongest revenue days

    • Mondays were dramatically underperforming

    • The revenue gap between the two represented millions annually

    This wasn’t a branding issue. It was a timing and behavior problem.

  • Rather than pushing generic promotions, we built campaigns designed to change specific behaviors.

    • Weekday-focused offers tied to known revenue gaps

    • Messaging aligned to customer routines, not marketing calendars

    • Clear success metrics tied directly to sales lift

    Marketing became less about noise and more about precision.

The Execution

Using these insights, I helped translate strategy into execution across channels.

Campaign themes mapped directly to data insights

Email and promotional timing aligned to customer habits

Messaging focused on relevance, not urgency

Each campaign had a clear purpose:
Not just “drive traffic,” but drive traffic on the days it mattered most.
Why This Matters

Restaurants don’t have a data problem. They have a translation problem.

This work helped Moe’s Original BBQ move from:

  • Intuition → Insight

  • Campaigns → Systems

  • Marketing spend → Revenue accountability

By grounding creativity in real behavior, the brand could market with confidence, clarity, and purpose.

Key Takeaways

  1. Data is only valuable when it changes decisions

  1. Great marketing starts with listening, not assumptions

  2. Small behavioral shifts can unlock outsized revenue gains

Day Two

Set Intentions & Reflect

Together, we pause to consider our goals, hopes, and direction. This is about aligning with ourselves and with the journey ahead. This is a chance to reconnect with what brought you here—your questions, your hopes, your turning points—and consider how they’ve shifted or deepened.

Check-In

9:00 – 9:30am

Group Activity

11:00am

Lunch Break

12:30pm

Creative Workshop

2:00pm

Dinner

6:30pm

Day Three

Look Forward & Wrap Up

We explore the possibilities beyond this moment, making space for growth, action, and forward momentum. As we end our time together, we honor the experience, the growth, and the connections made along the way.

Check-In

9:00 – 9:30am

Group Activity

11:00am

Lunch Break

12:30pm

Creative Workshop

2:00pm

Dinner

6:30pm

  • "What I love most is the flexibility. I can go at my own pace, revisit lessons, and keep learning whenever it works for me."

    Former Customer

  • "Even as a total beginner, I never felt lost. The step-by-step structure and encouragement along the way made all the difference."

    Former Customer

  • "This has been such a worthwhile investment in myself."

    Former Customer

How It Works

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  • Now all that's left to do is pack your bags and get excited for your new adventure.

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