Daily Jam is recognized by renowned foodies for its fresh take on breakfast and lunch dining. But innovation isn’t confined to the menu or restaurant concept. Berekk Blackwell, Daily Jam franchise president, has also employed cutting-edge marketing strategies, harnessing the power of social media micro-influencers to help build the brand and consumer engagement. By Jessica Jones
Daily Jam is recognized by renowned foodies for its fresh take on breakfast and lunch dining. But innovation isn’t confined to the menu or restaurant concept. Berekk Blackwell, Daily Jam franchise president, has also employed cutting-edge marketing strategies, harnessing the power of social media micro-influencers to help build the brand and consumer engagement.
“The use of micro-influencers is essentially an amplified word-of-mouth way to share your brand,” Blackwell says. “We’re not looking to partner with people who have 1 million followers. Instead we’re connecting with people who are plugged into the community, those who speak to a hyper-local audience on a regular basis and are respected by residents who live in an immediate radius of our franchises.”
Micro-influencers, defined as individuals with slightly above-average follower counts and significant levels of influence over an audience within a niche demographic, have become an important resource for business promotion, especially in a post-pandemic climate.
“As we’re clawing our way out of this pandemic, it’s necessary to almost reintroduce ourselves to the market,” Blackwell says. “This is not our only form of marketing, but the use of these influencers has really pivoted our business in a new and positive direction.”
Launched in Tempe, Arizona, in 2011 and franchised in 2019, Daily Jam offers an innovative range of omelets, pancakes, and French toast and has been lauded by the Food Network for having the “best waffles in Arizona.” Revered by students and families as the “best breakfast in town,” Daily Jam’s reputation has grown rapidly over the past decade, cementing its stature on the national food scene.
Blackwell’s strategy relies on carefully curating influencers based on their demographic reach and relevance to the Daily Jam brand.
“We extend an invitation, host them at the appropriate location, and offer a free meal to the influencer and their guest,” Blackwell said. “It’s not a super transactional relationship – just a sort of, ‘Hey, enjoy your meal. If you do, please post about it.’”
Blackwell says he has seen positive results from this technique, which has introduced a number of new customers to the Daily Jam brand.
“You’re actually taking a risk because there is a possibility the influencer will not like their experience,” Blackwell said. “But we’ve had very positive results thus far.”
Blackwell says it’s a method that is now becoming more prevalent in the franchise world.
“It can be challenging and time-consuming to find a hyper-local social media partner, but the results are worth it when you do,” he said. “If you give your franchisees the playbook – what to look for in an influencer, how to host one, etc. – you’ll find success and a referral relationship will begin to bloom.”
And with the help of social media, Blackwell said Daily Jam’s sales have doubled since 2019.
“We’ve seen a huge resurgence in foot traffic and sales in general over the past four or five weeks,” Blackwell said. “We have beaten our 2019 number by double digits and we’re very excited about it.”
For more information about Daily Jam franchising opportunities, visit dailyjamfranchising.com or call 833-447-3232.
– Jessica Jones