From Corporate Brands to Franchisees: ResQ's Targeting Strategy

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Kareem Azees, Head of Marketing at ResQ, the facilities management platform streamlining repair and maintenance operations for restaurants. ResQ revolutionizes restaurant equipment management through QR code asset tracking and a network of trade vendors, helping operators make data-driven decisions about their equipment lifecycle. Through strategic franchise-focused marketing and lean team operations, ResQ has carved out a unique position in the restaurant tech space by solving a critical operational challenge that costs restaurants 3-5% of their P&L. Topics Discussed: Transitioning from broad industry events to brand-specific franchise conferences Building efficient marketing teams using AI and freelance networks Understanding the franchise ecosystem vs. corporate restaurant decision-making Leveraging customer success stories and social proof in restaurant tech Implementing AI workflows for content creation and case study production Defining ideal customer profiles in the complex restaurant industry landscape