Technology
Former Blaze Pizza exec named Yoshinoya CMO amid brand's digital expansion
June 18, 2020
Kim Freer, Blaze Pizza's former VP of Brand Marketing, has moved into the CMO's office at Yoshinoya America. The brand said she brings a level of expertise in digital marketing, new product development and reaching the Gen Z guest to Yoshinoya at a time when its U.S. stores are undergoing a system-wide digital infrastructure expansion, a news release said.
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| Yoshinoya CMO Kim Freer.(Photo provided) |
Freer assumed the marketing leadership role in March and will be a key player in the launch of the company's first loyalty program, Yoshinoya Rewards, as well as digital ordering for delivery or carryout through the Yoshinoya App, Yoshinoya website and its delivery platform providers — DoorDash, Postmates and Uber Eats.
"In the current climate, it was particularly pressing to speed up the development of our online ordering platforms and give guests additional ways to order ahead for takeout, or have their favorites delivered straight to their doorstep with just a few taps," Freer said in the release. "Building on the recent brand refresh, including a new ordering process that allows customization and the integration of digital menu boards, we're methodically focused on upping Yoshinoya's digital game in 2020."
Yoshinoya Rewards — created in partnership with Punchh and Olo — offers guests deals and the opportunity to earn points with purchases that are redeemable for menu items at a rate of five points for every $1 spent. To promote the launch of the app, Yoshinoya is giving anyone who downloads a free regular bowl with the purchase of a drink.
The brand has also expanded on its drive-thru and takeout options with delivery through DoorDash, Postmates and Uber Eats, via Yoshinoya's app, website or via its Instagram page, by clicking the "Order Food" button.
Yoshinoya opened its first restaurant in Tokyo in 1899 and is among the oldest QSR chains still operating. Its U.S. offices are located in Rosemead, California, but the brand has more than 2,000 restaurants in Japan, Mainland China, Shanghai, Taiwan, Hong Kong, Singapore, Philippines and the United States, including more than 100 locations in California alone. The menu is based on fresh ingredients served in a variety of rice bowls.
