From CMO to CEO: How Marketing Leadership Shapes a Restaurant Brand

In this blog post, we delve into the fascinating journey of Chris Tomasso, from his impactful role as a Chief Marketing Officer to his current position as the CEO of First Watch. We'll explore how his marketing background has profoundly influenced his leadership style, bringing a unique customer-centric approach to the boardroom and driving the brand's impressive growth strategy. By understanding the crucial role of the consumer's voice, we will see how innovation and success can be achieved in the competitive restaurant industry. This discussion complements the insights shared in our recent podcast episode, From Hard Rock to First Watch, Chris Tomasso’s Playbook for Building Brand Loyalty and Driving Growth, where Chris himself shared his experiences and perspectives. Join us as we unpack the strategies and philosophies that have made First Watch a standout success story.

Introduction: From Marketing to CEO - The Chris Tomasso Story

The path from Chief Marketing Officer (CMO) to Chief Executive Officer (CEO) isn't a common one, but it offers a unique perspective on leadership. Chris Tomasso’s journey to the helm of First Watch is a compelling example of how a deep understanding of marketing principles can translate into effective overall business strategy. His career trajectory speaks volumes about the value of a customer-centric approach in guiding a restaurant brand to success. Before taking the CEO role, Chris honed his skills in various marketing leadership positions, including roles at Hard Rock Café and Cracker Barrel. These experiences provided him with a solid foundation in branding, consumer behavior, and strategic planning – all critical assets when he stepped into the CEO role at First Watch.

Tomasso's story is not just about career progression; it's about how a marketing-focused mindset can revolutionize leadership. His emphasis on understanding the customer's needs and preferences has been a driving force behind First Watch's innovative initiatives and impressive growth. By leveraging his marketing expertise, he has successfully steered the company through competitive landscapes, economic challenges, and evolving consumer expectations. This introduction sets the stage for a deeper exploration of the specific ways in which Tomasso’s background as a CMO has shaped his leadership at First Watch.

The Marketing Mindset in the CEO's Chair: Customer-Centric Leadership

One of the most significant contributions a CMO can bring to the CEO role is a customer-centric mindset. A CMO is inherently focused on understanding the target audience, their needs, desires, and pain points. When this perspective is applied at the highest level of leadership, it can transform the entire organization. As CEO, Chris Tomasso has championed a culture where every decision, from menu development to employee training, is viewed through the lens of the customer experience. This focus translates into a business that is keenly attuned to market trends and customer feedback, enabling it to adapt and innovate more effectively than its competitors.

Tomasso's customer-centric leadership is evident in the way First Watch approaches its brand strategy. Rather than simply pushing out marketing messages, the company actively seeks to engage with its customers, listen to their feedback, and incorporate their preferences into its offerings. This approach builds brand loyalty and strengthens the relationship between the restaurant and its patrons. Furthermore, it fosters a culture of continuous improvement, where the company is constantly striving to better serve its customers. By prioritizing the customer experience, First Watch has been able to differentiate itself in a crowded market and build a strong, sustainable brand.

Technology Adoption at First Watch: Balancing Innovation and Personal Touch

In today's rapidly evolving restaurant industry, technology plays a crucial role in enhancing efficiency, improving customer service, and staying ahead of the competition. Under Chris Tomasso’s leadership, First Watch has strategically embraced technology while maintaining the personal touch that defines its brand. From Kitchen Display Systems (KDS) to online waitlist management, technology has been thoughtfully integrated to streamline operations and enhance the dining experience.

One of the key challenges in implementing technology is ensuring that it complements, rather than replaces, the human element of hospitality. First Watch has successfully navigated this challenge by focusing on technologies that empower its staff to provide even better service. For example, KDS helps cooks prepare orders more accurately and efficiently, reducing wait times and improving food quality. Online waitlist management allows customers to check in remotely, minimizing their time spent waiting in the restaurant and giving them more control over their dining experience. At the same time, First Watch has been careful to preserve the warm, welcoming atmosphere that customers have come to expect. The company invests in training its staff to use technology in a way that enhances, rather than detracts from, the personal connection with customers. By striking this balance, First Watch has been able to leverage technology to improve its operations without sacrificing the human touch that sets it apart.

First Watch's "We Hear You" Initiative: Prioritizing Employee Well-being

A critical element of Chris Tomasso's leadership philosophy is the recognition that employee well-being is directly linked to customer satisfaction and overall business success. This understanding has led to the implementation of the "We Hear You" initiative, a program designed to foster open communication between leadership and employees. Through this initiative, leaders connect directly with employees to gather feedback, understand challenges, and continuously improve the work environment.

The "We Hear You" initiative reflects a commitment to creating a supportive and engaging workplace culture. By actively soliciting employee feedback, First Watch demonstrates that it values the contributions of its team members and is willing to listen to their concerns. This not only improves employee morale but also provides valuable insights into operational inefficiencies and areas for improvement. The insights gleaned from these interactions are used to make tangible changes that benefit both employees and customers. This proactive approach to employee engagement has helped First Watch attract and retain top talent in the industry, reduce turnover, and create a more positive and productive work environment. The result is a more engaged and motivated workforce, which translates into better service for customers and stronger overall business performance.

Scaling Success: Maintaining Standards Across 500+ Locations

Scaling a restaurant brand from a few locations to over 500 presents significant challenges, particularly in maintaining consistent standards of quality and service. Under Chris Tomasso's guidance, First Watch has successfully navigated this growth while upholding its commitment to excellence. The company's success in scaling is attributed to several key factors, including a strong emphasis on tenure, employee engagement, and maintaining high operational standards.

First Watch recognizes that its employees are the key to delivering a consistent and positive customer experience. As such, the company invests heavily in training and development programs to ensure that all team members are equipped with the skills and knowledge they need to succeed. In addition, First Watch fosters a culture of accountability, where employees are empowered to take ownership of their work and are held responsible for meeting high standards. To further ensure consistency, First Watch has implemented detailed operational procedures and quality control measures at all of its locations. Regular audits and inspections are conducted to identify areas for improvement and ensure that standards are being met. By combining a strong focus on employee development with rigorous operational controls, First Watch has been able to scale its business while maintaining the quality and consistency that customers have come to expect.

Work-Life Balance: The Impact of Limited Operating Hours

In the demanding restaurant industry, work-life balance is often a rare and highly valued commodity. First Watch stands out for its commitment to providing its employees with a healthy work-life balance through its unique operating hours. By closing by mid-afternoon, First Watch allows its employees to enjoy evenings and nights off, fostering a more sustainable and fulfilling work experience.

The decision to limit operating hours is not only beneficial for employees but also a strategic move that contributes to the company's overall success. By offering a better work-life balance, First Watch is able to attract and retain top talent in the industry. This reduces turnover, lowers recruitment costs, and ensures that the company has a skilled and experienced workforce. Furthermore, a well-rested and satisfied workforce is more likely to provide excellent service to customers, leading to higher customer satisfaction and loyalty. The limited operating hours also allow First Watch to focus its resources on the breakfast and lunch dayparts, where it has established a strong competitive advantage. By specializing in these dayparts, the company can deliver a more consistent and high-quality experience to its customers. In summary, First Watch's commitment to work-life balance is not just a perk for employees but a strategic advantage that contributes to the company's long-term success.

Iconic Marketing Moments: Chris Tomasso's Y2K Times Square Campaign

Chris Tomasso's career is punctuated by iconic marketing moments that showcase his creativity and strategic thinking. One of the most memorable examples is his Y2K marketing campaign in Times Square, a bold move that generated significant buzz and solidified his reputation as a marketing innovator. The campaign, executed during the height of the Y2K scare, was designed to capture attention and create a memorable brand experience.

Tomasso and his team "owned" Times Square with a creative and attention-grabbing campaign that not only made waves but also sparked unexpected interactions, including one with rock legend Keith Richards. The Y2K campaign demonstrated Tomasso's ability to think outside the box and create marketing initiatives that resonate with the public. The campaign's success can be attributed to its clever use of humor and its ability to tap into the cultural zeitgeist of the time. It also highlighted Tomasso's skill in building relationships and leveraging celebrity endorsements to amplify the campaign's reach. This campaign remains a testament to Tomasso's marketing acumen and his ability to create memorable brand experiences that drive results.

Open Communication: The 'Everyone Out of the Pool' Meetings

Effective communication is essential for any successful organization, and Chris Tomasso has fostered a culture of open communication at First Watch through initiatives like the "Everyone Out of the Pool" meetings. These open forums provide a platform for brainstorming strategies, sharing ideas, and fostering creative problem-solving within the leadership team.

The "Everyone Out of the Pool" meetings are designed to encourage transparency and collaboration. By bringing together leaders from different departments, these meetings break down silos and promote a shared understanding of the company's goals and challenges. The open format of the meetings allows for diverse perspectives to be shared and encourages participants to think creatively and challenge conventional wisdom. These meetings not only foster better communication and collaboration but also promote a sense of ownership and accountability among the leadership team. By involving employees in the decision-making process, Tomasso empowers them to contribute their expertise and feel invested in the company's success. The "Everyone Out of the Pool" meetings exemplify Tomasso's commitment to creating a culture of open communication and collaboration at First Watch.

Trivia, Trends, and Quick-Fire Insights: A Rapid-Fire Round with Chris

To provide a more informal and engaging perspective, Chris Tomasso often participates in rapid-fire Q&A sessions that cover a range of topics, from trivia and trends to quick insights on the restaurant industry. These sessions offer a glimpse into his personal interests and his thoughts on current trends shaping the hospitality landscape. During these sessions, Chris shares his thoughts on hospitality trends, offering valuable insights into emerging technologies, operational strategies, and customer preferences. He also discusses his approach to leadership, emphasizing the importance of adaptability, innovation, and a customer-centric mindset.

The rapid-fire format encourages Chris to be concise and direct, providing listeners and readers with actionable insights that they can apply to their own businesses. These insights cover a wide range of topics, including menu development, customer service, technology adoption, and employee engagement. By sharing his experiences and perspectives in this way, Chris provides valuable guidance for aspiring entrepreneurs and seasoned industry professionals alike. He’s quick to identify trends in tech, operations, and leadership, offering listeners clear ideas on how to stay ahead of the competition.

Conclusion: The Future of Restaurant Leadership Shaped by Marketing

Chris Tomasso's journey from CMO to CEO at First Watch demonstrates the profound impact that a marketing background can have on restaurant leadership. By prioritizing the customer experience, embracing technology strategically, and fostering a culture of employee well-being, he has steered First Watch to impressive growth and success. His leadership style, shaped by his marketing expertise, has transformed the way the company approaches branding, operations, and employee engagement. His story serves as an inspiration for aspiring leaders in the restaurant industry and beyond.

The future of restaurant leadership will undoubtedly be shaped by individuals who possess a deep understanding of marketing principles. As consumer expectations continue to evolve and technology continues to disrupt the industry, leaders will need to be adept at understanding customer behavior, adapting to changing market conditions, and leveraging technology to enhance the dining experience. Chris Tomasso's example shows that a marketing-focused mindset can be a powerful asset in navigating these challenges and driving long-term success. To hear more from Chris himself, be sure to listen to our latest episode, From Hard Rock to First Watch, Chris Tomasso’s Playbook for Building Brand Loyalty and Driving Growth, where he shares even more insights into his leadership philosophy and strategies for success.