Fast Casual Executive Summit 2025: Local Store Marketing That Builds Community

At this year’s Fast Casual Executive Summit in Austin, Trabon had the privilege of sponsoring one of the most engaging sessions of the event — “Local Store Marketing Tips, Tricks, and Tactics.”

Moderated by Mike Magerl, President of Trabon Printing Company, the panel brought together a dynamic group of marketing and brand leaders to share what’s working now when it comes to connecting with guests at the local level.

Panelists included:

• Rev Ciancio, fractional CMO for multi-unit restaurant brands and co-owner of Handcrafted Burgers and Brews
• Mitch Baker, Vice President of Marketing for Robeks
• Seth Larson, Chief Development Officer for Cheba Hut
• Jane McPherson, Senior Vice President of Marketing for Penn Station Subs

Together, they explored the tactics, challenges, and mindsets that help brands turn marketing into meaningful local engagement — and stronger sales.

What Local Store Marketing Really Means

The conversation kicked off with a simple but important question: What is local store marketing?

For Mitch Baker, it’s about connecting with guests in the immediate community — that two- to five-mile radius around each store.

“It’s your customers, your regulars, your neighbors. It’s integrating yourself into your local trade area,” Baker said.

Jane McPherson of Penn Station Subs echoed the sentiment, sharing how years of community investment helped the brand become a fixture in Dayton, Ohio. Sponsoring youth sports programs and local athletes didn’t just build brand awareness — it created local tradition.

“When the games end on Saturdays, families head to Penn Station. That’s what happens when you show up year after year,” McPherson said.

No ‘Easy Button’ for Local Marketing
McPherson also cautioned against the temptation to “set it and forget it.”

Many teams see sponsorships as a shortcut, but without follow-up marketing and activation, she said, “it’s just an expensive impression.”

The takeaway? True community connection requires consistency, creativity, and follow-through — not one-time spend.

Bringing Brand Culture to Life Locally
Seth Larson of Cheba Hut shared how the brand weaves local art and culture into its restaurants — literally. Every Cheba Hut features a custom hand-painted mural that reflects the neighborhood’s personality, created by a local artist.

“Music, art, and food tie communities together,” Larson said. “We want our franchisees to be the rock stars in their markets.”

Beyond décor, the brand encourages local partnerships with nearby breweries and distilleries to keep each store rooted in its community.

CRM: The Unsung Hero of Local Marketing
For Rev Ciancio, local store marketing begins with knowing your guests.
“Get every guest into your CRM — loyalty, app, or email. Turning unknowns into knowns is the most powerful local marketing move you can make.”
From there, brands can nurture relationships, personalize offers, and keep guests coming back.

Operations and Marketing Go Hand in Hand
One recurring theme throughout the panel: marketing can’t outshine operations.
As Larson put it with a laugh, “Don’t drag sales to the sh*t show.”
In other words, before turning on the marketing engine, brands need strong operations, consistent service, and quality food.

Baker added that local marketing success depends on what he called “marketerations” — a partnership between marketing and operations that ensures every guest experience lives up to the brand promise.

Tools, Technology, and the AI Conversation

When the discussion turned to tools and technology, McPherson spotlighted the positive impact of having a print partner that can provide a marketing and print fulfillment portal, which helps Penn Station franchisees customize and order local marketing materials easily and on demand.

“We refreshed our local store marketing materials and our printer’s online portal made it simple for franchisees to customize what they need,” she said. “Now they’re calling me asking for more.”

The group also tackled the hot topic of AI. While panelists see AI as a helpful ideation and research tool — identifying local charities, businesses, or sponsorships by ZIP code — they agreed that no technology replaces human connection.

“Know your neighborhood,” McPherson said. “AI can’t do that for you.”

The Bottom Line: Local Still Wins

Across every brand represented on the panel, one truth stood out: the brands winning today are those that invest in their communities.

It’s about showing up authentically, empowering franchisees with the right tools, and maintaining operational excellence that makes every marketing effort count.

As moderator Mike Magerl summarized, “In an increasingly digital world, local still wins.”

Watch the Full Panel Discussion

Couldn’t make it to Austin? Catch the full “Local Store Marketing Tips, Tricks, and Tactics” panel sponsored by Trabon.

👉 Watch the recording here: https://youtu.be/39vFK5VK_qQ

About Trabon

Trabon is the go-to print production partner for the restaurant industry, trusted by 80+ national brands from QSR and fast casual to fine dining. For over 50 years, we’ve helped brands bring menus, LTOs, and local store marketing materials to life with unmatched speed, quality, and precision. Powered by smart technology and decades of print know-how, Trabon makes it easy to version, produce, and deliver the right materials to every location – so brands look sharp and stay consistent everywhere they show up.
Learn more about how Trabon supports multi-unit restaurant marketing:
👉  Print Smartly. Rest Easy.