Retail Food Group sets up internal digital team and social media command centre

Australia's retail group, which oversees brands like Crust, Donut King and The Coffee Guy, builds up in-house digital team to respond to social media challenge

Australia’s Retail Food Group (RFG) has built an in-house digital team and its first social media command centre as part of efforts to grow its brands online.

RFG Digital Innovations marketing manager, Brent Lupton, said the company’s investment in the digital space was part of its strategy to modern its brand systems and ensure they remain relevant. Its eight brands are Donut King, Michel’s patisserie, Crust, The Coffee Guy, BB’s, Brumby’s Bakery, Pizza Capers and Esquires Coffee.

The in-house digital team sees Lupton working in partnership with RFG’s digital innovations IT manager in overseeing a team of seven that also includes project management and design skills. Previously, all digital efforts were undertaken by the individual brand’s external agency and vary depending on the brand’s size and level of engagement online.

The changes will allow each brand to more effectively include digital elements in their marketing campaign and respond more quickly to the market, Lupton said. Seven of RFG’s brands currently use social media to interact with 375,000 fans on a daily basis.

“Today’s consumers are more technology-minded than ever before and online, particularly social media, is often the first place they’ll go to connect with a brand,” Lupton said. “As Australia’s largest multi-food franchise operators, it’s important for RFG to have a comprehensive digital offering to ensure we maximise the huge potential this platform offers businesses in today’s consumer-driven world.”

The seven-day command centre will run from 9am-10pm and focus on responding to customer concerns and questions via social media channels in real-time. RFG has hired a full-time coordinator to operate the centre and develop content calendars, along with two after-hours staff to cover peak evening times when customers are both ordering dinner and on social media sites.

RFG declined to put a dollar figure on the cost of the investment. At this stage, no additional technology or platforms have been introduced, but RFG corporate communications manager, Sarah Broad, told CMO it will look to bring on social media management platforms as demand increases across its brands.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

The evolving role of the CMO

They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.

Tim Tez

Chief product and marketing officer, MetLife

Transform your marketing analytics to outperform your competition

As digital and offline brand experiences diversify, more customer data is becoming available to marketers. At the same time, the number of tools available to analyse this data is increasing rapidly. Leading marketers are taking advantages of these shifts and transforming their marketing analytics practices to outperform their competitors.

What CMOs get wrong with content marketing

Content marketing: It’s everywhere you look, and it’s a proven component of an effective marketing strategy. And yet more than half of all marketing professionals struggle with a lack of internal content creation resources.

Aaron Agius

Co-founder and managing director, Louder Online

It's the biggest disappointment for me because i mostly use whatsapp and separate it from my facebook account. I use high level encryptio...

amiron carro

Facebook will use Whatsapp users' personal data to target ads

Read more

I have consistently the worst customer experiences from AUSPOST. I regularly send packages and letters via registered post service, and t...

Winnifred Antoinette Mok

Aus Post's customer chief: CX is about convenience, control and choice

Read more

Such a great new you've shared with us I really agree with the records you shared as this is true that this report may able to quantify t...

Lucy Eva

Report: Mobile app time dominates Australian smartphone usage

Read more

It is heartening to see that the South Pole Group use a Balanced Scorecard to monitor progress. In such a complex area where communicatio...

Clive Keyte

How South Pole Group is tapping media intelligence for customer conversion

Read more

Having had the pleasure of working with Kim, she has one of the strongest strategic minds I have ever come across. She has the ability to...

Anonymous

Helloworld scraps CMO role

Read more

Latest Podcast

More podcasts

Sign in