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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in