Building and Protecting a Brand with Technology and Marketing

The restaurant industry has been through a lot in the last
year-plus. Some have pivoted and grown, while others faltered.
So, what was the difference? Talking about building and
protecting the brand, The Main Course host Barbara Castiglia
chatted with Tom Riccio, President Promotional Solutions
at Deluxe.


Deluxe, which started with the invention of the checkbook, has
evolved to help enterprises, small businesses, and financial
institutions deepen trust with customers through technology. “We
offer payment, data, and marketing solutions,” Riccio explained.


The pandemic impacted their business but keeping facilities open,
and running was necessary as they serve many essential
businesses. “We learned a lot quickly, and we used that to help
clients. We stood up a PPE business quickly for restaurants. That
was one piece of it; the next was helping them create commerce
strategies and enhance digital experiences.”


“Restaurants must have a digital presence and strategies to
ensure success because we’re not going back, only enhancing from
here.” - Tom Riccio


Riccio believes that customer perception of brands will depend a
lot on their COVID-19 strategy. “Those very forward are
showcasing the protection of the entire environment. It’s
building and protecting a brand because people are noticing
health and safety like never before.”


Marketing is different now for these restaurants. Riccio shared,
“Most marketing dollars were spent at the top of the funnel with
brand identity as a focus. Now, it’s more pay for performance.
What can you do today that will result in a sell?”


The location experience is one element; the digital one another.
“There’s been a massive transition to digital, a huge
acceleration. A digital presence and strategy are necessary
because we aren’t going back,” Riccio said.


Deluxe is also supporting local brands with its show Small
Business Revolution—Main Street. “It’s a series where go into
small business in main street USA to revitalize the community and
bring the town together,” Riccio explained.