March 17, 2024 • 30 mins
Join host Brian Sheehan with another exclusive episode with The Culinary CMO! Recognizing the need for marketing and exposure expertise from industry insiders, Sri Divel co-founded The Culinary CMO, a company that understands the intricate processes, creativity, communication and relentless effort it takes to open those restaurant doors each day. Through her work, Sri continues to make a significant impact, empowering the culinary industry through leadership, mentorship, and education.
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Episode Transcript
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Brian Sheehan (00:00):
Welcome to Retail Intel, the podcast where we
dive deep into the dynamic worldof commercial real estate.
I'm your host, Brian Sheehan,and I am thrilled to be your
guide on this journey throughthe bustling streets of retail,
the aisles of shopping centers,and the world of property
investment.
With me today, I have SriDevel, the founder and principal
(00:23):
at The Culinary CMO.
Sri launched a new marketingmasterclass for restaurateurs
that we're going to bediscussing today.
Sri began her career as aclassically trained chef
graduating from the celebratedArt Institutes of California and
has achieved a level onesommelier rank with the Court of
Master Sommeliers.
Drew's passion is telling thetale of food experiences that
(00:47):
are a true labor of love for theteams that envision and create
them.
Drew, welcome.
How have you been?
Sri Devel (00:53):
Thank you.
I'm so good.
I'm so good.
How are you?
Brian Sheehan (00:57):
Great.
Sri Devel (00:58):
Good.
Brian Sheehan (00:58):
Yeah, it's good to see you again.
It's been a while since we lastconnected.
Sri Devel (01:02):
Yes, this is wonderful.
Thanks for having me.
Brian Sheehan (01:05):
A lot of exciting things going on with the
culinary CMO.
We're going to jump into thatin a second, but first I was
hoping we could just Start withyour background.
Did you have a background inthe food industry prior to
becoming a chef and why'd youbecome a chef in the first
place?
Sri Devel (01:21):
Yeah.
So it's kind of just a lovestory.
I love food.
It was always our way ofconnecting as a family.
And it just always was justsomething that it was intriguing
to me.
It was definitely like my lovelanguage.
So restaurants, once I startedkind of learning about food and
then it was time to go tocollege and I just said, you
(01:41):
know what?
It's foods where my passion is.
I would always, my mom wouldalways make fun of me because I
would always mix like thingstogether.
And I was like a mad scientist.
And she's like, she alwayssaid, she's like, you're going
to be a scientist And I'm like,no, I just like food.
But it was just one of thosethings.
And then I really wanted tojust continue my culinary
career.
So then I went to the ArtInstitute.
(02:01):
Even as a 14-year-old, my firstjob was a hostess, and I just
loved it.
I loved the fast pace, kind ofthe sense of urgency within the
industry.
I just fell in love witheverything about it.
So the more...
I'm a learner.
So I just, I love to learnevery aspect.
So if I was going to work inrestaurants, I wanted to know
(02:24):
how to cook.
And so I went to culinaryschool and then it was actually
during my internship where Idid, you know, they put you in a
kitchen and then I went in akitchen and it was for the
birds.
I was like, wow, this is crazy.
This is hot.
This is a grill.
And I said, you know what, I'mgoing to learn the business side
(02:44):
of it now.
So then I did the businessside.
And so I I still love to cook.
I can still jump behind theline and help anyone.
I've done that throughout mywhole career.
But it's definitely like theculinary industry as a whole is
where my passion lies.
So it's really fun.
Brian Sheehan (02:58):
So when you were a kid, you knew what you wanted
to be when you grew up.
Sri Devel (03:01):
Yeah, I just loved food.
I loved going out to eat.
It was very glamorous to me.
You know, like if you got to gowith your family, it was a big
night out, you know, going toShakey's Pizza or like Outback
or something like that was whatI looked forward to as a kid.
I mean, I know some people likeDisneyland, but I was steak.
I wanted to go eat.
Brian Sheehan (03:21):
I still feel the same way.
It's funny every time we get togo out.
I feel like it's A bit of anadventure.
Sri Devel (03:27):
Right.
Like it's like and then thatwas kind of like the flip side
of it.
It was like, well, what if Icould make someone feel like
their night is so special justbecause they're joining me for
dinner?
You know, like if they could bewelcome at my restaurant, like
that's fun.
It's a life memory for thesepeople.
And so that was always whatattracted me to it.
Brian Sheehan (03:44):
So what led you to create the culinary CMO?
What is it and why did youcreate it?
Sri Devel (03:49):
Yeah, so we're a marketable.
I am a marketing agency thatspecializes specifically and
only in the hospitalityindustry.
So marketing is one of thosethings that we in the industry,
it's, I don't want to say it's asecond thought, but we're
always, you know, we'reoperators at heart.
So we want to be on the floor,we want to do everything.
(04:10):
what I saw time and time againwas, um, restauranteurs who are
hiring these huge agencies withthese huge overheads and, um,
nothing was happening.
We didn't understand marketing.
And so it was one of thosethings where they would give us
these reports and they're like,oh my gosh, look at how much
exposure you got.
And then, you know, asrestauranteurs, I was looking at
this piece of paper and I waslike, okay, like, but this isn't
(04:31):
a quick to dollars.
Like I need someone who's likedoing the work and doing that.
And so it was really duringCOVID where I just kind of, um,
Everyone was kind of leaninginto their specialties and
coming together.
And then, you know, lawyerswere hosting con calls and
everyone was kind of coming tome saying, hey, like, you know,
marketing, this is what you do.
(04:52):
Like, can you help?
And so that's really where itstarted.
And I really started to leaninto it.
And then I created the agencyand it has just been a blast
ever since.
So to be able to helprestaurants tell their tale to
more people, it's just been...
Exactly what the culinary CMOdoes.
(05:12):
So we use a multi-channelstrategy.
So we make the restaurantsappear at all places at all
times.
There's no all eggs in onebasket.
We basically make you arrive onevery platform and we're still
workers at heart.
Like the hospitality is like,we are still myself.
You know, I'm up your hours.
(05:33):
And so that was a thing too,where agencies, I was like, Hey,
it's black Friday.
I need you to start pumping outlike, you know, our gift card
specials and these agents iswe're like, okay, cool.
We're closed this weekend.
We're like, I need adjustmentsto my art material and it would
take six weeks.
Like, you know, us in thehospitality industry, we don't
have that luxury.
I would love to say we do.
And we think so far ahead and,you know, just because of the
(05:57):
way our industry is, we tend to-It's got to happen now.
So it's, we just, I needed tocreate something for the
restauranteurs that spoke to therestauranteurs and said, I work
their hours.
I am one of them.
So it's like, I understand, youknow, and I can try to keep 90%
of their messaging standard.
So it's easier for them.
(06:18):
So that's really, that's whereit came about.
Long answer to a shortquestion, but that's where it
came about.
And it's where we found a lotof our success is just, we speak
restaurants.
We know restaurants.
I am a restaurateur.
So I understand the need.
Brian Sheehan (06:33):
Yeah.
I mean, it's just, Such afascinating industry.
There's so much happening,changing, especially with costs,
competition for space.
I wonder if you could talk alittle bit about the current
trends and challenges that yousee in the food and beverage
industry and how's thatinfluence your work?
Sri Devel (06:54):
Yeah, absolutely.
I don't think it's a surprise,but the rising cost, the rising
cost of everything, it's It'scrippling at the moment for
restaurants.
So it is really difficult to,you know, we have penny margins
to begin with.
And that's something that'skind of plagued our industries
(07:14):
forever.
But, you know, there's avery...
few amount of people who arewilling to pay eighty four
dollars for steak.
So it's one of those thingswhere it's like that's our cost.
But, you know, we we can't rollthat over to guests, but we
still have to offer a steak.
So it puts us in a very uniquechallenge.
You know, same with premiumproducts and that type of stuff.
(07:36):
You always want to serve thefreshest, the best quality of
everything, produce, juice,everything.
But it's just one of thosethings where you do have to roll
those costs over in effort tolast.
And then sometimes that doesn'talways translate.
Everyone is going to thegrocery store and they
understand like, oh my gosh,I've never spent $300 on food
before, but I just did.
(07:57):
But then they come to arestaurant and they're like, oh
my gosh, your prices areoutrageous.
But it's just one of thosethings when the cost of food
will go down, our costs will godown as well.
But I would say that's thebiggest challenge right now.
And then that just...
It's a challenge to expand.
Every restaurateur wants tohave six and seven different
units, but that's hard to growwhen your margins are so
(08:20):
limited.
So it's the trickle-down effectfor sure, but it's just one of
those things where I can'treally open another store right
now because I don't have thatsurplus of profits to where I
can grow my business right now.
So that's kind of the challengethat I'm seeing.
The big guys will always havethose funds, always.
They have $200,000.
(08:41):
locations across the nation,they'll always have those funds.
But for the real truerestaurateur who's looking to
get, you know, two to 10 withinthe next 10 years, those are the
people who are having thehardest time right now.
Brian Sheehan (08:53):
So you work with some exciting, innovative and
fast growing brands.
What are some of the thingsthat they share in common?
Sri Devel (09:02):
Yeah, absolutely.
I'm really lucky to have someamazing brands that I'm able to
work with.
So I think behind those brandsare amazing people.
One of the things at theCulinary CMO is you work with
me.
So I have my hands in everysingle brand I represent.
I'm never going to pass anyoneoff to a customer service
representative or anything likethat.
But that's one of the thingswith the brands that I work
(09:25):
with.
They are all owner-led.
And so the owners are stillvery involved in the company,
which is something that's reallyexciting because you get a fun
dynamic of the business thatway.
You're able to really have animpact.
You're able to hate the wordpivot, but you're able to pivot
to the different needs withinthe community.
So I'm really lucky to workwith the brands who are always
(09:47):
on the forefront of what'shappening and they're able to
adjust really quickly becausethey are owner operated and led.
So I would say that's one ofthe coolest things.
Some of the trends are, youknow, the international foods
have such a moment right now,which is really awesome.
So, you know, you can go andeveryone wants to have the best,
right?
So I have the best sushi placeor I have the best ramen or, you
(10:11):
know, I have all thosedifferent types of international
foods where everyone's justlike, I have the best.
And it's really exciting to seethat because that's something
that the international flavorsand influences are really making
a big way.
So I like to see that.
That's always awesome.
Brian Sheehan (10:26):
I guess the flip side of that tree, what are some
of the, you know, you see a lotof restaurants, You guys are
out a lot.
There's so much change andinnovation happening, especially
where you're located inSouthern California.
And what are some of the commonmistakes that you see
restaurants making, somesimilarity things that they're
(10:48):
doing that's holding them back?
Sri Devel (10:50):
I would say the flip side of that is just not
innovating, not adjusting, notmoving.
That tends to be somethingwhere they're not stuck in their
ways as in a bad thing, butit's just like, well, this is my
brand.
I have to teach people what mybrand is.
And yes, that does work if youhave the luxury of time and
(11:11):
money to do so.
But sometimes the customerswill tell you, one of the
companies that I worked forforever ago, a hotel company,
they were just like, thecustomers will tell you what
they want and they'll pay for itbut you have to listen and that
was like feedback is a giftright and so that's one of the
things in hospitality we have toremind ourselves often of is
just because okay if you startto hear something enough that's
(11:34):
when you kind of have to be likeokay now they're asking for
this and they're going to payfor it they're going to come
back again and again but yeahthat's something that I do think
sometimes will hold restaurantsback is they're just like oh
that guest didn't get it ohthey're not getting it oh
they're not where Really justminor changes would be really
big impact, like be reallyimpactful for the for the
(11:55):
restaurant.
Brian Sheehan (11:56):
So you recently designed a masterclass in
marketing for restaurateurs,right?
Sri Devel (12:02):
Yep, I did.
Brian Sheehan (12:03):
That's really exciting.
And I guess I want to talkabout what what made you think
to do that?
How did that come about?
Sri Devel (12:11):
Yeah, so that actually came about by request.
And so that was, there were alot of people nationwide that
were asking.
So I'm based in SouthernCalifornia.
And so, as I mentioned before,I don't take on clients unless I
personally have my two hands inyour brand.
And so there was just peoplewho were, okay, can you teach us
(12:31):
what you do then?
If, you know, if you can't takeus on or we don't need a full
in-house agency, you know, wehave a photographer,
videographer or something likethat.
But we do need your help.
And so that's how it cameabout.
It just, there were enoughrequests for it.
So I said, okay, absolutely.
I can teach you my ways.
And then one of the things thatwas really important to me is I
(12:54):
came up in this industry.
I started as a hostess, then Iwas a bartender, manager,
catering director.
I mean, you name a position,I've worked it.
And so that is something that'svery popular within this
industry is you just work yourway up the ladder.
And so we were so many hats,but it was one of those things
where if a bartender or a serverwanted to take on that role for
(13:18):
a restaurateur, it's notadditional fees for the
restaurateur to have this personhandle their marketing because
they're already in house.
So it was an upskill.
So although you do have topurchase the course, it was one
of those things that you haveamazing people within your
restaurant.
It takes a really unique personto just be able to go up to a
table and say, hey, how are you?
(13:39):
Befriend them within 45 minutesof their dining experience.
This course specifically speakstowards those hostesses and
maybe an expo or even a chefhimself who's like, okay, I know
food, but I don't knowmarketing.
They can just upskill withinthis industry.
There's college courses.
(14:01):
There's all those types ofstuff.
I've always been a veryuntraditional learner, hence
culinary school.
I just thought there's so manypeople in our industry who are
looking to take that next stepwho maybe traditional business
school isn't for them, but thiscan get assistance to your
restaurant immediately.
It's, you know, it's about fourhours of taped course, but then
there's a full workbook thatyou do it.
(14:23):
So I always said, you know, Iwanted to create this course so
someone could call in thebartender 30 minutes before
their shift and they could do achapter, you know, and then they
could do their homework andthen, okay, I'm going to come in
tomorrow.
And so it would be about, youknow, 15 to 30 days.
You're pretty well trained inthe marketing field that you can
really make an impactful changeAnd then, of course, you could
(14:47):
always just blow through it anddo it in a rock solid 12 hours.
But that's kind of how Ienvisioned it.
I just I love it.
It was absolutely something Iwas thrilled to do.
Oh,
Brian Sheehan (14:59):
you can tell.
So without giving too muchaway, are there some kind of
high level challenges?
takeaways that you can sharewith our listeners from your
masterclass?
Sri Devel (15:10):
Plan.
That is something we don't doin the restaurant industry.
So it tends to be so ad hoc-yand it tends to be so last
minute because we just don'tplan.
But for the most part, ourindustry is somewhat cyclical.
We know, okay, the holidays,we're going to get slammed with
holiday parties.
So lay everything out, plan it.
(15:33):
And say, okay, this is what youdo per month.
Like just plug and play, makecopies of this.
And then the biggest thing isthat I wanted the student to
write their story.
So I give you a workbook andyou fill it out and you add
papers to it.
And then you take that book andyou go, okay, this is my
restaurant.
This is, you know, and you cankeep that forever and always go
(15:56):
and refer back to it.
Because one of the things withso many people within the
restaurant, you'll find peoplewho are like, oh, I have a
social media girl, but it's agirl who just does a post for
you right and then there's nostrategy there's no nothing so
you know that girl can stillpost for you but let's make a
strategy behind it like if thatpost lives on instagram can it
(16:16):
can you write that you know ifsomebody takes a video of the
chef you know creating thisamazing dish and so it's like oh
my girl's gonna post that okaygreat can she post that can she
also write the recipe onpinterest can she get some more
video and post that on youtubeso then that's all of that is
just being found and doingeverything and then it's not
just social.
You have to do communityoutreach.
(16:38):
I mean, it's the multi-channelapproach that really happens,
but you have to plan.
It's not going to work if it'sconstantly like, oh, I'm going
to go here.
I'm going to go here.
It's like, plan it out.
Do 90%, have it controlled,controlled messaging, 90%.
And then that 10%, feel free toget wild.
Brian Sheehan (16:56):
So someone completes the masterclass and
they want to engage with you,the culinary CMO, on a project
or a partnership.
Can you walk us through whatthat looks like?
Sri Devel (17:09):
Absolutely.
So that is so funny that yousaid that because there was a
restaurateur actually close tous who purchased it for his
service staff.
And so he purchased fourcourses to have his management
team be able to accuratelymarket him.
And he's a seasonedrestaurateur, but he actually is
going to be opening a newconcept.
(17:29):
And so he said, hey, mymanagers have gone through this.
He's a restaurateur at heart.
He does not want to domarketing.
He's tired of being taken tothe cleaners with bigger
agencies who say they knowmarketing, but they don't know
restaurants.
So he asked if I can come in asa mentorship.
And he said, you know, they'vetaken your course.
They know everything.
This is amazing.
I'd love for you to justoversee us for like another two
(17:53):
months, just so I make sure thatthey're implementing everything
and being held accountable.
And I said, absolutely.
I said, that is a dream becausetraining and mentorship is
really what I did at MontageHotels as part of their food and
beverage development program.
So I just said, what a So I gotto do both.
They did the course.
So then they came to me knowingexactly what we do.
(18:15):
And then so it was just kind ofleading them into
implementation and holding themaccountable to do so.
So it was really fun.
So it's kind of a uniqueproject that I've done.
Brian Sheehan (18:25):
That's awesome.
It's exactly how it's designedto work, right?
Sri Devel (18:28):
Yeah, it's cool.
And, you know, once they havethe course, they can go on their
way, right?
They have the knowledge, theyhave the power, they can do it
themselves.
But this restaurateur wasreally like, hey, I can't keep
them accountable right now.
I got new store openings.
Can you step in and do it?
And I said, absolutely.
What a dream.
So it was fun.
Brian Sheehan (18:48):
You know, marketing like restaurants is
such a competitive space.
What are some things or whatsets the culinary CMO apart from
maybe other companies that areworking in the same space?
Sri Devel (19:00):
I speak restaurants.
My whole background isrestaurants.
I've never actually had anotherjob outside of food and
beverage.
I, you know, it's just one ofthose things.
I understand their work hours.
Our joke is always that, youknow, we have doctor hours, but
we're not saving lives.
So it's just one of thosethings.
I get a call at midnight and Idon't get pissed.
(19:22):
I pick up, you know, I'm oldbartender hours.
So they call me Sunday morningbecause their brunch is full.
I understand.
So So it's just one of thosethings.
I know the hours.
I know the talk.
I know the stress they'reunder.
I know the challenges that arewithin the economy or food
supply or those types of things.
(19:42):
I understand it.
So it's really...
Um, that's what sets me apart.
And that's where my biggeststrength is, I think, is that I
can just pick up and, you know,I've, ironically, I went in for
a meeting to pitch marketing andthen they were in the weeds.
And so I just jumped into thehostess desk and he was like,
that's never happened before.
And I said, I know, but I cansee people, I can greet them.
(20:04):
I can say, hello, I'm here tohelp.
So it was just one of thosethings where I, I, I am
restaurants, so I just get it.
That sets me apart than, Iwould say, 99% of other
marketing agencies.
Brian Sheehan (20:18):
Absolutely.
You know, I'm remembering, too,you talked about saving lives.
Somebody said a server saved mylife in a restaurant once.
I was choking.
Sri Devel (20:24):
Are you serious?
And
Brian Sheehan (20:25):
they did the Heimlich.
Right.
Yeah, I was a kid.
Big mistake.
I left the table.
I went to the men's roomthinking I would somehow be able
to, you know, dislodge the
Sri Devel (20:38):
person.
Yeah.
Brian Sheehan (20:39):
mozzarella stick I had when I was a kid came back
to the table.
Somebody could tell I waschoking, did the Heimlich and
Sri Devel (20:45):
came
Brian Sheehan (20:45):
right out.
Yeah.
Sri Devel (20:46):
I've seen the Heimlich, uh, a couple times.
Yeah.
I've been, uh, wow.
That's incredible.
It's interesting that you justsaid that now I'm thinking of
all like the life threateningsituations we've been in and I'm
like, okay, yeah, that's.
Brian Sheehan (21:01):
It happens more than probably most people
realize, you know?
Sri Devel (21:05):
Yeah, absolutely.
Yeah.
I've seen the Heimlich quite afew times.
Yeah.
Brian Sheehan (21:09):
Well, I wanted to ask you about some notable
achievements, not just thelifesaving situations that
you've been in, but what are acouple, some of the
accomplishments from theculinary CMO that you want to
talk about?
Sri Devel (21:23):
Yeah.
We did a full year kind of datarefresh.
I took a beta of one of therestaurants that we did.
And it's an incrediblerestaurant that I just
absolutely love the concept.
It's a super fun concept.
And I get to work with theowners all the time.
And so they're just a great,great group.
(21:45):
And so we took the whole yeardata.
And so they...
We were able to do they doMother's Day packages.
And so they partner with ahotel next to them for not only
brand identity to identify withthis hotel, but then also
because of it's just a reallycool package for the community.
So it's $100 gift card to therestaurant and then it's a stay
(22:07):
at the hotel and it'swaterfront.
And so prior to me coming onboard, they sold about 70 per
Mother's Day.
And then as soon as I cameaboard and with the proper
marketing and all all of thedifferent avenues that we did,
we were able to get 600 packagespurchased.
So we saw a huge lift.
And they, at one point whenthey looked at me, they pulled
(22:29):
the numbers and they go, we haveto make sure that it's okay to
sell this many.
Like we never have.
And then, so that was a reallycool success because it was kind
of something outside the boxfor us.
It wasn't trying to fillreservations.
It wasn't, you know, Mother'sDay reservations versus
something else.
It was, no, this is really likea full package.
marketing package.
(22:49):
And so that was really cool.
And we've been able toreplicate that success across
the board all year for them.
And it's really fun.
And they are going to beexpanding nationwide.
And so one of the things thatthey wanted to do was really
build their deck to pitch toinvestors and to centers when
they're being reviewed to see ifthey can go into these
(23:11):
locations.
And so we were able to buildtheir brand and do TV
appearances for them and able toreally show themselves as a
very sturdy brand.
So it was really cool to seethe success.
And they've even said, they go,oh my gosh, within a year, we
can't even imagine.
So they're looking to grow.
They have placements already.
So it's pretty exciting to seethe success of that brand just
(23:34):
after working with them for, westarted to see the success very
early on, but it was less than ayear.
And then they were ready to go.
They were like, oh, okay, canwe do this for Valentine's Day?
I was like, let's do a packagefor Valentine's Day.
When can we-
Brian Sheehan (23:48):
And it works.
Sri Devel (23:49):
It does.
It works.
And it's the multi-channelapproach, but then also just
being really able to understandthe restaurant and understand
what they want and what theyneed.
Everyone needs reservations,but how can we think outside the
box and kind of get the nextstep?
We're going to get youreservations, but let's get you
something else too.
A
Brian Sheehan (24:07):
couple of things.
One, it makes me think we needto get you connected with all of
our neighbors.
Because a large percentage ofour neighbor population are
called quote unquote mom and popsingle unit operators and
marketing's maybe not a forte orif they don't have a background
(24:28):
in that, that's probablysomething that, you know, they
could use some additionaltraining and resources support
with.
So it's really timely becausethat part of the grocery
anchored shopping space, youjust continue to see it grow.
I mean, we're very strong withnationals, strong regionals, but
I think even in that categorytoo, there's probably a lot of
(24:50):
room for growth.
Sri Devel (24:53):
Yeah, love to.
Yes, the more the merrier.
We're all friends.
Brian Sheehan (24:56):
Absolutely.
So you're a femaleentrepreneur.
I wanted to ask about yourexperience as a female
entrepreneur and if you have anyadvice for...
other female entrepreneurs?
Sri Devel (25:10):
Yeah.
My advice is go for it.
I've just always, you know,I've been crazy enough to ask
for every position I've everbeen awarded.
So it's one of those thingswhere, you know, you know,
catering director.
I remember when I went for thatposition and they're like, you
have no experience for this.
And I said, yes, but I knowyour brand.
There's nobody who canrepresent your brand better.
(25:31):
Loyalty is huge to me in thisindustry.
And so it's just one of thosethings where I often speak on
being a female entrepreneur andit's always just go for it.
Like don't, you know, I've beenreally lucky and almost all of
the restaurant groups I'veworked for are all men, but it's
one of those things where I'vejust gone in and I've just
(25:53):
asked.
I don't set myself apart forjust being a female, but I'm
like, look, I work as hard asyou.
I do everything you do.
Let's just be a team and moveforward.
Just go for it.
Don't be shy to ask and don'tbe shy to learn.
Just dive in there and go forthese positions because...
you know, it's always one ofthose things where I've always
(26:15):
been crazy enough for asked forthe position and I worked for
crazy people and they let mehave it.
So I was like, perfect here Iam today.
Um, but yeah, just really leanin and just go for it.
Brian Sheehan (26:24):
Great advice really for everyone.
You know, if you think you havean inkling that you want to do
something, you're passionateabout that, right?
Like go for it.
Sri Devel (26:33):
Yeah, totally.
And, and restaurants are reallya 50 percent personality.
Right.
So and it's like and who theperson is and what that person's
heart is.
And so it's it's necessary.
It's not so much your degree inour industry.
It's more of like, OK, where isyour.
You know, where's yourbackground?
You know, I often say I workedfor Montage Hotels.
It was kind of equivalent togoing to Yale, you know, because
(26:56):
it was the best of the best.
And it's just our industry isjust a little bit different than
other people.
So it's it's just one of thosethings where just go for it.
I
Brian Sheehan (27:05):
love that you said restaurants are 50 percent
personality.
Sri Devel (27:09):
Yeah, absolutely.
I think about those greatservers, you know, and think
about those people who make yourexperience.
And it's always going to beyou're there for the food, but
it's that it's how they made youfeel.
It's always about how they makeyou feel.
And that restaurant that, youknow, you celebrated your
birthday, your anniversary at,or, you know, I had my baby
shower there or, you know, yes,you always talk about the food,
(27:31):
but it's really about how theymade you feel.
So it's that personality.
So it's pretty fun.
Brian Sheehan (27:35):
My last question for you is what are your goals
and aspirations for the futureof your business?
If we talk again in five years,where will the culinary, where
will you be?
Where will the culinary CMO be?
Sri Devel (27:48):
Well, hopefully the Culinary CMO will be worldwide.
Let's not just stop nationwide.
But I really, I want to helprestaurants.
So this is kind of the Achillesheel for us.
And it's just one of thosethings where We will try to
market when we can, or when wehave a surplus of funds, we want
to do it.
And it is something that if youplan it out, it can work.
(28:10):
So I really want to help.
I would love to be able to takeit worldwide.
I don't know where that means.
I've had a few, a few emailsand comments.
conference calls for a coupleof concepts in Mexico, which I
think would be absolutelyamazing and so much fun.
So then that kind of sparkedsomething too.
And it goes along those linesof like, have I ever represented
(28:32):
a brand in Mexico?
No, but I can, I'm going to.
So it's one of those thingswhere I would love to just keep
going.
Why not have an Italian conceptin Italy?
Like that would be amazing.
So I actually have anotherinternational call today.
Actually, now that I just saidthat out loud, that was crazy
how that That all just worked.
So you'll see me globally.
(28:54):
I
Brian Sheehan (28:56):
love it.
Mexico, that's really exciting.
We need to stay in touch onthat.
Sri Devel (29:00):
Yes, it was crazy.
And it was crazy how ithappens.
And then they have, I think,six different units down there.
And so they were tailoringtowards the U.S.
market.
And so they just said, can wework together and get something
to go?
And I said, yes.
Yeah.
Brian Sheehan (29:15):
That's amazing.
Sri Devel (29:16):
Yeah.
Brian Sheehan (29:17):
Well, Sri, it was great speaking with you today.
Thank you for taking the timeto help educate our listeners
about some of the trends thatyou're seeing about the culinary
CMO.
And congratulations onlaunching your masterclass.
Thanks so much, Sri.
Sri Devel (29:30):
So much fun.
Thank you for having me.
This was awesome.
Brian Sheehan (29:33):
You can connect with Sri at the culinary CMO dot
com.
Whether you're an aspiring realestate mogul, a seasoned pro,
or simply curious about theplaces where we shop, dine, and
work, this podcast is yourall-access pass to the world of
commercial real estate.
You can connect with me onLinkedIn.
And if you're interested inbeing a part of Retail Intel,
(29:54):
send a message tonationalaccounts at
phillipsedison.com.
If you want to hear more aboutnew and expanding brands, keep
tuning in to Retail Intel.
And be sure to like, subscribe,follow, and repo Talk to you
next time.
Welcome to Retail Intel, the podcast where we
dive deep into the dynamic worldof commercial real estate.
I'm your host, Brian Sheehan,and I am thrilled to be your
guide on this journey throughthe bustling streets of retail,
the aisles of shopping centers,and the world of property
investment.
With me today, I have SriDevel, the founder and principal
(00:23):
at The Culinary CMO.
Sri launched a new marketingmasterclass for restaurateurs
that we're going to bediscussing today.
Sri began her career as aclassically trained chef
graduating from the celebratedArt Institutes of California and
has achieved a level onesommelier rank with the Court of
Master Sommeliers.
Drew's passion is telling thetale of food experiences that
(00:47):
are a true labor of love for theteams that envision and create
them.
Drew, welcome.
How have you been?
Sri Devel (00:53):
Thank you.
I'm so good.
I'm so good.
How are you?
Brian Sheehan (00:57):
Great.
Sri Devel (00:58):
Good.
Brian Sheehan (00:58):
Yeah, it's good to see you again.
It's been a while since we lastconnected.
Sri Devel (01:02):
Yes, this is wonderful.
Thanks for having me.
Brian Sheehan (01:05):
A lot of exciting things going on with the
culinary CMO.
We're going to jump into thatin a second, but first I was
hoping we could just Start withyour background.
Did you have a background inthe food industry prior to
becoming a chef and why'd youbecome a chef in the first
place?
Sri Devel (01:21):
Yeah.
So it's kind of just a lovestory.
I love food.
It was always our way ofconnecting as a family.
And it just always was justsomething that it was intriguing
to me.
It was definitely like my lovelanguage.
So restaurants, once I startedkind of learning about food and
then it was time to go tocollege and I just said, you
(01:41):
know what?
It's foods where my passion is.
I would always, my mom wouldalways make fun of me because I
would always mix like thingstogether.
And I was like a mad scientist.
And she's like, she alwayssaid, she's like, you're going
to be a scientist And I'm like,no, I just like food.
But it was just one of thosethings.
And then I really wanted tojust continue my culinary
career.
So then I went to the ArtInstitute.
(02:01):
Even as a 14-year-old, my firstjob was a hostess, and I just
loved it.
I loved the fast pace, kind ofthe sense of urgency within the
industry.
I just fell in love witheverything about it.
So the more...
I'm a learner.
So I just, I love to learnevery aspect.
So if I was going to work inrestaurants, I wanted to know
(02:24):
how to cook.
And so I went to culinaryschool and then it was actually
during my internship where Idid, you know, they put you in a
kitchen and then I went in akitchen and it was for the
birds.
I was like, wow, this is crazy.
This is hot.
This is a grill.
And I said, you know what, I'mgoing to learn the business side
(02:44):
of it now.
So then I did the businessside.
And so I I still love to cook.
I can still jump behind theline and help anyone.
I've done that throughout mywhole career.
But it's definitely like theculinary industry as a whole is
where my passion lies.
So it's really fun.
Brian Sheehan (02:58):
So when you were a kid, you knew what you wanted
to be when you grew up.
Sri Devel (03:01):
Yeah, I just loved food.
I loved going out to eat.
It was very glamorous to me.
You know, like if you got to gowith your family, it was a big
night out, you know, going toShakey's Pizza or like Outback
or something like that was whatI looked forward to as a kid.
I mean, I know some people likeDisneyland, but I was steak.
I wanted to go eat.
Brian Sheehan (03:21):
I still feel the same way.
It's funny every time we get togo out.
I feel like it's A bit of anadventure.
Sri Devel (03:27):
Right.
Like it's like and then thatwas kind of like the flip side
of it.
It was like, well, what if Icould make someone feel like
their night is so special justbecause they're joining me for
dinner?
You know, like if they could bewelcome at my restaurant, like
that's fun.
It's a life memory for thesepeople.
And so that was always whatattracted me to it.
Brian Sheehan (03:44):
So what led you to create the culinary CMO?
What is it and why did youcreate it?
Sri Devel (03:49):
Yeah, so we're a marketable.
I am a marketing agency thatspecializes specifically and
only in the hospitalityindustry.
So marketing is one of thosethings that we in the industry,
it's, I don't want to say it's asecond thought, but we're
always, you know, we'reoperators at heart.
So we want to be on the floor,we want to do everything.
(04:10):
what I saw time and time againwas, um, restauranteurs who are
hiring these huge agencies withthese huge overheads and, um,
nothing was happening.
We didn't understand marketing.
And so it was one of thosethings where they would give us
these reports and they're like,oh my gosh, look at how much
exposure you got.
And then, you know, asrestauranteurs, I was looking at
this piece of paper and I waslike, okay, like, but this isn't
(04:31):
a quick to dollars.
Like I need someone who's likedoing the work and doing that.
And so it was really duringCOVID where I just kind of, um,
Everyone was kind of leaninginto their specialties and
coming together.
And then, you know, lawyerswere hosting con calls and
everyone was kind of coming tome saying, hey, like, you know,
marketing, this is what you do.
(04:52):
Like, can you help?
And so that's really where itstarted.
And I really started to leaninto it.
And then I created the agencyand it has just been a blast
ever since.
So to be able to helprestaurants tell their tale to
more people, it's just been...
Exactly what the culinary CMOdoes.
(05:12):
So we use a multi-channelstrategy.
So we make the restaurantsappear at all places at all
times.
There's no all eggs in onebasket.
We basically make you arrive onevery platform and we're still
workers at heart.
Like the hospitality is like,we are still myself.
You know, I'm up your hours.
(05:33):
And so that was a thing too,where agencies, I was like, Hey,
it's black Friday.
I need you to start pumping outlike, you know, our gift card
specials and these agents iswe're like, okay, cool.
We're closed this weekend.
We're like, I need adjustmentsto my art material and it would
take six weeks.
Like, you know, us in thehospitality industry, we don't
have that luxury.
I would love to say we do.
And we think so far ahead and,you know, just because of the
(05:57):
way our industry is, we tend to-It's got to happen now.
So it's, we just, I needed tocreate something for the
restauranteurs that spoke to therestauranteurs and said, I work
their hours.
I am one of them.
So it's like, I understand, youknow, and I can try to keep 90%
of their messaging standard.
So it's easier for them.
(06:18):
So that's really, that's whereit came about.
Long answer to a shortquestion, but that's where it
came about.
And it's where we found a lotof our success is just, we speak
restaurants.
We know restaurants.
I am a restaurateur.
So I understand the need.
Brian Sheehan (06:33):
Yeah.
I mean, it's just, Such afascinating industry.
There's so much happening,changing, especially with costs,
competition for space.
I wonder if you could talk alittle bit about the current
trends and challenges that yousee in the food and beverage
industry and how's thatinfluence your work?
Sri Devel (06:54):
Yeah, absolutely.
I don't think it's a surprise,but the rising cost, the rising
cost of everything, it's It'scrippling at the moment for
restaurants.
So it is really difficult to,you know, we have penny margins
to begin with.
And that's something that'skind of plagued our industries
(07:14):
forever.
But, you know, there's avery...
few amount of people who arewilling to pay eighty four
dollars for steak.
So it's one of those thingswhere it's like that's our cost.
But, you know, we we can't rollthat over to guests, but we
still have to offer a steak.
So it puts us in a very uniquechallenge.
You know, same with premiumproducts and that type of stuff.
(07:36):
You always want to serve thefreshest, the best quality of
everything, produce, juice,everything.
But it's just one of thosethings where you do have to roll
those costs over in effort tolast.
And then sometimes that doesn'talways translate.
Everyone is going to thegrocery store and they
understand like, oh my gosh,I've never spent $300 on food
before, but I just did.
(07:57):
But then they come to arestaurant and they're like, oh
my gosh, your prices areoutrageous.
But it's just one of thosethings when the cost of food
will go down, our costs will godown as well.
But I would say that's thebiggest challenge right now.
And then that just...
It's a challenge to expand.
Every restaurateur wants tohave six and seven different
units, but that's hard to growwhen your margins are so
(08:20):
limited.
So it's the trickle-down effectfor sure, but it's just one of
those things where I can'treally open another store right
now because I don't have thatsurplus of profits to where I
can grow my business right now.
So that's kind of the challengethat I'm seeing.
The big guys will always havethose funds, always.
They have $200,000.
(08:41):
locations across the nation,they'll always have those funds.
But for the real truerestaurateur who's looking to
get, you know, two to 10 withinthe next 10 years, those are the
people who are having thehardest time right now.
Brian Sheehan (08:53):
So you work with some exciting, innovative and
fast growing brands.
What are some of the thingsthat they share in common?
Sri Devel (09:02):
Yeah, absolutely.
I'm really lucky to have someamazing brands that I'm able to
work with.
So I think behind those brandsare amazing people.
One of the things at theCulinary CMO is you work with
me.
So I have my hands in everysingle brand I represent.
I'm never going to pass anyoneoff to a customer service
representative or anything likethat.
But that's one of the thingswith the brands that I work
(09:25):
with.
They are all owner-led.
And so the owners are stillvery involved in the company,
which is something that's reallyexciting because you get a fun
dynamic of the business thatway.
You're able to really have animpact.
You're able to hate the wordpivot, but you're able to pivot
to the different needs withinthe community.
So I'm really lucky to workwith the brands who are always
(09:47):
on the forefront of what'shappening and they're able to
adjust really quickly becausethey are owner operated and led.
So I would say that's one ofthe coolest things.
Some of the trends are, youknow, the international foods
have such a moment right now,which is really awesome.
So, you know, you can go andeveryone wants to have the best,
right?
So I have the best sushi placeor I have the best ramen or, you
(10:11):
know, I have all thosedifferent types of international
foods where everyone's justlike, I have the best.
And it's really exciting to seethat because that's something
that the international flavorsand influences are really making
a big way.
So I like to see that.
That's always awesome.
Brian Sheehan (10:26):
I guess the flip side of that tree, what are some
of the, you know, you see a lotof restaurants, You guys are
out a lot.
There's so much change andinnovation happening, especially
where you're located inSouthern California.
And what are some of the commonmistakes that you see
restaurants making, somesimilarity things that they're
(10:48):
doing that's holding them back?
Sri Devel (10:50):
I would say the flip side of that is just not
innovating, not adjusting, notmoving.
That tends to be somethingwhere they're not stuck in their
ways as in a bad thing, butit's just like, well, this is my
brand.
I have to teach people what mybrand is.
And yes, that does work if youhave the luxury of time and
(11:11):
money to do so.
But sometimes the customerswill tell you, one of the
companies that I worked forforever ago, a hotel company,
they were just like, thecustomers will tell you what
they want and they'll pay for itbut you have to listen and that
was like feedback is a giftright and so that's one of the
things in hospitality we have toremind ourselves often of is
just because okay if you startto hear something enough that's
(11:34):
when you kind of have to be likeokay now they're asking for
this and they're going to payfor it they're going to come
back again and again but yeahthat's something that I do think
sometimes will hold restaurantsback is they're just like oh
that guest didn't get it ohthey're not getting it oh
they're not where Really justminor changes would be really
big impact, like be reallyimpactful for the for the
(11:55):
restaurant.
Brian Sheehan (11:56):
So you recently designed a masterclass in
marketing for restaurateurs,right?
Sri Devel (12:02):
Yep, I did.
Brian Sheehan (12:03):
That's really exciting.
And I guess I want to talkabout what what made you think
to do that?
How did that come about?
Sri Devel (12:11):
Yeah, so that actually came about by request.
And so that was, there were alot of people nationwide that
were asking.
So I'm based in SouthernCalifornia.
And so, as I mentioned before,I don't take on clients unless I
personally have my two hands inyour brand.
And so there was just peoplewho were, okay, can you teach us
(12:31):
what you do then?
If, you know, if you can't takeus on or we don't need a full
in-house agency, you know, wehave a photographer,
videographer or something likethat.
But we do need your help.
And so that's how it cameabout.
It just, there were enoughrequests for it.
So I said, okay, absolutely.
I can teach you my ways.
And then one of the things thatwas really important to me is I
(12:54):
came up in this industry.
I started as a hostess, then Iwas a bartender, manager,
catering director.
I mean, you name a position,I've worked it.
And so that is something that'svery popular within this
industry is you just work yourway up the ladder.
And so we were so many hats,but it was one of those things
where if a bartender or a serverwanted to take on that role for
(13:18):
a restaurateur, it's notadditional fees for the
restaurateur to have this personhandle their marketing because
they're already in house.
So it was an upskill.
So although you do have topurchase the course, it was one
of those things that you haveamazing people within your
restaurant.
It takes a really unique personto just be able to go up to a
table and say, hey, how are you?
(13:39):
Befriend them within 45 minutesof their dining experience.
This course specifically speakstowards those hostesses and
maybe an expo or even a chefhimself who's like, okay, I know
food, but I don't knowmarketing.
They can just upskill withinthis industry.
There's college courses.
(14:01):
There's all those types ofstuff.
I've always been a veryuntraditional learner, hence
culinary school.
I just thought there's so manypeople in our industry who are
looking to take that next stepwho maybe traditional business
school isn't for them, but thiscan get assistance to your
restaurant immediately.
It's, you know, it's about fourhours of taped course, but then
there's a full workbook thatyou do it.
(14:23):
So I always said, you know, Iwanted to create this course so
someone could call in thebartender 30 minutes before
their shift and they could do achapter, you know, and then they
could do their homework andthen, okay, I'm going to come in
tomorrow.
And so it would be about, youknow, 15 to 30 days.
You're pretty well trained inthe marketing field that you can
really make an impactful changeAnd then, of course, you could
(14:47):
always just blow through it anddo it in a rock solid 12 hours.
But that's kind of how Ienvisioned it.
I just I love it.
It was absolutely something Iwas thrilled to do.
Oh,
Brian Sheehan (14:59):
you can tell.
So without giving too muchaway, are there some kind of
high level challenges?
takeaways that you can sharewith our listeners from your
masterclass?
Sri Devel (15:10):
Plan.
That is something we don't doin the restaurant industry.
So it tends to be so ad hoc-yand it tends to be so last
minute because we just don'tplan.
But for the most part, ourindustry is somewhat cyclical.
We know, okay, the holidays,we're going to get slammed with
holiday parties.
So lay everything out, plan it.
(15:33):
And say, okay, this is what youdo per month.
Like just plug and play, makecopies of this.
And then the biggest thing isthat I wanted the student to
write their story.
So I give you a workbook andyou fill it out and you add
papers to it.
And then you take that book andyou go, okay, this is my
restaurant.
This is, you know, and you cankeep that forever and always go
(15:56):
and refer back to it.
Because one of the things withso many people within the
restaurant, you'll find peoplewho are like, oh, I have a
social media girl, but it's agirl who just does a post for
you right and then there's nostrategy there's no nothing so
you know that girl can stillpost for you but let's make a
strategy behind it like if thatpost lives on instagram can it
(16:16):
can you write that you know ifsomebody takes a video of the
chef you know creating thisamazing dish and so it's like oh
my girl's gonna post that okaygreat can she post that can she
also write the recipe onpinterest can she get some more
video and post that on youtubeso then that's all of that is
just being found and doingeverything and then it's not
just social.
You have to do communityoutreach.
(16:38):
I mean, it's the multi-channelapproach that really happens,
but you have to plan.
It's not going to work if it'sconstantly like, oh, I'm going
to go here.
I'm going to go here.
It's like, plan it out.
Do 90%, have it controlled,controlled messaging, 90%.
And then that 10%, feel free toget wild.
Brian Sheehan (16:56):
So someone completes the masterclass and
they want to engage with you,the culinary CMO, on a project
or a partnership.
Can you walk us through whatthat looks like?
Sri Devel (17:09):
Absolutely.
So that is so funny that yousaid that because there was a
restaurateur actually close tous who purchased it for his
service staff.
And so he purchased fourcourses to have his management
team be able to accuratelymarket him.
And he's a seasonedrestaurateur, but he actually is
going to be opening a newconcept.
(17:29):
And so he said, hey, mymanagers have gone through this.
He's a restaurateur at heart.
He does not want to domarketing.
He's tired of being taken tothe cleaners with bigger
agencies who say they knowmarketing, but they don't know
restaurants.
So he asked if I can come in asa mentorship.
And he said, you know, they'vetaken your course.
They know everything.
This is amazing.
I'd love for you to justoversee us for like another two
(17:53):
months, just so I make sure thatthey're implementing everything
and being held accountable.
And I said, absolutely.
I said, that is a dream becausetraining and mentorship is
really what I did at MontageHotels as part of their food and
beverage development program.
So I just said, what a So I gotto do both.
They did the course.
So then they came to me knowingexactly what we do.
(18:15):
And then so it was just kind ofleading them into
implementation and holding themaccountable to do so.
So it was really fun.
So it's kind of a uniqueproject that I've done.
Brian Sheehan (18:25):
That's awesome.
It's exactly how it's designedto work, right?
Sri Devel (18:28):
Yeah, it's cool.
And, you know, once they havethe course, they can go on their
way, right?
They have the knowledge, theyhave the power, they can do it
themselves.
But this restaurateur wasreally like, hey, I can't keep
them accountable right now.
I got new store openings.
Can you step in and do it?
And I said, absolutely.
What a dream.
So it was fun.
Brian Sheehan (18:48):
You know, marketing like restaurants is
such a competitive space.
What are some things or whatsets the culinary CMO apart from
maybe other companies that areworking in the same space?
Sri Devel (19:00):
I speak restaurants.
My whole background isrestaurants.
I've never actually had anotherjob outside of food and
beverage.
I, you know, it's just one ofthose things.
I understand their work hours.
Our joke is always that, youknow, we have doctor hours, but
we're not saving lives.
So it's just one of thosethings.
I get a call at midnight and Idon't get pissed.
(19:22):
I pick up, you know, I'm oldbartender hours.
So they call me Sunday morningbecause their brunch is full.
I understand.
So So it's just one of thosethings.
I know the hours.
I know the talk.
I know the stress they'reunder.
I know the challenges that arewithin the economy or food
supply or those types of things.
(19:42):
I understand it.
So it's really...
Um, that's what sets me apart.
And that's where my biggeststrength is, I think, is that I
can just pick up and, you know,I've, ironically, I went in for
a meeting to pitch marketing andthen they were in the weeds.
And so I just jumped into thehostess desk and he was like,
that's never happened before.
And I said, I know, but I cansee people, I can greet them.
(20:04):
I can say, hello, I'm here tohelp.
So it was just one of thosethings where I, I, I am
restaurants, so I just get it.
That sets me apart than, Iwould say, 99% of other
marketing agencies.
Brian Sheehan (20:18):
Absolutely.
You know, I'm remembering, too,you talked about saving lives.
Somebody said a server saved mylife in a restaurant once.
I was choking.
Sri Devel (20:24):
Are you serious?
And
Brian Sheehan (20:25):
they did the Heimlich.
Right.
Yeah, I was a kid.
Big mistake.
I left the table.
I went to the men's roomthinking I would somehow be able
to, you know, dislodge the
Sri Devel (20:38):
person.
Yeah.
Brian Sheehan (20:39):
mozzarella stick I had when I was a kid came back
to the table.
Somebody could tell I waschoking, did the Heimlich and
Sri Devel (20:45):
came
Brian Sheehan (20:45):
right out.
Yeah.
Sri Devel (20:46):
I've seen the Heimlich, uh, a couple times.
Yeah.
I've been, uh, wow.
That's incredible.
It's interesting that you justsaid that now I'm thinking of
all like the life threateningsituations we've been in and I'm
like, okay, yeah, that's.
Brian Sheehan (21:01):
It happens more than probably most people
realize, you know?
Sri Devel (21:05):
Yeah, absolutely.
Yeah.
I've seen the Heimlich quite afew times.
Yeah.
Brian Sheehan (21:09):
Well, I wanted to ask you about some notable
achievements, not just thelifesaving situations that
you've been in, but what are acouple, some of the
accomplishments from theculinary CMO that you want to
talk about?
Sri Devel (21:23):
Yeah.
We did a full year kind of datarefresh.
I took a beta of one of therestaurants that we did.
And it's an incrediblerestaurant that I just
absolutely love the concept.
It's a super fun concept.
And I get to work with theowners all the time.
And so they're just a great,great group.
(21:45):
And so we took the whole yeardata.
And so they...
We were able to do they doMother's Day packages.
And so they partner with ahotel next to them for not only
brand identity to identify withthis hotel, but then also
because of it's just a reallycool package for the community.
So it's $100 gift card to therestaurant and then it's a stay
(22:07):
at the hotel and it'swaterfront.
And so prior to me coming onboard, they sold about 70 per
Mother's Day.
And then as soon as I cameaboard and with the proper
marketing and all all of thedifferent avenues that we did,
we were able to get 600 packagespurchased.
So we saw a huge lift.
And they, at one point whenthey looked at me, they pulled
(22:29):
the numbers and they go, we haveto make sure that it's okay to
sell this many.
Like we never have.
And then, so that was a reallycool success because it was kind
of something outside the boxfor us.
It wasn't trying to fillreservations.
It wasn't, you know, Mother'sDay reservations versus
something else.
It was, no, this is really likea full package.
marketing package.
(22:49):
And so that was really cool.
And we've been able toreplicate that success across
the board all year for them.
And it's really fun.
And they are going to beexpanding nationwide.
And so one of the things thatthey wanted to do was really
build their deck to pitch toinvestors and to centers when
they're being reviewed to see ifthey can go into these
(23:11):
locations.
And so we were able to buildtheir brand and do TV
appearances for them and able toreally show themselves as a
very sturdy brand.
So it was really cool to seethe success.
And they've even said, they go,oh my gosh, within a year, we
can't even imagine.
So they're looking to grow.
They have placements already.
So it's pretty exciting to seethe success of that brand just
(23:34):
after working with them for, westarted to see the success very
early on, but it was less than ayear.
And then they were ready to go.
They were like, oh, okay, canwe do this for Valentine's Day?
I was like, let's do a packagefor Valentine's Day.
When can we-
Brian Sheehan (23:48):
And it works.
Sri Devel (23:49):
It does.
It works.
And it's the multi-channelapproach, but then also just
being really able to understandthe restaurant and understand
what they want and what theyneed.
Everyone needs reservations,but how can we think outside the
box and kind of get the nextstep?
We're going to get youreservations, but let's get you
something else too.
A
Brian Sheehan (24:07):
couple of things.
One, it makes me think we needto get you connected with all of
our neighbors.
Because a large percentage ofour neighbor population are
called quote unquote mom and popsingle unit operators and
marketing's maybe not a forte orif they don't have a background
(24:28):
in that, that's probablysomething that, you know, they
could use some additionaltraining and resources support
with.
So it's really timely becausethat part of the grocery
anchored shopping space, youjust continue to see it grow.
I mean, we're very strong withnationals, strong regionals, but
I think even in that categorytoo, there's probably a lot of
(24:50):
room for growth.
Sri Devel (24:53):
Yeah, love to.
Yes, the more the merrier.
We're all friends.
Brian Sheehan (24:56):
Absolutely.
So you're a femaleentrepreneur.
I wanted to ask about yourexperience as a female
entrepreneur and if you have anyadvice for...
other female entrepreneurs?
Sri Devel (25:10):
Yeah.
My advice is go for it.
I've just always, you know,I've been crazy enough to ask
for every position I've everbeen awarded.
So it's one of those thingswhere, you know, you know,
catering director.
I remember when I went for thatposition and they're like, you
have no experience for this.
And I said, yes, but I knowyour brand.
There's nobody who canrepresent your brand better.
(25:31):
Loyalty is huge to me in thisindustry.
And so it's just one of thosethings where I often speak on
being a female entrepreneur andit's always just go for it.
Like don't, you know, I've beenreally lucky and almost all of
the restaurant groups I'veworked for are all men, but it's
one of those things where I'vejust gone in and I've just
(25:53):
asked.
I don't set myself apart forjust being a female, but I'm
like, look, I work as hard asyou.
I do everything you do.
Let's just be a team and moveforward.
Just go for it.
Don't be shy to ask and don'tbe shy to learn.
Just dive in there and go forthese positions because...
you know, it's always one ofthose things where I've always
(26:15):
been crazy enough for asked forthe position and I worked for
crazy people and they let mehave it.
So I was like, perfect here Iam today.
Um, but yeah, just really leanin and just go for it.
Brian Sheehan (26:24):
Great advice really for everyone.
You know, if you think you havean inkling that you want to do
something, you're passionateabout that, right?
Like go for it.
Sri Devel (26:33):
Yeah, totally.
And, and restaurants are reallya 50 percent personality.
Right.
So and it's like and who theperson is and what that person's
heart is.
And so it's it's necessary.
It's not so much your degree inour industry.
It's more of like, OK, where isyour.
You know, where's yourbackground?
You know, I often say I workedfor Montage Hotels.
It was kind of equivalent togoing to Yale, you know, because
(26:56):
it was the best of the best.
And it's just our industry isjust a little bit different than
other people.
So it's it's just one of thosethings where just go for it.
I
Brian Sheehan (27:05):
love that you said restaurants are 50 percent
personality.
Sri Devel (27:09):
Yeah, absolutely.
I think about those greatservers, you know, and think
about those people who make yourexperience.
And it's always going to beyou're there for the food, but
it's that it's how they made youfeel.
It's always about how they makeyou feel.
And that restaurant that, youknow, you celebrated your
birthday, your anniversary at,or, you know, I had my baby
shower there or, you know, yes,you always talk about the food,
(27:31):
but it's really about how theymade you feel.
So it's that personality.
So it's pretty fun.
Brian Sheehan (27:35):
My last question for you is what are your goals
and aspirations for the futureof your business?
If we talk again in five years,where will the culinary, where
will you be?
Where will the culinary CMO be?
Sri Devel (27:48):
Well, hopefully the Culinary CMO will be worldwide.
Let's not just stop nationwide.
But I really, I want to helprestaurants.
So this is kind of the Achillesheel for us.
And it's just one of thosethings where We will try to
market when we can, or when wehave a surplus of funds, we want
to do it.
And it is something that if youplan it out, it can work.
(28:10):
So I really want to help.
I would love to be able to takeit worldwide.
I don't know where that means.
I've had a few, a few emailsand comments.
conference calls for a coupleof concepts in Mexico, which I
think would be absolutelyamazing and so much fun.
So then that kind of sparkedsomething too.
And it goes along those linesof like, have I ever represented
(28:32):
a brand in Mexico?
No, but I can, I'm going to.
So it's one of those thingswhere I would love to just keep
going.
Why not have an Italian conceptin Italy?
Like that would be amazing.
So I actually have anotherinternational call today.
Actually, now that I just saidthat out loud, that was crazy
how that That all just worked.
So you'll see me globally.
(28:54):
I
Brian Sheehan (28:56):
love it.
Mexico, that's really exciting.
We need to stay in touch onthat.
Sri Devel (29:00):
Yes, it was crazy.
And it was crazy how ithappens.
And then they have, I think,six different units down there.
And so they were tailoringtowards the U.S.
market.
And so they just said, can wework together and get something
to go?
And I said, yes.
Yeah.
Brian Sheehan (29:15):
That's amazing.
Sri Devel (29:16):
Yeah.
Brian Sheehan (29:17):
Well, Sri, it was great speaking with you today.
Thank you for taking the timeto help educate our listeners
about some of the trends thatyou're seeing about the culinary
CMO.
And congratulations onlaunching your masterclass.
Thanks so much, Sri.
Sri Devel (29:30):
So much fun.
Thank you for having me.
This was awesome.
Brian Sheehan (29:33):
You can connect with Sri at the culinary CMO dot
com.
Whether you're an aspiring realestate mogul, a seasoned pro,
or simply curious about theplaces where we shop, dine, and
work, this podcast is yourall-access pass to the world of
commercial real estate.
You can connect with me onLinkedIn.
And if you're interested inbeing a part of Retail Intel,
(29:54):
send a message tonationalaccounts at
phillipsedison.com.
If you want to hear more aboutnew and expanding brands, keep
tuning in to Retail Intel.
And be sure to like, subscribe,follow, and repo Talk to you
next time.
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