Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
In this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down how Burger King’s parent company keeps four iconic brands fresh in a noisy quick-service world. From ditching 1,000-slide reports to tapping local culture first, Daniel shares the practical framework that powers 7,000+ restaurants across Europe, the Middle East, and Africa.
One key takeaway: Stop averaging—start individualizing. Daniel explains how looking at every store’s micro-market unleashed hidden growth, and why “emotional first, functional later” has become the new rulebook for launching Popeyes or Tim Hortons in new countries. If you lead marketing for a multi-brand, multi-market business, this conversation is your cheat sheet.
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ws_GuCGOAlQ
📚 Chapters:
(00:00:00) - Intro 🎙️(00:04:00) - Favorite challenger brand 🏆(00:05:48) - Overview of RBI(00:12:25) - Building Cultural Relevance 📊(00:18:56) - Sales, budget & market-share framework 💵(00:28:00) - Boutique agency network strategy 🤝(00:33:12) - Lightning Round ⚡🖊️Mentioned in the show:
Liquid deathScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, joined this episode by Daniel Blumer of Restaurant Brands International.
Find Rival online at www.wearerival.com, LinkedIn
Find Eric on LinkedIn
Find Daniel on LinkedIn.
Say hi at media@wearerival.com, we’d love to hear from you.
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
