Skip navigation

Casual restaurant chain Firebirds revamps digital marketing strategy

Chief brand officer Stephen Loftis and senior director of digital marketing Christine Lorusso offer a look at how they’re rethinking their approach to digital


It seems silly to say this now, nearly 30 years after the Internet went mainstream, but a website is the most important billboard companies have to showcase their brands and attract customers. That’s especially true today in a post-pandemic world, with consumers spending vast quantities of their time in the digital sphere.

Recognizing that, one full-service brand is revamping its digital marketing strategy to maximize the potential of its website and other digital channels, like social media accounts, as well as to collect first-party data. Charlotte, N.C.- based Firebirds Wood Fired Grill, which has 56 locations across 20 states, has adapted its strategy around consumer behaviors that have evolved because of the pandemic and positioned the brand to develop stronger loyalty and appeal to more generations.

Stephen Loftis and Christine Lorusso, the chief brand officer and senior director of digital marketing, respectively, of Firebirds joined the latest episode of Take-Away with Sam Oches to offer a peek behind the curtain of their budding digital marketing strategy and how it is helping them reach a broader consumer set.

In this conversation, you’ll find out why:

  • All of the senses are in play when developing a unique experience 
  • Your website is the entry point to your restaurant for many consumers and should effectively communicate your brand and experience
  • If you haven’t changed your website since the pandemic, you probably should build it again from scratch
  • First-party data is the most important goal with your digital marketing strategy
  • Your loyalty program should feature some more subtle perks along with deals
  • More upscale chains have to get creative in appealing to younger generations

Contact Sam Oches at [email protected].

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.