In this week's episode, Troy Hooper appears as a guest on The Local Marketing Lab to discuss brand growth, franchise expansion, and modern marketing strategies through the lens of hospitality. Hooper shares how staying visible through podcasts, social platforms, and industry conversations allows him to give back while staying closely connected to emerging operators and multi-unit franchise groups. He outlines the rapid global expansion of Pepper Lunch, highlighting its proof-of-concept success in the U.S., low-labor operating model, simplified equipment needs, and strong appeal to younger demographics seeking experiential dining.

The conversation explores how Pepper Lunch approaches both B2B and consumer marketing, emphasizing diversified storytelling across email, LinkedIn, trade publications, and search. Hooper explains why direct email and LinkedIn currently drive the most qualified franchise interest, while organic media and user-generated content fuel awareness. He also discusses the growing importance of platforms like TikTok and Snapchat as discovery engines, particularly for under-35 consumers, and why brands must optimize for search and social simultaneously. The episode closes with personal insights into Hooper's unconventional background and a reminder that authentic, shareable experiences remain one of the most powerful drivers of brand growth.

• Building brand visibility through podcasts and industry engagement

• Pepper Lunch global growth and U.S. franchise expansion strategy

• Low-labor operating models and experiential fast casual dining

• B2B versus consumer marketing channel performance

• User-generated content and social platforms as discovery engines

Connect with Justin Ulrich at Evocalize:

LinkedIn: linkedin.com/in/justinculrich/

Website: www.evocalize.com

Evocalize Social Handle: @evocalize on all platforms

• https://www.linkedin.com/company/evocalize

• https://www.facebook.com/evocalize

• https://www.instagram.com/evocalize/

• https://x.com/evocalize

• https://www.youtube.com/@evocalize

• https://www.tiktok.com/@evocalize

Podcast: evocalize.com/resource-center/local-marketing-lab-podcast/

This show is sponsored by Pepper Lunch. Find a location near you!

Production and Administration work completed by Smart Podcast Solutions and Elevate Virtual Business Solutions.

In this episode of The Pineapple Perspective, host Troy Hooper sits down with Carin Stutz, a longtime restaurant executive whose leadership spans quick service, casual dining, fast casual, and global operations. Stutz defines hospitality as genuine connection, something felt immediately through first impressions, authentic greetings, and the way guests are welcomed and thanked. From her current vantage point in board work, consulting, and leadership development, she emphasizes a renewed focus on culture, leadership training, and restoring pride in restaurant careers.

Stutz also reflects on what she would do differently, particularly holding marketing more accountable to traffic and same-store sales outcomes—and encourages operators to broaden their business fluency, including cash flow and balance sheet fundamentals. Hooper connects these ideas to modern operating realities like third-party delivery and rising guest expectations, sharing how Pepper Lunch redesigned front-of-house staffing to increase hospitality while adopting technology through kiosks and a dedicated "hospitality host" role. The conversation closes with optimism about emerging leaders, a shifting dynamic that elevates franchisee partnership, and Stutz's work with Gleam Network to mentor, develop, and promote career pathways for restaurant professionals.

• Defining hospitality through genuine connection and first impressions

• Leadership training, retention challenges, and culture in restaurant teams

• High tech and high touch service strategies in fast casual and QSR

• Franchisee–franchisor dynamics and the role of franchisees in brand growth

• Financial literacy for operators, cash flow thinking, and lessons from industry bankruptcies

Connect with Carin Stutz:

LinkedIn: https://www.linkedin.com/in/carin-stutz-832b766/

This show is sponsored by Pepper Lunch. Find a location near you!

Production and Administration work completed by Smart Podcast Solutions and Elevate Virtual Business Solutions.

In this episode of The Pineapple Perspective, host Troy Hooper sits down with franchise attorney Leslie Curran of Plave Koch PLC (Falls Church, Virginia) for a practical conversation on how strong legal guidance supports long-term brand health especially in restaurant franchising. Curran explains what "hospitality" looks like in a legal-services context: listening closely, understanding a client's business goals, and meeting operators where they are.

From there, the discussion moves into common franchising mistakes, starting with emerging brands that franchise without a clear growth plan, accept geographically distant franchisees without operational support systems, or bring on early franchisees who aren't qualified or culturally aligned simply to grow faster. Curran also highlights founder-led blind spots—where lack of self-awareness or resistance to outside expertise creates avoidable problems—and urges brands to be selective with vendors and contracts, not just sales pitches.

For larger, established franchisors, the conversation centers on what fuels franchisee conflict: "take it or leave it" attitudes, weak transparency, and leadership that ignores patterns of franchisee complaints until issues escalate into litigation or independent associations. Curran points to mature brands that do this well by keeping open communication channels (committees, councils, roadshows, conferences) and addressing unit economics and operational pressures directly.

Curran also touches on how other franchise sectors often adopt and test technology faster than restaurants particularly by involving franchisees earlier in pilots.

Curran closes with her client-first approach to regulatory and transactional work (including annual FDD updates) and a reminder for us to use true franchise specialists, plus a note on franchise-law exemptions that can reduce compliance costs and speed up deal timelines when used correctly.

• Hospitality as empathy in legal services

• Building a franchise growth strategy before selling franchises

• Franchisee qualification and long-term fit decisions

• Founder blind spots and when to bring in third-party help

• Transparency and franchisee communication in mature franchise systems
  
  

Connect with Leslie Curran:

https://www.linkedin.com/in/leslie-curran-28b877b

https://plavekoch.com/attorney/curran-leslie-d/

https://plavekoch.com/

This show is sponsored by Pepper Lunch. Find a location near you!

Production and Administration work completed by Smart Podcast Solutions and Elevate Virtual Business Solutions.