In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Kareem Azees, Head of Marketing at ResQ, the facilities management platform streamlining repair and maintenance operations for restaurants. ResQ revolutionizes restaurant equipment management through QR code asset tracking and a network of trade vendors, helping operators make data-driven decisions about their equipment lifecycle. Through strategic franchise-focused marketing and lean team operations, ResQ has carved out a unique position in the restaurant tech space by solving a critical operational challenge that costs restaurants 3-5% of their P&L.

Topics Discussed:

• Transitioning from broad industry events to brand-specific franchise conferences

• Building efficient marketing teams using AI and freelance networks

• Understanding the franchise ecosystem vs. corporate restaurant decision-making

• Leveraging customer success stories and social proof in restaurant tech

• Implementing AI workflows for content creation and case study production

• Defining ideal customer profiles in the complex restaurant industry landscape

Lessons For Consumer Marketers:

Target Decision Makers, Not Brand Names

ResQ discovered that selling to major restaurant brands like KFC was ineffective because franchisees, not corporate headquarters, make purchasing decisions for repair management software. This led them to shift from expensive national conferences to brand-specific franchise events where actual decision makers congregate. Understanding the true buying structure within your target market prevents wasted marketing spend on the wrong audience.

Use Event Strategy as Customer Discovery

Rather than viewing events purely as lead generation, ResQ treats brand-specific franchise conferences as customer research opportunities. These events provide access to hard-to-find contact data for franchisees while allowing direct conversations about pain points and use cases. This dual approach of pipeline generation and market intelligence maximizes event ROI.

Build Social Proof Through Peer Validation

Restaurant operators trust recommendations from other operators more than traditional marketing materials. ResQ systematically creates video case studies by going on-site to film real customers explaining their results. They use AI to analyze transcripts and identify multiple angles for repurposing content, enabling a two-person team to ship over a dozen case studies annually.

Leverage AI for Workflow Efficiency, Not Decision Making

Kareem treats AI as a “thought partner” to overcome mental blocks and streamline repetitive tasks like transcript analysis and content editing. However, strategic decisions remain human-driven. This balanced approach allows their lean team to maintain high output velocity while preserving strategic thinking and creativity.

Stay Small to Ship Fast

ResQ intentionally maintains a two-person marketing team supplemented by freelancers rather than hiring full-time specialists. This structure eliminates bureaucratic delays and enables rapid testing and iteration. They prioritize team alignment and clear ownership over departmental hierarchy, allowing them to move from idea to execution quickly.

Define ICP Through Channel Performance

Instead of demographic-based customer profiling, ResQ defines their ideal customer profile by observing which marketing channels generate the highest quality pipeline. Their success at franchise events revealed that 5-20 location operators represented their sweet spot, leading to more targeted messaging and channel allocation decisions.