Heather Dratler, VP of Marketing and Brand Engagement at Next Level Burger (NLB), plays a pivotal role in driving the brand’s growth and mission as America’s first 100% plant-based burger chain. As a passionate advocate for sustainable eating, Dratler highlights the company’s commitment to combating climate change through plant-based alternatives, an ethos ingrained in the brand’s foundation.
“Next Level was founded by a husband and wife team, Matt and Cierra de Gruyter.” Dratler explains to host Shawn Walchef. “And it is a very values driven organization. And I know a lot of companies say that, but they live it day in and day out.”
The company’s recent expansion, coupled with the acquisition of Veggie Grill, demonstrates its ambition to scale while staying true to its values. Central to this growth has been the strategic use of technology to improve customer experiences. Owner Matt de Gruyter has been obsessed with reading customer feedback since Day 1.
One of Dratler’s key contributions is helping the company optimize review management through Marqii, a tech tool that has streamlined the brand’s approach to customer feedback.
“I introduced the company to Marqii which is one of my favorite tech tools for the restaurant space and hospitality space in general.” says Dratler. She explains with Marqii, “We are able to cut down on a lot of time and create a lot more efficiencies. We’re not logging into Google and Yelp and TripAdvisor and all these different platforms to look at the reviews and respond separately. Instead, there’s one platform that we’re logging into where we have full visibility,”
While NLB embraces innovation, Dratler maintains that the “human touch” remains essential, particularly when responding to customer reviews. Though Marqii has introduced AI-generated responses, NLB has yet to adopt them fully.
“Matt is very big on the human touch,” Dratler notes, stressing that even with AI, maintaining personal connections is critical. “What I like personally about the Marqii tool is that it starts it for you, but then allows a human to come in and make changes… The important thing is the human touch and not just handing things to AI…We love AI at Next Level. It’s definitely something we’re experimenting with. And so I wouldn’t be surprised if we get on that Marqii AI train at some point.”
In addition to her focus on technology, Dratler also champions the importance of community engagement and creative marketing strategies. She emphasizes the role of video content in connecting with audiences on social media and encourages customers to stay updated with the brand through the NLB app and social platforms.
Dratler’s for top tier Restaurant Consulting Services are also available to others via her role as Vice President of Brand Management with B Public Relations. Her blend of marketing acumen, tech-forward thinking, and dedication makes her a vital force behind any brand’s continued evolution and success.
Cali BBQ Media
Digital Hospitality is an interview-based video podcast hosted by business owner Shawn P. Walchef (@shawnpwalchef) and produced by his Cali BBQ Media company sponsored by Marqii (@getmarqii) The weekly digital series explores the ways successful businesses and entrepreneurs have merged old and new with innovative digital strategies that harness the power of the Internet and social media. Shawn is the founder of Cali BBQ Media and creator of the Restaurant Influencers podcast on Entrepreneur Media.
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