At the latest CMO Roundtable, Erin Walter, Chief Marketing Officer of Freddy’s Frozen Custard & Steakburgers, shared her vision for guiding one of America’s fastest-growing fast-casual brands. With over 500 locations nationwide and a reputation for steakburgers, shoestring fries, and freshly churned custard, Freddy’s is expanding rapidly—and Walter’s leadership is central to that momentum.
Promoted to CMO in February 2025, Walter brings more than 15 years of experience in franchise marketing, including senior roles at Round Table Pizza and Global Franchise Group. Her approach blends operational discipline with creative storytelling, ensuring Freddy’s marketing remains both scalable and deeply connected to its guests.
Leadership Philosophy
Walter’s remarks at the Roundtable emphasized several core principles:
- Franchise Empowerment Walter believes in equipping franchisees with localized marketing tools, from digital assets to community engagement strategies. “Our franchisees are the heartbeat of Freddy’s,” she said. “We succeed when they’re empowered to connect with their guests.”
- Guest-Centric Innovation Freddy’s marketing under Walter has focused on enhancing the guest experience through mobile ordering, loyalty rewards, and seasonal menu launches. “It’s not just about the transaction—it’s about the relationship,” she noted.
- Data-Driven Strategy Walter highlighted Freddy’s investment in analytics to optimize media spend, refine messaging, and understand customer behavior across regions. This approach allows Freddy’s to scale while staying responsive to local preferences.
- Brand Consistency with Local Flavor While Freddy’s maintains a nostalgic national identity, Walter ensures campaigns can be tailored to reflect local culture, events, and community values.
Marketing in Action
Under Walter’s leadership, Freddy’s has:
- Launched seasonal custard campaigns with regional tie-ins
- Expanded digital ordering and loyalty programs across all locations
- Supported grand openings with hyper-local media strategies
- Created franchise marketing playbooks for consistent execution
- Strengthened social media engagement with guest-generated content
Supporting Expansion
Freddy’s continues to open new locations in high-growth markets like Middletown, Norfolk, and Tyler. Walter’s team plays a key role in:
- Pre-launch awareness through targeted digital and local media
- Grand opening activations with community events and giveaways
- Ongoing support for franchisees through training and campaign templates
Culture and Collaboration
Walter’s leadership style is collaborative, empathetic, and performance-driven. She fosters cross-functional alignment between marketing, operations, and franchise development, ensuring that every campaign supports both brand equity and business goals.
Her background in hospitality marketing gives her a deep understanding of guest expectations, and her franchise-first mindset ensures that Freddy’s remains agile and responsive.
Bottom Line
Erin Walter’s appearance at the CMO Roundtable showcased her strategic clarity and operational empathy. As Freddy’s continues its national expansion, her leadership ensures the brand remains consistent, guest-focused, and franchise-empowered. With a blend of data, creativity, and hospitality, Walter is helping Freddy’s write its next chapter—one steakburger at a time.