In the fast-paced world of restaurant marketing, few brands balance national storytelling with local authenticity as seamlessly as Freddy’s Frozen Custard & Steakburgers. At the helm of this effort is Erin Walter, Chief Marketing Officer, who joined the latest CMO Roundtable to share how Freddy’s fosters strategic alignment between corporate campaigns and franchisee-driven grassroots efforts.
One Brand, Many Voices
Walter emphasizes that the key to successful marketing at Freddy’s isn’t dividing responsibilities — it’s alignment. “Our national team sets the brand vision and creative direction,” she explains, “but our franchisees are truly the heartbeat of the story.” By leveraging local relationships and community knowledge, franchisees bring Freddy’s welcoming guest experience to life in ways that resonate regionally.
Bridging the Gap: Local Store Marketing Leadership
A pivotal role in this alignment is Freddy’s Director of Local Store Marketing, who acts as a bridge between franchisees and the brand’s named agencies of record. This structure ensures that local efforts complement national campaigns, allowing operators to localize messaging while still driving restaurant-level results.
Smarter Spend, Stronger Results
To maintain strategic cohesion, Freddy’s corporate team reviews franchisee marketing budgets quarterly, offering guidance on how to optimize spend. Starting in 2026, the brand will introduce consultative visits to dive deeper into local opportunities and ROI. These face-to-face conversations aim to strengthen collaboration and uncover untapped potential in each market.
Tech-Enabled Local Activation
Looking ahead, Freddy’s is exploring platforms to streamline media buying for franchisees. The goal: help local owners activate high-quality initiatives efficiently while maintaining consistency with the brand’s voice. This tech-forward approach ensures that Freddy’s remains nimble and scalable without losing its hometown charm.
Campaigns Built for Flexibility
Even national campaigns are designed with local activation in mind. Walter points to the recent “This is the Good Stuff” campaign, which intentionally left room for local agencies to complement the storytelling. This flexibility keeps the brand experience cohesive yet authentic across diverse markets.
Communication Is the Cornerstone
Freddy’s success hinges on constant communication. Through quarterly local store marketing calls, the team shares best practices, highlights success stories, and collaborates on upcoming initiatives. These conversations build trust and transparency, empowering franchisees to feel invested in both the process and the outcome.
Conclusion:
Under Erin Walter’s leadership, Freddy’s marketing strategy is a masterclass in balancing scale with soul. By aligning national vision with local execution, the brand continues to grow while staying true to its roots — one steakburger and sundae at a time.
See More: Freddy’s to Open Jersey Shore Location by Summer 2026