How to Evolve Field Marketing at QSR Brands

Let’s address the elephant in the room: what’s going on with QSR Field Marketing? Over the past few years, Field Marketing teams have been cut down drastically. Brands, both big and small, have moved budget from local to national, leaving Field Marketing Managers stretched thin. Today, it’s not uncommon to see a single manager responsible for overseeing 40-50 markets—or, in some cases, a director working solo with no team at all. How did we reach this point?

The Strain of Doing More with Less

Handling dozens of markets on an individual level just isn’t practical. The problem is amplified by clinging to outdated marketing frameworks, like the DMA (Designated Market Area) co-op model. With limited budgets and resources, Field Marketing Managers are forced to churn out repetitive, one-size-fits-all campaigns that rarely make a true impact.

Consider the typical process: there are numerous repetitive steps between strategy sessions, producing standardized presentations, gathering franchisee feedback, voting on market-wide messages, adjusting the plan, ordering media, reviewing invoices, and evaluating campaign results. 

Each step introduces inefficiencies that pile up, making it nearly impossible to manage dozens of markets effectively.

Why the Traditional DMA Co-op Model Is Holding Us Back

The old DMA model worked well in a time when media was limited to a few traditional channels. In that world, sending out a single message for all franchisees in a market was often enough, even if it wasn’t ideal for every local area. But digital media has changed the game. Today’s franchisees need more control to select the right message for their unique needs. For instance, high-income areas shouldn’t be locked into low-cost value campaigns that don’t resonate with their customers.

This rigidity forces field teams to overlook the nuances of their markets, ultimately diluting the brand’s effectiveness.

A Solution: Introducing a Digital Portal for Localized Flexibility

Instead of managing every market by hand, a digital portal can empower franchisees with more control. Here’s how it works:

• Customized Messaging Options: Franchisees can choose from a range of brand-approved messages to suit their local markets, ensuring campaigns are more targeted.
• Automated Invoicing & Reporting: A digital system tracks performance metrics and generates transparent reporting for both the brand and the franchisee, removing the need for constant back-and-forth.
• Default Messaging for Simplicity: If a franchisee doesn’t select a custom message, a default ad will automatically run, ensuring a baseline presence.
• Regular Performance Reviews: A monthly check-in with media partners allows quick adjustments based on real-time data, helping managers focus on the specific locations that need more attention.

Redefining the Role of Field Marketing Managers

With these changes, Field Marketing Managers won’t need to manage every market’s messaging. Instead, they’ll be able to focus on what they do best: connecting with communities. The role can shift to coordinating local activations like sports sponsorships, community events, and partnerships that build brand loyalty. This change makes the position less about “task managing” and more about crafting meaningful local brand experiences.

The Path Forward

To stay relevant in local markets, QSR brands need Field Marketing to evolve. Embracing automation in repetitive tasks doesn’t diminish the role; it frees up valuable time for managers to be more strategic and impactful. When technology handles the busywork, Field Marketing teams can truly shine, delivering local campaigns that build connections. With this shift, the future of Field Marketing isn’t just sustainable—it’s brighter than ever.

Experience the new Hyperlocology today and see how we can make brand-powered local advertising accessible, and actionable.