Bryn Jones: Launching Products We Love
Have you ever wondered what it takes to elevate a storied brand to new heights without losing its soul? Navigating the complexities of production, branding, and market expansion is challenging, even for well-established companies. So, can steadfast dedication to quality and innovation create an impact in the competitive world of food and beverage?
Marketing expert Bryn Jones unpacks the nitty-gritty of building and expanding mission-driven food and beverage brands. Drawing on his experience with iconic names like St. Elmo Steak House, he shares his journey from promoting the renowned steakhouse to launching wildly successful products such as the vanilla cherry bourbon, Rare Saint Whiskey, and the all-new Barkeep Vodka. Bryn emphasizes the power of a great product, the importance of storytelling, and how strategic market positioning can make or break a brand.
On this episode of the Firebelly Social Show, Duncan Alney talks with Bryn Jones, VP of Marketing of Huse Culinary, about expanding iconic restaurant products into national retail markets. Bryn discusses how Huse Culinary helps restaurant brands thrive, the challenges and strategies in product expansion, the backstory of the vanilla cherry bourbon, Barkeep Vodka, and Rare Saint Whiskey, and advice for aspiring entrepreneurs.
Here’s a glimpse of what you’ll learn:
[3:23] Bryn Jones talks about Huse Culinary and how it helps restaurant brands thrive
[5:21] Challenges and strategies in product expansion
[8:39] How restaurant sales data can drive CPG product innovation
[10:56] The backstory of the vanilla cherry bourbon and its exponential growth in sales
[14:27] Launch of Barkeep Vodka and the innovative filtering process behind its smooth taste
[23:05] Bryn discusses the launch of Rare Saint Whiskey
[28:24] Tips for maintaining balance and wellness amidst a demanding career
[33:29] Advice for aspiring entrepreneurs and marketers in the food and beverage industry
About Bryn Jones:
Bryn Jones is the VP of Marketing of Huse Culinary, an upscale restaurant and retail food group based in Indianapolis. Huse Culinary owns and operates six restaurants and four restaurant brands, including St. Elmo Steak House, 1933 Lounge, Harry & Izzy’s, and The HC Tavern + Kitchen.
Bryn has spearheaded the expansion of the iconic St. Elmo Steak House cocktail sauce to 3,000 locations both regionally and nationally and launched the spirit side of the business with the introduction of vanilla cherry bourbon. His experience spans marketing to operations, with a keen ability to drive product innovation and market expansion. He is also the Founding Partner of Joey Chestnut Eats, a condiment brand with Joey Chestnut.
Resources Mentioned in this episode
Quotable Moments:
"You've got to stack up as many reasons as possible to get somebody to actually change what they're doing."
"Make sure you have a great product."
"It doesn't matter how amazing your vodka is; it's probably going to have a hard time getting trial and adoption."
"If you're starting, give them the story of why it matters and why they exist."
"Getting into somebody’s consideration set of what they purchase is so damn difficult."
Action Steps:
Focus on creating an excellent product: A great product is the foundation of any successful business, as it ensures customer satisfaction.
Find ways for potential customers to trial your product: Product trials can substantially increase the likelihood of repeat purchases and brand loyalty.
Emphasize storytelling in your marketing: Crafting a compelling story around why your brand exists can deepen customer connection and brand recall.
Consider strategic pricing: Competitive pricing can break barriers to entry and encourage new customers to try your product over established brands.
Seek inspiration and ideas from successful peers: Surrounding yourself with inspiring and challenging colleagues can foster personal growth and innovative thinking.