Christina Murrell

I’ve only fallen in love a few times in my life and the last time was when I was the Marketing Director for a QSR chain in Australia. It wasn’t just the fact that I’ve always been a foodie, but it was the people that made up the hospitality industry. The cooks, chefs, kitchen hand, servers, managers and all other back and front of house staff, to the head office misfits. Even the colourful franchisees evoked a lot of love-hate emotions! It was like going to war, head down in the tranches and coming up for air every once a while. But that was all of us, laughing and crying together. And when we partied, boy, we partied! I was in love with the sector.

But the longer I stayed, the more frustrated I became. So many franchisees and independent cafe and restaurant owners lived in a bubble. Then came the devastation when the bubble burst and the realisation that the loss was so great.

The food retail business is hard. High costs, low margins, staff management, long hours and the list goes on. But I saw one commonality. Those owners, who took charge and was fully accountable for their store, succeeded. Those owners, did not rely on anyone for the future outcome of their store. Those owners, had a learning attitude and consistently promoted their store to their local community. Those owners, on top of being a good operator were good marketers.

my Mission and purpose

My mission is simply to share my 17+ years of marketing knowledge with food retail owners so they are in a better position to avoid store closure. However, my purpose is to create amazing memories with my young family.

Connect with me

Connect with me on LinkedIn here