MOBILITY

Waffle House partners with Roadie shipping app

BY Dan Berthiaume

Norcross, Ga. – Waffle House Inc. is partnering with mobile app-based shipping platform to become the first official “Roadie Roadhouse.” Roadie connects people with items to send with drivers who are already heading in the right direction.

Waffle House will offer Roadie drivers free food and beverages at its more than 1,750 restaurants in 25 states, and provide a meeting location for drivers and senders. Roadies get a free waffle upon downloading the app and a free beverage when they're making a delivery.

Waffle House will be promoting the Roadie app with in-store signage and through social media and email outreach to its Regulars Club members. Roadie will offer members of its community a variety of Waffle House promotions and special offers through the free Roadie mobile app.

"For the last 60 years, Waffle House has been a place for travelers and a preferred meeting place for our customers," said Walt Ehmer, CEO of Waffle House. "Roadie combines the two making it easy for senders and drivers who love waffles to meet at the nearest Waffle House. And who doesn't love waffles?"

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Omnichannel growth in focus at American Apparel

BY CSA STAFF

American Apparel is bolstering its omnichannel effort with two new hires in marketing and digital engagement.

The company announced two leadership appointments: Thoryn Stephens has been named chief digital officer, a newly created position, and Cynthia Erland has been named SVP of marketing.

"I am excited to welcome Thoryn and Cynthia to the Company," said Paula Schneider, CEO of American Apparel. "Both are innovators with deep expertise working with established brands. They will be an important addition to our experienced, creative, and passionate team."

In his newly created position as CDO, Thoryn Stephens will be responsible for optimizing the company's digital marketing, data analytics, and e-commerce strategies. Prior to joining the Company, Stephens was VP of data science at Tillster, the global leader in customer engagement programs for the restaurant industry. He has also built products and platforms for some of the world's largest brands, including the first optimization program for the Fox Network Group.

Cynthia Erland will oversee the company's marketing and communications programs. Erland is a seasoned marketing executive with over 20 years of fashion and entertainment branding experience. Most recently a senior marketing executive at Perry Ellis International, C&C California, Universal Studios and E! Networks, she has built a consistent track record of driving successful brand recognition through advertising, public relations, digital media, celebrity seeding, promotions and events.

Both Stephens and Erland will assume their roles on March 9.

American Apparel operates 245 retail stores in 20 countries including the United States and Canada.

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Michaels says ‘oui’ to digital engagement

BY CSA STAFF

Michaels is trying to drive digital engagement with customers by giving away the springtime trip of a lifetime.

The retailer will be offering up a free trip for two to Paris for those who create art and upload it to Michaels' website or social media venues.

"Springtime in Paris encourages all customers, from the novice crafter to the advanced, to be inspired by one of the world's great destinations for artistic expression, creativity and beauty," said Michaels EVP of marketing Steve Carlotti. "All Michaels locations will host classes throughout March to provide step-by-step instructions on simple Parisian-inspired projects so that anyone can have a chance to win the trip of a lifetime."

To enter, customers simply create Parisian-inspired art, or a floral, baking or paper craft project, take a photo and upload it to paris.michaels.com for U.S. residents or canada.michaels.com/en/paris for Canadian residents. Customers can also share their photos on social media with #SpringtimeInParis.

The winner will receive a five-night trip for two to Paris including airfare and hotel, plus 1,000 euro for spending money, a VIP tour of the Louvre, a private sketching lesson with Urban Sketchers, a floral arranging class at Catherine Mueller Flower School and a French cooking class at La Cuisine Paris.

In addition to the contest, every Michaels store will have a Make It With Michaels Party on March 7 from 1-4 p.m., featuring a variety of Springtime in Paris-themed projects. Other free and low-cost classes throughout March will demonstrate Paris-inspired projects such as a spring floral wreath and spring floral centerpiece. A complete schedule is available at michaels.com/classes.

Michaels operates 1,168 Michaels stores in 49 states and Canada and 121 Aaron Brothers stores.

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