Editorial: Power Play

Chain’s role within the industry is transforming, so Chain Leader is evolving to meet changing needs.

By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 12/1/2007

We find when we talk to chain leaders that, while there are some egos, most executives—at all career levels—are hospitable to the point of humility, focused on the needs of their employees and their customers. They might not have noticed how powerful they have become.

Chains make up more than 60 percent of sales in the restaurant industry, according to Technomic. In the short time since our young magazine debuted in 1996, chains have evolved from a large industry segment to a leading force. Thanks to chains’ marketing and operations improvements and innovations, the industry is becoming more efficient and effective.

As a result, their business imperative has changed. Today it’s all about brand differentiation and the ideas that drive it. Chain operators are trying to interpret consumer trends, find or create best practices, and innovate with new products, operating systems, customer communications and people practices—all to offer a unique selling proposition to bring customers into the restaurants.

Tell Me What You Want

This year Chain Leader completed substantial qualitative and quantitative research with readers and other stakeholders about their changing information needs and how well those needs are being met, and about our brand and its position.

Based on what we learned, we have some new changes at Chain Leader beginning in January. I think they’re pretty exciting, so I wanted to give you a sneak preview.

First, we were happy to confirm that readers and advertisers like the magazine and feel it has credibility. You appreciate the depth of coverage, the writing style and the high-quality production values. And you say you read it, which is half the battle. We have a lot of great things going for us.

We also found that you don’t always find the type of information you’re looking for, such as new product ideas, consumer insights and tomorrow’s industry trends.

So we are changing our position to meet those needs and to be your definitive source for forward-looking insights to build brands. We’ll still target our executive audience of multiunit managers up to CEOs and owners. We’ll still find ideas from and address the needs of chains of all sizes including local, regional and innovative large chains. The difference will be an emphasis on the latest ideas, innovations and insights, based on consumer research focused through a chain lens.

Different Is Better

When you get the January issue, you won’t see an executive on the cover, which has been one of our hallmarks. Instead you will see an environmental shot incorporating people, product and action. Rather than highlight a personality behind a chain, it will underscore an innovation or initiative. You’ll also see a new logo, fonts, design, color palette and more to reflect our trend-forward content.

Our Web site is getting a makeover as well to serve the topics you told us you needed. It will have new daily news sources, industry resources, blogs, easier feedback mechanisms and more features as the year goes on.

And, of course, our Chain Leader LIVE event will reflect the updated position and topics as well.

The last several months have been an exciting time at Chain Leader as we’ve been researching, planning and executing this significant step in our evolution. Please let me know what you think of the new content and design, in print and online. We’ll continue to seek your feedback, so we can keep up with your powerful transformation.