2015 Multi-Unit Restaurant Technology Conference

Full Agenda

Tuesday, March 17, 2015 /Arrival Day
  • 10:00a - 8:00p
  • Registration Open
  • 12:30 - 5:30p
  • Golf / 12:30 Shotgun Start
  • 2:00 - 5:30p

    MURTEC® University offers four concurrent sessions. All sessions will be offered twice, per the schedule below. Due to limited seating, advanced sign-up is advised. 

    • 2:00 – 3:30p: University Sessions Round 1
    • 3:30 – 4:00p: 30-minute Networking Break
    • 4:00 – 5:30p: University Sessions Round 2

    SESSION 1: Payment Security Intensive: EMV, P2PE & More
    Session Leaders
    1)  Brad Mattocks, Sr. Director, Enterprise Architecture & IT Infrastructure, The Cheesecake Factory
    2)  Bob Surbeck, Director, Restaurant Systems, The Cheesecake Factory

    The terms EMV, end-to-end encryption (E2EE), and point-to-point encryption (P2PE) are becoming common place terms in the restaurant world, and are often used interchangeably.  In this session, executives from Cheesecake Factory, Brad Mattocks and Bob Surbeck, will help attendees prepare for the October 2015 EMV migration deadline, and educate them on how EMV will — and will not — impact security at their organizations. They’ll decipher the key terms, explain “liability shift,” and discuss what changes do you need to make to your infrastructure to prepare. They’ll also share insight into how you can further secure your payment environment through technologies such as tokenization and P2PE. These topics and more will be discussed.

    SESSION 2: How to Build and Use an Accessible Data Warehouse
    Session Leader
    Scott Scherer, CIO, Jersey Mike's Franchise Systems

    You’ve got a  million pieces of data from multiple systems, and you need to figure out how to bring them into one place, and turn them into something that’s actionable. If this sounds like you, don’t miss this MURTEC University session. Jersey Mikes’ CIO Scott Scherer will walk participants through a roadmap that includes: how to build an accessible data warehouse, how to work with disparate vendors, and the role of cloud computing in a solution. He’ll then cover how to make use of that data once you have it, with examples for operations, marketing and more.

    SESSION 3: Rethink Mobile: How to Change From Solutions-Frenzy to Mobile-First
    Session Leader
    Jonathan Stark, President, Jonathan Stark Consulting

    You’re under pressure to deliver a mobile app, add mobility to the in-restaurant experience, and create an MDM program for staff. Resources are limited and it’s difficult to choose between new solutions. What do you do? Retail mobile strategist Jonathan Stark believes you stop, drop (that mobile device), and change the way your business is approaching mobile technology. Stark is a mobile evangelist, but he believes many organizations are going about it wrong. Those that take an app-centric or solutions-first mentality are destined to end up with silos, poor integration and outdated systems. Stark will arm you with the insight you need to help your brand see through a mobile-first lens. This approach requires IT teams to own their mobile development rather than outsource it, or at least partner with the right solution providers; but it also creates a compelling opportunity for IT leaders to influence their organizations’ relevance to today’s consumers. You’ll learn: which capabilities you should be built in-house vs outsourced; the one key feature you should be demanding from all of your solution providers; and how to lay the groundwork for an architecture that will serve you well today and in the future. Even those with limited resources will learn how to bootstrap their way into a holistic mobile enterprise.

    SESSION 4: The IT Leader’s Guide: How to Map Your Brand’s Social Media Network
    Session Leader
    Marc A. Smith, Director, Social Media Research Foundation

    Social media matters - it matters to consumers – and that social chatter can matter to you if you understood how to interpret it. Learn to identify your key social media influencers and use that information to amplify your brand's message.  Uncover connections between sales and social media data, empower marketing to uncover new dining trends and brand champions, and even impact loss prevention efforts. This session will teach you how to apply social media network maps to your brand (and to competitors’ brands). Restaurant executives, in particular those with a technology mind-set, will find great value in learning how to build, interpret and use social network maps. Participants will have an opportunity to map their own brand on social media using the free and open NodeXL (http://nodexl.codeplex.com) tool.*

    * PARTICIPANT NOTE: Bring a Windows laptop running a recent copy of Office to participate in the exercise!
  • 6:30p
  • Welcome Cocktail Reception begins in New Vendor Showcase
  • 7:00 - 8:00p
  • Welcome Cocktail Reception continues in New Vendor Showcase and Main Exhibit Hall
Wednesday, March 18, 2015 / First Day of Sessions
  • 8:00a - 6:45p
  • Registration Open
  • 8:00 - 9:00a
    • Networking Breakfast
    • New Vendor Showcase
  • 9:00 - 9:05a
  • MURTEC® Opening Comments
    Lenore O’Meara, Group Publisher, Edgell Communications
  • 9:05 - 9:55a
  • Opening Keynote Address
    Unselling: The New Customer Experience

    Keynote Speaker: Scott Stratten, President, Un-Marketing; Author, UnMarketing: Stop Marketing, Start Engaging

    Did you know that 60% of a purchasing decision is made before a customer even contacts you? Too many businesses have become blind to customer service, support, branding, experiences and even product quality. We have funnel vision, and it needs to stop. UnSelling is about everything but the sell. It is about the big picture: creating repeat customers, not one-time buyers. Create loyal clients that refer others, not faceless numbers. In this must-see keynote session, best-selling author, digital engagement expert, and authenticity evangelist Scott Stratten will shake up the way you think about your guests and transactions. He’ll share underappreciated truths that add up to a new way of thinking about business; and it’ll completely change the way you engage with guests, for the better.

  • 9:55 - 10:05a
  • Editorial Welcome Comments
    Abigail A. Lorden, Group Editor-in-Chief, Hospitality Technology
  • 10:05 - 11:00a
  • Keynote Networking Coffee Break

  • 11:00 - 11:50a
  • General Session #1
    Redefining Loyalty

    Moderator:  Tripp Sessions, Vice President & CIO, TGI Friday's Inc.

    1) Keith Credendino, Vice President, Global eCommerce & Guest Technology, IHG - InterContinental Hotels Group
    2) Michelle Malish, Sr. Director, Loyalty & Relationship Marketing, TGI Friday's Inc.
    3) Praveen Sharma, Vice President, Loyalty and Business Development, United Airlines

    Consumer loyalty is evolving to value personalization in addition to monetary value. Airlines and hotels are already starting to retool how they measure and manage loyalty. Restaurants, too, report that an integrated social loyalty program, whereby guests are recognized and rewarded for their social activities, is a priority in 2015. This session looks at next-generation loyalty approaches—including social loyalty and CRM, personalization, and others — and discusses if and why there’s value; mining and managing related loyalty data; and the flow of information.

  • 11:55a - 1:30p
  • Networking Luncheon with Topic Tables
  • 1:30 - 2:20p
  • Concurrent Sessions / Set #1

    Session 1-A
    Consumer Research: How Technology Should, and Shouldn’t, Impact the Dining Experience

    Speaker:  Leela Srinivasan, Vice President, Restaurant Marketing, OpenTable Inc.

    Technology and restaurants have long been on a collision course, and concepts from QSR through fine dining continue to experiment with a myriad of options. But what does the end consumer really need and expect from technology throughout their dining experience – before, during, and after the meal? OpenTable unveils the highlights from brand new research on what diners say they want, along with the latest on the company’s perspective and priorities as it rounds into its sixteenth year serving restaurants and diners.

    Session 1-B
    Cyber Security & Protecting Your Future

    Speaker:  Curtis Levinson, United States Cyber Defense Advisor to NATO

    Businesses in all industries are under attack as hackers seek their most valuable asset: data. This session will take a futuristic look at how security is changing – and how businesses must evolve – to stay always one step ahead of hackers. Topics may include: balancing security versus compliance; future threats, up-and-coming technologies, plus global insights from other industries and international security trends.

  • 2:25 - 3:15p
  • Concurrent Sessions / Set #2
    Session 2-A
    HT’s 2015 Restaurant Technology Study

    1) Abigail A. Lorden, Group Editor-in-Chief, Hospitality Technology
    2) Gaurav Pant, Sr. Vice President, Research, EKN Research

    Findings and analysis from the 2015 study, including: budgets; business drivers; and current and planned technology installation rates in restaurants.

    Session 2-B
    The Art & Science of Location-Based Intelligence in Restaurants 

    Speaker:  Asif Khan, Founder & President, Location Based Marketing Associates

    The impact of mobile technology on business-to-consumer interactions has been far reaching, and one of today’s hottest topics is location-based technology. Used as a way to market to guests, it’s a rapidly evolving field, in terms of both new technologies and best practices. Beacons may be “in” today, but is there a replacement already in the works? What other technologies go into creating an advanced geo-location framework? In this session, attendees will get the latest update in location-based technology from Asif Khan, founder of the Location Based Marketing Association. He’ll offer guidance for its application in restaurants and will discuss what technology executives need to know about this nuanced way to market to guests.

  • 3:15 - 4:10p
  • • Networking Coffee Break
    • Editorial Advisory Board Meeting (private)
  • 4:10 - 5:30p
  • Concurrent Workshops / Operators Only

    MURTEC Workshops are the ideal format to brainstorm with your peers in small groups. Through several rounds of discussion and sharing, each workshop covers hot technology topics and trends, customized to the specific market segment. Topics will include: mobility, POS, intelligence/data, next-gen tech, and more.

    Workshop #1
    Technology in Quick Service Restaurants
    1)  Jeff Miller, Director, Innovation Technology, McDonald's Corporation
    2)  Manny Ramos, CIO, Checkers Drive-In Restaurants Inc.
    Workshop #2
    Technology in Fast-Casual Restaurants
    1)  Douglas Davis, Information Systems Coordinator, Monical Pizza Corporation
    2)  Kevin Fish, Sr. Director, Field Systems & E-commerce, Wingstop Restaurants Inc.

    Workshop #3
    Technology in Full Service Restaurants
    1)  Derek Nettles, Director, IT, Dickie Brennan & Co.
    2)  Jeff Weiss, Director of Store Systems, Dave & Busters Inc.
  • 5:30p
  • Cocktail reception begins in New Vendor Showcase
  • 5:45 - 6:45p
  • Cocktail Reception in New Vendor Showcase & Exhibit Hall
Thursday, March 19, 2015
  • 8:00a - 12:15p
  • Registration Open
  • 8:00 - 8:45a
    • Networking Breakfast
    • New Vendor Showcase Open
  • 8:45 - 8:55a
  • Day Two Editorial Opening Comments
    Abby Lorden, Group Editor-in-Chief, Hospitality Technology
  • 8:55 - 9:45a
  • Day Two Keynote
    Restaurant of the Future, and an Internet of What Things

    Keynote Speaker:  Jason Smylie, Executive Vice President, CIO and CMO, Capriotti's Sandwich Shop Inc.

    Ideas and inspiration – that’s the focus of this morning’s keynote session. Futurist and restaurant executive Jason Smylie, EVP & CIO/CMO for Capriotti’s Sandwich Shop, will offer a provocative look at how technology may change the paradigm in which you and your restaurant guests are used to operating. With a focus on true next-generation applications, Jason will get you thinking about how the Internet of Things, virtual reality, artificial intelligence, and even 3D printing could play a role in a “restaurant of the future.” He’ll talk about their impact to operations and the guest experience, and how these tools may change the way you market to guests. Finally, Jason will offer suggestions for how you can modify your thinking and your operations today, in preparation for the future.

  • 9:45 - 10:25a
  • Networking Coffee Break in Exhibit Hall & New Vendor Showcase
  • 10:25 - 11:15a
  • General Session #2
    Future of Payments

    Moderator:  Jason Deleeuw, Vice President & Senior Research Analyst, Piper Jaffray
    1)  Todd Kaufman, Sr. Director of IT, SSP America / Food Travel Experts
    2)  William Sheldon, Vice President of Information Technology, Rubio's Restaurant
    3)  Marcus Wasdin, CIO, Church's Chicken

    Payment technology is changing rapidly, and merchants need to be able to enable the methods that consumers will adopt. This session takes a futuristic look at the payment space, as panelists discuss alternative payments today such as “coin” and e-wallets; and disruptive solutions of tomorrow. Could Apple, Google, Facebook or event retail giants like Walmart create a scenario with no “processor” involved? Do we see a cashless society in the future? How is security impacting adoption, and how can restaurants position themselves to offer what consumers will use? These topics and more will be discussed!

  • 11:20a - 12:10p
  • General Session #3
    Evolution is Coming to the POS

    Moderator:  Dorothy Creamer, Managing Editor, Hospitality Technology

    1)  Scott Curry, Vice President of IT, Craftworks Restaurant & Breweries Inc.
    2)  Jon Hartis, Senior Director of IT, Which Wich Inc.
    3)  Cameron Pumphrey, Director of IT, Snap Kitchen

    The point of sale has gone through a substantial overhaul in functionality, architecture and form-factor. This session asks, what is – and should be – the next generation for the restaurant point of sale? Should the POS evolve to become a restaurant management system (or perhaps this should be a different above-property system altogether?) How can the industry push for better integration? How are restaurants balancing the desire to add mobility with the requirement of stability? And what is the role of cloud POS in the ultimate end-game?

  • 12:10 - 12:15p
  • MURTEC Closing Comments
    Lenore O’Meara, Group Publisher, Edgell Communications