5
Years of EM Partnering with Toast
12
EM Consultants who have helped Toast
40
EM Projects with Toast
>50%
EM Projects Extended
Helping a freshly-IPO’d company with their growing marketing needs
Toast, an industry-leading restaurant point of sales management system, is dedicated to helping over 100,000 restaurants with their operations, sales and customer experiences.
EM Marketing started working with Toast in 2020 by helping to grow their demand generation programs. Since Toast went public in 2021, EM has continued in supporting their marketing operations by providing marketing experts to help them with social media and influencer programs, field events, and performance marketing campaigns.
A scaling social media team and reviews in need of a refresh
One of EM’s consultants, Caroline Back, was brought in to support Toast’s growing social media marketing team. She helped them develop and grow their influencer partnership campaigns by determining which influencers would create the most impact through storytelling. This led to Toast’s partnership with foodie influencer, Keith Lee, who has 2.4 million Instagram followers. They decided to surprise a restaurant owner of Keith Lee’s choosing with a gift of $50k. The execution of this collaboration was well worth the two-plus years of planning, as the resulting Instagram reel became Toast’s most positively-received Instagram post to date, with over 75% of comments being overwhelmingly in support of the brand.
Another consultant, Nicole Zuccaro, helped Toast pinpoint and remedy why their Trustpilot consumer reviews were at critically low levels. She deduced that the negative reviews came from customers of local merchants, not Point of Sales (POS) Toast customers. To help correct this confusion, she helped Toast set up two separate Trustpilot profiles; one for their POS and one for local Toast merchant reviews. She also migrated reviews from the POS profile to the correct local merchant Trustpilot profile. In just 90 days, Toast saw a 466% jump in reviews and turned a 1.09-star average into 4.21—proving that structured strategy can flip perception and fuel pipeline.
“EM is a flexible & responsive agency with functional coverage across the full marketing spectrum.”
Addressing a host of marketing needs
In addition to enhancing social efforts and improving Trustpilot reviews, EM Marketing consultants supported Toast’s day-to-day marketing, spanning field and corporate events, affiliate programs, online shop support, and a host of other needs. With EM’s expert talent curation and deployment, Toast has been able to grow their post-IPO marketing team in a flexible and efficient manner.
