GBK burger boss joins CGA Peach's Insight & Marketing Conference speaker roster

Alasdair Murdoch, CEO, Gourmet Burger Kitchen

Alasdair Murdoch, CEO, Gourmet Burger Kitchen

Gourmet Burger Kitchen CEO Alasdair Murdoch heads the list of high profile speakers at CGA Peach’s annual Consumer Insight & Marketing Conference at London’s Tate Modern on April 20. The burger chain boss will be looking back at the row over the brand’s now notorious ‘Vegetarians, resistance is futile’ advertising campaign – the fall-out and the lessons learned. 

Spaces are still available for operators in the sector. 

The theme this year is Maintaining Momentum, how businesses need to stay fresh and relevant as they seek to grow in a changing and highly competitive marketplace - and what new tools do they need to employ.

Speakers from organisations as diverse as Tesco, Whitbread, Revolution Bars, GBK and artisan coffee brand Grind have been lined up, including:

  • Adam Martin, commercial and marketing director, Tesco Hospitality
  • Alasdair Murdoch, ceo, Gourmet Burger Kitchen
  • Dan’l Hewitt, UK md at Makers Studios and former director at VICE, the global youth media business
  • David Abrahamovitch, CEO & Co-Founder, Grind & Co
  • David Murdin, COO, brand developments, Whitbread Restaurants
  • Mark McCulloch, founder & CEO, We Are Spectacular
  • Peter Martin, VP, CGA Peach
  • Ralph du Plessis, founder Red Mud Media
  • Sam Jones, head of marketing, Revolution Bars
  • Victoria Albrecht & Nadia El Hadery, founders Food Tech Week, FoodHack and Food Start-up School

CGA Peach’s own teams will also spotlight the latest data, research and insight on consumer attitudes and habits when eating and drinking-out in what appears an increasingly brand-cynical world and loyalty-free market.

The event will be chaired by CGA Peach’s Peter Martin and Jamie Campbell.

“Our central theme this year is not so much how to create a brand, but how to maintain the momentum as businesses mature and newcomers try and steal your market-share,” said conference chairman and CGA Peach vice president Peter Martin. “How do you continue to stand-out in an increasingly crowded, competitive and ever-changing marketplace?”

Last year’s event attracted around 150 marketing and insight professionals, brand owners, board directors and entrepreneurs from across the eating and drinking out marketplace.

The CGA Peach Insight & Marketing Conference will be held on Wednesday 20 April at Tate Modern, London. Sessions start at 2.00pm and conclude at 5.45pm, followed by a drinks reception for discussion and networking.

The programme

2.00 - Welcome Jamie Campbell, director CGA Peach

2.10 - The competitive landscape CGA Peach’s Peter Martin sets out the challenges facing brands, insight teams and marketers, and how the market is already reacting

2.30 – New tools for new times Mark McCulloch, ceo and founder of the We Are Spectacular agency on why businesses should be marketing like the year they are living in

2.45 - Start the story telling Dan’l Hewitt, UK md at Makers Studios and former director at VICE, the global youth media business, on why content is crucial, especially for connecting with millennials

3.00- Standing out online: who does it best? Ralph du Plessis, founder of Red Mud Media, on how to be found when people are searching for something else

3.15 – Q&A session with Mark McCulloch, Dan’l Hewitt and Ralph du Plessis

3.25 – coffee break

3.55 – The burger and the veggies: anatomy of an ad campaign Gourmet Burger Kitchen CEO Alasdair Murdoch looks back at the row over the brand’s ‘Vegetarians, resistance is futile’ advertising campaign – the fall-out, the comeback and the lessons learned

4.20 – What consumers really think about eating and drinking out CGA Peach’s analysts present the latest findings from our BrandTrack consumer survey – the trends, habits and attitudes to loyalty as well as the public’s favourite brands

4.35 – The food entrepreneurs Victoria Albrecht & Nadia El Hadery, founders of Food Tech Week, FoodHack and Food Start-up School, on the search for the next big trends in food and technology – and how existing business can leverage them

4.55 – Maintaining momentum: panel session Brand owners from businesses as diverse as Tesco, Whitbread, Revolution Bars and artisan coffee enterprise Grind discuss the challenges of staying fresh and relevant in an ever changing and competitive world.

  • David Abrahamovitch, CEO & co-founder, Grind & Co
  • Sam Jones, head of marketing, Revolution Bars
  • Adam Martin, commercial and marketing director, Tesco Hospitality
  • David Murdin, COO, brand developments, Whitbread Restaurants

Chaired by Peter Martin.

5.45- Drinks and canapes

To secure your place, contact event manager Molly Nicholas – email molly.nicholas@cgapeach.co.uk

CGA Peach is grateful to its sponsors of the Consumer Insight & Marketing Conference, Zonal, CPL Training, Maru/edr, Fishbowl and WE ARE Spectacular.