lkroth1996@gmail.com | 949-433-0255 | LinkedIn |

Hi, I’m Laura

A hospitality marketing leader with a flair for innovation and shaking things up. In today’s fast-paced world, adaptability is a ​superpower. I’m all about driving progress, overcoming challenges, and building creative teams that deliver growth.

I’ve worked with epic brands on incredible projects, from product launches to grand openings. Get in touch, and let's explore how we ​can transform bold ideas into results for your brand.

Expertise

Brand Strategy | Team Leadership | Creative Ideation | Launch & LTO Planning | Campaign Integration

Local Store Marketing Plans | Menu Innovation | Market Research | Franchisee Support | Board Communications

Background

Strategy

Epic Wings, originally founded in 1982, was the first to bring Buffalo-style wings to the ​West Coast. The first store opened in San Diego and has since expanded to over 35 ​locations across Arizona, California, North Carolina, and Texas. Known for its ​commitment to using only fresh ingredients, Epic Wings has been voted the best ​wings in San Diego for 12 consecutive years.

As the brand expanded nationwide, two key challenges arose: increasing ​awareness outside San Diego and ensuring franchise consistency. Systems and ​templates were developed to standardize operations, while a social media team, ​loyalty programs, and local campaigns were launched to expand brand recognition.

Branding

Originally called Wings N' Things, the brand was a neighborhood ​favorite for over 40 years. As it grew through franchising, a new ​40th-anniversary logo and brand guidelines were introduced. The ​signature burgundy and gold interiors were refreshed with vibrant ​orange and green accents, which were then incorporated across all ​marketing and digital assets.

Warm & Welcoming

Fresh & Vibrant

Store Launches

New store launches feature robust digital campaigns using social ​media, influencers, and local ads to build buzz. Partnerships with ​iHeart Media and Univision attract large crowds and new fans. Email ​and SMS BOGO promotions offer value-driven "intro" deals, while the ​MyEpic Rewards program converts first-time visitors into loyal fans,

new stores openings

25%

increase in website visits

15%

YOY sales growth

Menu Launches

One of Epic Wings' key operational strengths is its simple, easy-​to-execute menu, limiting new items and often bringing back fan-​favorite LTOs. A popular example is the chicken taco, recently ​reintroduced with a Coca-Cola sponsorship—buy a drink, get a ​free taco. Launched on National Taco Day, the promotion ​featured in-store events, influencers, and a contest.

Impact

34M impressions served from the Coke Ikon contest

12K app downloads from the Free Taco promo

Partnerships

In 2022, Red Bull introduced its products into Epic Wings' beverage lineup, ​creating opportunities for the brand to participate in high-profile events ​such as the 2023 Sand Scramble Race, the 2023 US Open of Surfing, and the ​LA Dance Your Style event. Red Bull’s extensive reach fueled excitement and ​significantly expanded the brand's visibility to new audiences.

Impact

1K new eMail subscribers from the US Open Surfing activation

$2 lift in ticket average from the DoorDash/RedBull promo

Other PartNers

Marketplaces

In 2024, Epic Wings expanded its third-party delivery presence by ​adding GrubHub and Uber Eats alongside DoorDash. These platforms ​boost visibility and attract new customers through promotions like ​Uber Eats' UndefEATable NFL campaign, by driving order frequency, ​and revenue growth.

Impact

7K promo redemptions

$269K in total promo sales

Enhancements

To enhance the customer experience, the brand introduced ​digital updates in 2023 and 2024, including a new app, loyalty ​program, e-gift cards, and an interactive nutritional guide. ​These features provide convenience, personalized rewards, ​and easy access to important information, making it simpler ​for customers to engage with the brand.

Impact

300% increase in Rewards subscribers from 7/23-7/24

18% lift in average ticket

Franchisee Support

One key initiative was creating an online platform for franchisees to access ​essential resources like toolkits, SOPs, marketing plans, ordering systems, and ​calendars—items missing from the original expansion plan. This addition ​enhanced the brand's consistency, marketing effectiveness, and operational ​efficiency.

Manuals & SOPs

Background

Strategy

John’s Incredible Pizza Company was founded in 1997 with the first ​location in Victorville, California. The brand combines an all-you-can-​eat buffet with rides, games, and parties, creating a fun, family-​friendly environment. Each location averages 50,000 square feet, ​with locations across California and Las Vegas, NV.

The role at John’s involved leading group sales and implementing an integrated ​marketing strategy. Key initiatives included centralizing the event booking center ​to streamline bookings and driving brand growth with five new locations. It also ​focused on promotional campaigns and building strong community partnerships.

Store Launches

At John’s, everything is about making an incredible ​impact! The brand went big with the Los Angeles store ​launch, featuring a bold, brighter design, and opening ​events fueled by KIISFM influencers and media push.

Impact

30% lift in admissions for the first 30-days

For the Westminster, CA grand opening, John’s partnered ​with Major League Eating (MLE) to host an pizza eating ​contest. Professional eater Geoffrey Esper took first ​place, devouring 83 slices in 10 minutes!

Impact

52% lift in admissions for the first 30-days.

MLE Press Release

Menu Launches

33% increase in website menu page visits

Events

With large venues, we always looked for ways to optimize ​space. In 2019, the brand held its first Annual Kids Cook-Off ​Championship, where regional winners competed in Las Vegas ​for $5,000 and a chance to feature their dish at all locations. ​Hosted by Food Network’s Chopped Champion Chef Joe ​Youkhan, the event included spots on the Las Vegas KVVU ​MORE morning show.

The winning Bacon Mac & Cheese inspired a bacon-themed ​campaign, adding Bacon Ranch Pizza and Caramel Bacon ​Blondies to the buffet. Paired with a $5 game card offer and a ​Mystery Bacon Box contest, the campaign was a sizzling ​success!

Impact

3 new menu items

25% lift in guest count

iHeart’s 2019 Wango Tango event featured top pop ​artists Taylor Swift, Jonas Brothers, and Halsey at ​Dignity Health Sports Park. Thousands of fans enjoyed ​high-energy performances and interactive experiences, ​making it iHeartRadio's standout event of the summer.

John’s Incredible Pizza one of the event's sponsors, ​added to the excitement with their "Pizza For Life" ​contest, announced on the main stage, while DJs ​energized the crowd by tossing John's branded foam ​fingers to fans.

Impact

10K new VIP Club loyalty members from activation & contest

CommUNITY

John's believes in supporting important causes by actively participating in ​community events and school award programs. The brand’s mascot, ​Incredibear, is always part of the fun and can be booked for outside events ​through the brand’s centralized booking center.

In 2019, John's partnered with Make-A-Wish, Knott's Berry Farm, and the ​Anaheim Ducks to fulfill a young boy's wish to become a local hero.

Impact

15% of revenue generated from student award programs

500 community events booked in 2019

Promotions

To save costs on aging ticket machines, we refreshed them with ​playful decals featuring the mischievous Grubblers, a family of ​monsters who love eating tickets!

Max, the radical leader, Miles, the overthinker, and Maggie, their feisty ​sister, became the face of the campaign. This boosted game room ​play and opened up opportunities for promotions and merchandising, ​maximizing the value of the existing machines.

ImPact

$100K in savings by repurposing existing machines

Background

JIPC Management, owners of John's Incredible Pizza, launched this ​high-end Mexican concept in 2018, now expanded to three California ​locations.

Strategy

The project involved developing the concept name, logo, branded materials, and ​food photography. The design needed blend the owner’s heritage with modern ​aesthetics, highlighting the brand's 100 tequilas and night-out vibe.