The Passionate Storyteller has a Personal Connection to the Coffee Franchisor
Scooter’s Coffee announced Malorie Maddox as Chief Marketing Officer (CMO). She will oversee the 25-year-old coffee franchisor’s marketing initiatives and help expand the brand across the U.S. She brings two decades of media experience to the position.
Maddox’s ties to Scooters are very personal. Her husband, who recently passed away from cancer, started every morning with a white chocolate Mocha from Scooter’s Coffee. Some of her favorite moments with him were great conversations over coffee, and she knows that he would be proud that she’s working for Scooter’s, she added. Maddox loves working for a company that shares her values.
She believes that customers choose brands based on how its products and services make them feel. She also sees drive-thrus as a way to get to know customers. After participating in barista training and working three days in a busy Scooter’s location, Maddox saw this firsthand with her interactions with customers.
“Many of them brought their dogs to buy a pup cup. Some started their workday with us. If we can start our customer’s day with a smile, they will never forget that.”
A Career in Storytelling
Throughout her media career, Maddox has always used storytelling to create emotional connections. She won awards as a journalist, an investigative reporter, a news producer and an anchor at WOWT-TV, the NBC affiliate in Omaha, Neb. She then found work in the insurance industry serving as chief marketing, communications and strategy officer at Blue Cross Blue Shield Nebraska prior to joining Scooter’s.
Franchising with a Purpose
Maddox enjoys seeing entrepreneurs build a legacy for their families through franchising and put their heart and soul into making their businesses successful. “My favorite calls each month are meeting potential franchises and hearing their ‘why.’”
Maddox urges franchisors to take their marketing initiatives to the next level and focus on engagement and lasting relationships with customers. She added that marketing should be authentic and true to the company’s core values. To succeed in franchising, Maddox tells candidates to know their “why” because if they are driven by the right motivation and reasons, anything is possible.