Steve’s breakdown: Zaxby’s creative is scattered as much as their email formats. We’re hoping the new CMO to take control of the situation – including hiring a new agency. (which we think will happen)

Zaxby’s email formats.

Email format	Example	Percentage
{first}.{last}@zaxbys.com	[email protected]	40.0%
{last}.{first}@zaxbys.com	[email protected]	17.1%
{first}{l}@zaxbys.com	[email protected]	8.6%
{last}{f}@zaxbys.com	[email protected]	8.6%
{first}@zaxbys.com	[email protected]	5.7%
{last}@zaxbys.com	[email protected]	5.7%
{first}{last}@zaxbys.com	[email protected]	5.7%
{last}{first}@zaxbys.com	[email protected]	5.7%
{f}{last}@zaxbys.com	[email protected]	2.9%

ATHENS, GA: Zaxby’s has hired Patrick Schwing as chief marketing and strategy officer to oversee marketing communications, loyalty, e-commerce, R&D and media, including digital and social. He joins Zaxby’s from Inspire Brands, where he served as Arby’s chief marketing officer and president of the Franchise Association for over two years.

“As Zaxby’s focuses on brand and culinary differentiation, we are excited to add Patrick to our world-class executive team,” Bernard Acoca, Zaxby’s CEO, said in a company press release. “Patrick’s global brand experience, having worked for both top-tier CPG and QSR organizations, and his proven track record in effectively addressing consumers’ needs through insights, new products, and technology innovation, will serve Zaxby’s extremely well as we seek to attract new audiences and build even greater guest loyalty over time.”

Prior to Arby’s, Schwing held domestic and international marketing roles at Procter & Gamble, where he worked across the group’s portfolio on brands such as Pantene, Head & Shoulders, Herbal Essences and Oral-B.

“Transparency drives trust in all of our relationships,” Schwing said in the release. “To truly live the Zaxby’s mission and enrich the lives of our guests, we must build strong relationships, connect through special moments and show our appreciation — all in the pursuit of showing our guests that we know and understand them better than any other brand.”

Founded in 1990, Zaxby’s has over 900 locations in 18 states.

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