Category Creation and Vertical Expansion

The Objective

Amplify Chick-fil-A’s use of Ditto’s Edge Sync Platform to modernize its Point-of-Sale (POS) system. The goal was to reach key restaurant trade publications – an important new vertical for Ditto – and secure a larger business-focused story around the benefits of cloud-optional technology.

The Strategy

Working with the Chick-fil-A and Ditto internal teams, the Escalate PR team drafted a press release and media outreach strategy. The team carefully crafted two pitch angles – one for business and one for restaurant trades. The business story focused on the broader benefits of going cloud-optional, while the pitch for restaurant trades focused on the results of Chick-fil-A’s POS modernization efforts. The Escalate team opted for an exclusive B2B press release strategy that focused on capturing the attention of a top-tier business reporter.

The Results

The team secured an exclusive with the Wall Street Journal. The resulting article, “Businesses Look Beyond the Cloud to Run Software,” was an informative look at cloud-optional technology and how it solves some of the cloud’s biggest challenges. It featured quotes from Ditto’s CEO, Adam Fish, and two of its customers: Chick-fil-A and Alaska Airlines. The team also scored several pieces of coverage in key restaurant trade publications, including QSR Magazine and QSRweb, and an interview with Pulse 2.0. To top it off, Ditto was invited to write contributed articles for Hospitality Technology and QSR Magazine to further dive into the benefits of cloud-optional technology for quick service restaurants (QSR). Now, the team has turned its attention to phase two of the outreach strategy, which focuses on securing joint speaking slots at key industry events.


Escalate PR is a Boston public relations firm specializing in B2B tech pr for AI/ML, cybersecurity, commercial drone, SaaS, and tech companies of all shapes and sizes. We’ve worked with large telecom companies to small commercial drone organizations with everything in between. If you’d like to tap into our knowledge, reach out to our team of senior consultants!

Exclusive with Wall Street Journal

Coverage in key restaurant trade publications including QSR Magazine and QSRweb