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Michele Waits, a coffee industry veteran with over 15 years of experience, discusses being announced as Biggby Coffee's new CMO. Waits, who has worked with brands such as Gerber and illycaffè and worked as a VP for Starbucks for over 12 years, shares how her insights will empower the marketing team to connect with Biggby customers in a more individualized way, streamlining and modernizing the concept's efforts. Waits plans to leverage personalized digital marketing and a social media presence in her new role which will allow the brand to be able to connect with its customers how and where they prefer and can discuss how her experience working with household names internationally will help fuel Biggby’s growth even further.    Key Takeaways: [1:58] - Michelle shares her background in marketing and the 20 years of experience she has. [3:07] - After working for Starbucks for 12 years, Michelle confirms that Starbucks is not a franchise. Michelle’s transition to Biggby is a learning curve since it is a franchise.