Today we’d like to introduce you to Valerie Engler.
Hi valerie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I think my founders story on my team page says almost all of it! https://thevyne.com/team
With a background in journalism and publishing, I started Grapevyne Media in 2016 as a copy writing and content strategy consultancy. At the time, I was web editor of Minnesota Business Magazine, and through my reporting on businesses, it was clear that businesses *needed* content….of all kinds! Blogs, newsletters, websites, etc. My husband, Aaron, is President and CEO of Border Foods — a local Taco Bell franchisee. At the time, he suggested that I come and help his business build a new website. I leveraged my contacts from publishing to tell video stories, and partnered with a local agency to help with design. We launched BorderFoods.com in 2018 and that’s when the snowball effect struck me. I started getting calls from franchisees across the country who saw the work that we had done, and wanted the same thing: a way to share their unique story and culture. Afterall Taco Bell employees aren’t employed by Taco Bell (the brand only owns about 150 of its own locations), they’re mostly employed by franchisees….and these franchisees are BIG companies. The rest is history. Today, In total, Grapevyne markets for nearly 1,000 Taco Bell units across the U.S. I joke that the business “happened to me,” but today we’re working on being more strategic with team deployment, and also being selective about who we work with. We’re interested in working with clients who align with our values as a team!
We’re comprised of 6 employees, and 4 contractors, and we’ve hit revenue numbers of $1mm+ consistency for the last 2 years now.
Our work has caught the eye of the Taco Bell Foundation, and we’ve been the agency behind their national Live Mas scholarship reveals for 2 years now.
Over the years, we’ve onboarded other non-franchisee clients who see our knack for story telling and want “in.” Currently, those clients include Portico Benefit Services and Norway House.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Ha! Not a smooth road at all. I’ve learned many, many lessons over time, the largest of which was how to manage people, how to lead people, and how to listen to your gut (something that doesn’t often make its way into a business setting). I care about the bottom line, but I care more about doing meaningful work with and for people who love and respect the creativity and talents on the team.
Thanks – so what else should our readers know about grapevyne media?
At Grapevyne, we work to help businesses stay on top of the never ending content cycle. Our mission is to inspire, connect, and breathe life into brands through vibrant stories. We’re a diverse team—writers, videographers, designers, and social media wizards—crafting content in all its forms.
Grapevyne Media has extensive experience navigating the intricacies of franchisee-franchisor relationships, having worked closely with some of the nation’s largest QSR franchisees.
We know that quick service restaurant owners leverage the power of an already-established brand to drive business forward. But there’s one thing franchisors and brands can’t do for their owners: market the franchisee’s unique story, mission and culture. And that’s what keeps people around!
From the front of the house to the back, from the drive-thru lane to the guest line inside, we’ve got all of your points of contact covered! Our goal? To help you communicate and make a lasting impression with job candidates and existing team members. You create the cool work environments, tasty eats and competitive benefits packages, and we’ll do the rest.
What quality or characteristic do you feel is most important to your success?
First and foremost my team — and their trust in me.
With 80% of my business sitting within the QSR franchisee community, another important piece in the success puzzle is our collective knowledge of the quick service restaurant industry — we speak our clients’ language (while other agencies may struggle to understand the nuances and intricacies of that space)
Lastly, Grapevyne’s collective ability to “figure it out” … rarely do we decline a project from a client. We’re a small but mighty team, and creative! We love to brainstorm with our clients to find creative solutions to make their dreams come true.
Contact Info:
- Website: https://thevyne.com/qsr
- Instagram: https://www.instagram.com/grapevynemedia/
- LinkedIn: https://www.linkedin.com/company/grapevyne-media/
