#117: Dave’s Hot Chicken CMO Brandon Rhoten | The Science Behind Viral Marketing

Big marketing moments rarely happen by accident.

This week on Soul & Science, Jason Harris sits down with Brandon Rhoten, Chief Marketing Officer at Dave’s Hot Chicken, to discuss the discipline behind breakthrough marketing. Known for shaping the iconic digital voice of Wendy’s and leading brand turnarounds at Papa John’s and Potbelly, Brandon shares how he blends creativity with rigorous analysis to drive real business results.

In their conversation, Brandon shares how Dave’s Hot Chicken built a cult following by letting its fans define the brand — not by chasing trends. He also explains why value is just as important as brand in today’s quick-service restaurant industry, why research and experimentation are key to developing campaigns that actually work, and why the best CMOs are the ones that do their homework.

✅ Why the best marketing ideas are built on research

✅ How viral moments should support long-term growth, not replace it

✅ Balancing marketing and brand identity with real value

✅ How customers can shape a brand from the outside in

✅ Why CMOs should treat marketing like a scientific experiment

💡 “If it was just doing the TikTok dance, everyone would do the TikTok dance.”

💡 “I believe in finding a decade of growth in a brand.”

💡 “You don’t say you’re funny — you tell a joke.”

💡 “The big ideas come out of the blocking and tackling.”

💡 “Do your homework.”

Brought to you by Mekanism.

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