Build It or Buy It? What You Should Consider First

When going down the path to implementing interactive technology, organizations must ask themselves: does it make more sense for us to buy it or build it ourselves? Off-the-shelf software, for example, is generally a one-size-fits-all proposition, with some customization possible. Building your own app, for example, means it can have all the customized features you want, but building it out may be a long and expensive proposition. Some find that the answer may be a hybrid of the two approaches.


Terry Chi | Director, Mobile and Digital Innovation | Caesars Entertainment

Terry Chi is the Director of Mobile & Digital Innovation at Caesars Entertainment, where she oversees the development, strategic roadmap, and marketing of the Caesars Rewards mobile app and other enterprise-wide digital initiatives. Prior to moving to Las Vegas, she spent most of her career in the CPG industry in which she launched over 30 products into national retail distribution driving multi-million dollar revenue growth at companies such as M&Ms Mars, The Coffee Bean & Tea Leaf, and Dunn-Edwards. Terry received her BA from Cornell University and her MBA from UCLA Anderson School of Management.

Laura Rea Dickey | CEO | Dickey’s Barbecue Restaurants

Laura Rea Dickey currently serves as Chief Executive Officer of Dickey’s Barbecue Restaurants, Inc. Laura has been with the brand since 2009 and most recently served as Chief Information Officer before transitioning to CEO in 2017. As CIO, she implemented a new technology infrastructure for the brand bringing parity and integration to data reporting, information security and all digital sales channels. In her time as CEO, Laura has continued the brands expansion by overseeing the development of the first international locations with restaurants in the UAE and the brand’s first major menu addition in four years debuting six new signature sauces and adding pit-smoked chicken wings to the core menu in 2019.

Christopher Gumprecht | Vice President, Guest Technology | Lettuce Entertain You Restaurants

Christopher Gumprecht leads guest technology innovations for Lettuce Entertain You Restaurants across 60+ brands, representing 120 locations nationally. With 15+ years in the organization, Christopher is the business owner for all website design and development, road mapping for the LettuceEats mobile app, and delivering insight for additional marketing channels like loyalty, SMS, gift card and email. He provides a unique perspective combining his years of experience to drive customer acquisition and engagement. He is continually exploring new ways to integrate technology seamlessly into the customer experience with an emphasis on user experience, content generation, mobile engagement, and valuable data insights.


Brandon Elliott | Sr. Director, Digital Products | HMSHost

Brandon is a first generation “digital native” who grew up with the latest technology device, game system or computer in his hands. This childhood hobby is what triggered Brandon’s life-long passion for technology and his relentless drive to create, improve, innovate and transform the way we live, work and play. Brandon specializes in information technology and is a former business owner with 24+ years of hands-on experience including engineering, development and management. He is customer centric and results driven with experience working with IT, executive management and key business personnel to bring business strategy and technology innovation together.

session sponsor