“We felt we needed to go in that (Gen Y) direction,” said Frankel as NAMA searched for a new CEO. “We wanted to go with someone who understood that a little better.” Therefore, in 2011, the board asked Carla Balakgie to lead NAMA into a new era.
Gratitude tour is marketing win
Frankel knows the Gratitude Tour, which launched in 2012, had mixed reviews from the industry. However, he believes it achieved its goal. “What we were trying to do was get positive press … without spending money on advertising,” explained Frankel. With all the negative media focus, Frankel and the NAMA board were afraid vending machines would be attacked and removed, like cigarette machines.
The Gratitude Tour allowed a couple thousand dollars to be transformed into massive, positive, media coverage. “Every where they took it, the press was fantastic,” added Frankel. He also likes to point out there are not as many negative comments about vending in the news anymore.
Frankel has been doing vending his whole life, the future still excites him. However, the best part is the people. “Here, at this company, it’s a whole family that works together toward each goal,” said Frankel. “It’s so much fun to come to work here.”