The rules for restaurant marketing and activations have changed. From fine dining establishments within 5-star hotel resorts to entire food halls inside thriving mall complexes, a holistic approach now underpins a venue’s success.
In my role as Partner and CMO for TGP International, creating, operating and activating some of the region’s most successful restaurants and food halls, I’ve seen firsthand how strategic marketing must align seamlessly with a venue’s core concept, brand, and purpose to drive engagement in one the most competitive markets.
Whether you’re showcasing a standalone restaurant or working with a multi-brand destination, below are four key elements I always consider when building an F&B marketing and activation strategy.
Always align marketing strategies with the core concept
In an era where a restaurant’s success often hinges on its digital presence, having a strong core concept is non-negotiable. Venues lacking a clear identity are challenging to market in a competitive landscape.
A venue’s core concept is the foundation upon which all aspects of the brand are built, from physical design to customer experience and, crucially, marketing efforts.
Without a clear and compelling identity, marketers and brand ambassadors face significant difficulties in connecting with customers and capturing attention in both physical and digital spaces.
A well-defined core concept for restaurants, bars and other F&B businesses, serves as the guiding principle that shapes every aspect of a venue’s identity, ensuring consistency and clarity in how the brand is perceived. It defines what makes the venue unique and relevant to its target audience, providing a clear value proposition that differentiates it from competitors.
As a new generation of multi-concept food hall venues shapes the region, the very same rules apply when building brand and marketing strategies for these vibrant food hubs. Concepts must still be well-defined and clear.
For example, if we’re activating a food hall with a core concept grounded in inclusivity, community, and connection, these are the core elements that must form the framework for all creative and marketing decisions, allowing us to shape opening and seasonal campaigns with depth and relevance.
Tell a story through brand and marketing
At the heart of effective marketing is storytelling—crafting a narrative that resonates emotionally with customers.
Compelling storytelling also helps communicate the brand’s values, mission, and unique offerings, turning a simple meal into an engaging experience that means something more to guests. A few ways to tap into a concept’s narrative include:
- Highlight origins – Share the history and inspiration behind the restaurant’s concept, people, menu, and recipes to create a deeper connection with the audience.
- Use visual storytelling – Leverage high-quality imagery and videos across social media and in-house displays to visually reinforce the brand’s journey wherever possible.
- Create in-store moments that invite digital interaction – Elements such as open kitchen formats or interactive cooking classes add an element of theatre that invites spectatorship and engagement, making the brand a desirable subject for personal social channels. This digital interaction not only amplifies the venue’s presence but also strengthens its narrative.
- Incorporate customer experiences – Bring guests into the brand story by featuring testimonials, user-generated content, and real customer stories to create authenticity and show how the venue impacts the lives of its guests.
- Plan thematic events and activations – Host events that align with the brand’s story, such as coffee tastings, food workshops, and cultural activities, making sure your programming always aligns with the venue’s core concept.
Activate with purpose
Diners increasingly seek experiences that align with their lifestyles and aspirations. Understanding these motivations is key to crafting an activation strategy that not only attracts attention but also creates long-term meaningful engagement.
The right activation strategy can differ venue to venue. While some restaurants may benefit from a highly targeted approach aimed at a niche audience, others may require a nuanced strategy.
For instance, if you’re working with a food hall venue that has multiple concepts within it, consideration will need to be applied to creating a cohesive activation plan that respects each venue’s individuality while ensuring that every touchpoint aligns with the collective narrative.
Leaning too heavily into a single concept can distort the venue’s identity. Instead, it’s better to find a way to encompass eclectic food and styles into brand communications, highlighting opportunities for discovery and touching back on elements of community and mixing.
Localise your strategy
Understanding the cultural nuances, preferences, and expectations of your local audience will allow you to create a more personalised and impactful marketing campaign.
By localising content—whether it’s through language, imagery, the use of local models in photography—you create a stronger connection with your audience. Tailoring your promotions to resonate with national holidays, events, and cultural practices can also drive more engagement and foot traffic.
Equally, partnering with the right local influencers, chefs, or cultural icons is often crucial to generating buzz around the venue and cultivating a genuine connection with the community.
When building marketing and activation strategies for our projects, we often engage with local influencers and chefs who could authentically represent the brand’s values and offer a meaningful impact on the local landscape.
By hosting exclusive events, pop-ups, and collaborative experiences with these individuals, we are able to create an aspirational atmosphere that local customers are eager to be part of.
Aligning marketing with brand and concept
When branding and marketing efforts for restaurants are misaligned, rushed, or poorly executed, the consequences can be severe, leading to a diluted brand presence and weakened customer engagement.
Conversely, a well-crafted core concept allows for the creation of a cohesive brand story that resonates across all touchpoints – from digital channels to in-venue experiences – creating a strong emotional connection with guests.
At TGP, the creative process is the backbone of how we build winning marketing strategies, both for our sister company venues and our clients. This process begins long before any marketing materials are created; it starts with a deep understanding of the core concept through collaborative workshops and close coordination with clients and stakeholders.
This foundation allows us to build an approach that is not only cohesive but also aligned with the venue’s goals and purpose as an asset. From the vibrant outlets at Expo City Dubai to the iconic Al Mamlaka Social Dining food hall in Saudi Arabia, the success of our most memorable marketing campaigns lies in an integrated creative strategy that unites core concepts and F&B branding with robust marketing efforts.
By Cheryl Sheppard, Partner at TGP International
