The sector
F&B is highly competitive and driven by visibility, recall, and experience. Decisions are quick, and brands need to stay relevant and consistent to remain top of mind.
Customer journey
Food and beverage decisions move fast, but they are not made randomly. Discovery, appetite, and brand trust all play a role, and the journey often begins well before a customer walks in or places an order.
An Instagram post, a Google search, or a friend's recommendation surfaces the brand
Profile, photography, and brand feel are assessed in seconds — appetite is either created or lost
Reviews, ratings, and UGC either validate the brand or create hesitation
The first experience either confirms what the brand promised or breaks the expectation
Consistent brand presence converts a first-time buyer into a repeat customer and advocate
In F&B, the brand is experienced before the product is — consistency is what drives repeat.
The difficulty
Marketing in the F&B space is highly competitive, making it difficult for brands to stand out.
Inconsistent content can reduce recall, and visibility doesn't always translate into actual footfall or orders. With trends changing quickly, maintaining consistency over time becomes another challenge.
A brand that looks different on Instagram versus its packaging loses the recognition that drives repeat purchase.
Food photography without a story or point of view is interchangeable with every competitor.
Posting daily without direction builds a feed, not an audience.
Food is one of the highest-performing categories for short-form video, and brands that avoid it leave significant reach on the table.
A large percentage of dining decisions begin with a local search, and not appearing there means losing footfall before the brand is ever seen.
Recommended
Work in F&B
[One line on F&B work — pending from GS team]
Our approach
Visibility works when it builds recall.
Content is planned to stay consistent and recognisable across platforms. Communication focuses on what makes the brand distinct, not just active.
Campaigns and content work together to improve recall, engagement, and repeat consideration.
