Lean what’s best and worst for your F&B industry through this article.

Written by Vanshitha M

Published on Apr 05, 2024


Execution of a product is the start of putting your product out there, this is possible with the help of marketing. Marketing is identifying customers and creating, communicating, delivering, and exchanging goods and services. To understand the do’s and don’ts of F&B Marketing, check out this article.

F&B industry:

The food and beverage industry makes up to 3% of GDP. and nearly 2/3rd of the country’s whole retail market.

The Do’s of the F&B industry:

  • User-centric:

According to McKinsey, Personalization can boost revenue by up to 40% more revenue potential and also said that 76% of customers feel frustrated if they do not have a personalized experience. Every customer craves a wholesome experience with your brand.

This can be incorporated through personalized food aka making sure it fits the taste of the person. This can be hard to achieve with mass-scale production but simple steps such as getting the allergies asking about spice levels at a restaurant or creating products that do not have high allergens.


The best way is to introduce cuisines. In the recent trend of 2022, The Korean cuisines have swept social media. Focus on the needs of the users.

Source: velocity

  • User-generated content

Dining experiences, testimonials, and reviews are the best to highlight your brand. These establish reliability and trust to set your restaurant on maps. This increases brand visibility and recall. Turns out. 90% of users trust other users more than any promotional content.

This can be incorporated with the help of buzz. Imagine a picture, caricature, or a wall of print that becomes the mascot of your restaurant. Hashtags and mentions in social media immediately create FOMO driving people.

  • Offers:

The right offers can attract users. With localized marketing, set up offers or campaigns related to the locality’s events and festivals. If you wish to know more about whether coupons are the best or worst weapon in your arsenal, do check out this blog.

This can also be incorporated as a GWP (Gift With Purchase) campaign offering a 1+1 or code that can redeemed boosting loyalty. An example of this can be a free bottle provided by the “Boost” brand.

Source: Amazon

  • Contests:

The right activities and giveaways spark an interest in enhancing brand visibility with the users.

An example of this can be keeping a game for a free softy in the brand ‘McDonalds’

  • Feedbacks

Learn what works for your audience. Even in the F&B business, there are multiple ways you can establish your brand. Understand the users simply by ‘asking them’, a small reward at the end of feedback can be a value ad.

  • Collaborations:

Influencer marketing is one of the top trends in the marketing arena now. Leverage the trends to ensure seamless collaboration.

You can always look to collaborate with local farmers to market the fresh ingredients and the campaign to support farmers.

To incorporate these, be sure to choose an influencer who aligns with your brand’s value. As an F&B industry, food bloggers should be at the top of the list.

Don’ts of Marketing in the F&B industry:

  1. Do not ignore the feedback of a consumer.

  2. Be transparent with your ingredients and labeling. Recently, many situations arose due to misleading packaging and wrong promises. Establish reliability with the users.

  3. Wrong SEO: As a local dining, be sure to focus on local Search Engine Optimization so the nearby users will take up your restaurant.

  4. Don’t miss out on targeted marketing through segmentation of your TG (Target Group) to enhance your marketing style.

  5. Do not underestimate the power of good visuals, F&B industries thrive on curating the cravings of the users. The tip from our side is to allot more budget to photography and editing.

  6. Higher engagement with higher accuracy and updates in your social media profiles. Stay updated with trendy cuisines and do not forget to update your profiles.
Examples of marketing campaigns you can use in the F&B industry:
  1. Timing-sensitive: You can post the marketing campaigns wrt to different food timings like lunch, breakfast, dinner, etc.

  2. Subjective: Use relativism to tap into different local cuisines and market accordingly. For example, tea and biscuit, Biryani, and coke are 2 favorite combinations of Indians. Acknowledge these and curate marketing campaigns accordingly.

  3. Relate: Understand the localities. See if you can use the weather or a festival to push forward your food. Examples of this can include Zomato’s quirky notifications according to weather, IPL season, or festivals.

  4. Use visually appealing content: Food always makes a person’s stomach rumble, Use this to cash in the cravings of people.

  5. Cater to the trends: In the COVID era, we saw the famous Dalgona coffee or Korean cuisine reaching a hype. As time goes by, people’s preferences, tastes, and trends change. Understand them and create campaigns accordingly.

Example of worst campaigns:

Crystal Pepsi:

Source: peppercontent

As the name suggests, it was Pepsi that was rather clear.


This product was a failure in the industry since
a) Taste difference.
b) Customer expectations weren’t met.


Marketing differs from brand to brand, Especially as a F&B brand, the competition is high. To set the bar for your brand, Be sure to follow the tricks and stay connected with our blog so you know A-Z in marketing.

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Retention10 is the best customer retention management that can help your brand stay different. From providing essential ways of curating the right content to creating the best funnel to understand customer lifecycle, We are here to stay!

For customized retention solutions, Book a demo call with us right away.

Thanks for reading.

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Vanshitha Munipally
( Research & Content Marketer )

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