Marketing

 Setting Strategic Goals & KPIs
Success starts with a clear destination. I work with leadership teams to set realistic, measurable objectives—whether that’s increasing brand awareness, driving trial, or improving customer retention—and define KPIsto track progress.

Understanding Current Brand Performance
Before building a strategy, I deep-dive into brand performance data to understand:

• Where      your brand stands in the market
• What’s      working—and what’s not
• How      customers engage with your brand today

The Five P's

A marketing strategy starts with the five P's; product, place, price, promotion, people. I'll support you in mapping out current performance and consumer perceptions and define a strategy to work towards.

Building a Full-Funnel Strategy
A strong marketing plan must consider the entire customer journey. I build strategies that focus on every stage of the marketing funnel:

• Awareness     – Getting your brand in front of the right audience
• Familiarity     – Strengthening brand presence and perception
• Consideration     – Positioning your brand as the preferred choice
• Trial     – Encouraging first-time visits and purchases
• Engagement     – Keeping customers connected and coming back
• Advocacy     – Turning customers into brand champions

Mapping Out Channel Plans
I help brands identify which marketing channels—from digital and social media to PR, CRM, and partnerships—will have the most impact at each stage of the funnel.

Aligning Budgets for Maximum Impact
Marketing budgets need to work hard and smart. I ensure budgets are allocated effectively across channels to maximise return on investmentand focus spending where it will drive the biggest results.

Creating Clear Action Plans for Your Team
A strategy is only as good as its execution. I provide structured action plans, ensuring internal teams know exactly how to activate the marketing strategy and drive measurable success.

Why a Strong Marketing Strategy Matters

· Avoid Wasted Effort & Spend – Focus your marketing budget on what truly moves the needle.

· Improve Customer Journey & Retention– A full-funnel strategy ensures customers stay engaged beyond their first visit.

· Align Teams & Stakeholders – Clear goals and action plans ensure everyone is working towards the same objectives.

· Drive Sustainable Growth – A well-planned strategy isn’t just about today—it builds long-term brand equity and business success.

Let’s Build a Smarter Marketing Strategy for Your Brand

If your restaurant brand needs a clear, structured marketing strategy that drives real results, I can help. Let’s create a plan that works for your business, your audience, and your goals.

 Growth in the restaurant industry isn’t just about opening more sites—it’s about maximising your existing potential. Whether it’s new sales channels, untapped day parts, or fresh revenue streams, I help restaurant brands identify and act on the right opportunities for sustainable, profitable growth.

How I Identify & Plan New Growth Opportunities

Deep-Dive into Sales Patterns & Consumer Trends

Growth starts with understanding where you are today. I analyse:

• Sales trends across different day parts and locations
• How customers interact with your brand across multiple channels
• The competitive landscape and untapped consumer demand

Identifying New Revenue Streams
By evaluating your existing business, I uncover the biggest opportunities for incremental revenue, including:

• New      Sales Channels – Delivery, gift cards, group sales, catering, meal      kits, retail partnerships
• New      Day Parts – Breakfast, brunch, afternoon snacks, late-night menus,      off-peak promotions
• New      Audience Segments – Targeting corporate dining, family dining, solo      diners, or special occasions

Opportunity Mapping: Creating a Clear Growth Matrix
I don’t believe in guesswork—I create a structured opportunity matrix to help brands prioritise their growth initiatives. This considers:

• Size      of Opportunity – How much revenue potential does it offer?
• Ease      of Entry – How easy is it to execute?
• Brand      Fit – Does it align with your core brand identity and positioning?
• Market      Readiness – Is there consumer demand right now?

Turning Insights into an Actionable Growth Roadmap
Once the biggest opportunities are identified, I build a realistic, step-by-step plan for launching and scaling them. This includes:

• Phased      rollout strategies to test and refine new initiatives
• Operational      considerations, from staffing to supply chain needs
• Marketing      and customer engagement plans to ensure success

Why Opportunity Planning Matters

· Unlock Revenue Without Expanding Sites – Growth doesn’t have to mean more locations—it can come from maximising what you already have.

· Stay Ahead of the Competition – Spot and act on opportunities before competitors do.

· Optimise Your Offering – Build a menu and sales strategy that meets changing consumer expectations.

· Reduce Risk, Maximise ROI – A structured, insight-led approach ensures smart decision-making and profitable growth.

Let’s Find Your Brand’s Next Big Growth Opportunity

If your restaurant brand is looking to increase revenue, tap into new markets, or evolve your offer, I can help. Let’s create a clear, structured roadmap to make it happen. 

 Marketing should be more than just great creative and clever campaigns—it needs to drive real commercial impact. I help restaurant brands move beyond gut feel, setting clear KPIs and tracking marketing performance to ensure every pound spent delivers results.

How I Help You Measure & Improve Marketing Performance

Setting the Right KPIs
Not all marketing success looks the same. I work with brands to define the rightKey Performance Indicators (KPIs) based on business goals, whether that’s:

• Driving brand awareness and reach
• Increasing customer acquisition & trial
• Boosting customer frequency & lifetime value
• Improving return on marketing investment (ROMI)

Tracking Performance & Making Data-Driven Decisions
Once KPIs are in place, I help brands set up tracking frameworks to measure effectiveness, analysing:

• Sales impact of marketing activity
• Channel performance (digital, CRM, PR, media, promotions)
• Customer engagement levels and retention rates

Commercial Modelling of Marketing Activity
I support brands in understanding the true commercial impact of marketing, mapping out:

• Cost vs. revenue impact of different marketing tactics
• Expected return on investment (ROI) for campaigns
• The financial role of marketing within the overall business model

Assessing the Profitability of Marketing Activity
It’s not just about driving sales—it’s about ensuring profitability. I help brands evaluate:

• Which campaigns and promotions actually drive incremental revenue
• Where to increase or cut spend for maximum impact
• How marketing contributes to bottom-line growth

Why Marketing Effectiveness Matters

Eliminate Wasted Spend – Stop investing in marketing that doesn’t drive results.
Make Smarter Decisions – Use real data to refine and optimise marketing strategies.
Prove Marketing’s Value – Demonstrate the commercial return of marketing investment.
Achieve Sustainable Growth – Build a marketing function that consistently delivers business success.

Let’s Make Your Marketing Work Harder

If you want to understand, optimise, and maximise your marketing impact, I can help. Let’s set the right KPIs, track performance, and ensure marketing is a profitable driver of growth for your brand

 A well-thought-out marketing calendar ensures your restaurant brand is always one step ahead, aligning campaigns with business goals, key trading periods, and customer needs.

How I Help You Plan for Success

Annual Marketing Calendar Planning
I work with restaurant brands to build a structured, insight-driven annual marketing plan that aligns with:

• Business sales goals and trading patterns
• Key seasonal and cultural moments (Christmas, Summer, major events)
• New product launches, partnerships, and promotional opportunities
• Customer engagement strategies to drive frequency and loyalty

Collaborative Workshop Facilitation
A successful marketing plan isn’t created in isolation. I run collaborative workshops with:

• Leadership teams – ensuring marketing aligns with business priorities
• Internal marketing teams – helping them develop a clear, strategic plan
• Agencies–bringing PR, creative, media, and CRM teams together for aligned execution

These sessions ensure everyone is on the same page, creatively engaged, and working towards shared objectives.

Ongoing Marketing Planning Support
Marketing planning isn’t a one-and-done exercise. I offer ongoing support, leading:

• Monthly or quarterly marketing planning meetings
• Creative and strategic alignment sessions with internal teams & agencies
• Review sessions to track campaign effectiveness and optimise future plans

This structured approach ensures marketing remains agile, responsive, and continuously optimised.

Where I Add the Most Value

For brands without an internal senior marketing leader, I provide the structured guidance and strategic oversight needed to ensure marketing is planned, aligned, and executed effectively.

• Review sessions to track campaign effectiveness and optimise future plans
• Avoid last-minute marketing chaos – Plan ahead with confidence
• Maximise sales & customer engagement – Align campaigns to business goals
• Get the best from your agencies & teams – Foster creativity & collaboration
• Ensure marketing remains a long-term growth driver

Let’s Build a Smarter Marketing Plan

If your restaurant brand needs structured, strategic marketing planning—whether for an annual roadmap or ongoing support—I can help.