As a marketing consultant specializing in restaurants and CPG brands, I see a common pattern: business owners want "more PR" or to "blow up on social media," but don't realize those wins are built on deep, strategic marketing foundations — not luck.

After watching so many businesses chase short-term buzz without setting themselves up for long-term growth, I decided to raise my hand and offer some solicited guidance. Last week, I hosted a marketing panel for the Seattle restaurant industry, bringing together chefs, operators, and marketing leaders to tackle a familiar question: How do you build a marketing strategy that actually moves numbers?

The original idea for the gathering started as a conversation about getting more PR coverage. But for me, it was about something bigger: reinforcing that PR and social media are important tools — but they’re not the starting point. They are amplifiers of the real work underneath: the foundation that drives visibility, foot traffic, and sales.

Here’s what I tell every restaurant and CPG brand client: if you want real marketing success that leads to sales, you have to plant the seeds and tend the garden before you can start picking the veggies.

Here’s where you actually need to start:

1. Local SEO: Your 24/7 Digital Front Door

Before anyone sees a press article or Instagram post, they search. If you're not showing up when someone looks up "best brunch Capitol Hill" or "Seattle artisan chocolate," you're invisible.

Key steps:

• Claim and optimize your Google Business Profile — first and foremost. (And grab Google Analytics while you’re at it, to track where your traffic is actually coming from.)

• Focus your website content around high-intent, localized keywords. (Yes, you can use AI for this — but make sure the copy works for SEO, not just reads pretty.)

• Generate consistent customer reviews across platforms. Engage with your reviews. Reinforce your brand voice in your responses. And definitely — claim your Yelp page before someone else does.

PR can give you credibility — but if people can't find you when they’re ready to act, it’s wasted energy. SEO is the main garden path to discovery.

2. A Website That Works as Hard as You Do

Your website is your digital storefront. No matter how strong your social or PR buzz, if your site is outdated, slow, or confusing, you're turning customers away.

Key things to check:

• Fast loading times and mobile-first optimization — if your designer isn’t prioritizing mobile, it’s time for a gut check.

• Easy-to-find menus, product info, or ordering links — user experience (UX) matters. Ordering should feel effortless.

• Clear calls-to-action — "Order Here," "Make a Reservation" — that guide people quickly to action.

Your marketing strategy should always make it easy for customers to choose you. Don’t make them work for it.

3. Email Marketing: Build an Owned Audience

Your email list is one of the highest ROI assets you have. Unlike social media followers, you own your email audience.

Build a smart email program:

• Collect emails on your website, at events, and through your POS system for online orders or reservations.

• Send useful, regular updates — not just promotions. Show your personality. Build connection.

• Nurture relationships so when you announce a big press hit, it actually drives traffic and sales.

No serious marketing plan for a small business is complete without email in the mix.

4. Paid Media: Let’s Get Strategic

Paid ads (Google Ads, Meta, TikTok) can be powerful — but only if the soil has already been tilled.

For restaurants:

• Hyper-local search ads ("Best rooftop brunch Seattle")

• Retarget visitors who checked your menu but didn’t order or reserve

For CPG brands:

• Retargeting visitors who didn’t complete checkout

• Running smart, seasonal product launch campaigns

Paid media without a clear brand and CTA is just throwing seeds on concrete.
Build the foundation first, then amplify it.

5. Community Marketing: Your Authentic Superpower

Local businesses have an advantage big brands can’t fake: real-world relationships.

Ways to deepen community roots:

• Sponsor local events, teams, or nonprofits

• Partner with neighboring small businesses

• Create loyalty programs that reward regulars
  

When it’s time to pitch your brand, having an authentic community story makes your PR and social content 10x more compelling — and a lot more believable.

6. Brand Consistency: Trust Grows with Consistency

Before you worry about which photo to post or which journalist to email, your brand needs to be rock solid.

Foundational elements:

• Consistent logo, color palette, photography style, and voice

• Strong point-of-view across your website, packaging, and signage

• Storytelling that reflects the customer experience you deliver

• Consistency builds trust. Trust builds loyalty. Loyalty builds real, lasting growth. No shortcuts. No skipping steps.

If you're serious about marketing your restaurant or CPG brand, understand this: PR and social media are critical — but they come after the real work.

Real marketing success is about systems, strategy, and consistent nurturing across every touchpoint. It’s about planting the seeds, tending the garden, and building the brand before the spotlight ever hits.

Ready to Build a Real Marketing Strategy?

Interested in building a real marketing plan for your restaurant or CPG brand?
Contact Fathom35 Marketing Consulting — your Seattle-based marketing expert for hospitality, food, beverage, and emerging CPG brands.