5 Marketing Campaign Ideas To Drive Your F&B Growth

In the competitive food and beverage (F&B) industry, innovative marketing campaigns are essential for brands aiming to capture consumer attention and drive growth. By employing creative strategies, small F&B businesses can differentiate themselves, engage their target audiences, and boost sales, without smashing any mobile phones to the ground. Here are five unique marketing campaign ideas worth considering:

1. Double Celebration Discounts

While many eateries offer birthday discounts to attract and retain customers, combining these perks with major festive occasions—such as Lunar New Year, Ramadan/Hari Raya Puasa, or National Day—can create a unique and meaningful experience. This approach not only enhances the celebratory mood but also ties your brand to cherished cultural and national events, fostering a deeper emotional connection with patrons and encouraging repeat visits.

2. DIY Menus

Tried and tested DIY meals can be an enticing option for customers who are more picky with their meals or is enticed by a bit of customisation. Eighteen Chefs offer such an option with their “Be Your Own Chef” option, while Maki-San’s “DIY Sushi” option even offers two different sizes!

The trick to a DIY menu is to offer customers a good enough selection of choices, yet not to a point where it overwhelms. American psychologist George A. Miller noted that average person can hold approximately 7 items (give or take 2) in their short-term memory before feeling overwhelmed. Hence, the ideal number of choice to give is somewhere between 3-7, but never more than 9.

3. Unique Gamification

A common example of “gamification” for many businesses is loyalty programmes. Traditionally, loyalty programs are marketing campaign ideas often involve collecting stamps to redeem rewards. One idea to enhance that experience further is to introduce variety in how stamps are earned by setting different “missions” for customers. For example, one mission could involve ordering the “Menu Item of the Day,” another could require spending a certain amount in a single transaction, and a third might reward dining in on one’s birthday. This dynamic system keeps the experience enjoyable and encourages diners to explore more of your offerings.

4. Handwritten Feedback

When introducing new menu items, invite initial customers to provide handwritten reviews. Sharing these authentic testimonials on social media platforms enhances perceived authenticity and builds trust among potential customers. This approach not only creates a sense of community among your loyal customers, but also leverages social proof to attract new diners.

5. Menu vs Menu

Pairing two menu items against each other and tracking orders as votes on a visible scoreboard creates an interactive atmosphere that encourages patron participation. This strategy stimulates interest, promotes menu exploration, and can increase sales of featured items. Highlighting the winning dish as a special for a limited time generates anticipation and exclusivity, motivating customers to return and try different offerings.