F&B Launch Communications Review
Get your communications strategy right before you launch
Planning to launch a new restaurant, bar, food or drink product, hospitality concept, location or F&B service?
A launch is an important opportunity to build awareness, establish your positioning and give customers a reason to take notice. But it is easy to move straight into tactics — appointing an agency, contacting influencers, planning an event, creating content or issuing a press release — before the overall communications approach is clear.
The F&B Launch Communications Review gives you independent, senior communications advice before you commit heavily to PR and marketing activity.
I review your plans, identify the priorities, opportunities and potential risks, and provide clear recommendations your team, PR agency or other suppliers can implement.
Reviews start from £950.
What will I review?
Every launch is different, so I tailor the review to your business, market and objectives. Depending on the launch, this can include:
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Your business objectives and what communications need to achieve
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Positioning and differentiation
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Priority audiences and stakeholders
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Key messages and proof points
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Your launch story and potential media angles
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PR and media opportunities
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Social media, content and influencer activity where relevant
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Partnerships, events and other launch opportunities
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Timing and sequencing of communications
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Reputation and communications risks
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PR and marketing priorities and where to focus your budget
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What should happen before launch, at launch and during the first 90 days
The aim is not to add more activity. It is to identify what matters most, what should happen when, and where your communications investment is likely to have the greatest impact.
How the F&B Launch Communications Review works
Step 1: Pre-launch review
You complete a focused questionnaire and share your existing launch plans, proposed activity, timelines, positioning, budgets and relevant communications materials.
I review these before we meet so we can focus our time together on the decisions that matter.
Step 2: Senior communications consultation
We have a 60–90 minute session to discuss the launch in detail.
I'll ask questions, challenge assumptions where necessary and explore the positioning, audiences, messaging, opportunities, risks and communications priorities with you.
Step 3: Launch Communications Action Plan
Following our session, I provide a concise, prioritised written action plan setting out my recommendations.
This covers the key communications decisions and actions I believe you should take before launch, at launch and during the first 90 days.
Your internal team, PR agency or other suppliers can then use the plan to guide implementation.
Why work with me?
I have more than 25 years' communications experience, including substantial experience across food, drink and hospitality in the UK and Asia.
I've worked in-house as well as on the consultancy side, so I understand the decisions businesses need to make about objectives, budgets, agencies, stakeholders and reputation — not simply how to generate publicity.
My experience includes six years in-house at Seafish, three years at Scottish & Newcastle and five years working with AHDB Exports, alongside work with restaurants, bars, food and drink brands, chefs, hospitality businesses, food delivery platforms and major F&B trade events.
I've worked on launches and communications involving foodpanda, honestbee, Delivery Republic, D1 London Gin, Holiday Inn restaurants, HOFEX and Seafood Expo, as well as chefs including Gordon Ramsay and Rick Stein.
My restaurant launch experience includes helping two restaurants reach No.1 on TripAdvisor. The launch campaign for Uma Nota in Hong Kong generated almost 200 pieces of media coverage, including 138 around the opening, and approximately 90 million opportunities to see.
That breadth of experience means I can look at your launch from a wider communications and business perspective rather than through the lens of one particular channel.
Who is this for?
The F&B Launch Communications Review is designed for businesses preparing to launch a:
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Restaurant, bar or café
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New hospitality concept or location
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Food or drink product or range
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Food or drink brand
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Food delivery app, platform or service
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Other consumer-facing F&B or hospitality proposition
It is particularly useful if you already have an internal marketing team, PR agency or other suppliers who can deliver the activity, but want an experienced, independent view of the overall communications approach before launch.
Senior advice without another agency retainer
This is an advisory service rather than an execution package.
I develop the strategic recommendations. Your team, PR agency or other suppliers implement them.
That gives you access to senior communications expertise at an important point in the development of your business without committing to an ongoing PR retainer.
Need advice as the launch progresses?
You may not need ongoing communications support after the review.
But launches evolve, and sometimes it is useful to have an experienced person to call when you need to make a decision.
Following the review, you can book additional senior advisory support when required, whether you want to pressure-test an idea, review messaging, discuss an agency recommendation, consider a communications issue or decide what to prioritise next.
Investment
The F&B Launch Communications Review starts from £950.
This covers a defined, straightforward launch. More complex launches involving multiple locations, products or international markets are scoped separately.
Planning an F&B launch?
If you're preparing to launch and would value an independent, experienced view of your communications plans before committing your PR and marketing budget, let's talk.
Contact me below.
