‘Hospitality isn’t just what happens inside your four walls’

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Marketing is a term that gets thrown around a lot in the restaurant industry. Leaders are told it’s necessary to strengthen the brand, community connection and customer loyalty. But what does it mean, exactly? How is it different from social media and PR? And is it that important to your bottom line?

Holly Robinson is the founder of Fathom 35, a marketing and communications agency that specializes in small to medium businesses in the food and beverage sectors. She’s here to clarify what marketing entails and how it can benefit your restaurant.

Let’s start with the basics: What is marketing?

Marketing is the whole customer-facing strategy behind how you talk to your guests, attract new ones, keep regulars coming back and ultimately drive revenue. It’s your brand voice, the story, the vibes, your website flow and UX, your social media presence, your email list, your ad spend and how all those pieces actually work together. If you have a few parts working well, awesome. But getting all the parts in line is when returns are in order.

If PR is getting someone to write about your new cocktail, marketing is making sure your locals show up to drink it, post about it and come back next week with their friends. Businesses that only think about PR are skipping important steps.

Why is marketing so crucial for restaurants? 

Because hospitality isn’t just what happens inside your four walls; hospitality is how people experience your brand from the very first touchpoint.

Marketing and hospitality truly go hand-in-hand. At its core, marketing is about communication, connection and creating a sense of welcome before a guest even walks through the door. It helps tell your story, share your values and shape expectations in a way that aligns with the experience you’re working so hard to deliver, day in and day out.

From your website and social media to signage on the door, email communications, and online ordering platforms—every piece of marketing is an extension of your hospitality. When done well, it builds trust, drives traffic and encourages loyalty. It allows restaurants to speak directly to their community, adapt to changing trends and stay relevant in an increasingly competitive industry.

What are some steps a restaurant can take right now, on their own, to enhance their marketing?

One of the most overlooked tools is email marketing. Is it built into your monthly workflow, the same way writing the staff schedule or placing a produce order is? Are you actively growing your list, updating it monthly and offering value, not just noise? Email is still one of the highest ROI marketing tools out there, especially for restaurants. Use it.

I always recommend carving out a few hours each week to focus on revenue-driving marketing tasks. Not busy work, strategic work. If social media feels like it’s falling flat, don’t just post more. Step back and ask why. Do you need better photography? A clear content plan? Maybe it’s time to hand the reins to someone who knows how to turn scrolls into seats.

The key is clarity: know your goals, be honest about your blind spots, and don’t be afraid to delegate. Good marketing isn’t a side hustle—it’s a core part of running a successful restaurant

What is your best piece of advice for restaurants?

Don’t chase trends. Focus on building relationships with the guests who come back, bring their friends and make your place part of their routine. Get clear on your brand and make sure your staff is, too. When your team understands the vision and can deliver it consistently, your brand shows up strong everywhere—from the host stand to the Instagram feed. Also, listen to feedback!

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