On Brand: GROW F&B Recap

Hi from the Toms,

Thanks to everyone who joined us at GROW: F&B, the day was packed with unique insights, healthy debates and plenty of inspiration to take away.

If you missed it, here are some of the highlights:

Building a Brand Out in the Open – PerfectTed’s LinkedIn Success

One of the biggest surprises was how PerfectTed attributed their success to building openly and publicly on LinkedIn. Traditionally, F&B brands depend heavily on Meta ads and influencers, but PerfectTed flipped the script, using LinkedIn as their primary marketing platform. This strategy has resulted in hundreds of thousands of organic impressions — unheard of in this space and proof that you don’t need to be a SaaS business or an agency to benefit from organic, public engagement on LinkedIn.

Key Insight: Think from first principles — don’t be afraid of trying new things out that might not be ‘orthodox’ and build a narrative that invites people along for the ride.

To Amazon or Not to Amazon?

The debate around Amazon in the F&B sector continues. Imogen Crawford, a consultant specialising in F&B on Amazon, weighed in with some really compelling thoughts. In the UK, fewer F&B brands focus on Amazon, but in the US, it's a major channel. Even if you choose to ignore it, having a clear strategy for why you’re not on Amazon is essential.

Key Insight: Amazon can be an effective tool for sampling as consumers are used to the convenience of shopping with Prime. Brands should consider using Amazon to get in front of a larger audience, selling products at cost to drive trials and collect reviews. While it may not be a profit driver for everyone, it’s a great way for fans to access your brand and experience limited edition products or unique offerings.

DTC Lessons from Mike Stevens – Why It's Still a Must for F&B Brands

Mike Stevens delivered a keynote session packed with advice on how F&B brands should approach DTC. He explained that while building your business solely around DTC may be tough, it’s still crucial for understanding your customers and shaping your brand.

Mike shared stories from DTC giants like Graze, Huel, and Heights, showing how different brands use DTC for various purposes. For some it’s a brand-building exercise, for others, a core sales channel, it can also serve as a place for incremental sales driven by superfans.

Key Insight: Understanding the role DTC plays in your business is key to success. Is it a brandfan play, where you can test new product and reward loyal customers but basically breakeven on it, or is it a key revenue driver for you?

Subscription Strategies – When and How to Push

The Recharge panel discussed how to make subscriptions work for your brand. Pushing a subscription to a first-time customer can be risky; Ben Homer from Shopify advised focusing on getting that initial purchase first. Then, tailor subscription offers to returning customers.

Key Insight: Subscriptions aren’t always about acquisition, sometimes it’s a case of rewarding your loyal customers, as lifetime value can hinge on the third or fourth month. Consider whether pushing subscriptions will give you the most value, focusing on bundles to increase AOV could be a smarter move.

Personalisation & Testing – Where to Start and What Matters

This panel stressed the importance of starting small. For brands without the scale for quantitative testing, qualitative testing should be the first step. Focus on getting to know your customers better and discovering those deeper insights before you dive into metrics.

When it comes to personalisation, our speakers highlighted how important it is to provide relevant information at key touchpoints, like post-purchase emails and product packaging. Supporting your customers in their lifecycle helps build stronger connections and drives long-term loyalty.

Key Insight: If you’re ready for quantitative testing, ensure your analysis is full-funnel, identifying where your customers are dropping off. Bigger swings lead to more significant results and a test is just as much about disproving a hypothesis as it is about proving it.

Building Loyalty – Beyond Points Systems

Every brand is trying to crack the loyalty code, especially with customer acquisition costs (CAC) rising. We discussed how brands are focusing on increasing lifetime value (LTV), and focusing on loyalty is one of the most effective ways to do this.

But is plugging in a loyalty app enough? Probably not. The consensus was that brands need to develop a well-thought-out strategy that includes personalised content and product recommendations. Loyalty should feel like an exclusive club, not just another points-based system.

Key Insight: A tip for brands looking to implement a loyalty programme is to engage VIP customers or potential VIPs directly. Set up a WhatsApp group or send an email campaign asking them what they’d want to see from a loyalty programme. Also, don’t underestimate the importance of exceptional customer support — it plays a huge role in building and maintaining trust.

Raising Investment – What Funders Are Looking For Now

The day wrapped up with an insightful discussion on funding. With AI disrupting tech models, investors are looking elsewhere — specifically at F&B. But today, funders need to see profitability. Running a lean, efficient operation is the new reality, and acquiring customers creatively is a necessity.

Key Insight: Investors need to know that you can run a tight ship, and growth is no longer dictated by throwing money at ads.

Get in touch if any of these insights spark new ideas for your own brand growth — our team is happy to explore these with you.

The next GROW event is coming in March 2025 — we’ll dive into the Beauty & Wellness vertical.

See you there,

Tom & Tom

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On Brand: GROW F&B Recap