5 Marketing Mistakes Holding Back Food & Drink SMEs (and How to Fix Them)

Hello foodpreneurs! ✨Your brand has great potential, your products are high-quality, you know you could conquer new markets… but sales just don’t follow? Don’t panic: it might be time for a marketing check-up.

As a consultant specialized in the premium food & beverage industry, I often see the same patterns blocking growth. Here are 5 common marketing mistakes that hold back small and medium gourmet businesses – and more importantly, how to fix them.

1. A blurry brand identity

A nice logo isn’t enough. Your branding should be clear, consistent, and memorable. It’s your passport in a highly competitive market.

➡️ Tip: Build a strong visual identity (logo, typography, colors), define your brand voice, and make sure your communication is instantly recognizable.

2. An unclear positioning

Selling premium products doesn’t automatically mean you’re perceived as premium. Positioning isn’t just about pricing, it’s about credibility and perception.

➡️ Tip: Identify your direct competitors, highlight your differentiators, and make sure your communication reflects your true value.

3. No storytelling

In food & drink, people don’t just buy a product — they buy an experience, a story, a set of values. This is what creates loyalty.

➡️ Tip: Share your story: your origins, your craft, your terroir, your commitments. Storytelling is the secret sauce that turns customers into brand advocates.

4. An incoherent digital presence

Being on every platform (Facebook, Instagram, LinkedIn, TikTok…) isn’t the same as being effective. A scattered communication strategy weakens your brand image.

➡️ Tip: Focus on the platforms where your audience really is. Ensure consistency across channels (website, social media, newsletters). Quality over quantity!

5. A neglected acquisition strategy

If you’re waiting for clients to come to you without an acquisition plan, you’ll be waiting for a while. Word-of-mouth is powerful, but it won’t scale your business.

➡️ Tip: Develop a structured acquisition strategy: SEO, targeted ads, collaborations, influencer marketing. Actively go where your customers are.

Conclusion: structured marketing to boost growth ✈️

Do you recognize your brand in any of these mistakes? Maybe even more than one? No worries — each mistake is an opportunity to grow.

👉 If you need an external perspective to refine your strategy and boost your food & drink business, let’s talk. I can do I marketing check-up of your business for free and with no commitment. Together, we’ll build a marketing plan that makes your brand fly higher.