Last week, we had the pleasure of attending Service!, an industry event hosted by Tech on Toast at BrewDog Waterloo, sponsored by Totti. From insightful panel discussions to invaluable networking opportunities, the day was packed with fresh perspectives on marketing, branding, and customer engagement in hospitality.
A Day of Industry Insights at an Iconic Venue
BrewDog Waterloo was the perfect setting—buzzing with energy, a mix of industry professionals, and plenty of opportunities to swap ideas over a pint (or a coffee, depending on the hour!). It was great to reconnect with familiar faces and meet new people who are shaping the future of hospitality.
But the real highlight? The marketing panels. It offered a deep dive into how brands can connect with their audiences in a way that feels authentic, engaging, and, most importantly, effective. Here’s what we learned.
Key Marketing Takeaways from the Panel
1. Authenticity Over Advertising
👉 Ruth Carpenter (Pizza Pilgrims) reminded us that marketing today isn’t just about selling—it’s about helping customers become better people and making sure your brand values shine through in subtle but meaningful ways.
💡 Key lesson: Younger consumers genuinely care about your brand’s ethics, so make sure your values are clear and embedded in your content—not just stated in your bio.
2. The Right Tone & The Right Platforms
👉 Danny Brown (Young’s Pubs) talked about keeping a consistent brand voice, but allowing each venue to have its own personality on social media.
💡 Key lesson: Not every venue should be on every platform—focus on the right channels. Young’s leans into Facebook & X (Twitter), while TikTok is an experimental space for testing native content.
3. Leveraging Local Communities & Platforms
👉 Holly Hilton (Market Place) shared how Facebook can be a powerful tool for connecting with local communities, especially when promoting events like bottomless brunches.
💡 Key lesson: Each social platform serves a different purpose. TikTok is great for discovery, while Facebook helps drive local engagement. Tailor your strategy accordingly.
4. Creative & Founder-Led Content Wins
👉 Antonia Lallament (Nells Pizza) emphasised the power of storytelling, fun campaigns, and founder-led content. Whether it’s sending someone out on a Vespa or taking hospitality concepts into schools, engaging campaigns stand out.
💡 Key lesson: Think outside the box. Founder-led content builds trust, and storytelling helps create an emotional connection with audiences. (For 24social, this could mean showcasing the stories of the people behind hospitality businesses using our platform!).
5. Using CRM Data More Effectively
The panel also touched on customer data and CRM strategies. Brands like Airship help venues leverage customer insights to create more personalised experiences.
💡 Key lesson: Collaboration is key—whether it’s bundling offers across brands or sharing insights with partners (maybe something we could explore with Tech on Toast?).
How 24social Can Apply These Insights
Attending Service! wasn’t just about learning—it was about applying. Here’s how we can take these insights and integrate them into what we do at 24social:
🚀 Empowering hospitality brands with authentic marketing tools – Helping venues craft a brand voice that resonates across social media.
🤝 Collaborating with industry influencers & partners – Identifying key influencers and hospitality figures who can showcase what we do.
🔍 Leveraging data smarter – Exploring CRM partnerships that enhance how venues understand and engage with their customers.
Final Thoughts
Service! was a fantastic event filled with fresh perspectives on hospitality marketing. If there’s one key takeaway, it’s this: Hospitality brands that engage authentically, tell great stories, and leverage the right platforms will win in 2025.
Thanks again to Tech on Toast, Totti, and all the speakers for such valuable insights. Can’t wait for the next one!
What’s your biggest challenge when it comes to marketing in hospitality? Let’s chat! Book a discovery call here 🎯
