INTRODUCING MIDWEEK SERVICE
Growth-Driven Newsletter Prompts for Food, Drink + Hospitality Brands Practical, creative ideas that turn email into a sales tool - not just a brand update.
MIDWEEK SERVICE: SHIFT #1
For the last few months, I’ve been writing a regular series of posts on growth marketing - sharing practical tips to help you boost sales for your food, drink, or hospitality brand.
It’s evolved to include behind-the-scenes reflections on building my marketing services consultancy (On A Plate Growth), my online community (The Growth Collective), and running the two businesses I co-founded: Bloody Bens (Bloody Mary Mix) and Best Before Events.
A mix of wins, wobbles, tested ideas and honest takes.
But I’ve been listening.
And there’s one question that keeps coming up in conversations with founders and marketers:
“What should I even write in our newsletters?”
So, here's the answer - or at least, a fresh way of thinking about it.
Welcome To The Midweek Shift
One newsletter idea a week. Built to sell, not just sound nice.
Each edition includes:
A subject line you can steal
Realistic copy you can adapt
A built-in growth mechanic (referral, freebie, exclusive, etc.)
A line on why it works
And ways to adapt it for food, drink or hospo
It’s about reimagining newsletters as growth tools - not just things you feel guilty for not sending.
Find the first one below - and let me know what you think (ben@onaplategrowth.com or drop a comment)
The Midweek Shift #1: The product we always forget to shout about
This email is a nod to the fact that often we only focus on our new products.
We don’t talk about fan faves or even our best-seller.
So, here’s your next newsletter idea…
Subject Line: We always forget to shout about this [product name]
Body Copy Prompt:
Hi [first name],
It’s funny - we spend ages working on new launches, but sometimes the thing people end up loving most is the one we barely talk about.
For us, it’s [insert product name].
Quietly brilliant. Unshowy. But always gets a “where has this been all my life?” when people try it.
So this week, it’s getting its moment.
Order one, and we’ll include a surprise mini freebie - our way of saying thanks for giving the unsung hero a go.
Cheers [insert founder name or Team X]
[CTA BUTTON: Shop Now]
Built-In Growth Mechanism
Mini surprise gift with purchase
Encourages trial of a lesser-known product
Adds value without discounting
The surprise element creates delight (and potential for sharing)
Why It Works
It feels honest and human. You’re making people feel like insiders - discovering a hidden gem.
And surprise freebies always go down well, often better than a quickly forgotten 10% off.
A recipient might tell a friend about their surprise gift but they probably won’t tell them about a small discount.
Adapt It For:
Drinks brands
Push your most overlooked or least talked about flavour. “Give it a go and we’ll throw in a mini can/bottle of something else we think you’ll like.”
Food brands
Highlight a slower-selling SKU and pop in a recipe card with a bonus sample.
Restaurants
“This dish never makes it to Instagram but it’s a team favourite.” Offer an incentive when people mention a codeword.
Coffee Shops
Promote a lesser-ordered bake. “Order a drink, show this email and we’ll give you one to try.”
More ideas land every Wednesday.
This is The Midweek Shift - helping you actually send more emails, that drive growth.
👋 I’m Ben, founder of On A Plate Growth Agency
I help food, drink & hospitality brands grow through:
🧠 Virtual Co-Founder service - a sounding board, strategist, and connector, all rolled into one.
📩 Email strategy that converts
📈 Hands-on marketing consultancy
💬 Community & masterclasses via The Growth Collective
Struggling with your email strategy?
Drop me a line, ben@onaplategrowth.com
or head over to my website to book a free discovery call.
You can also download email marketing guides, inc my free guide to nailing your welcome series, The First Bite.
Also, co-founder of Bloody Bens & Best Before Events.