SUNDAY SERVICE: THE NEXT SEGMENT
I’m building a few things at once across food, drink & hospitality. Sunday Service is where I share the wins, the wobbles - and the growth tips to help you build yours...
In this week’s post:
What’s stopping your next customer from buying?
I share key takeaways from an eye-opening The Growth Collective session with Isabel Lydall - all about how to grow beyond your core fanbase by understanding and engaging the next segment along.
Plus: the final push for Best Before 3, a new July email workshop, and, carry on reading to the end to discover, the drink I had for the first time ever.
And, a load of other bits, to hopefully inspire you to get that idea of yours underway or to keep you going on your journey…
oh, and if you’re wondering who I am,
I help ambitious food, drink & hospitality brands grow through retention, community and clarity. If you want fresh eyes and a fresh take on your business, I offer one-off workshops, email audits, and virtual co-founder support.
THREE WAYS TO GROW YOUR CUSTOMER-BASE
If you’ve got some kind of business, then you’ve got good at selling to ‘people like me’.
But if you’re struggling to grow, then you need to understand how to appeal a broader audience.
When we start something, we generally know what the first customers want and how to speak to them because they’re like us.
Thing is, at some point, you’ll max out that segment. It might happen quickly, if it’s a really small pool or it might last for a long time.
So, eventually, in order to grow, you’re going to need to figure out what the next group of customers want and how to engage them.
Recently, over on The Growth Collective
(the online community I’ve created for those of us in the business of growing food, drink and hospitality
I hosted a masterclass with Isabel Lydall, the founder of Curious to Clear, as she took us through “3 Ways To Grow Your Customer Base To The Next Level”.
Making the Leap: From Niche Appeal to Wider Relevance
Isabel presented a model to help you map your audience from core superfans to more mainstream buyers - and decide how far you’re willing to stretch.
Key questions to ask:
What does your brand continuum look like? (eg foodie knowledge, health intensity, sustainability interest)
Where do you sit today? What do the next segments along the curve look like?
What would make them trust and buy?
Tips to try:
Sketch your brand’s continuum (eg from superfood evangelists to health-curious convenience shoppers)
Talk to those a step removed from your core fanbase. Ask: what’s stopping them from buying? What don’t they understand? What would reassure them?
Key consideration: Often, it’s not about changing your brand - it’s about changing how you talk about it.
E.g. you might currently talk about your product containing 10 or 30 plants, great for those into ZOE.
But for the next segment along, it’s the broader 1 of your 5 a day message that would land and resonate.
That’s the message they know. They haven’t heard about the loads of different plants. So including ‘1 of 5’ in your packaging would actually speak to them far more effectively (and start to build trust).
Experiment While You’re Small: Low-Cost Learning Loops
The mindset shift: business isn’t like an exam. There’s no actual right or wrong (although some moves will be better than others). It’s not about getting everything right first time, even though it often feels like you should.
Adopt an experimental mindset early and keep the stakes low while you learn.
Here’s a danger of committing big before testing…
You might order say 30,000 labels and then realise the messaging doesn’t land. That said, I think it might be a rite of passage for all founders to make a packaging mistake!
Isabel’s practical 5-step loop:
Have an idea (new flavour, new pack design, campaign)
Sense check it with a few real people (not your friends)
Create a quick MVP (mockup, kitchen sample, one-day special)
Test it in context (email, social, market stall, database feedback)
Listen properly (look for nuance, not just “yes” or “no”)
Tips to try:
Create a mini research community from your email list
Ask customers to use your product “as they normally would” and report back
Run a one-day trial in a friendly stockist
Reminder: Real learning doesn’t come from compliments. Dig into why people do or don’t like something. Watch their energy levels, not just their words.
Effective, No-Holds-Barred Conversations
Why it matters: Real customer insight often hides in awkward truths. And the best brands make a habit of collecting these truths regularly.
Who to talk to:
Happy customers → what’s working
Unhappy customers → what’s broken (or misunderstood)
Non-customers → growth insight (how do they perceive your brand, what would make them switch?)
How to have better conversations:
Set the tone: “There are no right or wrong answers. Please be honest.”
Ask open questions: “How would you describe this product to a friend?”
Talk less. Listen more.
Don’t just hear the first yes. Dig into what made them say it.
Signs you need to bring in a professional:
You can’t emotionally separate yourself from your idea
You find yourself defending or explaining instead of listening
Watch-outs:
Don’t just rely on super fans (they may love you too much to be critical)
Don’t assume your messaging is clear. Test it without context. What do strangers think your pack or ad is saying?
Magic phrases Isabel uses:
“What made you say that?”
“What do you wish it said?”
“How would you describe it to a mate in the pub?”
This was honestly such a good session, I’d 100% encourage you to watch the replay on The Growth Collective.
Especially if you’re trying to figure out how to get growth. It’s going to be that next segment along. But you need to find out what they want and need because it’s going to be (slightly) different.
What do they need to hear/see in order to trust you enough to make a purchase.
You get a 7 Day Free Trial if you sign up now.
One thing you’ll pick up on is how email can help you start conversations with people.
Use Google forms for a survey, ask some relevant questions and get stuck into the details of the feedback.
Be honest with yourself and there will be some clear insights and sense of direction.
If you’re stuck on time and bandwidth but know you want insights and answers, then I can help you. Either with a 1:1 workshop session to guide and review or, simply, by doing it for you.
Drop me an email ben@onaplategrowth.com if you’d like to discuss further.
And, finally, if you’ve got any examples of evolving to speaker an audience, then please do share in the comments.
WORK IN PROGRESS
Whilst that masterclass happened online, in real life, we’re getting closer to Best Before 3, Work In Progress: Stories of Craft, Creativity and Chaos.
For Lizzy (my co-founder) and I, this is where we get down to the business end of ticket sales.
We’ve enjoyed what I would term as organic sales, where we’ve piqued interest through social posts and people have purchased.
But now we need to crank things up, going into the nitty gritty of personal selling.
Sliding into DMs, emailing previous attendees and dropping WhatsApps.
You can opt not to do this and just rely on more social posts.
But, if you don’t end up with a good amount of tickets sold then you’ll know that you haven’t pulled all the levers, that you haven’t given your all to filling the place.
I know the path I’ll choose.
BTW, we still have a sponsorship spot available - I’m biased but I’ve made it v.affordable (email ben@onaplategrowth.com to discuss).
And, why would you want to come?
Well, take a look at this lineup and tell me if you’re into food and drink that you won’t pickup some brilliant insights.
Diego Ricaurte, chef and founder of, arguably, Brighton’s best restaurant: Palmito.
Harry & Sam, founders of Shrub, who supply incredible restaurants around Sussex and London with produce from small holding farms - they’re building a better food system.
Luke Hemsley, founder of non-alcoholic wine brand, Wednesday’s Domaine.
Suzie Bakos, who is a presenter, a supper club host and maker of her own hot sauce.
Rollo Scott, founder of Singular Films who works with top chefs, restaurants and products to produce highly engaging videos.
Mariell Lind Hansen, who founded Benk&Bo, a cafe, bakery and creative hub in Spitalfields and is now an interiors photographer for hospitality spaces.
Can’t wait until the 17th July? Looking for a story from someone actually doing it in food and hospitality?
I just interviewed David Wright, head baker at Pump Street Bakery, aka The Breaducator, in the latest edition of WEEKEND PREP.
WEEKEND PREP, WITH THE BREADUCATOR
WEEKEND PREP is a real conversation about the journey - told by those in the thick of living it.
NEW WORK IN PROGRESS
I’m not great at sharing client work or case studies, despite vowing to get better at doing so.
So, as an attempt to do just that… very pleased to say that this month, I’ve started supporting Savvy Ferments, Big Hug Brewing and EDGE Coffee & Tea.
It’s a mix of email, DTC and mentoring (virtual co-founder) work and I’m really looking forward to trying to help grow these brands.
I actually featured Savvy in the first edition of WEEKEND PREP, you can have a read here and get to know Savvy and Stevo, the founders.
Whilst Big Hug will actually be making a difference for people & planet and, on the quiet, EDGE are now producing specialty coffee to match the best coffee roasters in Sussex, and beyond.
Exciting times ahead and it’s an honour to be asked to support.
NEW AUTOMATED EMAIL WORKSHOP
Also, I’m doing a new workshop…
on the 9th July, to get 2 absolute fundamental flows in place: Welcome Series + Abandoned Cart.
In the 90 min workshop, you’ll get:
Live Walkthrough: How to build a Welcome Flow & Abandoned Cart that actually converts
Templates: Use my proven copy structures that I’ve used for brands like Caravan Coffee, Bird & Blend Tea, UnBarred Brewery & more
Live Feedback: Bring your draft or current setup and get real-time advice (first 10 signups guaranteed airtime)
Replay Access: Can’t join live? You’ll get the full session recording
Free Access to The Growth Collective: Instant invite to my private community and lifetime membership (worth £15 a month)
Bonus Offer: You’ll get one follow-up 1:1 workshop/video call check-in for free (normally £125), and future ones for just £99
The workshop costs just £49.
And, if you’re wondering how much you’ll make from these flows?
Well, it does depend on the size of your database, whether you’re advertising, and how much traffic you’re driving.
But based on previous clients, you should be looking at £0.3-2k every month from these just two flows.
What next?
✅ Got something to say? If anything in this post has had you nodding along or shaking your head, then please say. Likewise, if you can add to the conversation, then please do so in the comments.
✅ Curious about The Growth Collective? Join for £15/month
✅ Got a growth challenge? Book a call or email me at ben@onaplategrowth.com.
✅ Want to be in the room for Best Before 3? Get your ticket here, before we sell out.
✅ Want to do email better? Download my free guide.
👋 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
📈 Smart marketing support
💬 Community & masterclasses via The Growth Collective
Got a growth challenge you’d like to talk through?
Drop me an email 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.
PS
Tried Horchata for the first time. In Brighton. At Hi Cacti.
They’ve just added a coffee shop element to their offering - showing how you need to keep evolving, especially in these super challenging times.
I had it over ice, with a sprinkling of cinnamon - so good!
If you find yourself around Seven Dials, go give them a visit.
Also, I had a knock on the door this week, an unexpected delivery from DELLI.
And, what a treat, I got sent a jar of KICK x Vincenzo’s Passata.
Really looking forward to trying this as their Peperoncino is off the chart good (and hot!).
If you enjoyed this, share it with someone in food, drink or hospo who’s growing something great. And/or, if you’re not already, please subscribe.