‘Cookie-Cutter Marketing Doesn’t Work in this Industry.’

Recognizing that social media could be a powerful tool for the hospitality industry, Kim Beechner founded Embark Marketing in her senior year of college. The agency has grown from a one-woman operation to a team of nine with clients across the U.S. 

“Most agencies can offer marketing services, but very few truly understand what it’s like to be in the weeds on a Friday night, when a chef didn’t show up and ticket times are running at 40 minutes,” said Beechner. “That’s the difference. We’ve been there. So when we develop a brand’s marketing strategy, we take into consideration operational factors.”

As the agency celebrates its 15th anniversary, Embark is unveiling a new logo, updated website, and a refreshed slogan: “For the industry, by the industry.” to reflect their marketing philosophy and experience in both sectors.

Beechner discusses the journey, lessons learned, and looks toward the future.

Why did you want to open a marketing firm with a bar/restaurant/hospitality niche and what is the significance of the name Embark?

The service industry truly saved my life. I was on my own at a young age, and working in restaurants, hotels, and bars gave me the financial independence I needed to survive and eventually thrive. I worked in restaurants during the day and bartended at night, which allowed me to pay for my living expenses and put myself through college.

I wanted to give back to the community that gave so much to me, and let’s be honest, if you’ve worked in a restaurant or bar, you know you have to be a special kind of crazy. And I love that. Service industry people are my tribe.

I founded Embark Marketing during my senior year of undergrad, right as social media marketing was becoming a powerful tool for businesses. I saw a unique opportunity to combine my passion for hospitality with my marketing skills, and Embark Marketing was born.

I wanted to give back to the community that gave so much to me, and let’s be honest, if you’ve worked in a restaurant or bar, you know you have to be a special kind of crazy. And I love that. Service industry people are my tribe.

As for the name, it originally started as a playful nod to bars…emBARk Marketing, since I was a craft cocktail bartender at the time. But with my extensive experience in restaurants, I didn’t want to limit myself. So it evolved into Embark Marketing, representing the broader hospitality industry. It also speaks to the spirit of constant evolution, both in hospitality and in marketing. We’re always embarking on something new.

When you started as a one-woman operation, what were the biggest challenges you faced in those early days, how did you overcome them, and how do they differ from challenges you face now?

In the early days, my biggest challenges were:

• Startup Costs: Like many entrepreneurs, I bootstrapped everything. I kept working in restaurants and bars while building Embark Marketing, using my income to pay for the essentials like laptops, software, and other business infrastructure.
   

• Hiring Help Without a Budget: As my client base grew, I needed support but couldn’t afford full-time staff. I launched an internship program where I mentored marketing students in exchange for project help. It was a win-win. I got support, and they gained real-world experience.
   

• Work-Life Balance: I started Embark in 2010 and had my son in 2011. Juggling entrepreneurship and motherhood in those early years was incredibly difficult, but also so very fulfilling.
   

• Proving Value: Back then, we didn’t have access to the data-driven marketing tools we have now. Many restaurants didn’t even use smart POS systems consistently. We relied on anecdotal evidence and “gut feeling” to measure campaign success. Today, we can pull POS data, website analytics, social media insights, and CRM reports to make data-backed decisions and track ROI in real-time. That shift has been a game changer, not just for us, but for our clients, too.

Now, our challenges have evolved:

• Keeping Pace with Technology: From AI tools to social algorithms to customer data platforms, the pace of innovation is nonstop. We’re always testing and learning to ensure we bring cutting-edge, cost-effective solutions to our clients.
   

• Understanding Broader Industry Shifts: Economic fluctuations, staffing shortages, supply chain issues, and changing consumer expectations all directly impact our clients' businesses. We’ve become strategic partners, not just marketers, helping clients navigate the bigger picture.
   

• Scaling Without Compromising Culture: As we grow, it’s important that we maintain the heart of who we are: a marketing team that deeply understands and respects the service industry.

  

Embark has grown substantially since the pandemic. What factors have been fueling this growth?

The pandemic was a wake-up call for the hospitality industry. It highlighted the critical need for strong communication and digital tools. Restaurants and bars had to quickly pivot, letting guests know how to order online, if dine-in was available, or what safety protocols were in place.

What many previously saw as "optional" marketing, things like social media, email marketing, and website updates, became essential. The businesses that invested in consistent, strategic communication weathered the storm better. That realization helped shift the industry’s mindset: marketing isn't a luxury; it's a necessity.

How does the rebrand to ‘for the industry, by the industry’ connect to Embark’s evolution and how does it set you apart from your competition?

At our core, Embark Marketing is built by service industry professionals, for service industry professionals. I’m not just a CEO, I’m a former bartender, server, manager. Over the years, we’ve intentionally built a team of marketers who also come from the hospitality world.

We understand the rhythms of restaurant life, the pressures of running service, and the urgency of staying relevant.

That experience matters. We understand the rhythms of restaurant life, the pressures of running service, and the urgency of staying relevant. It helps us craft marketing strategies that are practical, impactful, and grounded in reality, not just theory. Our clients trust us because we get it.

What are some examples of campaigns you are most proud of and lessons you have learned?

We’ve had the honor of working on so many incredible campaigns over the years. A few highlights:

• Scaling a fast-casual restaurant from a single location to 13+ stores across Texas, Louisiana, and Florida in just three years. We supported them with strategic social media, influencer outreach, and scalable marketing systems.

• Modernizing legacy restaurant brands without losing their story. We helped historical establishments update their websites, optimize SEO, and engage new audiences while staying true to their heritage.

• Executing grand opening campaigns across the U.S. for franchise concepts. These included local influencer activations, media coverage, and event marketing that drove big opening-week numbers.

Lesson learned? Customization is key. Every brand has a different story and audience. Cookie-cutter marketing doesn’t work in this industry.

In what ways has the restaurant industry evolved over the past 15 years and what excites you about the future of it?

The industry has undergone a massive transformation:

• Design & Aesthetic: Restaurants now focus on curated, Instagram-worthy experiences that attract guests beyond just the food.
   

• Revenue Models: It’s no longer just dine-in. Operators are maximizing revenue through delivery, private events, ghost kitchens, catering, and branded merchandise.
   

• Kitchen Operations: More streamlined, sustainable, and focused on quality over quantity. Smaller menus, better execution.
   

• Cultural Exposure: Thanks to food TV and social media, more people now appreciate the craft behind hospitality.

Looking ahead, I’m excited about personalized guest experiences, tech-enabled service, and the rise of sustainable business models. Restaurants that embrace change and innovation will thrive.

How has restaurant marketing changed over the years and what role has social media played in connecting restaurants with guests?

When I started Embark Marketing, restaurant marketing was very grassroots…flyers, food drops, print ads. Social media was just emerging, and I was using personal Facebook pages to promote businesses.

AI can generate content, but people create connection.

Now, social media is the heartbeat of restaurant marketing. It allows brands to build community, tell stories, highlight their teams, and reach audiences instantly. We’ve gone from monologue to dialogue. Restaurants are engaging directly with their guests in real time, providing that digital table touch that moves the guest from online to in-house.

As for the future, AI and automation are already shaping marketing strategies. From automated email campaigns to AI-driven ad targeting, these tools help restaurants work smarter. But it’s important to remember: the human element is still essential. AI can generate content, but people create connection.

Given the current economic climate, challenges restaurants are facing, and changing consumer habits, what do you see as the biggest marketing opportunities for restaurants in the next 12–18 months that justify investment in marketing?

• Diversified Revenue Streams: Operators must go beyond dine-in. Online ordering, catering, and off-site events are key opportunities.
   

• Value-Driven Campaigns: With inflation and economic uncertainty, guests are seeking meaningful value—not just discounts, but experiences worth spending on.
   

• Authentic Storytelling: People don’t just want great food—they want to know who you are and why you do what you do. Sharing your mission, team stories, and community involvement builds loyalty.

Smart marketing can turn challenges into growth opportunities.

How do you envision the next 15 years for Embark?

In the next 15 years, I see Embark Marketing evolving into a nationally recognized hospitality marketing firm, known for our deep industry roots and innovative approach. We’ll continue to nurture talent from within the service industry and expand our suite of services including more in-house digital advertising options, national public relations services and data-driven marketing strategies.

We’ll also continue advocating for marketing as a strategic investment, not a last-minute fix. Our mission will always remain the same: to help restaurants and bars grow through smart, impactful marketing tactics that drive traffic, fill tables, and boost revenue.