YFood x Kitch: Brekkie & Conversations: Embedding Social Strategy into the Creation Process
Earlier this week, we partnered with YFood to co-host the second edition of YFood Brekkie & Conversations, bringing together leading voices across food, drink and hospitality.
Centred around YFood’s CREATE theme, the session explored how social media is shifting consumer behaviour and reshaping not just how brands market products, but how they create them.
Social Has Moved Upstream
One idea stood out: social is no longer a finishing touch. It is influencing decisions at the very start.
From driving trends to shaping demand, social now plays a role in product development, menu design and brand experience. The question is no longer how to market it, but how to build it with social in mind from day one.
From “Instagrammable” to Meaningful
The conversation moved beyond surface-level shareability to focus on physical-Digital experiences. The kind that live seamlessly across physical and digital spaces.
Authenticity came up repeatedly. Not as a buzzword, but as a requirement. Brands need to create experiences people genuinely want to engage with, not just capture.
UGC, Listening and AI
UGC is evolving into more than content. It is becoming a feedback loop for creation.
At the same time, social listening is helping brands spot trends earlier, make smarter decisions faster and show up for their community.
AI has a role to play, but the consensus was clear: it should enhance creativity, not replace it. Human connection still leads.
The People in the Room
We were joined by:
- Rameez Al Aghbar, Client Partner QSR – TikTok
- David Tester, Head of Marketing – Franco Manca
- Emma Mckeever, Marketing Director – Jenki
- Louie Blake, Co-Founder, Long Lane Wellness
- Chloe Rafferty, Marketing Manager, Kitch
- Nadia El Hadery, Co-Founder & CEO, YFood
Final Thought
Social is no longer just telling the story. It is shaping what gets created in the first place.
Need help embedding social into your launch strategy? Get in touch with us here
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