How We Helped SetMenu Relaunch With Confidence: Inside Their First Month With Scrumptious

When SetMenu came to us, they had a strong product, a clear ambition, and a deadline. What they needed was direction, a sharp, compelling go-to-market strategy built by people who understood the nuances of launching something new in hospitality.

That’s where we came in. SetMenu is an exciting new platform built to remove the chaos of group dining. It’s simple on the surface, but smart at its core and we knew it would need a launch strategy that mirrored that clarity and depth.

A Fast Start, Rooted in Purpose

We kicked things off the way we always do: by asking “why?”

Through our Purpose Workshop with the founding team, we helped uncover and articulate the core narrative that sits behind SetMenu. Why it exists, who it’s for, and how it’s different. This early-stage brand work gave shape to everything that followed: tone of voice, messaging, positioning, and content direction.

From there, we moved fast. Together, we built a clear go-to-market strategy that focused on traction and visibility. We prioritised the channels that would matter most to early adopters, trade press, case studies, a presence on LinkedIn and a high-impact email campaign.

Making Hospitality Our Hero

Introductory email for SetMenu

Every piece of the launch strategy was crafted with hospitality at the heart. That’s the difference when you work with a partner who lives and breathes this industry. We understand operators, their pressures and their challenges. So we didn’t waste time with generic marketing tactics instead, we focused on meaningful visibility and credible storytelling.

Here’s what we delivered in just the first month:

• Purpose & Identity Workshop

• Full Go-To-Market Strategy Document

• Liaison with Key Trade Media Titles

• Website Copy Recommendations

• LinkedIn Company Page Launch + Content Calendar

• Launch Press Release

• Outbound Email Campaign Build & Copywriting

A Relationship Built on Teamwork

Straight from the off, our communication has been crucial to ensure deadlines were hit. The set-up of a shared Slack channel sped up sign off and has allowed us to become a true extension to the team. Exactly what a fractional marketing team should be.

“Scrumptious just get hospitality. From joining their breakfast event back in January, it was clear they understood the challenges operators face and how to communicate with them. They helped us sharpen our story, energise our launch, and quickly establish a presence in the industry. We’ve loved the pace, the honesty, and the care they’ve brought to every aspect of the launch.” - Reiss Ribeiro-Nelson, COO, SetMenu

What Comes Next

Month one was about getting out of the gate and launching. Now, the focus shifts to building momentum, expanding SetMenu’s reach, deepening engagement with early users and continuing to build credibility in the space.

SetMenu is a brand with serious potential and we’re proud to be playing a role in its story.

Want to launch something in hospitality the right way? We’d love to hear what you’re working on. Get in touch today.