The Challenge
As Vessel Kitchen scaled its culinary footprint across and outside of Utah, they faced a bottleneck: While local communities loved their menus, their digital brand was fragmented. Individual store promotions, seasonal menu pivots, and local outreach were managed through ad-hoc, reactive tactics. This left management with inconsistent data tracking and limited visibility across their marketing and technology stacks.
To drive sustainable, same-store growth, accelerate corporate B2B catering inquiries, and establish a playbook for launching new storefronts, Vessel Kitchen needed to shift. They required a unified, metric-backed digital marketing ecosystem that could scale alongside their physical operations.
To drive sustainable, same-store growth, accelerate corporate B2B catering inquiries, and establish a playbook for launching new storefronts, Vessel Kitchen needed to shift.
The Solution
TWIO integrated directly with the Vessel Kitchen team, functioning as a strategic, force-multiplying marketing partner. We began by auditing internal structures to establish a strategic foundation, defining distinct buyer personas to align messaging for suburban families, wellness foodies, and corporate planners. With these target profiles established, we developed unified verbal standards to ensure a consistent, recognizable voice across all platforms. This was coupled with a modernized, clean visual direction that brought cohesive visual standards to their physical and digital touchpoints.
We then activated this unified brand architecture across a comprehensive, multi-channel digital strategy; rebuilding their organic social footprint to grow active, authentic communities on Instagram and TikTok, designing automated email lifecycle flows, and executing targeted paid advertising campaigns. This digital outreach specifically utilized LinkedIn to drive high-yield B2B catering contracts, while scaling B2C local diner foot traffic on Meta and TikTok. To back these efforts with absolute data, we professionalized their marketing technology and data infrastructure, implementing cross-platform tracking and developing custom, real-time analytics dashboards to give corporate leadership clear visibility into localized marketing ROI.
01
Unified Brand Architecture
02
Targeted Paid Advertising
03
Multi-Channel Digital Strategy
04
Automated Email Lifecycle Flows
By The Numbers
+113%
Views
TikTok
X2
Open Rate
Lifecycle Emails
102%
Click Rate
Lifecycle Emails
The Impact
This structural integration transformed Vessel Kitchen’s digital presence into an operational asset that drove growth:
- Sustained Channel Authority: Revitalized their social platforms, growing their primary Instagram presence from 11K to 15.5K followers in four months and generating a 113% increase in video views on their newly launched TikTok channel within four months.
- Unified Operational Intelligence: Consolidated a highly fragmented, siloed marketing stack into a single, unified analytics platform.
- High-Yield Lifecycle Marketing: Rebuilt Vessel’s email infrastructure with strategic homepage capture and automated welcome flows. This optimization drove a 21x subscriber spike within 60 days; scaling monthly newsletter sign-ups from 8 in April to 168 in June. Baseline email open rates more than doubled from 26.45% to 58.15%, while click engagement increased from 0.75% to 1.02%.
- Paid Ad Pipeline: Reduced Google Ads spend by 80% from Q1 to Q2, and saw an 80% increase in conversion rate with a 60% decrease in cost per conversion.
Key Deliverables
- Martech & Analytics Infrastructure: Tech stack integration and custom performance reporting dashboards.
- Brand Mapping & Persona Strategy: Detailed brand voice guidelines, local competitive analyses, and customized brand personas and persona mapping.
- Digital Outreach & Ads: Multi-channel digital advertising campaigns targeting B2C consumers (Meta/TikTok) and B2B catering (LinkedIn).
- Social Community Stewardship: Standardized organic social media calendars, content production, and active platform management across TikTok, Instagram, Facebook, and Linkedin.
- New Store Launch Framework: DA repeatable, high-impact marketing blueprint for new store openings (NSOs).
- Continuous Creative Production: Ongoing copywriting, graphic design, email marketing layouts, and custom signage assets.
Step 01
Strategy First.
We began by understanding the firm’s brand voice, target audiences, and business goals before a single piece of content was planned. Every touchpoint was built on a foundation, not a guess.
Step 02
Create & Execute.
Our cross-functional team — Brand, Creative, Digital, and Web — collaborates to produce content that is visually compelling, on-brand, and purposefully timed across all channels.
Step 03
Measure & Refine.
We track performance and manage the brand’s presence in real time — continuously refining the strategy so the firm stays relevant and its audience stays engaged.
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What Clients Say
Thank you for the amazing team you put on our project. They were the most intelligent, patient, and skilled individuals I have had the pleasure to work with. What amazed me most was their willingness to collaborate and iterate. The TWIO team never let this slow them down and never complained. They just put their heads down and figured out how to make it meet our vision. They always added great ideas to help complete the vision.
One thing that really stood out to me was TWIO’s collaborative and dynamic approach to developing our website. Their designers, writers and project managers were all-hands-on-deck to create an aesthetically-pleasing website that is easy to navigate and drives business dev.
Working with TWIO is a true partnership. They take the time to understand our business needs and work with us to bring our visions to life. TWIO is always helping to enhance our brand, ensuring a consistent and comprehensive feel to our marketing materials. They are professional, dedicated and timely – everything you want in a marketing agency!
