The Growth Edit

The single most common mistake I see isn't a bad campaign or a dodgy website. It's businesses reaching for the wrong type of outside help at the wrong time.There are basically three types of people you can bring in to help with your marketing. A freelancer, an agency, or a consultant . And most business owners, even the very experienced ones, don't really understand the difference between them. By the end of this episode you will.In this episode: Why a freelancer's job is to execute on your brief, not to write it and what happens when the brief was wrong in the first place An honest look at how agencies pitch, from someone who has been in those rooms writing them The feedback I gave a wine business within the first thirty minutes of a conversation. It wasn't comfortable to give, but it was the most valuable thing I could have said The four objections I hear most about bringing in a consultant, answered properly Three questions to ask yourself:1. Do you know exactly what you need? Could you sit down right now and write a clear brief for someone?2. Is your growth stuck and you can't explain why?3. Does your whole team know what they're working toward?If you know what you need and you just need someone to do it, hire a freelancer, or hire the full kitchen brigade and get an agency. If you're not sure what you need, growth is stuck, or the team isn't aligned, start with a consultant.If your marketing has felt like it's going around in circles, it's probably not because you hired the wrong people. It's because the match between what your business needed and what you hired for was off. And that is a completely fixable problem.Mentioned in this episode: The written guide, Agency, Freelancer or Consultant → It's not gated, there's no form, you don't have to give me your email. The growth readiness diagnostic → It takes about seven minutes and asks all the questions I ask before working with any business. Book a call → I love these conversations. It's where we start to work out together what's really happening. If this episode resonated, share it with another business owner in your world. A winery neighbour, a fellow restaurateur, someone you know who's been frustrated by their marketing and isn't sure why. hollyformosa.com · Growth Insights Hub · The Growth Edit on Apple Podcasts

Leadership gets thrown around a lot in hospitality. But what does it mean when you're running the floor, managing the team, and trying to grow a business at the same time? Angie Bradbury has spent three decades working inside hundreds of wine and hospitality businesses across Australia. She knows what good leadership looks like and what it costs when it's missing. In this episode we talk about the symptoms of a leadership gap , why staff retention is a leadership problem, how to develop people without a traditional promotion pathway, and what it takes to build the foundations for a business that can actually scale . Angie is the co-founder of the Collective Foundatio n and the driving force behind the Future Hospitality Academy — a new centre of leadership excellence delivered through Monash University, built specifically for our industry. In this episode: The number one symptom of a leadership gap — and why jumping back on the floor is almost always the wrong call How to know if you have a leadership problem (honest self-assessment) Why staff churn is costing you more than you think — and how to measure it How to develop your people without a traditional promotion pathway The foundational building blocks every business needs before it can scale What the Collective Foundation is doing to close the leadership gap in Australian hospitality The Future Hospitality Academy Leadership Excellence Program — what it is, who it's for, and how to get in Links mentioned in this episode: Collective Foundation — collectivefoundation.org.au Future Hospitality Academy Leadership Excellence Program — collectivefoundation.org.au Email the Collective Foundation — info@collectivefoundation.org.au Angie Bradbury on LinkedIn — linkedin.com/in/angie-bradbury Free resources from Holly: Take the Growth Readiness Diagnos tic (free, 7 minutes) — hollyformosa.com/diagnostic Browse the Growth Insights Resource Library — hollyformosa.com Book a complimentary 30-minute Growth Call — hollyformosa.com Connect with Holly: Instagram — @hollyformosa_consults LinkedIn — linkedin.com/in/holly-formosa About The Growth Edit: The Growth Edit is the podcast for food, wine, hospitality and tourism businesses that want to grow. Each episode brings together practical insights, honest conversations and real-world experience to help operators make better decisions and build stronger businesses.

This week I'm joined by Christine Pietersz, paid ads strategist and founder of Seed & Story, for a practical conversation about Meta ads for food and wine businesses. We cover why boosting a post is rarely a real strategy, how to structure a campaign for a one-off event, and why your email list, not Meta, is where the actual sales happen. If you've ever run your own Facebook ads and wondered whether they did anything, this one is for you. Christine Pietersz is a paid ads strategist and founder of Seed & Story, working with lifestyle and hospitality brands across Facebook and Instagram. She brings both agency and in-house experience, including years running social and digital for Brown Family Wine Group. 👉 BOOK THE META ADS WORKSHOP 28 July, Melbourne CBD, 9.30am to midday. Early bird tickets on now: https://www.hollyformosa.com/store/p/metaadsworkshop The workshop is for operators already running their own Facebook ads who want a sense check and some quick wins they can apply straight away. Perfect for owner operators running Facebook themselves, or marketing staff who want to sharpen up. In this episode: Boosting vs Ads Manager, and why control beats convenience How to warm an audience before a one-off event like a wine dinner or festival Why your website, not Eventbrite, should catch the traffic The role each channel plays: Meta for discovery, email for sales, cellar door for loyalty What the Andromeda update means for targeting, and why creative now does the work Chapters: 00:00 Welcome and introducing Christine 02:18 Organic vs paid, and whether boosting is ever worth it 04:25 Why bring creative into Ads Manager instead of boosting 07:51 Running a campaign for a one-off event 12:17 The biggest mistakes operators make with event ads 14:12 Selling direct, and where Meta fits with email and the cellar door 20:05 What good alcohol advertising looks like, personas and creative 22:42 The Andromeda update and letting creative do the targeting 25:38 The 28 July workshop 27:00 Quick fire questions If you found this useful, follow The Growth Edit so you don't miss an episode. Book the workshop: https://www.hollyformosa.com/store/p/metaadsworkshop Website: ⁠https://www.hollyformosa.com⁠

If you think your Instagram followers are your community… this episode might change your mind. I’m joined by Tresna Lee, co-owner of Gemini Wine Bar and one of the most experienced community builders in hospitality. With 15+ years of experience (including launching Yelp in Australia), Tresna shares how community actually works in a business and how it drives real growth, not just engagement. In this episode, you’ll learn: • Why followers ≠ community• The difference between audience building and community building• How simple ideas (like move clubs + book clubs) create real connection• How community drives repeat visits, referrals and spend• Why existing customers are your biggest growth opportunity• How to measure community (frequency, spend, word of mouth)• How to approach community for destination vs local businesses• Why hiring for culture matters more than skill• Where to start (without overcomplicating it) If you run a hospitality, wine or tourism business, this is a must listen. Free Growth Call If your marketing feels reactive, I offer a free 30-minute growth call where we unpack your biggest challenge and map out what to focus on next. Book here: hollyformosa.com/contact Find Tresna + Gemini: Instagram: @geminimelbourneTresna: @tresnalee

What does it really take to run a successful bar in today’s market? In the first episode of Season Two of The Growth Edit, Holly Formosa sits down with Jason Williams from House Made Hospitality in Sydney to unpack the realities behind the bar. They explore moderation as a structural shift, how Gen Z is reshaping drinking culture, and the tough decisions operators are making as costs and wages continue to rise. Jason also shares practical insight into protecting margins, designing experiences that bring people back, and the thinking behind launching Vitelli’s Upstairs, opening 10 February. If you work in food, drink or hospitality, this one’s worth your time. For more practical growth insight, watch the video interviews and explore the Growth Insights Hub at hollyformosa.com . You can also book a free 30-minute chat via hollyformosa.com .

🎯 Are you really ready for e-commerce? Book your FREE growth call now → https://www.hollyformosa.com/contact In this end-of-year episode, Holly Formosa answers one of the most common questions winery and drinks brand owners ask: “Are we strategically, operationally, and financially ready to run D2C e-commerce?” This isn't just about having a website. It’s about building a full sales channel, from digital storefronts to fulfillment and retention systems, that works. 🔥 What you’ll learn: • How e-commerce compares to wholesale• Key readiness questions every winery should ask• The real costs, tools, and team needed for success• Benefits of D2C (if you’re truly prepared)• Challenges to plan for (and how to overcome them)• A 5-step checklist to move forward confidently 💡 If you're curious about launching or scaling your e-commerce arm in 2026, this episode is your roadmap. Holly shares practical insights, honest truths, and a clear path forward. 📞 Book your free 1:1 Growth Call for January now → https://www.hollyformosa.com/contact

In this episode of the Growth Edit, Holly Formosa delves into the often-overlooked six-week window between mid-December and late January. Discover why this period is crucial for businesses in the food, wine, hospitality, and tourism sectors. Holly shares mindset shifts and practical strategies to transform this time into a powerful planning phase for 2026. Don't miss the opportunity to book a free 30-minute call with Holly at hollyformosa.com , or join her Growth Insights Community for more tools and ideas. Embrace this window as a chance to choose your direction for the new year. You've got this!

How the Good Food Guide is Shaping Australia’s Dining Story with Emma Breheny In this episode, Holly chats with Emma Breheny , Co-Editor of the Good Food Guide , about how the publication continues to shape Australia’s dining scene and what it really takes to be featured. Emma shares how the Guide has evolved post-pandemic, the thinking behind the new Critics’ Pick symbol, and the launch of the Good Food app. She also offers practical advice for venues and explains why value is now such an important part of the dining experience. 🎧 Have questions about managing media, awards or restaurant PR as part of your growth strategy? Holly has eight complimentary discovery chats available between now and Christmas to help you navigate these challenges and elevate your brand. 👉 Book your free call now at hollyformosa.com/letstalk

What does the next decade of tourism in Victoria really look like? In this episode of The Growth Edit , I’m joined by Julian , Research and Insights Lead at Visit Victoria , to unpack the data shaping the state’s 2030 Tourism Strategy . We discuss the trends operators need to know now, from the rise of family travel and Asian markets , to opportunities in food, drink and agritourism . Julian also shares how operators can tap into free research to guide marketing and product decisions without drowning in data. If you work in tourism, wine or hospitality, this is an insightful look at what’s next for Victoria’s visitor economy. Resources mentioned in this episode: Visit Victoria Corporate Site – Research & Insights : https://corporate.visitvictoria.com/research-insights Visit Victoria’s 2030 Visitor Economy Strategy : https://corporate.visitvictoria.com/visitor-economy-2030 Tourism Research Australia – Tourism Forecasts : https://www.tra.gov.au/en/economic-analysis/tourism-forecasts.html Tourism Australia – Future of Demand Report : https://www.tourism.australia.com/en/insights/future-of-demand.html Regional Tourism Boards (Victorian Visitor Economy Partnerships): https://corporate.visitvictoria.com/about-us/visitor-economy-partnerships Email Julian's team: research@visitvictoria.com About Holly Formosa Consulting Holly Formosa Consulting helps food, wine and tourism businesses turn marketing plans into real growth. I’m opening 10 complimentary strategy call spots between now and December to help operators unpack their biggest marketing challenges and get clear on next steps. Book your free 30-minute call: hollyformosa.com/letstalk

Fresh from Milan, where he picked up Two Knives at The Best Chef Awards 2025, Zennon Wijlens — Co-Owner and Executive Chef of Paris Butter, Auckland — joins Holly to talk creativity, ego and collaboration in one of Aotearoa’s most awarded kitchens. In the past two months alone, Zennon’s been named Best Chef by Metro Magazine and led Paris Butter to retain Three Hats in the Cuisine Good Food Guide Awards. But this episode isn’t just about accolades — it’s about what success really means once you’re leading the team. Zennon shares how collaboration keeps chefs grounded, why humility matters as much as skill, and what it takes to evolve creativity year after year. Planning a trip to Auckland? Book a table at Paris Butter and see why it’s one of the most talked-about restaurants in the region. Check them out on Instagram @parisbutter_nz . And if you’re looking to grow your own food, wine or hospitality brand, book a free 30-minute strategy call with Holly at hollyformosa.com/letstalk.

Most food, wine, and hospitality businesses do not choose to waste time or money on marketing; it happens when you are reacting instead of planning. In this episode, Holly unpacks The Real Cost of Not Having a Marketing Plan from lost revenue and wasted time to missed opportunities and team burnout. You'll learn how to recognise the hidden costs of reactive marketing and what clarity, structure, and a proper plan can do for your business.. What You Will Learn The most common marketing myths keeping business owners stuck What a marketing plan actually is, and what it is NOT Six hidden costs of working without a plan How to create clarity for your team, brand, and budget The confidence that comes from structured marketing Download The Clarity Check —Holly’s free self-assessment inside the Growth Insights Hub . https://www.hollyformosa.com/insightshub It takes just three minutes and helps you identify where your marketing might be leaking clarity, time, or money across the six cost areas discussed in this episode. If you would prefer a conversation over a template, book a free 30-minute strategy call. Together, you will unpack what is working, what is not, and where to focus next. Book your call: hollyformosa.com/letstalk

In this conversation, Holly Formosa and AI expert Julie Fenwick explore the transformative impact of artificial intelligence on the food, wine, and hospitality sectors. They discuss practical applications of AI, from operational efficiencies to marketing strategies, while addressing common concerns about data privacy and maintaining a personal brand voice. Julie emphasises the importance of understanding AI's capabilities, starting small, and using it as a collaborative partner to enhance business operations. Takeaways AI is not just a buzzword; it's a transformative tool. Start small with AI by identifying pain points in your business. AI can assist with bookkeeping, analysis, and planning tasks. Use AI as a thought partner to enhance creativity. Data privacy is crucial; avoid uploading sensitive information to free accounts. Train AI to understand your brand's tone and voice. Voice mode in AI can be a powerful tool for busy operators. AI can help analyze customer feedback and reviews effectively. The future of marketing will require a balance between AI and human connection. Embrace AI to focus on high-value tasks and customer interactions.

Feeling burnt out by social media? In this session I share the practical hacks I use with food, wine and tourism businesses to take the pressure off while still getting results. You’ll learn how to: Shift your mindset from posting daily to posting with purpose Repurpose one piece of content into many (without extra effort) Tap into user-generated content so your customers do the heavy lifting Batch your content to avoid the daily scramble Pick the right tools that save you time (without paying for over-engineered software) Focus on the three content pillars that always work: seasonality, humans, and partnerships Use email and SMS to actually drive bookings and sales If you’re tired of the hamster wheel of likes and posts, this session will help you find a smarter, more sustainable approach. Based in Melbourne, I work with wineries, restaurants and tourism operators on social media coaching and strategy. If you’d like a one-to-one chat about how to apply this to your business, get in touch via hollyformosa.com.

In this conversation, Holly Formosa interviews Katrina Butler, the Head of Tasting at Halliday Wine Companion. They discuss Katrina's role, the wine tasting and scoring process, the importance of submissions from wineries, and the distinction between editorial and commercial content. Katrina explains the criteria for various wine awards, including Winery of the Year, and shares insights on how the Companion is adapting to changes in the media landscape, including the expansion into spirits reviews. Takeaways Katrina Butler is the Head of Tasting at Halliday Wine Companion. The tasting team is split into regions based on expertise. Wineries must submit wines to be included in reviews. The Companion is focused on consumer reviews, not trade. Editorial content is distinct from commercial content. Awards are based on both scores and qualitative discussions. The Companion is adapting to digital media and consumer preferences. New categories like 'wild card' celebrate unconventional wines. The Companion is expanding to include spirits reviews. The wine industry is evolving, and the Companion aims to support this growth. Chapters 00:00 Introduction to the Halliday Wine Companion 01:47 Understanding the Tasting and Scoring Process 05:17 Score Inflation and Market Trends 08:48 Submission Process for Wineries 10:49 Editorial vs. Commercial Content 16:53 Awards and Recognition in the Wine Industry 20:20 Blind Tasting Process for Wine Awards 21:53 Major Awards and Their Selection Process 26:23 Understanding Winery of the Year Criteria 27:06 Best New Winery Award Explained 29:23 Consumer Focus vs. Trade in Wine Reviews 31:29 Adapting to Changing Media Landscape 33:34 Expanding into Spirits Review 36:52 Celebrating Australian Wine and Future Directions 37:32 Introduction and Initial Thoughts 40:02 Wine Pairings and Personal Preferences 40:16 Outro.wav

In this episode, I’m joined by food writer and hospitality lifer Richard Cornish to dig deep into what really makes a venue resonate … and why so many places miss the mark. With over 30 years spent inside kitchens, wine bars, and regional dining rooms, Richard brings sharp insights and no-nonsense advice on everything from team culture to training, service to storytelling. This isn’t about trends or surface-level polish. It’s a real conversation about what keeps people coming back. Whether you're opening your first venue or trying to breathe life into an existing one, this episode unpacks the often-overlooked details that separate good from great. From the role of front-of-house energy to the importance of local producers, Richard shares practical advice, grounded opinions, and just the right amount of fire to keep things honest. Expect real talk on: Why authenticity beats performance every time How to train a team that actually cares What the future of hospitality looks like — and who’s at risk of being left behind The art of building venues that last (and why most fail early) If you're in food, wine, service — or just obsessed with what makes a great night out — this one’s for you.

In this episode, I cover strategies for standing out in a saturated marketplace, particularly in the food, wine, and hospitality industries. We talk about the importance of clarity, focus, and differentiation over simply being louder or spending more on marketing. I share ten practical ideas, including niching down, leading with what makes a business different, investing in bold branding, maintaining consistency, and leveraging unique location and provenance. We end with a call to action for listeners to implement one strategy and share their results. Takeaways The market feels saturated with many options available. Clarity and focus are essential for standing out. Generic offerings lead to invisibility in the marketplace. Customers remember what makes a business different, not just better. Bold branding communicates values and creates memorability. Consistency in branding builds trust and recognition. Doing less but better can lead to more effective marketing. Creating memorable experiences can generate word-of-mouth referrals. Owning your content allows for deeper customer connections. Leveraging your unique location can differentiate your brand. Sound bites "Generic basically means invisible." "Do less but better." "Create content that you own." Chapters 00:00 Introduction to Standing Out in a Saturated Marketplace 02:03 The Importance of Clarity and Focus 03:52 Niche Down to Scale Up 05:32 Leading with Difference 07:00 Investing in Bold Branding 08:43 Consistency is Key 09:54 Doing Less but Better 11:25 Creating Memorable Experiences 12:28 Owning Your Content 13:23 Leveraging Place and Provenance 14:23 Radical Transparency 15:39 The Founder’s Role in Branding 18:41 Recap and Call to Action

In this episode of Growth Insights, Holly Formosa sits down with Dan Sims, Chair of Wine Victoria and founder of Pinot Palooza and Revel, to talk about the state of Victorian wine today and where it’s headed next. Episode Highlights: The biggest commercial pressures facing producers right now – oversupply, changing drinking habits, and a competitive global market. Why collaboration is essential and how initiatives like Drink Victorian are connecting wineries, distillers, brewers, and trade in new ways. The opportunities in flavour innovation, alternative packaging (hello Bagnums), and lighter, fresher wine styles that suit today’s drinkers. Dan’s optimistic take on young people and wine – and why the myth that “the next generation isn’t interested” simply isn’t true. Practical advice for boutique producers thinking about exports, including the key questions to ask before taking the leap. The leadership programs shaping the future of Victorian wine and why the next generation of industry leaders gives Dan so much confidence. Throughout the conversation, Dan shares candid insights from decades in the industry, his belief in storytelling over spreadsheets, and why he’s unsubscribed from the “doom and gloom” headlines that dominate industry news. “People are into wine – they’re just not into the people telling them they’re not. The opportunity is to make wine fit into their lives, not the other way around.” – Dan Sims This episode is a must-watch for anyone working in or passionate about wine, offering a glass-half-full look at the challenges and exciting opportunities ahead for Victorian producers. Listen now to hear Holly and Dan’s full conversation.