Traditional lead generation is losing its impact. This is a cold, hard, fact. Cold outreach, gated content, and generic email campaigns simply don’t cut it anymore. Instead, the real winners in restaurant technology are brands that focus on demand generation—the art of creating awareness, authority, and trust before the sales conversation even begins.
At Popcorn GTM, we believe demand generation is a wolf in sheep’s clothing—an approach that looks like branding but, when done right, drives measurable pipeline growth. Your restaurant tech brand needs to wear that disguise right now.
Here’s how to do it:
1. Build a Brand That Commands Attention
The difference between lead gen and demand gen? Demand gen starts with brand-building. A restaurant tech company with a clear, distinct brand will attract leads rather than chase them.
For example, Carmela Foods worked with Popcorn GTM to modernize its brand image while keeping its deep-rooted authenticity intact. By refreshing its digital presence, the company became a trusted leader in specialty food distribution, positioning itself to win new business without aggressive sales tactics.
✅ Brand Standards Matter – Cohesive design across social media, sales materials, and your website establishes credibility before a prospect even speaks to your team. (Learn more)
2. Optimize Your Website for Demand, Not Just Clicks
A demand-generation strategy doesn’t rely on landing pages and forms—it builds a website that educates, engages, and nurtures prospects before they fill out a form.
Take Curbit, a restaurant tech platform that improves kitchen efficiency. Popcorn GTM helped them craft a site that tells a compelling story, clearly demonstrating how they solve pickup and delivery bottlenecks. Instead of hard-sell tactics, their site is a resource that draws restaurant operators in.
✅ Your website should be a conversation starter, not a cold form. (See how Popcorn GTM does it)
3. Use Video to Educate, Not Just Advertise
B2B buyers today don’t want more sales calls—they want valuable insights delivered in engaging ways. That’s why video content is one of the most powerful demand-generation tools.
Cut+Dry, a foodservice e-commerce platform, recently announced a major partnership with Instacart. A well-executed video strategy can amplify a major milestone like this, educating distributors and restaurant owners about how the platform is changing the industry.
✅ Video isn’t just for ads—it’s for storytelling. (See how Popcorn GTM creates impactful videos)
4. Leverage Social Media for Awareness, Not Just Clicks
Paid ads that scream “BUY NOW” are dead on arrival in B2B. Instead, social media should position your brand as a thought leader, sharing insights that attract the right audience before they even know they need you.
Popcorn GTM runs highly targeted social media campaigns that don’t just drive leads but create demand where none existed before. Instead of chasing restaurant operators, our campaigns make them come to you.
✅ Stop selling, start teaching. (Popcorn GTM can help)
5. Content Marketing = Long-Term Demand Generation
Want to know the secret to high-intent inbound leads? Thought leadership. OGC (One Goal Consulting) has seen success by consistently publishing industry insights that position them as an authority in restaurant technology consulting.
Instead of pushing for the sale immediately, they educate operators on how to navigate the complex tech landscape—so when the time comes to buy, they’re the obvious choice.
✅ Be the voice of authority in your niche. (Work with Popcorn GTM)
6. PR & Podcasts: The New Word-of-Mouth
Press releases and podcasts aren’t just branding plays—they’re demand-generation machines. Features in industry publications build trust at scale, while podcasts allow you to speak directly to your audience in an engaging, no-pressure format.
The “Morning, Sam Morning, Ralph Podcast”, hosted by Popcorn GTM, is a perfect example. It helps brands connect with industry decision-makers organically, without a sales pitch.
✅ Be the expert, not just another vendor. (Get featured)
7. Events & Trade Shows: Demand Gen in Real Life
Trade shows used to be about lead collection—now, they’re about brand activation. A&B Local Food Distributors, for example, benefits from a high-impact trade show booth that turns heads and generates conversations without relying on outdated sales decks and brochures.
✅ Trade shows should be experiences, not just booths. (Let’s build yours)
Lead Gen Isn’t Dead—It’s Just Wearing a New Disguise
Demand generation isn’t just a marketing buzzword—it’s the approach restaurant tech brands need to thrive today. Instead of chasing cold leads, it’s time to create demand through strategic branding, content, and digital experiences.
Popcorn GTM is here to help you build a demand-generation strategy that doesn’t just look good—it drives real business growth.
🚀 Let’s talk about your demand gen strategy. Contact Popcorn GTM
