Episode Summary

In this episode of Kith & Kin, host Cassie Davison sits down with Susan Zwinkels, Chief Marketing Officer at Kitch, to explore the evolving role of social media in hospitality.

Susan shares her journey from working in restaurants to leading a strategic social agency and reveals how hospitality brands can use social media to drive footfall, build loyalty, and stand out in a crowded industry.

From storytelling and customer engagement to avoiding common social media mistakes, this episode is packed with insights for hospitality businesses of all sizes.

Whether you're an independent operator or a large hospitality brand, this conversation will help you rethink how you approach social media.

[00:01] Introduction – Susan’s background in hospitality and how she transitioned into marketing

[02:42] The Power of Hospitality Experience – How working in kitchens and front-of-house shaped Susan’s marketing perspective

[06:26] Why People Skills Matter – How hospitality teaches adaptability, communication, and customer service

[12:40] The Digital Transformation – How hospitality brands have adapted to the rise of social media

[18:50] What Kitch Does – How Kitch supports hospitality brands with social media strategy, content, and campaigns

[21:53] Common Social Media Mistakes – What hospitality businesses get wrong with their social strategy

[25:35] The Power of Storytelling – Why emotional connections drive engagement on social media

[29:04] Why Social Media Shouldn’t Be an Afterthought – How to integrate social into your marketing strategy from day one

[32:54] Understanding TikTok & Gen Z – How social media is evolving and why TikTok is a game-changer

[35:56] Social Media Tips for Independents – How small hospitality businesses can maximize impact

[38:50] Data-Driven Social Strategies – Using analytics to improve performance and prove ROI

• Learn why storytelling and authenticity are key to social media success.

• Discover how to focus on content that engages rather than chasing trends.

• Understand the data and insights that drive real ROI.

• Get expert guidance on which platforms to prioritize.

• Practical strategies for small businesses with limited time and budget.

• Hospitality entrepreneurs looking to improve their social media strategy

• Restaurant, pub, and café owners who want to attract more customers online

• Marketing professionals working in the hospitality industry

• Anyone curious about how digital marketing impacts hospitality success

Download the ‘State of Social’ Report – Free benchmarking insights for hospitality brands: Visit Kitch’s Website

Follow Kitch on Instagram: @kitchsocial

Connect with Susan on LinkedIn: Susan Zwinkels

Email Kitch: info@kitch.com

If you found this conversation valuable, make sure to subscribe, rate, and review Kith & Kin on your favorite podcast platform.

And don’t forget to share it with other hospitality professionals who might find it useful.