Scaling your brand involves more than great recipes or quality service. In Founders Future, Phil Masiello shares on the art and science of e-commerce scaling. He is the CEO of Crunch Growth Revenue Acceleration Agency. His insights come from personal success and failure.

This article unpacks the key takeaways from Phil's journey. It also provides actionable insights tailored for F&B entrepreneurs in Malaysia and Singapore.

From Stumbles to Success: Phil Masiello’s Journey

Phil’s career trajectory is a testament to resilience and the value of learning from failure. He grew up in the restaurant business in New York. Then pursued the path of owning a restaurant. But his first venture - a specialty food retail store - did not succeed. Phil admits he head shortcomings in leadership and process management. He "failed at everything." But this failure sparked a drive to rethink his approach to business.

Through later ventures, he mastered the art of:

  • brand-building
  • capital allocation
  • demand generation

Among the ventures were scaling a specialty grocery chain. And launching one of the first online meal platforms. These led him to create Crunch Growth. It's an e-commerce agency that helps consumer brands scale across many platforms.

Key Lesson for F&B Entrepreneurs:

Failure isn’t final. Instead, it can be the stepping stone to building a more sustainable business model. For F&B operators, this could mean:

  • reassessing outdated processes,
  • embracing technology, or
  • exploring new customer engagement strategies.


Building a Brand Versus Selling a Product

For Phil, the foundation of any scalable business is a clear focus on building a brand. Not just selling a product. Brands resonate with customers on an emotional level. Whereas product-only strategies often fail to inspire loyalty.

Phil explains, "If you don’t stand out or communicate what makes you different, you’ll struggle to scale." Relying solely on advertising without a strong brand identity leads to wasted resources.

How This Applies to F&B Businesses:

In the saturated F&B market of Malaysia and Singapore, differentiation is critical. Whether you’re running a café, a food truck, or a home bakery, ask yourself:

  • What makes your brand unique?
  • Why should someone choose your product or service over competitors?
  • How does your brand story connect with your target audience?

For example, an artisanal café could focus on sourcing local ingredients. Showcase this commitment through storytelling on digital platforms.

The Role of E-commerce in Scaling F&B Brands


The following are must-haves for F&B shops looking to transition to or expand online:

1. Own Your Customer Relationships

Do not rely on third-party platforms, such as food delivery services. They often take high commission rates and limit direct engagement with customers. Instead, build direct-to-consumer (DTC) channels through your own website or app. This approach allows you to keep data, personalise experiences, and nurture loyal customers.

Example for Malaysia and Singapore F&B Brands: Don't rely solely on GrabFood or Foodpanda. Consider launching your own online ordering platform. This could be particularly effective for home bakers or niche restaurants. It lets you build a loyal customer base without sacrificing margins.

 

2. Leverage Short-Form and Long-Form Video Content

Video remains one of the most powerful mediums for storytelling and customer engagement. Phil draws from his experience with TV shopping channels and modern digital platforms. Video is most effective for communicating your brand values and offerings.

Tip: Create short video tutorials, behind-the-scenes footage, or customer testimonials. Tailor them for platforms like YouTube, Instagram, and TikTok. Highlight unique aspects of your menu or preparation process. Be yourself to increase authenticity and trust.

 

3. Adapt to Changing Consumer Behaviour

Successful brands evolve with changing trends. For example, adjust strategies to match new technologies. As well as consumer expectations.

For F&B players, this could mean trialling AI-powered chatbots for customer support. Or using data analytics to predict popular menu items and minimise waste.

 

Building Long-Term Relationships with Agencies

Avoid a transactional mindset when working with agencies or consultants. Look for partners who understand your industry and can contribute to your growth.

Red Flags to Watch Out For:

  • Agencies focused only on running ads without a broader brand-building strategy.
  • Service providers promising quick fixes, like "10x revenue overnight."
  • Lack of a personalised approach to your specific needs.


Key Takeaways

Main insights from Phil Masiello’s masterclass on scaling with e-commerce:

  • Embrace Failure as a Teacher. Use setbacks as opportunities to rethink and rebuild your business model.
  • Focus on Branding Over Products. Define what makes you unique and communicate it to your audience.
  • Invest in E-commerce Channels. Build direct-to-consumer platforms to keep customer relationships and maximise profits.
  • Leverage Video Content. Use video to tell your story, engage customers, and differentiate your brand.
  • Stay Agile. Adapt to changing trends and technologies to stay relevant in a competitive market.
  • Choose Strategic Partners. Collaborate with agencies that understand your vision and can contribute to long-term growth.
  • Build for Sustainability. Whether you aim to scale or exit your business, ensure a foundation that can endure.


Final Thoughts

E-commerce and digital marketing is no longer optional. They are essential.

Phil Masiello’s journey offers an inspiring roadmap for restaurant operators. You, too, can scale your business while delivering exceptional value to your customers. Focus on:

  • brand-building
  • leveraging technology
  • forming strategic partnerships

Success in today’s market requires more than great food - it demands a great strategy. Start by asking yourself: What’s my unique value, and how can I use digital tools to amplify it? The answers to these questions could be the start of your next big breakthrough.

 

 

Source: "From Restaurant Dreams to E-Commerce Success: Phil Masiello's Entrepreneurial Journey" - Founders Future, YouTube, Aug 14, 2025