Do you provide software to the F&B industry?

Then you need a writer fluent in kitchen

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The F&B industry is traditionally resistant to technology.

Anything that gets in the way of the human connection between the FOH staff and the customer must be a bad thing.

But technology is changing the industry and it’s time for hospitality companies to embrace the innovative solutions coming to market.

Technology, far from destroying the human connection, can actually bring people closer together.

If you’re having a hard time convincing operators to commit to implementing new systems, you need a new approach.

I love working where food and tech intersect.

My mission is to connect food tech brands who develop industry-leading software and systems to the hospitality industry.

My job is to convince operators they need your systems by explaining to them how your software can transform their business.

First we grab their attention with a carefully crafted headline, then engage them with insightful, timely and relevant content that prods them right in the pain points, and finally we explain how your product solves their deepest, darkest problems.



Who I work with

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Forward-thinking food and restaurant tech brands who provide systems and solutions to hospitality operators.

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Leading Hospitality Groups

Restaurant and hotel groups that understand the need for crystal clear communication.

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Magazines and trade publications in need of a writer who knows the industry and keeps up with the latest trends and technologies.


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How I help brands like yours


BLOG POSTS, Case studies & White papers

I can help you find your voice and attract the exact audience you want.

I write truly useful content that speaks both to search engine algorithms and your ideal customers.



I craft copy that compels and sells, from landing pages and executive bios to marketing emails.

I’ll help you turn leads into customers, and existing customers into brand evangelists.



“Sam is an engaging writer with a knack for storytelling. His content is always persuasive, he’s always responsive with regular updates on progress, and never misses a deadline. He would be an asset for any brand whose content needs a lift.”


Pete Boyle | Chief Copywriter,


“I worked with Sam in his roles as a journalist and then as a copywriter. As a journalist, he sought out and told compelling stories. As a copywriter, he immersed himself in the brand for creative messaging. He’s not afraid to roll up his sleeves and put in the work, and is the utmost professional.”


Meghan Sherrill | Senior Communications Manager, Black Sheep Restaurants

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"Sam wrote an array of stories for our print and online platforms. His pieces were of high quality and well received by readers, and were always delivered on time. He was adept at coming up with ideas and worked really well as part of our team. I highly recommend Sam as a freelance food writer to any business.”


Matt Fleming | Editorial Director, Time Out Hong Kong


Sam is an insightful and fluent food writer, his reviews informed by his knowledge and experience as a chef as well as his clear passion for good food. Sam is pro-active in working with PRs and establishments to develop new articles, he is a great asset to my online magazine.


Rupert Watkins | Managing Editor, Riddle Magazine



Ready to talk?