Coda & Tonka – Bringing Strategy & Structure to Marketing
The Challenge
Coda and Tonka are two of Melbourne’s most respected restaurants, with over 15 years in the industry. When I first started working with them, they had always handled marketing in-house. Over time, though, consistency and clarity had slipped.“We believed we were able to provide the best content from doing it in-house and delegating media, but that wasn’t the case anymore.”
Beyond marketing, internal communication wasn’t as strong as it needed to be, and decision-making had become more reactive than proactive. They needed a structured plan, fresh strategic thinking, and someone to take the pressure off so they could focus on running the restaurants.
Professional Photography by Arianna Harry
My Approach
I began by conducting a full marketing audit, assessing every channel to identify opportunities for improvement. From there, I ran two collaborative workshops—one focussed on business and brand strategy, the other on marketing and media, to ensure we had a clear, aligned vision. I then developed a 12-month marketing plan with structured activities, measurable objectives, and a roadmap for execution.
But strategy alone wasn’t enough, I also provided hands-on support to implement key initiatives, ensuring everything from campaign execution to internal communication was aligned and effective.
One of the early wins was repositioning their Peking Duck Sunday special.“We do a Peking Duck special on Sundays, and it wasn’t working. Holly came on board, repackaged it beautifully, presented it to the world, and now it sells out every Sunday.”
Another unexpected benefit was the improvement in internal communication.“I wouldn’t have noticed this, but my chefs and front-of-house managers now communicate better. Someone was actually asking, ‘What are you doing? What’s happening this week?’ and that has made a huge difference.”
The Results
What I Delivered
An in-depth marketing audit across all channels, identifying key areas for growth.
Two collaborative planning workshops to align business goals, brand positioning, and marketing strategy.
A 12-month strategic marketing plan with clear objectives, key activities, and a structured execution roadmap.
Support in recruitment and training, ensuring the right people were in place to implement the plan effectively.
The Impact
Sold-out Sunday specials: Peking Duck Sundays now fill tables every week.
Stronger internal communication: Weekly updates and structured messaging have streamlined operations.
A proactive marketing approach: Instead of reacting to slow periods, the team now follows a structured plan.
Reduced mental load for leadership:“For me, the biggest thing was the mental release of knowing I didn’t have to worry about this anymore.”
Final Thoughts
For other restaurants who are considering some external marketing expertise, Michael Bartholomew, Co-Owner of Coda and Tonka, summed it up best:“Holly is driven to the point of when the idea is seeded, it doesn’t just ferment—it takes seed and it grows.”