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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Discover the strategies, stories, and real-life lessons behind SD Foodies, one of the most influential food and experience brands in San Diego. Learn how Chris and his partner grew an Instagram following to over 100,000, shaped a trusted voice, and navigated the real business—and fun—of running a social-first local brand.
It started with a random Instagram DM.
Chris, the face behind SD Foodies, got an invite to the NTM Growth Marketing Podcast—and responded. That openness is exactly what makes SD Foodies stand out in a crowd of influencer accounts: they’re approachable, real, and actually part of the local community.
SD Foodies isn’t your typical “pose with a can” influencer gig. It’s a growing media brand showing off everything fun, delicious, and unique in Southern California—especially San Diego—through an honest lens.
“We aren’t like our typical influencers where we’re holding up a can of something… We kind of go through an editorial, longer POV style, going through our experiences in Southern California.” – Chris
SD Foodies takes viewers and readers along for the ride: real food, real experiences, real recommendations.
Who is “we”? SD Foodies is a two-person powerhouse: Chris and his girlfriend.
They split the brand’s content—Chris’s voice and visuals, her words and insights. That’s it. No big team, no agency—just two people keeping SD Foodies personal and authentic.
“It’s really just me and my girlfriend… She writes the blog, she does all the creative writing. I do all the video production, I do all of the client negotiations and kind of put it all together.” – Chris
The best brands often start by accident.
For Chris, SD Foodies began during Covid, as a way to fill downtime. “I’m a full time video editor… This was a passion project and it started in COVID out of boredom.” But it quickly became more.
Where most food Instagram accounts fade, SD Foodies spotted a gap: most influencers make themselves the star. Chris and his partner wanted the brand to be the star—the spotlight on the experience, not just the person.
This focus not only grew the account—it turned SD Foodies into a business.
You know the stereotype: influencers endlessly posting selfies, ads, #ad, and very little real value. That’s not SD Foodies.
Chris explains that brands actually appreciate this approach, too. Many businesses have told him that when the influencer’s personality is less in focus, the actual brand or place they’re promoting shines.
“We found that brands really enjoyed them… putting the brand first and putting whatever we’re trying to promote first seemed to really resonate.”
This also makes it easier for followers to imagine themselves having the experience—because the focus isn’t on Chris and his girlfriend, but on the activity or meal.
In a world of fake reviews and generic “top 10” lists, SD Foodies stands out by being honest and putting the audience’s experience front and center.
Instead of going to TripAdvisor or Yelp to scan crowdsourced ratings, more locals turn to SD Foodies for their personal take—and for the feeling of getting advice from a local friend.
“They don’t necessarily want the top 10 things to do. They want our top 10 things to do, which seems to work well.” – Chris
So how did SD Foodies go from a passion project to over 100,000 followers on Instagram?
It wasn’t luck or bots. Chris is blunt: “Don’t buy 50,000 fake followers from somewhere in Asia.”
What worked:
“Consistent posting and really, really high quality content that is relevant to your target audience… seems to resonate well with Instagram and TikTok.” – Chris
If you’re looking to grow a local account:
There’s no “magic formula”—but there sort of is.
Chris admits almost every viral video follows a simple story formula:
“Every single video is telling a story… Hook, introduction, the meat, then you wrap it all up. That’s not anything revolutionary… But it works.” – Chris
Pro Tip:
Ever wonder how much work goes into a single Instagram Reel or post? It’s definitely not just snapping a photo at dinner and uploading it.
“It’s such a long process, especially dealing with clients… We want to make sure we do it right. When you have hundreds of thousands of people watching, everything’s overanalyzed.” – Chris
Typical Timeline:
Knowing your audience is key. Chris has a specific “avatar” in mind:
This persona isn’t just imaginary—it’s grounded in the demographics and feedback they get. They cater content to her preferences: “pushing fun date night ideas,” great eats, and unique experiences.
Beyond analytics, SD Foodies puts themselves in their followers’ shoes: What would a 28-year-old woman in San Diego want to do on a Friday night? That focus has helped content spread like wildfire.
What are the SD Foodies’ go-to picks for unforgettable date nights?
“If we do someplace that you can have a drink, dinner, and then like a walk on the beach… that’s the best.”
These aren’t the basic Yelp picks—they’re field-tested, local-approved, and genuinely memorable.
“How do you know your posts are actually working?”
Chris admits this is tricky. The easy numbers—views, likes—are important. But SD Foodies prioritizes:
“When I can tell a client that we had 10,000 people go through that experience… Even if a tenth of those actually went, that pencils out.”
Real-world impact, not just digital vanity.
While SD Foodies will use photos for early announcements or event lineups, their main game is video. Why?
There are still times for photos—posting a concert lineup or letting people know an event is coming up—but to make something really stick, video is king.
Most viral SD Foodies content is quick and punchy—15 to 30 second Reels or TikTok clips.
But for big ticket decisions (like booking a Joshua Tree Airbnb for $300/night), SD Foodies links out to in-depth, photo-rich blog posts.
“When you’re going to make a huge… $1,000 spend, you want more than just a 30-second video. Here’s all the photos, here’s the full writeup with booking info.”
Typical user journey:
Lesson: Short-form for discovery and sizzle, long-form for details and decision.
Chris is all-in on staying current. TikTok in particular has become central to the brand.
“If you’re not constantly adapting, you’re gonna get left behind… I’m just going to do both and I’ll be right on top of that trend when it happens.”
Advice for New Creators: Start on TikTok. The reach is still unmatched and the content doesn’t need to be super-serious—quick, funny, honest clips perform great.
Behind the scenes, the influencer industry is shifting.
“We’ve had clients being like ‘come to Napa Valley!’ but then they don’t want to pay travel costs. It’s going to cost me $500 to $1,000 just to get there, so no, I’m not going to do that for free.”
It’s getting better, as brands recognize real value—but there are still a lot of uncomfortable negotiations. Chris and his partner sometimes have to walk away from “opportunities” if they aren’t respected as professionals.
In business, not every partnership is a win.
Chris recalls an early big-money deal with McDonald’s. Excited by the budget and prestige, they didn’t stop to ask if their audience would actually care about fast food from a mega-brand.
“Every time a brand reaches out, think about your person… If you’re not promoting things your consumer will enjoy, you’ll eventually lose attention.”
Takeaway: Stay on brand, no matter who’s paying.
Takeaway: Stay on brand, no matter who’s paying.
How do they keep knowing what followers want year after year?
“If it excites you and you’re kind of in that target consumer area, it’s really easy. If it excites you, it will most likely excite your target consumer.”
It’s a mix of staying plugged in, adapting fast, and really enjoying the process of discovery.
It’s easy to get stuck in a routine—same gym, same restaurants, same spots every week.
But Chris says there’s big value in trying new things. Sometimes your new favorite is just outside your current comfort zone.
“We’d been to our favorite date night spot a dozen times and always ordered the same thing. But the one time we tried something new, it ended up being our new favorite dish!”
Being a creature of habit is easy—but discovery is what keeps things exciting. And, as Chris points out, you’ll never find a new favorite unless you’re willing to try something you’ve never considered before.
“You’ll be content if you always go back to the same place, but you won’t be excited. You want to be more than content—that only happens when you try new things.”
Professional content doesn’t have to mean huge budgets.
Chris swears by his Yeti microphone: a small investment that makes a huge difference in audio quality for voiceovers and podcasts.
“I think this is literally like $100… All of the voiceovers done on this… It just ups your game to the next level.”
The lesson: You don’t need every gadget—invest in the few tools that raise your work above the rest.
SD Foodies is always growing—and always focused on what matters: sharing the best experiences in San Diego and beyond, for real people, in an honest voice.
Want to follow along or find your next great date night spot? Check out SD Foodies on Instagram, read their blog, or find them on TikTok for daily inspiration.
And, as Chris says, don’t be afraid to DM. They just might answer.
“I appreciate you being a follower. Thank you.”
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