Client Success Stories
Marketing Dublin's Premier Food Destination - Inside Fallon & Byrne's Brand Evolution
In our ongoing series sharing stories of brand evolution, we meet Aisling Fox, Head of Marketing at Fallon & Byrne, Dublin's beloved four-floor food destination. Through candid conversation, we explore how she's unified a complex multi-venue brand, shifted perceptions beyond the ground-floor food hall, and created meaningful connections with customers across every touchpoint as the business approaches its 20th anniversary.
Can you tell us about your role at Fallon and Byrne and how your marketing approach has evolved since taking on this position?
As Head of Marketing at Fallon & Byrne, my role is to shape and communicate the brand’s identity across all our venues, from The Foodhall and the atmospheric Wine Cellar, to the refined Dining Room and our bespoke events offering in The Exchange. Each space has its own personality, and my job is to ensure those identities feel distinct yet cohesive under the Fallon & Byrne umbrella.
When I joined Fallon and Byrne, BrandNew Creative had already been working closely with the existing team to develop a comprehensive set of brand guidelines. What really impressed me was how thoughtfully each department was treated as its own entity, with tailored branding that reflected its unique atmosphere and offering. From menu designs and branded vinyls to bespoke packaging for The Foodhall. All the ingredients were there, my job was to bring them to life.
My initial focus was on rolling out this new branding across every level of the building. That meant working closely with BrandNew Creative and various packaging suppliers and printing companies to ensure the brand vision was consistently executed in every detail. From a beautifully designed wine list in The Wine Cellar to the new packaging in The Foodhall, this has been incredibly rewarding.
The food destination landscape is highly competitive. What do you believe sets Fallon and Byrne apart in the minds of your customers?
At Fallon & Byrne, what sets us apart is the unique combination of quality, atmosphere, and experience, all under one roof. We’re not just a place to dine or shop; we’re a destination that brings together the very best of food, wine, and hospitality in the heart of Dublin City.
Our customers know they can rely on us for premium ingredients in The Foodhall, from everyday essentials to rare international finds, and then head downstairs to The Wine Cellar for a relaxed Italian meal or upstairs to The Dining Room for a refined, seasonal dining experience. That seamless journey from grocery shopping to quality dining to event hosting is quite rare, and it’s something we’ve worked hard to perfect.
There’s also a strong emotional connection people have with Fallon & Byrne. We’re part of their weekly rituals and their celebrations. Whether someone is picking up the perfect bottle of wine, getting married in our event space, or enjoying a long lunch with friends.
Ultimately, it’s our commitment to excellence in product, service, and atmosphere that makes us memorable. We care deeply about the details, and our customers feel that, whether they’re popping in for a takeaway coffee or planning a bespoke wedding with us.
What's the biggest misconception people have about Fallon and Byrne, and how does that affect your marketing strategy?
One of the biggest misconceptions we face is that people often think of Fallon & Byrne solely as a premium food hall, and while that’s a core part of who we are, it’s just one piece of the story. Many customers are surprised to discover that we also house two restaurants, The Wine Cellar and The Dining Room, as well as a stunning event space for weddings, private dining, and corporate functions.
This misconception is largely due to the layout of our building. The Food Hall is at street level and naturally gets the most foot traffic and visibility. In contrast, The Wine Cellar is located below ground, The Dining Room is on the first floor, and the event space, The Exchange, is on the second floor, so they aren’t as immediately visible to passersby. As a result, many people simply don’t know the full extent of what we offer.
From a marketing perspective, this presents both a challenge and an opportunity. We’ve taken a two-pronged approach to address it. In a traditional sense, we use in-store signage and subtle wayfinding throughout the Food Hall to guide people to our other venues. We want to make that journey intuitive, to spark curiosity and encourage exploration throughout the building.
Digitally, our strategy is all about storytelling and balance. Across our digital touchpoints, we make a conscious effort to spotlight each department equally. Whether that’s highlighting a seasonal menu in The Dining Room, promoting a wine tasting in The Wine Cellar, or showcasing a beautifully styled wedding, we aim to paint a full picture of what Fallon & Byrne has to offer.
Ultimately, our goal is to build awareness and drive deeper engagement with each of our spaces, while ensuring the overarching Fallon & Byrne brand remains consistent and compelling. It’s about turning that initial visit to the Food Hall into a lasting relationship that spans all corners of our business.
As Fallon and Byrne continues to evolve its brand identity with BrandNew Creative, what have been the most significant challenges, valuable insights, and early wins in this ongoing process of creating a more cohesive experience across your multiple offerings? Have you noticed any preliminary shifts in how your team or customers are responding?
One of the most valuable insights that emerged from this process was the power of clarity, both internally and externally. By defining each department’s personality through tailored brand guidelines, we created a shared understanding that has helped unify our team. This clarity has improved collaboration across departments, guided everything from menu design to digital content, and ultimately made the customer experience feel more intuitive and connected.
A major early win has been the successful rollout of our new visual identity across in-store signage and wayfinding. The feedback from both customers and staff has been overwhelmingly positive. There’s a renewed sense of pride in the look and feel of our spaces. Customers are noticing the consistency and refinement, and that’s already helping to shift perceptions of Fallon & Byrne as not just a food hall, but a full experience-led destination.
We’ve also noticed a shift in how our team engages with the brand. There’s more ownership, more alignment, and a greater sense of purpose.
That internal buy-in is hugely important, because when the team believes in the brand, and has clarity on their own department’s messaging, it naturally carries through to the customer experience. We’re still early in the journey, but the foundations are strong. As we continue to build, the focus is on deepening that cohesion across platforms, refining our messaging, and finding new ways to bring the Fallon & Byrne experience to life.
How do you connect with your customers across different channels, and what role has your brand played in making these connections more meaningful?
Our connection with customers is built on a shared love of quality food, wine, and memorable experiences, and that extends across every channel we use. Whether someone is walking through the Food Hall, browsing our Instagram stories, reading our newsletter, or attending a private event, our aim is to ensure they feel the same warmth, care, and attention to detail that defines Fallon & Byrne.
We use a multi-channel approach combining in-store touchpoints with a strong digital presence across social media, email marketing, paid advertising, and our website. Social media has become a particularly important space for storytelling. It allows us to share not just what we offer, but why it matters, from the source of our ingredients to behind-the-scenes glimpses of our chefs, sommeliers, and wider team. Our emails help us go deeper, offering curated content, exclusive offers, and updates that feel personal and considered.
The evolution of our brand identity with BrandNew Creative has played a huge role in making these connections more meaningful. With a clearer, more cohesive voice and a refined visual language, we’re able to communicate more confidently and consistently across platforms. It’s helped each department feel more defined while still being recognisably part of the Fallon & Byrne experience.
More than anything, our brand has become a tool for building trust. It reassures customers that no matter where they interact with us, they can expect the same high standards, thoughtful presentation, and genuine hospitality. That consistency is key to keeping customers engaged and turning one-time visitors into loyal advocates.
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Aisling's experience shows that clear brand guidelines aren't just about visual consistency - they're about creating shared understanding across your entire team. When everyone knows what your brand stands for and how it should show up, it transforms both internal collaboration and customer experience. Her approach of treating each offering as distinct yet connected proves that complex businesses can maintain unity without losing their unique character.
