After 26 years of leading communications across technology, finance, FMCG and consumer goods, Pooja Garg Khan has ventured into the fine dining and premium casual dining sector as a fractional Chief Communications Officer (CCO). Over the past six months, she has led corporate communications for two major players in the food and beverage (F&B) space, bringing her experience in communications strategy to an industry with distinct brand-building and engagement requirements.Khan’s move reflects her experience with a fractional leadership model, in which organisations engage experienced professionals for strategic leadership without necessarily requiring a full-time executive. She notes that the model is increasingly being adopted by small and mid-sized companies that need senior-level expertise, decision-making agility and established industry connections but may not have the budgets or requirements for a full-time CCO.Building restaurant brands through experience-led communicationKhan highlights how communications in the dining sector differ from those in traditional product launches and corporate events. A restaurant launch involves more than introducing a new offering or menu. It requires bringing together the food, chef, service, ambience, location and brand story to create a cohesive experience.The process also involves coordinating media previews, launch events, influencer engagement and real-time guest feedback, while managing media expectations. These requirements place the restaurant experience at the centre of the communications strategy.The media landscape presents another layer of complexity. Communications professionals must engage with business and corporate journalists, food writers, lifestyle editors, critics, creators and influencers, each bringing a different perspective to the brand. According to Khan, building visibility requires a balance of credible storytelling, cultural relevance, visual appeal and authentic experiences.Beyond PR: A broader communications mandateKhan’s role in the F&B sector extends beyond public relations to include marketing strategy, leadership and corporate narratives, brand launches and regulatory considerations from a hospitality perspective.The experience has reinforced her belief that communications professionals can transition across industries when they understand the fundamentals of the business, identify the relevant audiences, develop the right stories and build trust.While each sector brings its own challenges, Khan believes the core principles of effective communication remain consistent. Her transition into dining has offered an opportunity to apply those principles in a new context while adapting to the sector’s operational and audience dynamics.Six months into the journey, Khan continues to learn and explore the opportunities presented by the F&B industry, drawing on her communications experience while developing a deeper understanding of hospitality and experience-led brand building.