How Niching Down Helped This Agency Scale Smarter with Tyler Smith | Ep #848

Going narrow helped Tyler Smith transform his generalist creative shop into the go-to agency for food service brands. In this episode, he breaks down how rebranding, repositioning, and flexible selling helped him build authority in his niche and land clients like the biggest names in food and beverage.

What You’ll Learn

• Why niching down accelerates agency growth (and how to know when it’s time)
• Common traps of staying “too broad for too long”
• How Matato rebranded and owned its space in food service marketing
• The power of empathy and flexibility in sales
• How a “door-to-door” sales lesson shaped his leadership style
• Why every niche agency should start a podcast

Key Takeaways

• Positioning is everything. If you don’t own your space, you’ll be stuck selling on price.
• Rebranding signals focus. The Matato name (“tomato, tomato, potato, potato”) was more than clever—it was a public commitment to their food niche.
• Give away the good stuff. Tyler’s annual Food Service Marketing Playbook became their #1 lead generator.
• Empathy sells. Flexibility in proposals builds trust and keeps clients long-term.
• Curiosity drives survival. When COVID hit, Matato adapted fast because they stayed curious and open to experimentation.
• Podcasting = authority + access. Interviewing potential clients can be the most natural (and scalable) lead-gen engine in your niche.

Ever wonder how much your agency’s growth is limited by staying too broad? Or what could happen if you picked one niche and went all in? Today’s featured guest didn’t set out to run a food service marketing agency; He followed the opportunities, learned from a few hard lessons selling door-to-door, and eventually discoverd the power of focus.

He’ll share how niching down, rebranding, and embracing flexibility helped him grow his agency into a specialized agency serving some of the biggest names in food service and the ways in which he and his team refined the agency’s positioning.

Tyler Smith is the president and owner of Matato, a brand strategy and creative marketing agency focused on food and beverage brands in the food service and “away from home” space. His agency helps those brands reach restaurant operators, chefs, and food service directors with smarter, more intentional marketing.

In this episode, we’ll discuss:

• The power of positioning.

• The difference choosing a niche made for his agency.

• Flexible selling and empathy in action.

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Sponsors and Resources

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How Selling Vacuums Led to a Food Service Marketing Agency

Tyler laughs about it now, but his first “sales training” involved knocking on doors and demoing carpet cleaners that cost more than most people’s first cars.

While studying advertising, Tyler was sure he wanted to be a graphic designer or copywriter, and while that door-to-door sales job started as a way earn extra beer money, it ended up being a crash course in marketing psychology. He learned how to capture attention, demonstrate value, and handle rejection — all skills that would later serve him as an agency owner.

After college, the 2009 recession hit, and finding a creative job in advertising wasn’t easy. So when an agency owner offered him a commission-only sales role, he jumped in. Within a few months, Tyler was closing enough deals to get brought on full-time. Fast forward a decade, and he’s now the sole owner of that same agency, rebranded as Matato, now leading a team of specialists helping food brands grow smarter.

The Smart Positioning and Rebranding Transformed the Agency

When Tyler took full ownership, he knew the agency needed an identity that reflected its niche and direction. The old name didn’t quite fit anymore.

So he created Matato, a playful twist on “tomato, tomato, potato, potato.” It was something memorable, food-related, and (importantly) trademarkable with a clean domain to match. More than a name change, that rebrand was a signal that the agency was doubling down on food service marketing as their core focus.

This was a big move for Tyler as he stepped up as the face of the agency. If you can’t own your brand, both emotionally and digitally, you can’t expect your clients to trust that you’ll own theirs.

From Generalist to Specialist: Why Niching Down Drives Growth

For years, Matato worked with all kinds of B2B and B2C clients. But as they grew, Tyler noticed the most rewarding and most profitable projects were always in food service. So they made the call to go narrow to grow big.

That meant focusing on the brands serving restaurants, distributors, and institutions. Tyler’s team helps these brands move from a sales-heavy approach to a true marketing strategy, teaching them how to speak to chefs and operators, not just consumers.

Now, their content strategy includes things like their annual Food Service Marketing Playbook, a killer lead magnet that doesn’t just promote Matato’s expertise , it teaches. Some brands use it to DIY their marketing, others see the value and hire the agency. Either way, Tyler’s team wins.

What Got You Here Won’t Get You There

Tyler’s secret to getting new business in the early days was just “all grind, no strategy.” Cold calls, trade shows, follow-ups; just pure hustle.

But as the agency matured, that changed. They stopped trying to “do everything” and started refining how they show up. After repositioning more firmly in the food industry, their new game plan is rooted in generosity and authority, giving away insights, teaching the industry, and positioning themselves as the go-to experts for food service brands.

Their annual Food Marketing Playbook has gotten them great results, and he has also been dabbling in podcasting, an effort that he admits still lacks consistency.

All these changes to the brand and how they approach their audience have been a great way to reinvigorate the business and demonstrates his team understands that you can’t just tell people to hire you; you’ve got to show them why.

Empathy and Flexibility: The Secret to Long-Term Client Relationships

One of Tyler’s biggest lessons when it comes to sales is to stay flexible and empathetic.

Instead of rigid packages or pushy closes, he focuses on what the client actually needs and finds ways to make it work. That adaptability has helped him build long-term trust (and some very loyal accounts).

Sure, early on it led to a few over-committed budgets and sleepless nights, but over time it became one of Matato’s superpowers. Tyler calls it “on-the-fly problem solving”, a willingness to adjust, improvise, and make the deal work without losing sight of the big picture.

Why Every Specialized Agency Should Start a Podcast

Tyler’s got deep expertise and connections in his niche. He has noticed podcasting could be the fastest way to build authority and create a content engine without relying on written blogs that no one’s reading anymore.

It’s not just about attention; it’s about access. When you interview potential clients and peers in your industry, you’re building relationships that open doors. As Jason put it, “It’s the number one thing I ever did for my business.”

How Curiosity Keeps Your Agency Evolving

Looking back, Tyler can see that curiosity helped Matato survive and evolve, especially during the pandemic. When food service came to a standstill, his team didn’t sit idle. They experimented, collaborated with chefs and influencers, and tested new lead-gen angles.

Things are constantly changing and what got you to this point won’t get you there. So his message to agency owners is to stay curious and willing to try many things. Otherwise, you’ll be doomed to fail.

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