In our latest episode of the True Hospitality podcast, restaurant owner Mariah Pisha-Duffly shares a deep, insightful look into how she approaches social media—not just as a marketing tool, but as a mirror of her restaurant’s humanity, growth, and authenticity. From launching pop-ups to running award-nominated restaurants like Gado Gado and Oma’s Hideaway, Mariah brings a refreshing, grounded voice to the world of digital branding.
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From Pop-Ups to Pillars: The Origin Story
Mariah and her partner Tom began their culinary journey with experimental pop-ups in Portland, Maine, after an inspiring trip to Indonesia. Their goal? Build community and collaborate with “cool people doing cool things.” Social media, especially Instagram, became a powerful tool to connect with like-minded creatives and promote their early events—sometimes with nothing more than a blurry photo of a chicken wing in a basement apartment.
“It became this magnet for just, like, cool people who like to do cool stuff…”
This early DIY use of social media laid the groundwork for their Portland, Oregon ventures, helping them transition from pop-ups to full-fledged restaurants.
Social Media as a Tool—Not a Lifestyle
Mariah describes her relationship with social media as “neutral.” It’s powerful, she acknowledges, but also potentially distracting, addictive, and even emotionally risky.
“If I let myself obsess over every lost and gained follower, I would be neglecting some really important parts of my business.”
Instead of chasing likes or follower counts, she focuses on intentional, purpose-driven posting. Whether it’s announcing an event, showing personal moments (like carrying her daughter through the restaurant), or reminding the community that her team is still doing cool things, Mariah uses Instagram as a flexible tool, not a full-time identity.
Authenticity Over Aesthetics
Rather than adopting a “brand voice,” Mariah posts in her own voice, believing it helps people connect more deeply with the business. Her Instagram account is an extension of her personal experience, not a sanitized marketing persona.
“We want people to walk in and know a little bit about us and have something to connect to that is personal.”
Each restaurant has its own tone. Gado Gado reflects maturity and growth—having weathered challenges like opening eight months before COVID and evolving through the years. Oma’s Hideaway, meanwhile, channels a more irreverent, free-spirited “hippie confidence.”
Setting Boundaries with Intention
Mariah is thoughtful about protecting her time, energy, and mental health. She avoids becoming consumed by feedback, both positive and negative, and resists the urge to post performatively or respond to every comment.
“If I followed every curiosity that social media brought up for me, I would just be on my phone all day.”
She practices “humble curiosity,” assuming the best intentions behind questionable comments and refusing to feed negativity or “trolls.” Her standard? If a comment makes others feel unsafe, she’ll act. Otherwise, she lets it go.
Social Media in a Post-Pandemic World
During the pandemic, social media was crucial for maintaining connection. But now, Mariah sees it as a flirting tool—a way to invite people into more meaningful, in-person experiences. Her focus has shifted toward internal growth: deepening the soul of her two existing restaurants rather than expanding rapidly.
“Social media can be like flirting now, and we can do our dating in person.”
Advice for New Restaurateurs
- Don’t obsess over metrics. Mariah rarely checks follower counts or tracks analytics.
- Stay grounded. Let social media serve your mission, not the other way around.
- Be real. A personal voice builds deeper connections than a polished façade.
- Know when to log off. Not every battle or comment deserves your attention.
- Be mindful of purpose. Every post should have intent—whether it’s storytelling, event promotion, or simply sharing something you find cool.
Final Thoughts
Mariah’s approach is a model of intentional, human-centered marketing. For her, social media isn’t about vanity metrics—it’s about voice, story, and soul. Whether you’re just starting your first pop-up or operating multiple concepts, her insights offer a refreshing reminder that in hospitality, connection always comes first.