Office Hours: Mass Marketing is Killing Your Restaurant--Do This Instead

The numbers tell the story. Statistically, it’s nearly impossible to scale massively within our industry which is why so few do so. Keith Benjamin is the exception. With over 15 locations under his belt, Keith has broken the mold by systematizing that “it factor” we’re all looking to achieve. In today’s conversation, we discuss how to build with intention, the tools to create massive awareness, and the essential elements of a cool concept.  For more information on his restaurant group, visit https://uptownhospitality.com/____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

I’m Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I’ve spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.In this episode, I make the case for connection over content. Because here’s the truth: most restaurant owners are focused on chasing new customers when the gold is sitting right in front of them — the people who already love what you do. I dig into how to build deeper relationships with your existing guests by creating personalized experiences and engaging directly. When we stop broadcasting and start actually connecting, that’s when the magic happens. I walk through the exact steps to create marketing that feels personal, meaningful, and intentional — the kind of stuff that makes your best customers feel seen, valued, and eager to come back. If you're ready to stop shouting into the void and start turning loyal guests into your biggest advocates, this episode's for you.Takeaways:You can run a successful restaurant without running a successful restaurant business.Marketing isn't about content. It's about connection.Focus on frequency rather than new customer acquisition.Mass content doesn't create loyalty. Connection does.Your guests aren't looking for noise. They're just looking for a reason to come back.Connection comes from direct engagement, not volume.Create personal one-to-one moments with your customers.Your best customers just need a reason to come back.Make a list of your top guests, create that personalized offer.The math on this is compelling.Chapters:00:00 Introduction to Restaurant Profitability01:06 The Importance of Connection in Marketing03:02 Personalized Marketing Strategies for Customer Retention05:55 Actionable Steps for Engaging Your Best CustomersIf you’ve got a marketing or profitability related question for me, email me directly at [email protected] and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting https://joshkopel.com.

James Beard award-winning chef Rob Rubba seems to have it all: a blockbuster restaurant that’s great for the environment, a happy staff, and work life balance that most of us would kill for. None of this happened by accident. In today’s conversation we sit down with the chef to discuss how he architected the life and career of his dreams through the intentional peeling away of everything that did not serve him, his team, or the environment. For more information on the chef and his restaurant, visit https://www.oysteroysterdc.com/____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

What are you chasing? Is it the money, the fame, or maybe the acclaim that comes with being a successful restaurant owner? Deep down, I think we all know that if we follow our passions, we’ll get all three. Few stories illustrate this more beautifully than today’s guest Chef Karen Akunowicz. In our conversation, she shares her evolution from chef to restaurateur and how momentum is as much an asset as it is a liability. For more information on the chef and her concepts, visit https://www.karenakunowicz.com____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

I’m Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I’ve spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.In this episode, I talk about something I think we’ve gotten backwards in the restaurant industry — loyalty. Too many of us are trying to buy it with discounts and deals. But real loyalty? That comes from connection. I dig into how to move beyond the transactional and start creating experiences that actually mean something to your guests. It’s about storytelling. It’s about generosity. It’s about making people feel like they matter. When you build that kind of emotional connection, you don’t need to bribe people to come back — they come back because they want to. And better yet, they tell their friends. If you're looking to turn one-time visitors into lifelong fans, this episode is for you.Takeaways:You can run a successful restaurant without running a successful restaurant business.Most restaurant owners have great food but lack business acumen.Discounts do not drive loyalty; they create transactional relationships.Guests return for the experience, not for discounts.Creating a sense of belonging is key to guest loyalty.Generosity should be intentional and targeted, not random.Memorable experiences lead to word-of-mouth marketing.Identify high-value guest moments for targeted gestures of generosity.Document and share guest stories to enhance marketing efforts.True loyalty is built on experiences, not freebies.Chapters00:00 Introduction to Restaurant Profitability02:03 The Power of Genuine Connection Over Discounts05:51 Creating Memorable Guest ExperiencesIf you’ve got a marketing or profitability related question for me, email me directly at [email protected] and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting https://joshkopel.com.

What does it take to go from butcher to executive chef at one of the most iconic restaurant brands in the world—without burning out or selling out? For James Bailey of Momofuku Las Vegas, it’s not just about talent. It’s about patience, identity, and leadership. In this episode, we dive into the real story behind James’ rise through the ranks, how his cultural heritage shaped his cuisine, and why self-awareness—not ego—is the most important skill a chef can develop. If you’re in this industry for the long game, this conversation will challenge, ground, and inspire you. To experience his work firsthand, visit Momofuku Las Vegas or head to https://momofuku.com____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

I think fear is a massive motivator for so many restaurateurs. So many of us fail to make decisions that move us towards what we want because we’re busy making decisions that move us away from what we fear. But what happens when what we fear becomes our reality? What does the end of the road look like? As it turns out, it looks like a new beginning. Today we sit down with Chef Jonathan Sawyer who shares his path to success, overcoming massive setbacks, to achieve the life and career of his dreams. For more information on the chef and his restaurant, visit https://www.kindlingchicago.com/ ____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

Restaurant tech isn’t just about bells and whistles—it’s about ROI. And no one understands that better than Jeremy Julian. With nearly 30 years in restaurant technology and operations, Jeremy has helped thousands of restaurants plug into tools that actually make life easier and businesses more profitable. In this episode, we explore how to audit your tech stack, which systems give you the biggest return, and the smartest ways to implement change without overwhelming your team. If you’ve ever wondered where to start—or restart—this conversation will save you time, money, and headaches. To dive deeper into restaurant tech and the future of hospitality systems, check out his podcast, Restaurant Technology Guys, or visit https://restauranttechnologyguys.com.____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

For over 30 years, Michael Mina has dominated the restaurant scene and today we sit down with the chef to find out how. In today’s conversation we dive deep into the tactics tools and strategies Michael has developed over decades to acquire talent, develop leaders, scale operations, and ensure profitability. This is a masterclass in restaurant ownership and operations. For more information on the chef and his restaurant group, visit https://www.michaelmina.net/____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars

Most operators are stuck running restaurants. Roger Beaudoin teaches them how to run businesses. A 23-year restaurateur turned global coach and the founder of Restaurant Rockstars, Roger has helped thousands of owners escape burnout by installing the systems, culture, and leadership that scale. In this episode, we break down his approach to profitability, his secret to 96% staff retention, and why the difference between success and struggle often comes down to one thing: mindset. To learn more about Restaurant Rockstars and grab a copy of his book Rock Your Restaurant, visit https://www.restaurantrockstars.com. ____________________________________________________________Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.We have a lot more content coming your way! Be sure to check out our other content:Yelp for Restaurants PodcastsRestaurant expert videos & webinars