Office Hours: Sell the Thing People Dream About

Most people buy a restaurant and inherit someone else’s problems. John Gelastopoulos bought a closed breakfast spot, maxed out his credit cards to keep it alive—and turned it into a 41-location powerhouse. The secret? Relentless persistence and an obsession with people.In this conversation, John shares how he went from washing dishes to franchising nationwide, why filling the dining room once can create a lasting ripple effect, and the systems that keep his culture intact across dozens of locations. We get into scaling without losing empathy, making smart pricing moves through economic swings, and focusing only on what you can control—no matter the competition.If you’re ready to see how grit, relationships, and a well-timed Rolodex can build an empire, this episode delivers.To learn more about Broken Yolk Café and their franchise opportunities, visit www.thebrokenyolkcafe.com____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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

After 30 years with restaurant conglomerate Lettuce Entertain You, Geoff Alexander could teach a masterclass on building and scaling a restaurant brand. And that’s exactly what he’s done for us today. In this far reaching conversation we discuss the essential elements of leadership, how to build a brand from the ground up, turnaround strategies for struggling brands, and how to outsmart the competition. For more information on Wow Bao, visit https://www.wowbao.com/.____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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 explore the critical role of signature dishes in restaurant marketing. I share why effective marketing is less about offering a large menu and more about creating standout items that truly resonate with guests. I walk through strategies for identifying, crafting, and promoting a signature dish so it becomes a magnet that draws customers in and keeps them coming back. I also highlight the importance of consistency in execution and show how building a brand story around that dish can strengthen engagement and loyalty. Takeaways:Most restaurant marketing fails because it's built on guesswork.Menus don't go viral. Heroes do.Create the thing the guests dream about.People don't remember lists, they remember legends.Your signature item sets expectations.Rituals turn signatures into traditions.It's a magnet and it functions like one.Give it an iconic name and a one-sentence story.In today's competitive landscape, it just isn't enough.If this conversation made you realize the gourmet you need to magnet.Chapters00:00 Introduction to Full Comp and Restaurant Marketing01:44 The Importance of a Signature Dish05:38 Operationalizing and Ritualizing Your Signature ItemIf 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.

Sometimes the only difference between those who succeed and those who fail is the decision to not give up. Today’s guest, Chef Brad Wise, is a testament to the grit required to build something prolific in our industry. In our conversation we discuss how to overcome a slow start and how he turned a failed bar into the hottest steakhouse concept on the West Coast. For more on his restaurant concepts, visit https://www.trustrestaurantsd.com/____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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

Chef Bruce Bromberg is not the typical restaurant magnate that comes to mind when you think of a national restaurant group. More than anything, he’s a chef, leveraging the universal truths he’s learned over the years in innovative ways. His ability to translate the fundamentals of cooking to the fundamentals of business has led to his meteoric success. Today we sit down to discuss the essential elements involved in building a successful brand and business that can last decades. For more information on the chef and his restaurant group, visit https://www.blueribbonrestaurants.com.____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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 dive into the biggest mistakes operators make when it comes to restaurant marketing—and why most of us are focused on the wrong things. I break down the myth that awareness equals success and explain why understanding your customer’s behavior matters more than visibility. We get into the strategies I’ve used to align with what guests already want, how to create urgency that drives action, and the systems that turn casual interest into consistent bookings.Takeaways:Most restaurant marketing fails because it's built on guesswork.Awareness doesn't pay the rent, behavior does.If it doesn't move a booking, a purchase or return visit, then it's just noise.We want to align with behavior, not alter it.Triggers turn offers into rituals.The fastest money you can make is in the list you already own.Stop chasing strangers while your regulars gather dust.Create experiences that use desire that already exists.If it wouldn't move you, it probably won't move them.Your marketing must move the needle in your business.Chapters00:00 Introduction to Restaurant Marketing Challenges02:44 Understanding Customer Behavior and Marketing Effectiveness05:39 Strategies for Effective Restaurant MarketingIf 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.

I always looked at the big restaurant groups out there with envy. How amazing must it be to own 6, 8, or more locations? At what point do you get rich? At what point do you go from backup dishwasher to brand evangelist. Chef Lisa Dahl has grasped the brass ring. Over the last two decades, she’s built a restaurant empire. In today’s conversation, we look back on what got her to where she is today and where she’s headed next.For more information on the chef and her restaurant group, visit https://www.dahlrestaurantgroup.com/. ____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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 if a restaurant wasn’t a business—but a way to rebuild a broken city?That’s how Robért LeBlanc saw it after Hurricane Katrina. He didn’t just open a venue—he created a space to reconnect a fractured community. In this episode, we go deep on how Robért has used hospitality to heal, unite, and inspire. From the ethos behind his post-Katrina nightclub to the values driving his now 350-person company, Robért shares how storytelling, humility, and a culture of ownership have become his ultimate competitive edge. We talk about failure, course correction, and what it really takes to build a team that gives a damn.This isn’t just about restaurants. It’s about using our work to serve something bigger and why that’s never been more urgent.To learn more about his work, visit leblancandsmith.com.____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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 discuss the common pitfalls in restaurant marketing and the importance of having solid systems in place for growth. I emphasize that successful scaling requires a business that can operate independently of the owner and a clear plan for replication. I also share how to test readiness for expansion and highlight the significance of understanding financial metrics before making growth decisions.Takeaways:Most restaurant marketing fails because it's built on guesswork.Growth isn't earned through vision, it's earned through replication.If you can't replicate your profit, you're just cloning chaos.The business must be leader-proof before it can be location-proof.Scaling isn't about momentum. It's about predictability.Walk away from the restaurant for three days and see what breaks.You're building a machine so that you can build your dream.If you don't know your math, then you're scaling fiction.Assign ownership, create documentation, and build your replacement strategy.Tell a friend who's thinking about opening another location.Chapters00:00 Introduction to Restaurant Marketing Challenges02:44 The Importance of Systems for Growth05:38 Testing Readiness for ExpansionIf 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 if you could take the precision of fine dining and scale it to millions of people—without diluting the magic?That’s the challenge John Karangis has spent a lifetime solving. From the kitchens of Paris and Gramercy Tavern to leading culinary innovation at Shake Shack, John has mastered the art of translating high-end experience into high-volume impact. In this episode, he reveals the playbook behind Shake Shack’s wildly successful LTOs, why most “innovation” fails, and how he balances creativity with consistency in a system built for scale. We also explore the emotional drive behind his work—how fatherhood reshaped his leadership, and why humility may be the sharpest tool in his kitchen.For any operator looking to elevate their food without losing their soul, this one hits deep.To learn more about Shake Shack and their culinary innovation, visit shakeshack.com.____________________________________________________________Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.comFull 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