Office Hours: This is the one hack to scale word of mouth advertising

Most restaurateurs build concepts around a menu or a chef. Justin Cucci built Edible Beats around a philosophy—one that’s challenged conventional wisdom and redefined what restaurant success looks like. From turning historic spaces into thriving concepts to pioneering an employee-owned business model, Justin has proven that restaurants can be both financially sustainable and deeply meaningful. In this episode, we dig into why he bet on an ESOP model, how he scaled without losing soul, and what the next decade of restaurant leadership should look like. If you’ve ever wondered how to grow without compromising your values, this conversation is for you.To learn more about Edible Beats and how they’re reshaping restaurant culture, visit https://www.ediblebeats.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 dive into why profitability has to be the North Star for every restaurant owner — because without profit, nothing else is sustainable. I also break down one of the most underrated marketing tools in the game: the power of 'surprise and delight.' We’re talking about those unexpected moments that turn a first-time guest into a lifelong fan. I share practical ways to build those moments into your operations — from budgeting for them to training your team to execute with heart. Because when you systemize joy, you create loyalty. And that’s how you win. Takeaways:Money makes every other problem a minor inconvenience.Surprise and delight isn't just generosity; it's unexpected generosity.Creating unforgettable experiences turns guests into raving fans.A surprise and delight budget empowers staff to enhance customer experiences.It's about exceeding expectations in ways they couldn't even imagine.Transforming guests into ambassadors is key for marketing.Marketing through surprise and delight pays for itself.Training staff on surprise and delight strategies is essential.Focus on creating genuine moments of connection with guests.Implementing a structured approach to surprise and delight can lead to greater profitability.Chapters:00:00 Introduction to Restaurant Profitability02:06 The Power of Surprise and Delight05:54 Creating Unforgettable Experiences09:47 Implementing Surprise and Delight StrategiesIf 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.

Kim Malek, founder of Salt and Straw, discussing her journey from working at Starbucks to creating a unique ice cream brand that emphasizes community, culture, and innovative marketing strategies. Kim explores the importance of guest experience, building a strong company culture, navigating challenges during the pandemic, and the significance of partnerships in business. Kim shares valuable insights on entrepreneurship, emphasizing the need for authenticity and trusting one's instincts. For more information on Salt and Straw visit https://saltandstraw.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

In a crisis, every day your restaurant stays closed means lost revenue. Permitting and governmental expert Eddie Navarette reveals the fastest, most effective ways to cut through LA’s permitting maze, accelerate approvals, and avoid costly mistakes that slow down restaurant openings. This episode provides actionable insights for operators in any city looking to streamline licensing, improve compliance, and get open fast—without the headaches.This series was created in collaboration with Michael Benson of Southern California Restaurant Design Group. When the fires devastated LA’s restaurant community, Michael saw an opportunity to bring together experts who could provide real strategies and solutions for operators facing the challenge of rebuilding. Each conversation in this series is designed to deliver practical insights, industry trends, and actionable steps to help restaurant owners in LA—and beyond—come back stronger. ____________________________________________________________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

We often have such a clear vision for what our lives and our businesses will look like before we open. And then the flood comes and we’re so busy trying to survive that we forget to thrive. We forget why we got into this to begin with. And that “why”, for most of us, was love. Love of community, love of food, and love of revelry. Meet Mark Bitterman, a man who’s never forgotten his why and, no surprise, it’s served him well. Today we chat about finding our true North, holding on to it, and building a business to last. For more information on The Meadow, visit https://themeadow.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 break down why focusing on frequency instead of foot traffic is the key to long-term profitability.We’re diving into the power of customer data—how to capture it, segment it, and use it to create marketing that actually works. Because guess what? Not all customers are created equal. Once you know who your best customers are and why they keep coming back, you can stop throwing money at broad marketing and start making strategic moves that drive real growth. If you’re looking to maximize revenue without constantly hustling for new guests, this one’s for you.Takeaways:Your fastest path to growth isn't new customers.A 5% increase in repeat customers boosts profitability by 25%.Reminding customers that you exist is crucial.Acquiring customer data is essential for retention.People value status and access over discounts.Role-playing can help staff feel comfortable selling.Segmentation of customer lists increases marketing effectiveness.Personalized communication makes customers feel valued.Focus on existing customers for quicker revenue growth.Implement frequency-based campaigns to drive repeat visits.Chapters00:00 Introduction to Restaurant Profitability02:07 The Importance of Customer Frequency05:00 Capturing Customer Data07:52 Segmentation for Effective Marketing10:12 Conclusion and Call to ActionIf 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.

It’s one thing to grow a restaurant group. It’s another to grow one that thrives across categories, cities, and economies. David Morton has done exactly that—without taking on debt, overextending his team, or compromising his values. As co-founder of Episcope Restaurants, David has engineered a scalable system that pairs creative vision with financial discipline. In this episode, we break down his approach to market selection, capital efficiency, weekly P&Ls, and the real difference between restaurants that survive and those that lead. If you want a playbook for building a restaurant business that lasts, this is it.Takeaways:Profitability is the key problem for restaurant owners.David Morton aims to make a difference in the restaurant industry.The restaurant industry lacks leadership and standards for excellence.A conservative approach to business modeling can lead to success.Mistakes are part of the learning process in the restaurant business.The future of dining is influenced by social needs post-COVID.Managing balance sheets is as important as P&L statements.Openness to change is crucial for restaurant success.The restaurant industry must adapt to rising development costs.____________________________________________________________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

With neighborhoods devastated and operators forced to relocate, how will the fires reshape the restaurant landscape in Los Angeles? Development expert Jerry Prendergast has overseen hundreds of restaurant projects, and today, he unpacks the real estate shifts, leasing opportunities, and market trends emerging in LA’s hospitality scene. He also shares how operators across the country can rethink expansion, negotiate better leases, and position themselves for long-term success in a rapidly changing industry.This series was created in collaboration with Michael Benson of Southern California Restaurant Design Group. When the fires devastated LA’s restaurant community, Michael saw an opportunity to bring together experts who could provide real strategies and solutions for operators facing the challenge of rebuilding. Each conversation in this series is designed to deliver practical insights, industry trends, and actionable steps to help restaurant owners in LA—and beyond—come back stronger.____________________________________________________________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

We’ve been sold the lie that freedom comes after the exit. But what if we built businesses we never wanted to leave? That’s exactly what Elliott Bisnow did. As co-founder of Summit and Powder Mountain, he’s created a movement, not just a company—one built on authenticity, community, and the belief that life and work should be equally inspiring. In this episode, Elliott breaks down the power of big ideas, the myth of the exit strategy, and how living your brand is the real key to long-term happiness and success.Takeaways:Focusing on niches can lead to unique business opportunities.Building community is essential for entrepreneurial success.Authenticity is more valuable than perfection in leadership.Managing expectations is crucial for customer satisfaction.Creating leaders within organizations fosters a positive culture.Mentorship plays a significant role in personal growth.Co-founding a business brings diverse perspectives and skills.Living the brand enhances personal fulfillment and business success.Intentional living can lead to a more balanced and fulfilling life.____________________________________________________________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 break down how AI can be a game-changer for restaurant owners, not by replacing people, but by freeing them up to focus on what actually matters. We’re talking automation, streamlined marketing, and strategic delegation—because the secret to scaling isn’t working harder, it’s working smarter. I’ll walk you through how AI and well-crafted SOPs can help you reclaim your time, reduce the daily chaos, and set your restaurant up for long-term success. And here’s the kicker—you don’t have to overhaul everything overnight. Start small, build momentum, and watch how AI helps take your business to the next level.Takeaways:Money is the primary problem for restaurant owners.AI can help delegate tasks effectively.Overwhelm often comes from mismanaged tasks.Automated task audits can identify inefficiencies.AI can create structured SOPs from recorded tasks.Marketing consistency is key for restaurant success.AI can generate comprehensive marketing calendars.Engagement can increase with AI-driven marketing.Start with small AI implementations for better results.AI is a tool to amplify leadership in restaurants.Chapters00:00 Introduction to Restaurant Profitability02:06 Leveraging AI for Restaurant Efficiency05:49 Streamlining Marketing with AI10:03 Implementing AI in Manageable StepsIf 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.