When Staying Small Wins: Fred Piehl on Profit, Joy, and Running Restaurants That Don’t Own You

What if the real reward in restaurants isn’t the exit, but the impact?Scott Redler didn’t just co-found Freddy’s Frozen Custard & Steakburgers, he scaled it to 400+ units without losing his soul.In this episode, we get into the mindset shifts that made that possible: from hiring like your business depends on it (because it does), to giving GMs ownership in everything but name. Scott shares how he built a culture of transparency and accountability, why the “no-jerk rule” matters more than a resume, and how he chose franchisees who shared his values, not just his ambitions.For operators who care about building something bigger than themselves, this is a masterclass in scaling with intention, and not ego.To learn more about Mocha’s Coffee & Eatery, visit mokasusa.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.com

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 explain why your website is either helping your restaurant grow or quietly costing you business. Most restaurant sites look fine but fail to answer the questions guests actually care about. I break down what your website is supposed to do, how emotion drives decisions, and why clarity matters more than clever design. If your site is not converting visitors into guests, this conversation will change how you think about it.  TakeawaysEvaluate your restaurant's goals for the new year.Focus on real growth strategies, not just cost-cutting.Your website should evoke emotions, not just list offerings.Answer critical questions on your website to aid decision-making.Identify what makes your restaurant unique in the market.Clarify who your restaurant is for on your website.Define how your restaurant fits into customers' lives.Limit calls to action on your website to reduce decision fatigue.Show the effort behind your offerings to engage customers emotionally.Ensure your website invites customers into your restaurant's world.Chapters00:00 Introduction to Restaurant Growth Strategies01:46 The Importance of Your Restaurant's Website05:38 Critical Questions for Website Effectiveness09:01 Emotional Engagement and Website DesignIf 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 resilience is just a code word for neglect?Catarina Bill of Southern Smoke is calling BS, and doing something about it. Born into the back-of-house world through her family’s meat business, Catarina’s not just preaching compassion, she’s building infrastructure. Her work exposes the cracks in our industry’s foundation: no healthcare, no mental health safety net, no margin for error.In this conversation, we get into the systems she’s building to catch people before they fall, why professionalizing hospitality means meeting human needs, and the radical idea that support shouldn’t be earned by burnout.This isn’t charity, it’s a wake-up call. And for anyone still wondering why staff won’t come back, this conversation has answers.To learn more about Southern Smoke and how to support their mission, visit southernsmoke.org._________________________________________________________Today's episode was brought to you by Square. If you want restaurant tech that actually supports how you run your restaurant, find out how Square can help at square.com/goodstuff.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.com

What if the best leadership training didn’t come from business school, but from the brutal discipline of an Ironman?David Youngberg didn’t start triathlons until 50. But the mindset it required, focus, repetition, resilience, changed how he runs restaurants. After two decades at BJ’s and now CEO at Stonefire Grill, David brings that same intensity to team culture, systems thinking, and servant leadership. In this conversation, we get into how Ironman training sharpened his business instincts, what it takes to build 20-year team tenure, and why the best leaders don’t demand more, they serve more.For anyone trying to lead with longevity in mind, this episode is fuel.To learn more about Stonefire Grill and their people-first approach, visit stonefiregrill.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.com

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 why the start of a new year feels so hard for so many restaurant owners. The problem is rarely effort. It is usually a lack of focus. I break down how unclear marketing, too many offers, and weak pricing strategies quietly kill profitability. We dig into how to simplify your model, narrow your services, and create calls to action that actually convert. If you want this year to feel more controlled and more profitable, this is where to start.  TakeawaysEvaluate what really happened with your goals in 2025.Focus on proven strategies for real growth.More work does not equate to more money.Each service in a restaurant is a separate business.Narrow down to your hero service for marketing.Make one clear ask to your customers.Pricing should reflect the value provided.Perceived value can enhance customer experience.Avoid spreading yourself too thin with multiple offers.Reflect on where you can streamline operations for profit.Chapters00:00 New Year, New Strategies for Restaurant Growth01:46 Understanding the Restaurant Business Model05:05 The Importance of Focused Marketing08:24 Pricing for Profit and Perceived ValueIf 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 the best hospitality isn’t taught – it’s demonstrated, brick by brick?Wesley Sohn didn’t just walk away from a promising finance career, he ran toward something deeper. Something messier. Something real. He started as a food runner, not to climb the ladder faster, but to understand the foundation better. And it shows. Today, Wesley helps lead one of the most intentional hospitality groups in the country, where culture is lived—not laminated—and SOPs don’t kill creativity, they fuel it.In this conversation, we unpack the engineering mindset behind scalable hospitality, how real culture is modeled not mandated, the hidden value of invisible work, and what it takes to build restaurants that work, because the people inside them believe in what they’re building.This one’s for operators who know culture is your system, and your strategy.To learn more about Cote, visit cotekoreansteakhouse.com._________________________________________________________Today's episode was brought to you by Square. If you want restaurant tech that actually supports how you run your restaurant, find out how Square can help at square.com/goodstuff.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.com

What if staying small was actually the boldest move you could make in restaurants?Fred Piehl didn’t come to San Diego chasing an empire; he came with Paris training, a place to sleep, and a 30–seat bistro he found on Craigslist that became The Smoking Goat.In this conversation, we break down why he and his wife Tammy treat restaurants like “leaky buckets,” how he built a life where skiing trips, summers in New Hampshire, and family dinners matter as much as Saturday covers and how he’s resisted the pressure to scale for so many years.For operators who feel owned by their restaurants, this is a blueprint for taking your time, your profitability, and your joy back.To learn more about The Smoking Goat and One Door North, visit thesmokinggoatrestaurant.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.com

What if the best restaurant stories aren’t about food—they’re about identity, risk, and reinvention?Johno Morisano didn’t set out to open a restaurant—he set out to escape. But a chance encounter with a Greyhound bus station, and later, chef Mashama Bailey, sparked something deeper: a creative and cultural reckoning that became The Grey.In this conversation, we unpack how Johno turned personal uncertainty into professional clarity, why the partnership with Mashama worked when others would have failed, and how building a restaurant from scratch became an act of redemption. We get into what it really takes to thrive in a small market, how to build a business that feels like it belongs, and why chasing growth without meaning almost cost him everything.This isn’t about real estate or restaurants. It’s about what happens when you finally stop running—and start building.For more on The Grey and his work with Mashama Bailey, visit thegreyrestaurant.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.com

What if knowing nothing was your greatest strategic advantage?Alex Pincus didn’t grow up in restaurants—he grew up on boats. And when he stumbled into hospitality, it wasn’t with a plan. It was with a floating bar, a donated ship, and zero experience. In this conversation, we unpack how that ignorance created freedom, why top-line success almost hid the real problems, and how grief rewired his entire relationship with risk. We explore the tension between magic and margin, the beauty of seasonal business models, and the mindset behind building concepts that break every rule.This episode is for anyone who feels called to go off-script—and needs a reason to trust that instinct.To learn more about Crew and their waterfront concepts, visit crew.fun._________________________________________________________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.com

What if the biggest threat to your restaurant’s success isn’t a lack of ideas—but too many of them?Chris Gannon built BOLAY with the DNA of a legacy brand—his father helped launch Outback Steakhouse. But unlike the bloomin’ days of casual dining, fast-casual success demands ruthless focus.In this episode, Chris shares how over-innovation almost broke his business, why the need to be creative can kill consistency, and the real lesson behind scaling a scratch-made concept. We get into why most founders outgrow their own systems, how a background in marketing helped him build culture from day one, and the power of saying no to the next shiny object.If you’re trying to grow without losing your soul—or your sanity—this one’s for you.To learn more about BOLAY and their mission to make bold, fresh food fast, visit bolay.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