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.

Chapters
00:00 Introduction to Restaurant Marketing Challenges

02:44 Understanding Customer Behavior and Marketing Effectiveness

05:39 Strategies for Effective Restaurant Marketing

If 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.