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 a problem I see all the time in our industry: identity drift. When your purpose, priorities, and daily practices stop lining up, the entire business starts to wobble. I walk through the identity compass and show how it helps you get centered again so you can make decisions that actually move the restaurant forward. If you feel pulled in a hundred directions or unsure why your growth has stalled, this conversation will help you refocus on what matters and clear out the noise holding you back.
Takeaways

• Your purpose isn't a tagline. It's a compass for every decision.
• Priorities reveal your real beliefs; budgets and calendars are your true mission statements.
• What you invest in is what you believe.
• The real mission statements are lived through repetition.
• Burnout isn't caused by effort, it's caused by confusion.
• Alignment gives your effort direction.
• Start by writing your restaurant's one line purpose.
• Audit your spending to match your purpose.
• Add a branch head question for pre-shift lineups.
• Eliminate one tactic that isn't serving your compass.

Chapters

00:00 Introduction to Full Comp and AI Toolkit

01:55 Understanding Identity Drift in Restaurants

05:45 The Identity Compass: Purpose, Priority, and Practice

07:34 Practical Steps for Realignment and Improvement

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.