Office Hours: Merchandise Minutes, Not Meals

FULL COMP: The Voice of the Restaurant Industry Revolution

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2M ago 7:57

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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 strategies for boosting restaurant profitability without raising prices. I explain why it’s so important to see restaurants as providers of time slots rather than just food and beverage, and how that shift impacts service. I share why the first 20 minutes of the guest experience matter most, plus the tactics I use to improve pacing, satisfaction, and table turns.

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 Success

01:21 Reframing Restaurant Profitability

02:51 Understanding Time as Inventory

05:45 Optimizing Service for Profitability

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.

630 episodes

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