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 how to market restaurants more effectively by treating each service as its own unique offering. I explain why lunch, dinner, and brunch each need clear promises and tailored marketing, and how productizing those services can transform customer acquisition. I break down the phased approach I use to launch them and the strategies that actually move the needle on performance.
 
Takeaways

• Each service is a standalone product with a single obvious promise.
• Lunch is not just food earlier; it's a promise of speed and certainty.
• Different services cater to different customer needs and experiences.
• Your website should route customers to the service they want.
• Marketing should focus on one service at a time for better results.
• Creating a clear offer and ritual for each service is essential.
• Measure the success of your marketing efforts consistently.
• Product market fit is crucial for customer acquisition.
• Awareness builds on the momentum of a strong service offering.
• Tailor your marketing message to fit into customers' lives.

Chapters

00:00 Introduction to Restaurant Marketing Strategies

01:49 Understanding Different Service Times

05:39 Productizing Each Service for Success

08:51 Implementing and Measuring Marketing Strategies

If you’ve got a marketing or profitability related question for me, email me directly at josh@joshkopel.com 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.