Brand to Table

In this Influencer Series, Kevork Altounjian explains why a viral post is just one component, not a Hail Mary, of a proper strategy. He shares insider knowledge on how to transform a one-time awareness spike into long-term loyalty by focusing on branding, vetting partners, and treating every collaboration like a true partnership.

• The core problem: Why food quality and environment aren't enough anymore, and the essential roles of Branding and Marketing in today's hospitality landscape.
• Moving past the "spike": How to use influencer awareness as a new business development tool and build a bounce-back campaign for repeat visits.
• The importance of turning collaborations from a one-night stand into a true, mutually beneficial partnership and human connection.
• Branding vs. Marketing: Understanding the critical difference and how poor branding can kill the momentum of a great marketing post.
• The biggest mistake and area of concern: Vetting your influencers to avoid wasting budget on people with "false" engagement and poor quality.
• How to realistically measure ROI: Why you must track the influencer strategy as a campaign whole, not just seeking instant gratification from a single post.
• The crucial life lesson for business: Kevork's story of clients paying influencers who ghosted and the need for owners to do your research before hiring.
• Essential launch advice: Ease yourself into it, don't overwhelm your budget, and ensure the influencer matches your brand identity and values.

Kevork’s advice proves that success in modern restaurant marketing is not about who you know, but about strategically selecting partners who are serious about longevity and whose values align perfectly with your brand identity.

Email: [email protected]

Website: www.brandtotable.com

Message the word “Social” to use our free AI Social Media Post Idea Generator.

Instagram: instagram.com/h.kaminskijr

Youtube: https://www.youtube.com/@BrandToTable Facebook: https://www.facebook.com/HenryKaminskiJr/ LinkedIn: https://www.linkedin.com/in/henry-kaminski-jr/ TikTok: https://www.tiktok.com/@henrykaminskijr

If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow.

#brandtotable #restaurantmarketing #influencermarketing #hospitalitymarketing #socialmediastrategy

Today, we host Dante Ismail from Pizza One, a brand that has successfully grown from a single shop to four thriving locations across Northern New Jersey. Dante's journey—which started with a childhood inspiration at a food court—is a masterclass in multi-unit expansion and customer relationship management.

In this episode, Dante reveals the true cost of staff turnover, why listening to complaints is the single greatest opportunity for growth, and why operators must stop being cheap about marketing. Learn his strategy for building a loyal team that lasts 20 years and why videos, not static pictures, are essential for educating guests and standing out in a crowded pizza market.

• The unusual way Dante built relationships with guests (including Henry) by proactively responding to negative reviews and viewing complaints as opportunities.
• The biggest challenge in multi-unit growth: realizing you can't just "copy and paste" the formula; you must adapt the menu and experience to each community.
• The economic truth: why keeping a long-term, happy staff is vastly cheaper than constantly training new employees.
• Dante’s leadership philosophy: why owners must coach, not dictate, and lead by example (e.g., the owner scrubbing the deli case).
• The biggest mistake operators make: trying to do marketing themselves and ignoring the need for a professional team to handle social media engagement.
• Why storytelling (80% of content) and educating guests about product quality are more effective than pure promotion on social media.
• The crucial order of importance for restaurant success: Marketing First, then Service, then Food.
• Dante's legacy model: creating a path for long-term managers to become partners and owners of future Pizza One locations.

💡 Dante's success proves that proactive customer engagement and building a company culture centered on coaching and loyalty are the only ways to guarantee sustainable multi-unit growth in the hyper-competitive hospitality industry.

Email: [email protected]

Website: www.brandtotable.com

Message the word “Social” to use our free AI Social Media Post Idea Generator.

Instagram: instagram.com/h.kaminskijr

Youtube: https://www.youtube.com/@BrandToTable

Facebook: https://www.facebook.com/HenryKaminskiJr/

LinkedIn: https://www.linkedin.com/in/henry-kaminski-jr/

TikTok: https://www.tiktok.com/@henrykaminskijr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow.

#brandtotable #restaurantmarketing #marketingfunnel #restaurantbookings #guestloyalty #hospitalitymarketing #socialmediastrategy #emailmarketing #smsmarketing

Welcome to the Brand to Table Podcast — the show where restaurant owners and hospitality leaders learn how to stop guessing and start growing real revenue through proven branding and marketing strategies.

In this episode, Jess McGrath gives you the influencer playbook for success: how she maintains authenticity when the food sucks, why a restaurant's backstory is more powerful than a picture of a taco, and the simple things owners can do to be "influencer-ready" and maximize their investment. If you're hesitant about shifting your marketing budget from outdated channels to the today way of influencer marketing, this episode is your required reading.

• The origin story of Jess Knows the Deal and the viral video moment that turned a passion for discovery into a powerful food brand.
• The uncomfortable truth about posting bad food (and how Jess turned a negative experience into a positive, life-changing outcome for a struggling restaurant).
• The two types of content that make a restaurant go viral: unique, eye-catching food and deep, sentimental brand stories (e.g., the mom-and-pop history).
• How to balance trending sounds/filters with keeping your content timeless and personal to maintain an authentic connection with your audience.
• Critical advice for owners: how to reach out to influencers and the importance of full transparency and setting a clear "home run" expectation upfront.
• The surprising amount of time and planning (editing, traveling, shooting 3-4 businesses daily) that goes into a 30-second video.
• Green Flags vs. Red Flags: Why the best collaborations happen when the restaurant grants creative freedom and trust.

Practical steps to get your restaurant "influencer-ready" by having a dialed-in feature menu and being prepared to showcase the venue's personality, not just the plate.

Email: [email protected]

Website: www.brandtotable.com

Message the word “Social” to use our free AI Social Media Post Idea Generator.

Instagram: instagram.com/h.kaminskijr

Youtube: https://www.youtube.com/@BrandToTable

Facebook: https://www.facebook.com/HenryKaminskiJr/

LinkedIn: https://www.linkedin.com/in/henry-kaminski-jr/

TikTok: https://www.tiktok.com/@henrykaminskijr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥

🔖 #brandtotable #restaurantmarketing #jessmcgrath #restaurantbookings #guestloyalty #hospitalitymarketing #socialmediastrategy #emailmarketing #smsmarketing

After listening, what is the one uncomfortable element of your business (like social media or leadership) that you need to address to achieve your next level of growth?

In this inspiring episode, we dive into the journey of Tom, a partner at the growing Anthony Franco’s Pizza brand. Tom shares his personal story of starting as a delivery driver and working his way up to own two multi-unit locations. This is a masterclass in building a high-volume restaurant brand on a foundation of customer relationships, strategic community service, and overcoming the daily stress of the industry.

Tom is transparent about managing burnout, the crucial role of accountability in hiring, and the uncomfortable truth about investing in social media marketing to stay ahead of the massive competition in the New Jersey pizza scene.

• The mindset shift required to move from an employee to a multi-unit restaurant owner and the importance of recognizing the path you're meant to be on.
• Practical ways to minimize stress and avoid burnout in the demanding hospitality industry, including setting hard boundaries like "no-phone Sundays."
• How Anthony Franco's leverages volume and unmatched customer service to stand out in the competitive New Jersey pizza market (and why you should never say no to a customer).
• The uncomfortable but necessary step of investing in professional social media and getting the owner's personality—not just the food—in front of the camera.
• Why prioritizing community service is not just about giving back, but is a strategic way to build long-term guest loyalty and revenue.
• The single most important trait Tom looks for in every new hire: Accountability, and how to manage staff morale and expectations.
• The crucial financial trait that enabled Tom to seize growth opportunities: Saving money and understanding that profit matters more than revenue.

Whether you are an aspiring owner or managing a multi-unit operation, Tom’s story proves that passion, perseverance, and prioritizing relationships are the true ingredients for long-term restaurant success.

Email: [email protected]

Website: www.brandtotable.com

Message the word “Social” to use our free AI Social Media Post Idea Generator.

Instagram: instagram.com/h.kaminskijr

Youtube: https://www.youtube.com/@BrandToTable

Facebook: https://www.facebook.com/HenryKaminskiJr/

LinkedIn: https://www.linkedin.com/in/henry-kaminski-jr/

TikTok: https://www.tiktok.com/@henrykaminskijr

If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow.

#brandtotable #restaurantmarketing #restaurantbookings #hospitalitymarketing #socialmediastrategy #emailmarketing

After listening, what is the one uncomfortable element of your business (like social media or leadership) that you need to address to achieve your next level of growth?

Turn Instagram Followers into Reservations — Automatically

Are you losing revenue because your new Instagram followers go cold? 🥶 

As a busy restaurant operator, your bandwidth is tied up in operations (inventory, payroll, managing guests), making it impossible to manually engage every new follower. That means you're passing up golden opportunities that are right under your nose!

In this episode, Henry reveals a game-changing technology you need to leverage right now: Instagram's partnership with the third-party automation tool, ManyChat. This integration allows your brand to automatically trigger personalized direct messages (DMs) to new followers, transforming them from warm leads into confirmed reservations—all on autopilot!

We are doing this in the trenches for our clients and watching their revenue numbers jet up in real time. Learn how to set up this system to showcase hospitality, nurture relationships, and generate bookings 24/7 without lifting a finger!

📈 4 Key Takeaways to Unlock Automated Bookings

1. Stop Losing Hot Leads! A new Instagram follower is the "ripest" potential guest. Learn why you must engage instantly before they forget about you and the opportunity is gone. (02:50)
2. The Autopilot Booking Flow: Get the exact, customizable script for your automated DM that instantly asks, "Do you need a reservation?" and sends them a direct, trackable link to your OpenTable or SevenRooms account. (03:30)
3. Harnessing AI & Follow-Ups: Discover how to program follow-up messages (e.g., promoting your fall menu or an AI Wine Concierge) that provide value without being pushy, keeping the guest engaged and excited about your brand. (04:52)
4. The Human Touch in Tech: The most critical rule: DO NOT sound robotic! Henry emphasizes how conversational, personal, and relaxed language—the digital reflection of your hospitality—makes guests receptive and drives conversions. (07:16)

CONTACT & RESOURCES:

Email: [email protected]

Website: www.brandtotable.com

FOLLOW HENRY ON SOCIAL MEDIA:

Instagram: instagram.com/h.kaminskijr

Message the word “Social” to use our free AI Social Media Post Idea Generator.

Youtube: https://www.youtube.com/@BrandToTable

Facebook: https://www.facebook.com/HenryKaminskiJr/

LinkedIn: https://www.linkedin.com/in/henry-kaminski-jr/

TikTok: https://www.tiktok.com/@henrykaminskijr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥

🔖 #RestaurantMarketing #HospitalityMarketing #InstagramAutomation #ManyChat #ReservationAutomation #SocialMediaStrategy #RestaurantTech #RestaurantGrowth

After listening, what is the one automated conversation flow you can implement this week to turn your new Instagram followers into booked guests?

Welcome to the Brand to Table Podcast — the show where restaurant owners and hospitality leaders learn how to stop guessing and start growing real revenue through proven branding and marketing strategies.

Turn Instagram Followers into Reservations — Automatically

Are you losing revenue because your new Instagram followers go cold? 🥶 

As a busy restaurant operator, your bandwidth is tied up in operations (inventory, payroll, managing guests), making it impossible to manually engage every new follower. That means you're passing up golden opportunities that are right under your nose!

In this episode, Henry reveals a game-changing technology you need to leverage right now: Instagram's partnership with the third-party automation tool, ManyChat. This integration allows your brand to automatically trigger personalized direct messages (DMs) to new followers, transforming them from warm leads into confirmed reservations—all on autopilot!

We are doing this in the trenches for our clients and watching their revenue numbers jet up in real time. Learn how to set up this system to showcase hospitality, nurture relationships, and generate bookings 24/7 without lifting a finger!

📈 4 Key Takeaways to Unlock Automated Bookings

1. Stop Losing Hot Leads! A new Instagram follower is the "ripest" potential guest. Learn why you must engage instantly before they forget about you and the opportunity is gone. (02:50)
2. The Autopilot Booking Flow: Get the exact, customizable script for your automated DM that instantly asks, "Do you need a reservation?" and sends them a direct, trackable link to your OpenTable or SevenRooms account. (03:30)
3. Harnessing AI & Follow-Ups: Discover how to program follow-up messages (e.g., promoting your fall menu or an AI Wine Concierge) that provide value without being pushy, keeping the guest engaged and excited about your brand. (04:52)
4. The Human Touch in Tech: The most critical rule: DO NOT sound robotic! Henry emphasizes how conversational, personal, and relaxed language—the digital reflection of your hospitality—makes guests receptive and drives conversions. (07:16)

CONTACT & RESOURCES:

Email: [email protected]

Website: www.brandtotable.com

FOLLOW HENRY ON SOCIAL MEDIA:

Instagram: instagram.com/h.kaminskijr

Message the word “Social” to use our free AI Social Media Post Idea Generator.

Youtube: https://www.youtube.com/@BrandToTable

Facebook: https://www.facebook.com/HenryKaminskiJr/

LinkedIn: https://www.linkedin.com/in/henry-kaminski-jr/

TikTok: https://www.tiktok.com/@henrykaminskijr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥

🔖 #RestaurantMarketing #HospitalityMarketing #InstagramAutomation #ManyChat #ReservationAutomation #SocialMediaStrategy #RestaurantTech #RestaurantGrowth

After listening, what is the one automated conversation flow you can implement this week to turn your new Instagram followers into booked guests?

Welcome to the Brand to Table Podcast — the show where restaurant owners and hospitality leaders learn how to stop guessing and start growing real revenue through proven branding and marketing strategies.

In this episode of the Brand to Table Podcast, host Henry Kaminski Jr. sits down with the one and only Chef Carmine DiGiovanni, a hospitality veteran with over two decades of experience and the driving force behind the wildly successful NYC concept, Aunt Jake's.

Carmine shares his journey from working alongside Michelin-starred giants like Daniel Boulud, Eric Ripert, and Mario Batali to becoming a chef and entrepreneur. He dives deep into the strategic secret behind Aunt Jake's decade-long success: the legendary, hands-on pasta-making class that went viral and remains a key revenue and branding driver.

You’ll discover why creating an experience is more critical than ever in the ultra-competitive restaurant landscape—far beyond just food quality and service. Carmine unpacks the essential elements of the perfect dining Venn diagram (service, ambiance, and hospitality) and discusses the importance of experiential dining for the social media generation.

Plus, we talk about the power of authenticity and approachability in a personal brand, the challenging landscape of social media marketing in 2025, and his philosophical approach to leadership, mentorship, and giving back through his work with No Kid Hungry.

If you're a restaurant owner, chef, operator, or simply someone obsessed with food branding and hospitality marketing, this episode is your blueprint for creating concepts that don't just survive but go viral and build a lasting, profitable legacy.

You'll Learn:

• The full story of how Aunt Jake's took a simple $20 idea (the pasta class) and transformed it into a core, viral experience and profit engine.
• Why an experiential approach—not just great food—is the ultimate competitive advantage in today's market.
• Chef Carmine’s take on what content works right now on social media and how to overcome the ever-changing algorithms.
• The difference between service and hospitality, and why connection is the key to true brand loyalty.
• Navigating a new market and maintaining brand language when opening a second or third location.
• A chef's most crucial advice for aspiring operators: Hospitality throughout your entire organization, including your staff.

💡 If your restaurant feels stuck relying on old marketing tactics, struggling to stand out in a saturated market, or you're simply frustrated by the ever-changing social media algorithm, this episode delivers the blueprint for creating a memorable, authentic experience that goes viral and builds lasting loyalty.

📬 CONTACT + RESOURCES
📧 Email: [email protected]
🌐 Website: www.brandtotable.com
📱 DM me "SOCIAL" on Instagram for a free AI content tool

📲 FOLLOW HENRY KAMINSKI JR.

Instagram: @h.kaminskijr
YouTube: @BrandToTable
Facebook: facebook.com/henrykaminskijr
TikTok: @henrykaminskijr
LinkedIn: linkedin.com/in/henry-kaminski-jr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥

After listening, what is the one experiential element you can add this week to t

Welcome to the Brand to Table Podcast — the show where restaurant owners and hospitality leaders learn how to stop guessing and start growing real revenue through proven branding and marketing strategies.

In this powerful episode, "Loss, Rebrand, and Pan Pizza: Scaling a Niche Restaurant Concept", we sit down with a successful restaurant operator, Peter Falzo, who shares the profound personal and professional journey behind their growing pizza brand. 

This conversation goes beyond food, exploring how personal loss, a need for simplicity, and a strategic vision led to pivoting the business, building a premium pan pizza concept, and mastering digital community and influencer marketing to scale successfully. 

Learn how to transform personal adversity into a powerful brand story that resonates with customers and drives sustainable restaurant growth.

You'll Learn: Branding, Scaling, and Finding Clarity

1. The emotional roller coaster of starting and scaling a restaurant (from the deli idea to the Peter's years) and the clarity that comes from finding simplicity in a product like pizza.

2. How to strategically brand a niche product (like pan pizza) for a premium audience and establish brand consistency that supports scaling.

3. Mastering your digital community and effectively utilizing influencer marketing—understanding their true value, managing risks, and setting boundaries with macro- and micro-influencers.

4. The truth about the "Portnoy Spike" and why relying on short-term viral fame often fizzles without a solid brand foundation and internal systems.

5. Crucial advice on leadership, standards, and team culture as your business grows, including practical rebrand advice for operators.

6. Navigating the pace, pressure, and timing required for strategic restaurant expansion and adapting to current capital shifts in the hospitality industry.

💡 Whether you are a multi-location operator or pivoting a concept, this episode offers a roadmap for building a restaurant brand that thrives on authenticity, community, and strategic simplicity.

📬 CONTACT + RESOURCES
📧 Email: [email protected]
🌐 Website: www.brandtotable.com
📱 DM me "SOCIAL" on Instagram for a free AI content tool

📲 FOLLOW HENRY KAMINSKI JR.

Instagram: @h.kaminskijr
YouTube: @BrandToTable
Facebook: facebook.com/henrykaminskijr
TikTok: @henrykaminskijr
LinkedIn: linkedin.com/in/henry-kaminski-jr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥

After listening, what is the single biggest change you need to make to your brand's story to drive more customers?

Welcome to the Brand to Table Podcast — the show where restaurant owners and hospitality leaders learn how to stop guessing and start growing real revenue through proven branding and marketing strategies.

In this episode, titled “The Plumber's Guide to Full Tables: How to Unclog Your Marketing Funnel in 4 Steps,” host Henry Kaminski Jr. breaks down the restaurant marketing funnel into a simple, four-step framework. Tired of "spray and pray" tactics that waste time and money? Henry explains how to diagnose exactly where your guests are getting "clogged" in their journey from discovery to loyalty. Using the analogy of a plumber who knows precisely which pipe to fix, he provides a clear roadmap to increase covers, drive revenue, and build a loyal customer base that raves about your restaurant.

You'll learn:

Step 1: Awareness: How an obscure burger joint in Northern New Jersey (Burger and Butcher) uses influencer marketing to get mobbed with customers, and how a steakhouse is generating tons of reservations with a simple $12/day ad, achieving an incredible 28 cents per click.

Step 2: Engagement: A behind-the-scenes strategy from a wine dinner that used Instagram Stories and a simple text message call-to-action to build a VIP list of over 100 people in less than 24 hours.

Step 3: Conversion: The single biggest mistake restaurants make with their content and how to use a simple sequence of Instagram Stories—combining reviews, photos, and a trackable link sticker—to turn viewers into confirmed bookings.

Step 4: Loyalty: Why "the money's in the list" and how to use email (Pizza One's can't-miss Friday special) and SMS marketing (Anthony Franco's "FOMO" offer) to drive repeat business on command.

The critical element that ties it all together: Why the best marketing funnel will always fail if you don't master the two core principles of hospitality—anticipating needs and making guests feel special.

How to perform a self-audit to identify your funnel's weakest link—whether it’s an awareness, conversion, or follow-up problem—and finally start fixing what's actually broken.

💡 Whether you have great food but no guests, lots of social media likes but few reservations, or first-time guests who never return, this episode provides the clarity you need to unclog your marketing and create a seamless system that consistently fills your tables.

📬 CONTACT + RESOURCES
📧 Email: [email protected]
🌐 Website: www.brandtotable.com
📱 DM me "SOCIAL" on Instagram for a free AI content tool

📲 FOLLOW HENRY KAMINSKI JR.

Instagram: @h.kaminskijr

YouTube: @BrandToTable

Facebook: facebook.com/henrykaminskijr

TikTok: @henrykaminskijr

LinkedIn: linkedin.com/in/henry-kaminski-jr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥

After listening, which of the 4 funnel steps does your restaurant need to focus on most? Awareness, Engagement, Conversion, or Loyalty?

Welcome to the Brand to Table Podcast — the show where restaurant owners and hospitality leaders learn how to stop guessing and start growing real revenue through proven branding and marketing strategies.

In this episode, titled "The Real Reason Your Restaurant Isn't Growing (Hint: It's Not the Food)" host Henry Kaminski Jr. dives into why up to 90% of your restaurant marketing is a complete waste of time and money. With over 16 years of experience, Henry shares the lack of strategy and planning is the true culprit behind stunted restaurant growth, not the food. He breaks down common, costly mistakes and provides actionable fixes, real-life examples, and the strategic mindset needed to drive real results.

You'll learn:
Why boosting posts on Facebook and Instagram is the fastest way to "burn $100 bills."

The essential 80/20 rule—spending 80% of your time planning and 20% executing—to ensure your efforts resonate with guests.

How to stop chasing fleeting social media trends and instead, lean into your restaurant's unique, enduring story to hook customers.

A client example from Rail's Steakhouse that demonstrates the power of breaking down your brand's history into "micro-stories."

The difference between "playing not to lose" (like sweating a $9 email address) and "playing to win" (scaling your systems as you grow).

Why steep discounts cheapen your brand, and how to "surprise and delight" guests instead to create connection and value.

How to execute conditional offers for a grand opening (like Vinnie's Pan Pizza's "Free Pizza for a Year" contest) to build a valuable customer list and create buzz.

Why nobody cares about the aesthetic of your social media grid, but they do care if your brand resonates with their values and if they'll get a great experience.

Why the focus should shift from lowering costs and generic dishes to creating unforgettable "experiences," like chef tables and cocktail classes.

The importance of tracking your marketing efforts using customized links from platforms like OpenTable and SevenRooms to validate what's actually working.

The ultimate truth: bad service will trump great marketing every single time, and why you must stay on top of the guest experience.

How to utilize in-house marketing by implementing a communications plan (like a dedicated WhatsApp chat) to ensure your servers and bartenders are your biggest marketing amplifiers.

💡 Whether you're a busy owner, operator, or marketing director, this episode will help you stop wasting time, money, and energy on ineffective marketing and start implementing a smart, strategic system that generates real revenue.

📬 CONTACT + RESOURCES
📧 Email: [email protected]
🌐 Website: www.brandtotable.com
📱 DM me "SOCIAL" on Instagram for a free AI content tool

📲 FOLLOW HENRY KAMINSKI JR.
Instagram: @h.kaminskijr
YouTube: @BrandToTable
Facebook: facebook.com/henrykaminskijr
TikTok: @henrykaminskijr
LinkedIn: linkedin.com/in/henry-kaminski-jr

📢 If you got value from this episode, subscribe to the channel, leave a comment or review, and share it with someone in hospitality who needs a smarter way to grow. 💥