What if your restaurant’s biggest threat isn’t your competition—it’s your own irrelevance?

Jean-Pierre Lacroix has spent decades helping brands regain their footing after losing touch with what made them matter.

In today’s conversation, we unpack what’s killing restaurant loyalty—and it’s not what you think. Jean-Pierre argues that operators are over-indexing on price and efficiency, while starving their brand of emotional connection. We get into how to build a restaurant that creates memories, not just meals; why frequency is the new frontier of growth; and how to design an experience so strong, your customers do the marketing for you.

This isn’t about promotions. It’s about staying relevant, meaningful, and unforgettable.

To learn more about his work in brand transformation, visit sld.com 

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Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars

Most restaurant owners think better food or better service will win the game. But Allan Dib has a different take: your product is not your problem—your marketing is.

Allan is the best-selling author of The 1-Page Marketing Plan, and in this conversation, he dismantles the myths that keep restaurants stuck. We get into the high cost of bad positioning, why most marketing attracts the wrong customers, and the dangerous assumption that quality alone will drive sales.

He shares how loyalty is about identity, not discounts—and why clarity, not complexity, is the real growth lever.

This is for operators who are tired of being the best-kept secret and ready to market like they mean it.

To learn more about his work and access free tools, visit https://allandib.com/

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Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars

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 share effective strategies for restaurant marketing and team engagement. I talk about the importance of aligning team goals with personal motivations and introduce the GWC framework to evaluate whether team members truly understand their role, want to succeed in it, and have the capacity to deliver. I also highlight why consistency in training and communication is so critical for creating a productive environment and achieving lasting results.

Takeaways:

• Most restaurant marketing fails because it's built on guesswork.
• Get the team excited about goals that move the needle in their lives.
• Meetings should enroll people in a game worth playing.
• Procedures don't move people; purpose does.
• Behavior changes without micromanagement when aligned with purpose.
• The GWC framework helps assess team alignment.
• Aligning outcomes with team members' goals fosters motivation.
• Consistency in training leads to lasting results.
• Daily reminders can turn ideas into habits.
• Track one behavior for seven days to see results.

Chapters

00:00 Introduction to Full Comp and Restaurant Marketing

00:57 Engaging Teams with Meaningful Goals

02:40 The GWC Framework for Team Alignment

05:31 Implementing Consistency for Lasting Results

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.

Ahu Hettema didn’t hedge her bets—she burned the boats. No Plan B. No safety net. Just a belief that betting everything on one restaurant could rewrite her life. And it did. But not through stubbornness. Through adaptation.

In this episode, Ahu breaks down how listening—really listening—to her guests saved her concept, why comfort matters more than cuisine, and how leadership based on likability, not fear, created a team that shows up like it’s opening night, every night.

This is for every operator who’s done the math and knows the numbers don’t work unless the heart of the place does.

For more on Istanbul Hawaii and her story, visit istanbulhawaii.com 

Chris Adams does. He’s built a business on showing some of the biggest brands in the world how to make guests feel something—without faking it.

In this episode, we dig into what defines modern luxury and why it has less to do with money and more to do with culture, people, and emotional precision. Chris shares how AI and tech can enhance—not replace—hospitality, why perceived value is the new battlefield, and what most operators get wrong about training.

If you’re still trying to out-system your staffing problems, this is your wake-up call. Luxury isn’t about perks. It’s about people. And Chris is here to show you how to invest in them the right way.

To learn more about Ellis Adams Group and their work in luxury hospitality, visit ellisadamsgroup.com

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Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars

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 critical aspects of restaurant marketing, the value of hiring top talent, and how to build a high-performance culture inside a restaurant. I break down why clear roles and defined outcomes are essential, how to financially justify investing in A players, and the role leadership plays in shaping team performance. I also share practical insights for restaurateurs who want to strengthen their operations and elevate their team dynamics.
 
Takeaways:

• Most restaurant marketing fails because it's built on guesswork.
• I've never seen an underperformer turn into an all-star.
• Early stage restaurants win by acquiring A players.
• We need to get clear and define roles around outcomes.
• Rescuing underperforming employees has hidden costs.
• A players are cheaper than B players in the long run.
• Your culture is what you tolerate, not what you preach.
• Every time you keep a C player, you teach A players that excellence is optional.
• Run the rehire test on your bottom 10%.
• Give your leaders a number to focus on and improve.

Chapters

00:00 Introduction to Restaurant Marketing Challenges

01:45 The Importance of Hiring A Players

04:39 Defining Roles and Outcomes in Restaurant Leadership

07:31 Creating a High-Performance Culture

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.

Most people buy a restaurant and inherit someone else’s problems. John Gelastopoulos bought a closed breakfast spot, maxed out his credit cards to keep it alive—and turned it into a 41-location powerhouse. The secret? Relentless persistence and an obsession with people.

In this conversation, John shares how he went from washing dishes to franchising nationwide, why filling the dining room once can create a lasting ripple effect, and the systems that keep his culture intact across dozens of locations. We get into scaling without losing empathy, making smart pricing moves through economic swings, and focusing only on what you can control—no matter the competition.

If you’re ready to see how grit, relationships, and a well-timed Rolodex can build an empire, this episode delivers.

To learn more about Broken Yolk Café and their franchise opportunities, visit www.thebrokenyolkcafe.com

____________________________________________________________

Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars

After 30 years with restaurant conglomerate Lettuce Entertain You, Geoff Alexander could teach a masterclass on building and scaling a restaurant brand. And that’s exactly what he’s done for us today.

In this far reaching conversation we discuss the essential elements of leadership, how to build a brand from the ground up, turnaround strategies for struggling brands, and how to outsmart the competition.

For more information on Wow Bao, visit https://www.wowbao.com/.
____________________________________________________________

Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars

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 explore the critical role of signature dishes in restaurant marketing. I share why effective marketing is less about offering a large menu and more about creating standout items that truly resonate with guests. I walk through strategies for identifying, crafting, and promoting a signature dish so it becomes a magnet that draws customers in and keeps them coming back. I also highlight the importance of consistency in execution and show how building a brand story around that dish can strengthen engagement and loyalty.

Takeaways:

• Most restaurant marketing fails because it's built on guesswork.
• Menus don't go viral. Heroes do.
• Create the thing the guests dream about.
• People don't remember lists, they remember legends.
• Your signature item sets expectations.
• Rituals turn signatures into traditions.
• It's a magnet and it functions like one.
• Give it an iconic name and a one-sentence story.
• In today's competitive landscape, it just isn't enough.
• If this conversation made you realize the gourmet you need to magnet.

Chapters

00:00 Introduction to Full Comp and Restaurant Marketing

01:44 The Importance of a Signature Dish

05:38 Operationalizing and Ritualizing Your Signature Item

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.

Sometimes the only difference between those who succeed and those who fail is the decision to not give up. 

Today’s guest, Chef Brad Wise, is a testament to the grit required to build something prolific in our industry. In our conversation we discuss how to overcome a slow start and how he turned a failed bar into the hottest steakhouse concept on the West Coast. 

For more on his restaurant concepts, visit https://www.trustrestaurantsd.com/

____________________________________________________________

Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars