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 get into something most restaurant owners overlook — branding. Look, great food is the baseline. It gets you in the game, but it’s not what keeps the dining room full. What really moves the needle is a compelling brand story — something that makes people feel seen, understood, and part of something bigger than just a meal. I walk through how to build that kind of connection with your guests. From shaping your brand identity to refining your marketing efforts, I lay out the strategies that drive traffic and build loyalty. If you’re ready to stop being “just another restaurant” and start standing out in a crowded market, this one’s for you.

Takeaways

• Money is the primary problem for restaurants.
• Great food is expected; branding is essential.
• Diners need a reason to care beyond the plate.
• A restaurant's brand should evoke feelings of belonging.
• Compliments do not equate to customer conversions.
• Stories about the restaurant are crucial for marketing.
• Reframe your restaurant's concept to attract the right audience.
• Audit your brand from a stranger's perspective.
• Identify ways your brand can stand out beyond food.
• Building a memorable experience is key to success.

Chapters

00:00 Introduction to Restaurant Profitability
02:06 The Importance of Branding in Restaurants
06:00 Building a Memorable Restaurant Experience

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.