FULL COMP: The Voice of the Restaurant Industry Revolution

Another dine-in closure for restaurants…California is the 5th largest economy in the world and the hospitality industry here employs literally hundreds of thousands of people. Who speaks for us? Who is looking out for our best interests? Who’s there to make sure we survive the pandemic? The California Restaurant Association has extended it’s resources to the industry nationwide and, on this episode, we chat with Jot Condie, president of the CRA, about the work they’re doing to make sure that California functions as a guidepost, showing other states how to support the industry that powers their economy. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES How the CRA started The mission of CRA To represent and promote the restaurant industry in California How CRA works CRA represents around 25k restaurants 80% independent restaurants 20% larger chains Inclusive to all as both types of restaurant ultimately have the same goals and struggles The big wins of CRA The beginning of the Covid crisis The governor announced that restaurants would need to reduce to 50% capacity LA mayor and 12 other mayors in the state disagreed and decreed total lockdown Crisis management mode Getting information to everyone - members and non-members Adjusting website to the most relevant information Talking to government officials for more information Advocacy work during the pandemic Worked with LA health department to allow groceraunts Alcohol delivery allowance Deferral on tax payments Free up public space to allow restaurants to have sidewalk dining Allow for curbside pickup in cities It is important to make your voice heard Government has a huge impact on operations Collaborating with third-party delivery companies Doordash being very accommodating to the industry Try to work through issues Rent is the largest fixed cost for restaurants Leasing issues are far greater scope than business owner vs landlord Political and legal issues intertwined CRA is in conversation with mortgage industry and property owners Not much support in these early efforts The success of campaigns depends on the votes Resources that the CRA provides Integrated insurance solutions Legal center Law firm partners create free compliance documents Discounted legal fees Webinars United healthcare discount What are our obligations under the new guidelines? Face coverings for employees Sanitation standards Guidelines must be followed to encourage guests to return If your restaurant is seen to be breaking rules on social media, it will ruin your reputation Advocacy doesn’t work if businesses don’t also join in making their voice heard

Who doesn’t love a great mashup? To get a read on where diners currently stand, the Yelp team released a survey to thousands of users. Cornell University analyzed that data and today we review their findings with Professor and Associate Dean Alex Susskind. His specialization centers around the strategic and operational elements of the industry but Alex is more than a theorist. He came up through the ranks of the hospitality industry and that’s where our conversation begins. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Professor and Associate Dean of Academic Affairs at the School of Hotel Administration Been at Cornell University for 22 years Started as a dishwasher at 14 years old Managed restaurants and worked in the kitchen Covid 19 highlighted issues in our industry We have a very cashflow reliant business Removing cashflow shows inefficiencies in the model 94cents of every dollar made by restaurants on average goes back into the economy Collapse of our industry would have a huge impact on the rest of the economy Hospitality supports agriculture, wine, distribution, consumer goods, etc Largest employer nationwide Damages to the agriculture sector show the fragility of the food system Maine’s fruit distribution closed broadline operations Now is a great time to address the foundational issues of the business Mending wage structures Increasing prices Larger chains are making changes Typically prioritized shareholders Starting to fix structural issues Will make it easier for independent restaurants to do the same Raising prices may turn away customers Pivoting the restaurant structure Find a way that will create a transaction that will keep your guests on side Consumers are moving to a convenience model E.g takeout Yelp’s diner’s survey shows diners want clear communication How best to handle guest complaints Communicating with customers is changing Technology in restaurants is increasingly important Walk-ins are still necessary post-Covid Reservations culture will continue Hunger is spontaneous so restaurants will need a system to allow walk-ins Cornell University study claims that the optimal model for restaurants post-Covid is ⅓ bodega, ⅓ takeout, ⅓ dine in Good survival strategy for many businesses Margins may be slimmer but efficiency could increase Selling 6 pack of beer requires less labor than serving 6 beers Struggles for surviving businesses post-Covid Guest safety Employee safety Changing regulations Quickest restaurant closures will be those who should not have been in business in the first place Operators who lack passion Operators who treat staff badly How will Cornell help prep new hospitality leaders

Not all heroes wear capes, some write books. The books Gino Wickman has written are directly responsible for helping me to create multiple million dollar businesses, become a better leader and find balance within my personal and professional lives. Today we discuss his latest book, the Entrepreneurial Leap, and how we apply those lessons to the hospitality industry. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Writing Entrepreneurial Leap Did not become an entrepreneur until he was 29 Wants to show others the opportunities available to them The book is in three main parts Finding out if you are an entrepreneur Discovering opportunities Creating a path to success Hospitality workers are running a business within our businesses Success of their micro-business means greater success for your business 6 essential entrepreneurial traits Gino offers an assessment online to discover if you have these traits Allow your staff to take the quiz if you are comfortable with them taking their own entrepreneurial leap one day Can be the best employees in the hospitality industry if they stay Entrepreneurs are generally unemployable Advice for leading leaders Lessons from a book called Drive Give autonomy Provide guidelines and rules but otherwise, let your team have ownership of their work Allow mastery Give them the opportunity to learn the business Make your staff member feel part of something bigger than themselves The bigger the problem you solve in the world, the more successful you will be Get close to the ground and know your customers’ needs Know your customers better than they know themselves Evolve to the new needs of customers as the world changes 10-year business cycles 2 great years 6 good years 2 terrible years when you almost go out of business In another ten years, something else will come The power of 10-year thinking Have a 10-year goal but not in great detail Learning to take action whilst being patient 8 critical entrepreneurial mistakes Not having a vision Not spending time with your people Not knowing your customer Not staying true to the core Not knowing your numbers Not crystalizing roles and responsibilities Hiring the wrong people Grabbing the closest people to you is not a good strategy for hiring Make sure people are in alignment with your core values Make sure they have the right skill set for the job Not charging enough Psychological mistake Insecurity/lack of confidence Many businesses barely break-even in the first 3 years Advice TED Talk by Casey Brown Tip from Dan Sullivan - Pick a number that scares you, then add 20% There are many free resources on the e-leap.com website for budding entrepreneurs Who inspires Gino

From running underground event spaces to virtual happy hours, Matt Landes has lived on the bleeding edge of what’s next within our industry. Today he shares the ups, downs and lessons learned on his journey to creating, running and now saving a million dollar events company. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Starting Apartment A Creating a name brand Entering the world of events Was called by other brands to create concepts and parties for them Commitment to becoming the premier cocktail caterer in the world Trying to do everything in the beginning Create a cocktail magazine Pop up bars Help brands accelerate Focusing on doing one thing really well Creating a premium drink experience Businesses do better when they niche Cocktail academy has niched into events and consulting Core values of Cocktail Academy Focus enables an entrepreneur Make money Attract talent Retain loyal clients Changing plans for 2020 2019 was the best year of growth for Cocktail Academy Plans were to expand consulting Fully leveraging in-person experiences First reactions to Covid 19 South by Southwest event was canceled Hague Club event was postponed Steps to pivoting during the pandemic Successful pivots to the online space Hosting bartenders on their Instagram account Bartenders give a cocktail recipe and receive tips via Venmo from followers Cocktail nightschool hosted every Thursday Custom cocktail experience boxes for brands Digital streaming events CARE (Cocktail Academy Ready-made Experiences) Virtual experiences give retail bought alcohol more story How to manage fear Oscillating between excitement in problem-solving and total exhaustion You can be scared of your own ideas Having a great idea means you have to follow through Make it happen or die trying Questions to ask to feel more in control Will I feel better if I tried? What is urgent to do today? What tasks am I responsible for related to clients and my team? Managing work-life balance Wellness Wednesdays Wednesdays off We can only be efficient 3.5 days a week during the pandemic Mental toll of the pandemic environment Entrepreneurial disorder in the hospitality industry Responsibility to become a creative leader within the industry Oversimplifying what it takes to action new ideas Feeling exhausted after thinking of new innovations Opportunities in cocktails to go Lost Parrot concept Tiki Tuesday delivery with tiki cocktail mugs Bar in a bag At home experience Eventually opening a pop-up bar called Parrot to connect with customers who have had the at-home Lost Parrot experience

With an estimated 30-50% of all restaurants permanently closed, what does that mean for the future of the industry? What does that mean for those of us still in the game? Today we chat with Jon Strader who’s using his grit and tenacity to build his empire when land is cheap and competition is low. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES The difficulties of working for yourself Keep up the momentum You have a lot to learn You make many mistakes Success at Hatchet hall Launching pad to take journeys to the next level Pivoting at Hatchet Hall to a Bodega style service Market boxes Sold beer, wine, and liquor inventory Merch Family style pre-order meals Bodega style is not sustainable for the fine-dining restaurant Initially, customers want to support There is a disconnect in the style of products It’s necessary to completely reconceptualize during Covid Fine dining is dead for the next 6 months Covid is unpredictable Contingency plan after contingency plan Lack of leadership from the government at both local and federal levels Potentially reopening as a casual dining experience Guest seat themselves Parking lot as a summer popup and picnic area Reduced labor Reduced inventory No full service The market doesn’t know what it wants until they see it Adaptability and coming up with concepts on the fly Everyone is in a fragile state right now Everyone will be tougher afterward Opening of Little Coyote Opportunity at lockdown to buy a property on Long Beach for a good price Bought the restaurant and turned it into a New York-style pizza place Jack Leahy as the chef Bootstrapped with family and friend investment A concept they can run themselves if need be Aims to turn a profit this year Making pizza is low-cost Labor needs are few Service fee model Difficult to get things done as everyone is in shellshock after Covid hit Entry-level experiences will do better in a post-Covid world Pizza, tacos, burgers, coffee, sandwiches - recession and covid proof Employing a service fee model Fairer distribution of tips Whole staff can have a liveable wage Lessons during quarantine Family first, restaurant second Not being a slave to the business Lessening obsessive tendencies around the business Avoiding refreshing emails Avoiding staying plugged into social media Avoiding prioritizing the business over family time Redefining what we want our lives to look like How many hours a week do we want to work? What do we want our home life to look like? How much money do we want to make this year and future years? The state of the job market after Covid

On today’s show we chat with Mark Canlis, made famous by transforming his Michelin-starred restaurant into a bagel stand and burger joint saving jobs and his restaurant. When the pandemic hit, the conventional wisdom in the industry was to shut down and hoard cash. Mark did the exact opposite, pivoting his fine dining restaurant into 3 casual concepts, almost overnight. Today we discuss the idea behind such a bold move, how it worked out and what the future looks like for the Canlis family and their restaurant. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES How much to invest where Before then worked for Danny Meyer Been in restaurants for 20 years Incorporated other family members into the business Fine dining is the most considered way of caring about people with food Conventional response from fine dining restaurants when Covid hit How it felt to pivot A trainwreck that has somehow stayed on the track Hardest and most rewarding thing they’ve ever done Hugely grateful for the team and city who have supported Mission at Canlis Began by listing strengths and weaknesses 150 employees who are all in Located on a freeway - drive-through potential What can we be thankful for? What assets do we have? Pivoting into three tiers of dining Restaurant encouraged customers to see that life goes on Losing money immediately after Covid lockdown Canceled 3 months of reservations in March Refunding 1000 reservations Having an amazing team on your side Didn’t lose any staff Incredible energy of the staff to keep things running Letting the creativity and work ethic of the team run free National attention due to ingenuity of their pivot Esquire magazine wrote about them Amazing to be noticed One story in a sea of one thousand stories Now is the time to try Racial inequality in America Inspiring to see people try something so hard Trying imperfectly is better than not doing anything at all Showing up 90% of the battle In the restaurant business, you never know what you are doing Show up and put in everything in this today Review the results tomorrow to improve How Mark got through the pivoting process He was in the military during 9/11 It was comforting to have a mission Feel less helpless During Covid, having the mission of keeping staff felt less helpless Prioritizing the present One day at a time Future is less important than the present You don’t need to have the answers Be present with the community, city, family, staff Hospitality has roots in making space for the other How do we carry this value into the future? How do we help those who are needy? A-ha moments during the pandemic Becoming more vulnerable and less polished

On Today’s show we chat with David Meltzer, a three-time international best-selling author, a Top 100 Business Coach, the executive producer of Entrepreneur‘s #1 digital business show, and host of the top entrepreneur podcast. The hospitality business, more than anything, is a business. Due to the hectic nature of the industry we tend to forget that and get caught up in the day to day grind. Proper business strategy will matter more than great food in the new normal and David Meltzer is a master strategist. Today he runs us through the fundamentals of business and leadership. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES 4 pillars of truth Putting together a world-class team Humans can create their own environment Restaurants - we are monetizing an experience and environment Transforming an offensive and defensive mindset The paradox of giving David would give a lot but always with expectation of praise, recognition, love, etc Ferocious about receiving. Receiving to be able to give back The importance of mentorship Most crucial of all roles in last 14years David didn’t need mentorship in beginning - multimillionaire in his twenties Now believes the easiest and best way to be successful is using mentors Being specific with mentors e.g sleep, money Being radically humble enough to say “you’re the only one who can help me” How to reset goals with the new normal How to recover in the hospitality industry People buy on emotion for logical reasons Key to understanding reopening 1. Strength of signal. Credibility - relieving reasons that people feel uncomfortable. Lower capacity. Mask rules. 6ft apart etc 2. Market to people who aren’t afraid Some people will go out anyway during this time 3. Clear message of value Quality food/USP People want to fill a void. Miss what they can’t have Address the way people feel. You are selling an experience Aha moments through the pandemic “I don’t know what I don’t know” David wants to be a better husband and father Much more important than being a podcaster, entrepreneur, TV star, etc David would prefer to be at a family dinner than an award show, event, or Superbowl Pivoting Previously worked with in-person workshops, events, and speaking engagements Now conducts workshops online Moved to online speaking gigs Still learning work-life balance Achieving happiness David defined himself by his bank account Now his bank account is an ingredient of the overall thermostat of happiness and joy Higher % of total happiness than he has ever been Minutes and moments of unhappiness

Are you charging what your food is worth or are you charging what customers are willing to pay? What do we need to do to fix our broken system? We cover this and so much more with third-time entrepreneur, first-time restaurateur Joelle Parenteau whose fresh take on the industry will blow your mind. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Beginnings of Wolf Down Lessons learned in the first year of business Many in the supply chain have dated processes Estimating food volume is very difficult to do Put back up plans in place to have enough stock Allocating staff hours is tough Restaurant business is volatile Coping with rushes in the restaurant Increase efficiency Time to get an order through Time to make the doner sandwich Time to get people through the door Streamlined menu Allocating sources accordingly Labor Having a delivery business Wolf Down was always a delivery business Was 50-50 delivery - dine-in Now predominantly delivery Covid happened 10 months into operation Bakery who makes there bread shut down for many weeks Foundational issues in the industry Pricing in the restaurant business Price wars have caused low prices Will customers revolt? Provide a unique, high-quality product to justify higher prices Wolf Down increased pricing during Covid No one noticed or cared If the product is good, people will pay for it Prove the value is there no matter what your price point is Stand out and differentiate Raising delivery pricing in line with commission costs Third-party delivery apps take 25-30% commission Customers wanted delivery Offering delivery at a premium Consumers are moving to the convenience model We must adjust and adapt to our customers wants Some issues with gratuities Relying on customers to pay your people Most people don’t vary the tip amount Tipping is not motivating service Doesn’t make sense for quick-serve establishments like Wolf Down Creates discomfort for customers How Wolf Down attempted to solve the tipping problem Abolished gratuities Raise pricing to pay staff Staff don’t ask for tips Tip jar for customers who insist on tipping People were angry they couldn’t tip Engrained in the culture Benefits of a cashless system Saves labor costs of staff counting tills Safer - cashless restaurants less likely to be robbed If someone comes in and they only have cash, staff find a way to make it work The realities of restaurants post-covid Pre-ordering Delivery QR Menus Joelle’s aim is to build foundations this year for expansion in later years Message to the industry Raise your prices

On today's show, we chat with James Beard award winning chef Chris Shepherd founder of the non-profit, Southern Smoke. Most of us in the hospitality industry wouldn’t consider ourselves needy or in need of assistance. We’re internally motivated, not afraid of hard work and resourceful as hell. But when the pandemic hit it decimated our industry and our livelihoods. Out of the blue Southern Smoke came to the rescue. To date they have distributed millions of dollars to hospitality workers in need. Today, it’s founder shares it’s origins, their mission and what they’re doing to ensure we’re all taken care of. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Beginnings of charity work Started doing dinners to raise money for culinary scholarships Lost a colleague to MS. Business partner also had MS Started planning a dinner for MS which transformed into a festival Raised $181k for the MS Society year 1 Year 2 raised $284k Beginnings of Southern Smoke Hurricane Harvey devastated local businesses No designated support for hospitality businesses Emulated The Giving Kitchen from Atlanta The vetting process at Southern Smoke That first year there were 250 applications 139 families awarded $500k Southern Smoke continues to donate to MS, remainder to hospitality workers Southern Smoke during Covid Originally has 2.5 employees Now has over 40 employees Hire unemployed hospitality workers and trained them to be caseworkers Over 25k applications Granted over 1000 over $2million Willy Nelson concert donated funds Reopening of restaurants Running at 50% capacity does not mean that 50% of potential covers will come to the restaurant Many people still not comfortable enough for dine-in Pivoting the restaurant business The aim is to break-even, not to make profit Having a solid team is vital Unity and solidarity Punch fear in the face How to achieve work-life balance Delegate to mangers to do the long shifts Building on a great legacy Won many accolades Started incredible restaurants Started non-profit Next steps Aim is to create a group of restaurants that enable Chris’ team to fulfill their dreams Putting restaurant people where they want to be Southern Smoke as inspiration for future non-profits to build safety nets for every industry To the industry Keep your head down We’ll get through this together Use your voice for good

The biggest advantage to coming up in the restaurant industry is that it forces you to be innovative. It rare that you have the money you need so you learn to do without or you learn to do it yourself. On today's show, we chat with chef , TV host, fitness guru and family man Michael Chernow who tears down the veil on our industry, showing the best and worst it has to offer. Chernow leads us on a no-frills tour of the lessons he's learned at the highest levels of our industry. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES NYC is the epicenter of culture and community Community congregates at restaurants and bars 50% capacity is not likely to work in NYC due to low revenue Renegotiating with landlords Tax loophole for landlords if they lose business Landlords don’t want to lose all of their customers Ball is in the operator’s court to renegotiate Could make a big difference to margins Medium article suggests that 19% margins in a restaurant is possible Micahel thinks this is unlikely because of the structure of the restaurant business Poor working conditions in the hospitality industry Many can’t afford health care No 401k No savings Raising prices as unlikely Michael believes people won’t pay more for food Overheads of the restaurant business Labor imbalances Food costs are not coming down Making many brands is not necessarily the way forward Could be more successful opening 1 restaurant every 3-5 years instead of a new concept every 3-5 years Focusing on one restaurant and making it amazing Hard-work can only get you so far In fitness, putting in the work creates 90% of the results In business, many other factors determine success Making good decisions in business Sold equity from Meatball Shop after 5 years Bought a house outside NYC Sold equity from Seamore’s after 3 years Sold in November 2019 Lucky that this was just before the pandemic crash Selling equity Equity is only worth something when you sell it Take as much equity as you can whenever you can Lessons from mentors Don’t become a fixture of your business Don’t get too attached to your business Running a sustainable seafood restaurant Passionate about seafood US is working hard on reforming fisheries Oceans are in bad shape globally Grew up fishing as a teenager 90% of fish eaten in America is imported Abundant and sustainable American fish that few people know about e.g dogfish, bluefish Created Seamore’s selling these little known varieties of fish ethically sourced in from American lakes Creating cultures and environments Environment the staff loves working in Attracting great guests Being in the memory-making business Cornell University study

On today's show we chat with celebrity chef and environmental advocate Nyesha Arrington who's efforts to achieve sustainability in her personal and professional life have garnered her national attention. Nyesha's unconditional respect for quality of life and the people in it has led her to break every rule in the book. Her unconventional path within hospitality has taken her from Top Chef to a brick and mortar in Santa Monica and all the way to private dinners in Belize. She sets the rules and follows her truth, every single day. Today we discuss what motivates, inspires and excites the chef about the future. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Sustainability in business Sustainability in life The pandemic has been a great time to reflect Managing a popup and event culinary business during Covid has been difficult Entry into the hospitality industry Starting projects during the lockdown was nurturing to the soul Started a garden with a neighbor Work-life balance is perfect when you are not working Building great habits for a sustainable life balance There will always be a bit of an imbalance because hospitality folks are wired a bit differently Hospitality folks are analytical, quick-thinking, passionate There is a fear we could go back to how things were if we reopen too quickly We haven’t figured things out yet Problems in the industry Raising prices Commodities have only gone up, labor has gone up Quick fix would be to raise prices but is the world ready for the prices to rise The burden outweighs the reward What it takes to diversify your business Catering takes more labor Adding more spaces is more investment Nyesha is hesitant to start her own venture Loves hospitality Focuses on private parties and content creation Wanted a business on her terms Work-life balance is a priority Things Nyesha would do differently in her own restaurant Different ways to move around monetary allocation Some of the best restaurants have had to pivot Noma makes burgers Nyesha and Josh have both had to be dishwashers during difficult shifts We do what we have to to keep things running Conceptualizing a fresh start Lots of commercial real estate available in the next 6 months Learning from great mentors Nyesha has many mentors for different aspects of her life We should entrust the future of the industry to the talented young people who deserve an opportunity to shine Going on a journey of self-discovery Reviewing her life in the industry as a young biracial woman Looked back on fine dining career in Michelin star restaurants Ethos in cooking rooted in nurturing Learning what she wants her food to look like Potential safety measures for reopening Everyone is in the same boat - grasping for information

Storytelling is central to the restaurant experience and, what guests love most whether they realize it or not, is the story we're telling within the four walls of our restaurants. But how does that story translate outside of those 4 walls and what stories should we be telling post-pandemic. We cover all of that and much more on today's show with Jeff Smith and Jill Sandin of JS2 in Los Angeles, one of the premier hospitality public relations firms repping everyone from Starbucks to famed restaurant Juniper and Ivy. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES The secrets to success in the restaurant business Understanding who we are in the market place Having a deeply interesting story to tell Not being all things to all people We must understand the connection between food, service, excitement and experience Solid business practices and managing the P&L Food is deeply personal Food memories drive our relationship with restaurants Client USP is the basis of great PR They do a branding exercise to understand the core essence of the restaurant Finding the tiny stories and a-ha moments that make the restaurant unique PR is very competitive The media is demanding and jaded LA is saturated with great food stories and food personalities Standing out in the crowd Find the one story that gets heads nodding or touches the heart Follow the love/passion and you will find the story Covid19 aftermath is like 9/11 JS2 PR started 3 weeks before 9/11 We are all in it together The world is in mourning We must communicate in a delicate way Communicating during a crisis Skillful storytelling is key We must be respectful and authentic Stay away from icky salesman Difference between information and promotion 4 phase approach to PR during Covid19 Examples of PR during this time Saikai Ramen Bar - used remaining inventory to make ramen for local police and fire stations Dog Bakery - delivered dog food for free to local community Pasta Sisters - found other jobs for staff to keep them on payroll so they can still receive health benefits Practical advice for reopening What is your objective in this moment? We must be sensitive to the mood of the customer Fear makes people react in ways we can’t predict Trim hours and menu if needed Invest in excellent service Prioritizing storytelling The more personal the better How to get more media coverage Hospitality industry is in the news cycle a lot because of being the hardest hit during the pandemic Focus on stories of courage, compassion, and/or creativity Predictions for consumer behavior after the pandemic People are longing for connection They want to come back to restaurants and bars Consumers will be looking for places that make the very best food in the very best way High expectations

We've had months to discuss what we miss about the restaurant industry, what about what we don't miss? What parts of us and this industry should we leave behind? On today's show, we chat with Chef Joe Sasto, a renaissance man charting a new path in the industry through pop-ups, pasta classes & underground events. Together we'll ask the tough questions and try and find the path forward. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Working at Quince Working at Lazy Bear Work culture translates to your guest experience You can taste bad energy and stress You can still execute Michelin star quality with a happier work environment Greatest mentor was Jason Berthold Worked at The French Laundry Inspired his team by leading by example Extreme passion for his work Commanded level of respect without asking for it Joe thinks back to him when inspiring his own team Being a chef doesn’t automatically demand respect Respect is earned via good leadership Journey to working in Michelin star restaurants Won Aspen Food & Win 2013 Worked in an environment that was pushing for higher covers He didn’t find this fulfilling Took 8 weeks backpacking around Europe with his brother Discovered his goals Decided to refine his technique in Michelin star restaurants Working unconventionally Started creating pop-ups across the country Does online and in-person food experiences and classes Pop-ups and events are not easy Less stability Pushes creativity Pushes the boundaries of dining Goals for the future Settle down and open restaurants Has a few concepts in mind Biggest hurdle: finding the right market Finding the right market Neighborhood determines success Concerns as a business owner when considering a city There has been a mass exodus from large cities Joe is considering Portland - likes the culture, people, and opportunity The hospitality industry has razor-thin margins so the location must be chosen wisely The importance of sharing your story Sharing Joe’s story was influential and inspiring to others This was even more important during the pandemic The more he shared, the more he could connect with others through food We can feel better about what we are going through by sharing experiences Work-life balance - a major issue in the industry Realizes the importance of mental health We have an opportunity to rebuild with work-life balance in mind Rebuilding with employees in mind Creating structures that favor employees Giving them a voice Our employees make everything happen Changes he would make for his own restaurants Culture of putting employees first Being adaptable and quick to pivot Fast-casual dining with traditional dine-in models for stability and longevity

What I miss most about Louisiana is the sense of community I felt there. What I miss is exactly what compelled Chef Nina Compton to move there. Since arriving she's opened multiple restaurants and has achieved every imaginable accolade including a James Beard award, the title of Best New Chef from Food & Wine and was listed as one of America's Best Restaurants by Eater. Nothing could stop that momentum...except for a global pandemic. Today we discuss the long road ahead and the need to come together as a community if we're going to make it out of this alive. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Is reopening possible? Restaurants will be different Dining etiquette will be different Cons of pivoting to delivery Low check average Not ordering beverages Not ordering appetizers Goal is to break even for the next year Making profit is probably not realistic for a while Keep doors open until things bounce back Wondering whether to change careers Who would be hiring now? Some days there is hope that everything will be okay Some days considering getting a 9-5 job As an owner, you are emotionally invested in the restaurant Restaurant as a reflection of self Supply chain is counting on us Staff Farmers Wine producers Fisherman Grocers Communicating the realities of the restaurant ecosystem Not a lucrative business Low return on high workload People take for granted that plates, food, labor etc costs money The danger of raising prices Not wanting to turn away customers “Meals are about moments, memories, and those who surround you at your table.” What does this look like post-pandemic? People want restaurants to come back Food is very comforting and people need comfort The lead up to closing Trying to keep guests and staff safe Hand sanitizer Single-use menus Spacing tables Reopening strategy Keys to success

I've always viewed the restaurant industry as risky but Chef Sam Marvin sees no risk. He's able to pump out hit after hit without missing a beat. From Bottega Louie to Echo & Rig, the chef has proven that success in the hospitality industry is a formula and it's a formula we can learn. On today's show, we'll be discussing the formula he used to turn Bottega Louie into a 10 million dollar blockbuster. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Started a consulting job in LA Met a family who dined at the consulting restaurant 89 times over 10 months Father of the family was son of CEO of Hilton Pitched him on the idea for Bottega Louie Spent 2years working closely to create the restaurant Restaurants have opened the same way fro 100years Key pillars of focus Shift from restaurant business to experience business Goal to create egocentric gratification in guests Investing in experience Keeping average check mid-range Goal to bring guests back 3 times per week Industry goal is one guest to come back every 90 days Focusing on the human psyche Tapping into subconscious 130 metrics including the 5 key pillars Example: $1300 leather-bound reservations book Example: Intentional confusion whe a guest walks in because restaurant is open plan. Create opportunity for connection from hosts Opportunities during tragedy Bottega Louie opened during economic crash of 2009 Invested over $6million on the opening Opportunities and tragedy move at equal pace Inspiration from European restaurants Laduree inspired macarons Italian is the #1 food genre in the world Why choose Downtown LA Has a reputation of being homeless town Research showed surrounding restaurants were doing well Research on local population Size of population Average income Average check amount per restaurant Bottega Louie made $8-9million Zero profit in year one Investing in the future Four points for decision-making Good for employee Good for investors Good for guests Good for community Why Sam left Bottega Louie Stayed for 5.5years Wanted to control his own destiny Gained business knowledge Strategy to open a new restaurant Figuring out what the community needs Finding gap in the market Lots of Research and Development Echo & Rig strategy Studying surrounding steakhouses in Las Vegas $28 or $88 check average - nothing in between Decided on $53 check average Studying the weight of meat Steakhouses serve large steak because it is the norm Do guests really need 30z steaks? Decided to serve best possible steak at smaller size Is Covid going back to zero? Everything has changed Grand revenue numbers hide flaws Previously needed to make over $90k a week to make a profit Retooling to create bigger and better businesses Feeling excited about the future Improving delivery Elevated packaging Making guests feel special even outside the restaurant

Didn't go to business school? We've got you covered. On today's show, we chat with Elizabeth Tilton, founder of Oyster Sunday, a hospitality services company making waves by supplying us with tools we need to reopen, at no cost As a child, I dreamed of being an astronaut. Elizabeth Tilton dreamed of being a doctor. But somehow, some way the hospitality industry sucked us in. The love of serving others is overwhelming and fires us off in different directions. I became a restaurateur. Elizabeth has dedicated her life to helping restaurateurs succeed. Today we run through the plans and tools Oyster Sunday has created to make sure we don't just survive, we actually thrive. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES What does Oyster Sunday do? Corporate office for independent restaurants Creating infrastructure of operating systems for restaurants Reopening resources Offers free consultations for operators Created the reopening critical path How to treat your team How to stop hemorrhaging money PPL, national and localized financial stability Step by step guide to reopening Managing your team Not disqualifying team members for unemployment Restructuring business operations How do we find alternative revenue streams? Going back to cash in hand What is the break-even point at our lowest moments? How can we reorganize P&L? Data-driven decision making Focus on core competency What dishes or services make us who we are as a restaurant? Opportunity to reflect and rebuild Pivoting to a product industry over a service industry Covid 19 exposed issues, not create them Brick & mortar In-person model only Slim margins High labor costs High food costs Margins Industry average is 6% profit margin Preux & Proper 10% High margin businesses have high volume Restaurant businesses must work a lot for small profits With 15-20% profit, we can make broader decisions for our businesses Team salaries Communicating with consumers Consumers will dictate what they need Sharing the operations side with customers Telling them delivery commissions are high Telling them the complications of tipping This is a time of innovation in the industry Minimal innovation has happened in 50 years OpenTable for reservations Cloud-based computing for payments etc Cyclical view to restructuring the business model Recovery from Covid 19 won’t be linear Restructuring tool on the Oyster Sunday website (linked above) % delivery % catering Other digital revenue streams Planning for 12weeks Things change very quickly

LISTEN TO THIS EPISODE! I can think of few times in my life I've walked away from a conversation so fired up! Today, we had the opportunity to chat with Chef Danielle Leoni, chef/owner of The Breadfruit & Rum Bar, who's fighting for sustainability in both the food we eat and the industry at large. Chef Leoni has been a food fighter from the beginning. Her positions on responsible sourcing and a holistic approach to hospitality have garnered her attention from prominent organizations like the James Beard Foundation, but it's the pandemic has brought her message to the masses. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Beginning in campaigning for the hospitality industry during Covid Breadfruit and Rum Bar closed due to safety Decided takeout model wasn’t suitable Sent a letter to Governor with suggestions to help independent hospitality businesses Over 1000 business owners signed the letter Ideas put to the Governor Stop all penalties for sales tax payments 24month payment plan for sales tax Waive fees for liquor licenses - this was accepted Moratorium on commercial evictions - this was accepted Clear guidelines for reopening of hospitality businesses No intentions of reopening soon Covid has given us a lifetime opportunity We shape our food system Hospitality workers are not respected Seen as having “jobs” and not careers The “paid help” Hospitality shouldn’t be valued any less than other industries The cost of reopening What is the cost of giving team member fair wages? Raising prices The restaurant has no value is customers won’t compensate You can’t retire on a James Beard award Profits are minimal Most restaurants are treading water Initiatives for change Seafood sustainability Equity for women Health of the oceans Getting funding for the disadvantaged Everyone thinks it is really easy to be in the restaurant business It is not our sole responsibility to fix the food system Speak up for inequalities Pick up the phone to politicians Now is the best time to ask for systemic change Goal for the future To be seen as professionals and be paid equally and fairly Advice for restaurateurs Put thoughts and beliefs on paper Allow patrons and other business owners to support Find a representative and demand change

We're all shut down. The hamster wheel has stopped. And some of us, myself included, are wondering if we have the energy and, more importantly, the desire, to hop back on. Today we discuss the case for change with a man that did just that. Matthew Jennings walked away from his award winning restaurants and all of the perks that come with being a celebrity chef to follow his bliss. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Change to the flow of service What happens to Front-of-House service? When doing delivery, does presentation matter? Restaurants won’t be restaurants anymore Reservation systems could be a benefit More information is taken from the guest Additional information is an opportunity for more engagement and connection with customers Pivoting Cornell Business suggests ⅓ bodega style, ⅓ takeout, ⅓ dine-in Chefs Matthew interviewed pivoted in different ways 1 pivoted to groceraunt model 1 pivoted to meal kits and family meals 1 pivoted to mercantile - soap, non-perishable products Starting in consulting Started as a side hustle whilst running own restaurant Worked with Dunkin Donuts Started Full Heart Hospitality Teamed up with Jason Rose Areas of consulting Creative Design concepts Design products Creating menus Marketing Operational Strategy Implementation Why Matthew left the restaurant biz at the top of his game Growing wasn’t fulfilling Running a restaurant took a toll on health and family life Doctor gave him a wake-up call Recovering from being overworked Moving Creating a new community Working from home Belief that life can be about abundance, joy, and progress can all happen at the same time Changes that can be made in the industry What do guests want Comfort food Number of people in a restaurant How to treat our teams What systems to keep The hard part is not having answers regarding the future of the virus Information changes every day How do you make decisions when things are constantly changing? 30/60/90 strategy for planning 30-day strategy aiming for small wins Reflect and measure the results at the end of the 30days Create a roadmap for 60 days then 90 days Cut down overwhelm by breaking it down We must remain flexible as things change Not completely reinventing the business model just in case things change quickly again Post-pandemic predictions How are guests going to feel in a restaurant? Restaurateurs responsibility to keep guests and staff safe

What are the folks at the top of our industry doing to help us and themselves? On today's show, we chat with four-time James Beard award-winning TV personality, chef, writer, teacher and social justice advocate, Chef Andrew Zimmern. Andrew has not only reached the pinnacles of success, he'd done so while supporting and advocating for independent restaurants. Today we talk about the where we are and where we're headed as an industry and what we can do to help each other. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES 3-pronged strategy for moving forward during the Covid crisis Not getting stuck in one metric or business model. Being fluid and flexible Covid give us a chance to review our businesses Many sectors of the hospitality industry were already broken - Covid accelerated the demise Building back the right way Reviewing pricing, menus, HR Realigning our motives for being in the hospitality industry Many people joined to become famous or seek wealth This can be poor for mental health as stardom is fleeting Stay in the industry because of love, not to get rich Wolfgang Puck took a huge risk coming to America and struggled alot in his early career. His passion led to his stardom. There is a low barrier to entry to become a restaurateur Anyone with finance can open a restaurant The restaurant life seems “sexy” and appealing to anyone who loves dining out The restaurant business is extremely fragile to run well - pennies business with slim margins Reflecting as a practice Andrew has a daily reflection practice he learned whilst becoming sober Taking regular inventory of problems e.g pros and cons lists Writing things on paper helps to reflect on them Any business or human being that doesn’t regularly take stock will fail Reflecting on the restaurant business Slowing down to learn from what is happening right now Working on ops issues How working for larger causes helps mental health Taking focus off himself slows his thoughts Working extremely hard Extremely fulfilling work Projects to help the hospitality industry Small anonymous group helping local community Speaking to the local governor regarding safety in hospitality reopening Why we are on this earth Andrew would ask First Peoples’ this question “We’re on this earth to love and nurture each other” Small gestures are more fulfilling than big gestures Things we can do to service the industry Start at a community level Create a community resource kitchen if it is needed Donate time, money, or food to resource kitchens and initiatives already operating Share causes on social media Checking in on people Donating masks The podcast is awareness-raising and impacting lives Positive changes predicted for after Covid Low-cost micro model restaurants for feeding small communities

On today's show, we chat with Steve Schwartz, founder of the Art of Tea, a bespoke tea company crafting custom blended tea for the biggest names in hospitality. If you're going to create a product, logic would dictate that you'd want the masses to have access to it. But that's not the route Steve Schwartz went. He wanted his tea company to serve those that serve others. It's one of the foundational values that guides The Art of Tea. In today's tough economy, the companies that thrive will be culture first companies. Here, Steve walks us through the core values and culture-first perspective that has made The Art of Tea a huge success. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES The importance of mentors Find yourself a teacher, acquire yourself a friend Mentors can share lessons Friends can challenge you and learn with you Mentors and friends in Steve’s life 3 daughters - all under 15yo Coach - in his mid-70s and helps to separate belief from reality Group of peers in similar businesses - sharing best practices and meaningful lessons Lessons from childhood Had a very perfect, comfortable upbringing until parents’ divorce at 14 Sent to live with 19yo brother with no financial support Learned to be scrappy and creative to make money Knew it was a phase and would be able to teach lessons to children one day Entering entrepreneurship Started digital gatherings in Arizona at 19 Minimal resources but events were profitable Introduction to tea Mom became very ill with brain cancer - she passed within 10months Steve realized there could be other schools of medicine and treatments Found Ayurvedic Institute and learned about botanicals Began traveling the world for the best botanicals to create tea Tea as a business Ethos of not creating mass-produced low-quality tea Began selling in hotels and creating custom blends Creating a movement against big tea companies Aligning with core values Leadership team reviews the company’s core values every week Impact. Culture. Accountability. Results. Excellence (ICARE) This is much more important during Covid Projections for hospitality 3rd of businesses won’t survive 3rd will barely survive 3rd will thrive Pivoting during Covid crisis Becoming a conduit of ideas between businesses Learning how some clients are surviving and relaying that advice to other struggling businesses Changing marketing plans Government is unlikely to stop marketing efforts so there is an opportunity to be more creative with marketing Creating ice tea for sale to consumers or restaurants How to manage fear If you want to make God laugh, tell him your plans Ideas that make Steve fearful and excited confirm he should pursue it He thanks the fear for protecting him Create a backup plan in case things do go wrong Coping with being back at zero

On today's show we chat with Othon Nolasco, co-founder of No Us Without You, a non-profit serving the most vulnerable amongst us within the hospitality community. There are some revelations in life that hit you like a ton of bricks. It was Othon that brought to light that there are thousands of undocumented hospitality workers that are unable to receive government assistance and thus are unable to feed their families. Most of us can empathize but few of us have the courage to act. Within days of the quarantine, Othon and team were feeding families throughout Los Angeles county. Here, Othon provides a window into the work they're doing and the people they're supporting. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Met partners Damien and Erin in 2012 and created Va’La Hospitality in 2018 Consultants specifically for bar services Coping though Covid19 All projects were shutdown when crisis hit Still figuring out the next steps for Va’La Focus on the charity work Being “unemployed” feels very odd since hospitality professionals are usually working constantly The beginnings of No Us Without You Predicted the lockdown and shutdown of bars would happen Lots of GoFundMes were being made for FOH staff but not the most vulnerable Started the initiative to feed 1 undocumented, unemployed family for 1 day. Bought food from restaurant outlets and packaged it The initiative grew to feed the family for 1 week Candidates for the program Families are of undocumented back of house staff who are now unemployed Hard-working people struggling without work Operations of No Us Without You Food packages have a mix of produce, dried staples, and home-cooked meals Food supply partners donate to subsidize food Team still shops 3-4 times a week to buy food from wholesalers Feeding 1 family = $33 per week They feed 300 families a week Future of No Us Without You Non-profit, tax-exempt status Aim to feed 600-700 families per week The human aspect Many children they see are very confused How many families not aware of the program are going hungry? How many children are going hungry? Hunger in America during Covid Due to restaurant closures, farmers are dumping milk and slaughtering animals as they cannot afford to keep them Many families are going hungry with rising unemployment Long-term implications Unemployment could mean families are behind on rent Families are typically working at least two jobs to pay bills in normal times When the job market reopens, competition for work will be high With accumulated debt, it will be a long time before they are financially stable again Goal of providing food stability to as many families as possible, for as long as possible. Prediction 12-18months Personal goals of Othon Planning a wedding which was postponed Improving on weaknesses Learning more about how to run a non-profit

Today we chat with Barrie Schwartz, founder of My House, an events company in New Orleans, Louisiana. Schwartz has made a name for herself as an industry disruptor by democratizing chefdom, proving that chefs don't need restaurants, they simply need an audience. These efforts have garnered her accolades including PCMA’s 20 in their Twenties, Connect Corporate’s 40 Under 40 and Gambit’s 30 Under 30. The COVID 19 pandemic has inspired new challenges as she and her team now work to ensure women and chef of color are represented on the front lines of this fight. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Started her love of hospitality in college where she and friend ran a sandwich cafe What she loved about hospitality Making others happy Social aspect Entrepreneurial skills to run a business Time management Goal setting Community building Living and working by the company values How My House became an industry disrupter Allowing chefs to bring their voice and story to events Making food sexy Giving chefs an opportunity to add another revenue stream via catering whether they have a restaurant or not Getting past major obstacles 2013 they owned a food truck business that was forced to close due to politics Pivoted to start a food hall Learned that being pushed to a wall forced resilience, creativity and innovation Working in New Orleans Equally creative, entrepreneurial, and cultural Equally old school and present roadblocks for entrepreneurs Initiatives during Covid Providing chefs with other economic opportunities while restaurants are closed via small events Pushing female chefs and chefs of color to the forefront of community work Diverse mix of chefs feeding keyworkers in the community Rethinking the business model How can the business model accommodate smaller events? Could postponed events maintain their budget but happen on a smaller scale? Covid gives us time to pause and reflect What aspects of the business do we want to keep doing? Continue to bring different chefs together Continue to introduce people to food they may not have tried before What are the mechanics of keeping these aspects in a post-covid world? Allowing the team to rest and pause is also important Dealing with fear during the crisis Prioritizing self-care Somedays more resilient than others Not allowing fear to dictate the next moves of the business Not wanting to rush into things because of fear Gentle, slow approach to rebuilding Secrets to success Being adaptable to feedback and evolving the business idea over time You can’t over-communicate too much Communicate the “why”, not just the “how” and “what” Understanding your weaknesses and asking for help Pitfalls to avoid

Longtime leader in luxury goods and former Chairman of LVMH North America, Pauline is renowned for acquiring, building, and leading some of the world’s most influential brands. In her groundbreaking new book, Aesthetic Intelligence, she shows businesspeople how to harness the power of their own senses to create products and services that delight their customers and build businesses that last. Her book is based on a course that she designed and taught at Harvard Business School. Here, she looks to our industry, walking us through how to build a successful hospitality brand. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES What is Aesthetic Intelligence? Taste A higher level of perception The ability to discern and communicate what looks and feels good Grew up as first-gen Jewish American in a creative but practical household Going into business doesn’t always embrace the creative side It took Pauline many years to combine creativity with her business knowledge The importance of creative briefs Marketing document Roadmap for the brand plan Stems from the company’s central idea into a more fixed template for branding How to create a creative brief for a restaurant Start with the core idea/usp/story The core idea needs to be relevant, original and engaging to capture the imaginations of customers Create an execution strategy to communicate that idea to customers A central part of a restaurant’s idea - how do I want people to feel? Getting to know the customer on a basic level What do they order? What is the occasion they come to your restaurant? How much do they typically spend? What time of day do they come to the restaurant? Getting to know the customer on an advanced level Mood state Who are they as a person? What drives them? What are the wanting to feel in the restaurant? Empathizing with the customer and getting to know them elevates the brand Creating a “halo-effect” Building anticipation before they come to the restaurant Creating long-lasting memories for the customer after they have left Aesthetics don’t need to be expensive Nice things don’t need to cost a lot of money Practical ways to save money aesthetically improving a restaurant Consider the things you are already doing e.g paint a wall. Could that wall be a different color? Making the same decisions more mindfully Editing and taking away can also be effective Having lots of capital can be a bad thing Lots of money can make people lazy Less money = more resourcefulness and creativity Restaurants are not easy businesses Most restaurateurs think very practically as operators Tips to uplevel the customer experience in a restaurant Sound design Lighting design, down to the color of the bulbs Visual design - small details Pitfalls to avoid Hiring a team that is not passionate about what they do Amazing service leaves a lasting impression

Chef Eric Greenspan is probably best known for his appearances on big tv shows like Iron Chef America. What most folks don't know is the resilience required for Eric to carve out a place for himself within this industry. On today's show, Chef Greenspan shares his greatest successes, worst defeats and the lessons learned from each. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES 9/11 caused Eric’s first major pivot Worked at high end restaurant in New York After 9/11, the owners told staff they will no longer pay them but they can work for free Found this to be a distasteful way of dealing with crisis Creating his own opportunities Saw two positions advertised for line cooks Offered to do both jobs for 1.5 pay Seizing new opportunity despite a major life change Was offered Sous chef position at Patina which quickly became an exec chef position From 9/11 crisis to Exec chef at Patina in 8 months How to deal with adversity Believing that there is always an opportunity around the corner Paying attention to the signals that opportunities may be on their way Taking jobs that you don’t feel ready for Not passing up the opportunity, ready or not Having confidence to figure it out Finding the right work environment Conclusion: working for other people was not the right working environment Had to find a new more autonomous working environment Eric was unable to adapt to the corporate structure at Patina imposing boundaries on his work Became a partner at another restaurant but also left quickly The value of teaching as a chef The greatest chefs are great teachers Teachers allows you to hone skills of your staff and push them to excellence Uncovering every possible avenue to get what you want Potential restaurant space needed $25k to extend the lease Did not give up on trying to save the money despite very limited time frame. Asked friends and family Sold car on eBay First restaurant was hit by the recession and writers’ strike Surviving during crisis Running many promotions per week to attract customers Bought food from restaurant depots Businesses don’t succeed because you become famous Restaurant business success keys Being well run Being in the right place Being well funded Making money in the restaurant business is having multiple restaurants Success with Cloud Kitchens Creating multiple brands with different concepts All food from the multiple brands cooked and fulfilled by same staff No front-of-house Delivery only model

It was thought that to drink alcohol was to live a life shadowed by death. The Death & Co. team has been offering a warm embrace to those who shine after dusk for over a decade now. Its foundational elements are a love of great people and great drinks. Today, we chat with Alex Day, proprietor of the world-famous Death & Co., a bar that redefined cocktail culture for an entire generation. Click to sign up for our weekly newsletter. Click here to book time on my personal calendar. Click here to download our Restaurant Recovery Guide. Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. LINKS https://www.deathandcompany.com/ SHOW NOTES Dave Kaplan & Ravi DeRossi started Death & Co in 2006 Alex was captivated by the youthful, innovative approach to drinks They opened 3 branches of Death & Co, NYC, LA & Denver Early mistakes Not knowing what to do as new entrepreneurs Bars ran themselves “Failing forward” 2 years of growth by luck Difficult neighbour for years Legal implications Biggest lessons It is the owners’ job to find and cultivate good people Provide strong guidance Build a strong culture There is no such thing as smooth sailing Foundation issues in the industry Hospitality workers are not employed or compensated well Astronomical rents High operating costs Poor margins At this time of not operating, they are rethinking every aspect of the business Realigning focus on what the customer wants Avoiding getting hung up on vanity items like perfect cocktail recipe Bringing focus back to the consumer What will they want post-lockdown? Reevaluating how to relate to vendors and improve vendor relationships Improving the bars from an environment perspective Reviewing relationships with landlords How things could be different post-Covid Local cultures in each city Social norms Improving as employers Benefits they already offer Health insurance to full-time staff Wellness credits Potential ideas for future Offering health insurance to part-time staff Creating clearer avenues for staff to grow in the company What set Death & Co apart as a brand Meticulous focus on ingredients Passion about the craft Human, genuine, authenticity in their delivery Being serious about the craft but also having fun Harnessing individuality throughout the business Allowing bartenders to be creative Each bar is not a copy of the other Individual menus Different appearance Using social media as a marketing engine Industry typically focusses on bragging or nice photos of food/drink Creating a more community based social media presence

In 2006, two chefs and a foodie set out to change the way people eat for the better. Their guiding light was the 10 year plan created by founder Erik Oberholtzer. That plan took the restaurant chain from one location to 30 and carried Tender Greens through the crash of 2008, illuminating opportunities in a difficult time. Today, Erik shares how his plan helped the company weather the recession and offers a path forward for restaurants in a post coronavirus world. Level up! Click below to check out The Pineapple Post, our new weekly newsletter. www.pineapplepost.news Wanna chat? Click below to book time on my personal calendar. https://calendly.com/joshuakopel/15-minute-chat-with-josh Yelp x Cornell University x Oyster Sunday x Jon Taffer and more combined forces to create a holistic guide to help restaurants thrive now and post-pandemic. Click below to download your free copy today! www.joshkopel.com/resources Want to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business. SHOW NOTES Opened their second restaurant in the midst of the recession. The recession created opportunities in the real estate market that they capitalized on. They innovated in product offering by bringing in whole animals at a lower cost and shopping the daily specials at farmer’s markets. Doubled down on vision and intentions This became a recruiting tool for out of work chefs Roadblocks and tension points are opportunities This was all based on TYP, a Ten-Year Plan Taking the long view 30 restaurants over 10 years across California Anyone who participates gets to take part in the wealth creation at the end of 10 years. Danny Meyer invested The magic of long-term thinking is that the plan never changes no matter what happens. When you’re going from LA to New York, the route might change but the destination does not. Foundational Changes that need to happen in the industry The restaurant market is overbuilt High development costs Disruption via third party delivery The pause button has been hit and we all need to think about how things need to change Innovation through a subscription model Opportunities exist within the delivery space The hidden gift in the pandemic is that we get the opportunity to reevaluate our lives and make new choices Time is now abundant. What are we going to do with that time? Deeper connections New priorities Evaluate what we miss most about community Tactical Advice to get open and stay open Conversion to a community kitchen Conversion into a bodega How can I be of service to my immediate community? Start with team Then Those in Need Biggest mistake made I didn’t pay attention to 3rd party delivery Been a disruptive element in consumer behavior What is the worst part of quarantine? Missing my community Best part of quarantine Time and simplicity Words of encouragement We’re resilient industry People have to eat and restaurants are central to the community We’re going to come back stronger than ever

Hospitality is in the blood for Darin Rubell, his father and grandfather were both restaurateurs, and his cousin Steve Rubell was the man behind Studio 54. A native of New York City, Rubell has created a restaurant empire spanning 8 concepts including restaurants, bars and a catering company. His companies have gone on to thrive even through the crash of 2008. In today's episode Darin shares how 9/11 inspired his path to entrepreneurship and his plan to overcome the obstacles created by the pandemic. Yelp x Cornell University x Oyster Sunday x Jon Taffer and more combined forces to create a holistic guide to help restaurants thrive now and post-pandemic. Click here to download your free copy today! I created this podcast to help us all through these tough times. I've also created a service committed to help you get open and stay open. Click here to check it out and sign up for a 60-day free trial.