Top Secrets for Restaurant Growth
Understanding the new guest journey. Big restaurant chains keep getting bigger. Some people call it “the chainification of America”: chains like Domino’s are making more money, while mom-and-pop restaurants struggle and fail. According to the IFDA, the top 500 chains keep earning a bigger share of total sales in the restaurant industry. Meanwhile, independent restaurants earn less and less. Nobody wants this. After years of studying this trend, I’ve found out what’s going on. 20 years ago, it was enough for restaurants to just provide great food and great service. When restaurant owners did those 2 things right, they were guaranteed a huge following of loyal customers. Often, they could expand to multiple locations. For example, guests discover your restaurant online. They check reviews and compare them to reviews of other restaurants. At least 77% of guests make their buying decisions based on your website. Corporations like Domino’s have a head start in this new world. They employ many people who specialize in each marketing tool. They use various software programs to constantly improve the performance of every tool. Independent owners can’t spend all day learning and executing every element of digital marketing. They have to run the restaurant. The result is that we’re moving toward this more corporate world, which nobody wants. People don’t want to see their favorite local mom-and-pop spots replaced by Domino’s. People want to see local businesses succeed. I’m one of those people. That’s why I’m obsessed with making sure local restaurants know the things that Domino’s knows. The most common mistake is thinking that they need to be active on social media. It makes sense that people believe this: everyone “knows” that social media is the most powerful tool businesses can use today to grow. There’s some truth to that. But it isn’t true for restaurants. The main problem is that social media reaches a global audience. But restaurants need to reach people locally, not globally. Most restaurant customers live within just 5 miles of the restaurant. The most successful restaurant owners practically ignore social media. What they don’t ignore is Google. For example, I know a restaurant owner named Mo Farraj. His business, Talkin’ Tacos, started with just one location: a food truck. Over four years, I watched him grow to 10 brick-and-mortar locations. He now has more than 20 locations and is franchising across state lines. Mo tried the social media strategy and the Google strategy at the same time. He invested heavily in Instagram and gained more than 200,000 followers. He also made himself easier to find on Google. With his huge following, you’d expect social media to be the top driver of Mo’s growth. Yet, we can track where his customers are coming from. And the data shows that Mo’s huge social media following accounts for less than 10 percent of his new customers. Google represents more than 90 percent. The majority of restaurant guests in 2025 still use Google to find restaurants. And this is awesome news for restaurant owners because you can create a system that brings people from Google to your restaurant like clockwork. But only if you can avoid getting distracted by social media marketing that isn’t a good fit for your business…
Students are Lining up for this College Culinary Program
Undeterred by tough restaurant times. It has been a brutal stretch for L.A. restaurants. Since 2023, hundreds of notable spots have shuttered amid escalating costs for food and labor, and a weakening economy. More recently, the local scene has also been roiled by the January wildfires, which torched several restaurants, caused some to temporarily close and displaced workers. Then, this summer, federal immigration enforcement raids led many undocumented workers to leave their posts over fear of detainment. It’s a dicey environment in which to launch a restaurant industry career. But Los Angeles Trade-Technical College’s culinary program tells a different story — enrollment grew by 13% last academic year, and it is up nearly 3 There are other factors, too. Department Chair Jerry Vachon said the program may be benefiting from a post-COVID-19 bump, as people rethink their careers. The Los Angeles College Promise initiative, launched about a decade ago by the Los Angeles Unified School District and the L.A. Community College District, has also helped. It provides two years of tuition for select graduating high school students at the college district’s nine schools, Trade-Tech among them.0% since 2019. The program’s growth comes as culinary schools have also been closing over the last decade: Le Cordon Bleu shut down its colleges across the country, including a Pasadena branch, in 2017; and a handful of other notable ones closed in 2020 amid the COVID-19 pandemic. Recent Trade-Tech culinary graduates — and the instructors who taught them — said that they are not surprised by the school’s success, explaining that the program has appeal, in part, because it teaches useful, real-world skills in a new, modern building. “Going to school is super important — I tell that to the young cooks we have,” said Trade-Tech culinary graduate Katya Shastova, the chef-partner of Vin Folk, a well-reviewed Hermosa Beach restaurant that opened last year. “Some people think you can learn in the kitchen. Yes, you can. But when you come into a kitchen with techniques that are already embedded in you … it puts you on a different level.” Longtime instructor Robert Wemischner said the program emphasizes giving “students a real-life view of the work that they will be doing in the field.” “Even at a point when the landscape is bleak, or rather uncertain … the students wish to find a career, pursue a passion,” he said. “And they find teachers who fuel that”…
Bielat Santore & Company – Restaurant Industry Alert
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NEW JERSEY HAS ENACTED LEGISLATION THAT RESTRICTS THE LENGTH OF TIME
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The Labor Market Has Slowed to a Crawl
Restaurant job growth has flattened in recent months. Job growth has slowed throughout the economy in recent months as a jittery economy appears to be having its impact on employment, at least based on new federal data released on Friday. Restaurant and bar employment was flat in July, down 300 jobs, according to the U.S. Bureau of Labor Statistics. The industry has added just 100 jobs over the past two months, continuing a period of year-long, tepid employment growth. The overall economic picture is not much better. The economy added 73,000 jobs, under expectations, but prior months’ jobs estimates were revised downward significantly. May’s job growth was revised downward to 19,000 from 144,000, for instance. June’s was revised to 14,000 from 147,000, according to the Labor Department. The unemployment rate increased slightly to 4.2%. The labor force participation rate, meanwhile, is down 0.5% over the past year, to 62.2%. In short, the economy is not adding many jobs, and more people are getting discouraged and leaving the labor force. The weak labor market, coupled with overall economic stagnation, appears to be increasing the likelihood that the U.S. Federal Reserve will lower interest rates when it next meets in September…
Why Nostalgia is Back in Style at Bars and Restaurants
Operators are turning cocktails into pop culture time machines. Kevin De Nicolo was spinning throwback hits at an ‘80s-themed arcade bar in North Hollywood when the idea struck: What would a nostalgic bar look like for his own generation? That question became the foundation for Zero Lounge, a cocktail concept built around early-2000s culture and aesthetics. Billed as Hollywood’s first Y2K-themed bar, Zero Lounge is designed as a time capsule—a place where the mood, music, and menu reflect the turn of the millennium. “The ‘80s didn’t really mean much to us, because we were babies,” says Katie DiMento, a veteran mixologist, and Zero Lounge’s operations manager. “But the ‘90s and early 2000s? That’s where the nostalgia really hits.” De Nicolo and DiMento aren’t the only ones rewinding the clock. The era of boy bands and dial-up internet is back in style, and bars and restaurants are finding ways to capitalize. Red Lobster recently leaned into the trend by partnering with NSYNC’s Joey Fatone for a campaign set in 1999, celebrating the chain’s 3-Course Shrimp Sensation with a heavy dose of retro flair. Bar Louie kicked off 2025 by celebrating its 35th anniversary with a lineup of ‘90s cocktails, including Long Island Iced Teas, Sex on the Beach, Blue Hawaiians, and Alabama Slammers—drinks that haven’t been regular menu staples in years. Zero Lounge takes the nostalgia playbook a step further. The team describes it as a conscious escape from the constant barrage of digital feeds and endless scrolling. The bar offers a break from modern distractions, inviting guests to step away from their screens and rediscover the value of in-person, shared experiences. DiMento explains that the space is a retro bar created by millennials for millennials. It honors the art, entertainment, and culture that defined a generation—from movies and music to video games, anime, and the early days of the internet—embracing both mainstream and lesser-known influences. The interior design draws inspiration from the idea of being inside a computer. Think hacker visuals and a Matrix-style aesthetic, with moody lighting and digital motifs woven throughout the space. The DJ booth is designed to look like a ‘90s bedroom, complete with Furbies, an old-school TV, plenty of VHS tapes, “Goosebumps” books, boy band posters, and other trinkets. Chili’s joined in with the Radical ‘Rita, a color-changing tequila cocktail made with blue curaçao, dragonfruit syrup, and ‘90s-style swizzle sticks. To help introduce it, the brand brought in Tiffani Thiessen—best known for her role on “Saved by the Bell”—as the face of the campaign…
How Intentional Restaurant Design Can Spark
And create lasting connections. When you design for discovery, your guests discover something worth remembering. We’ve all experienced it, visiting a new space and leaving with the feeling that we’ve stumbled upon a hidden gem. We may not fully understand why, but something about the place sticks with us. The food was great, the drinks were on point, the space looked beautiful—but more than that, it made us feel something. Naturally, we tell our friends. We become informal ambassadors, excited to share this new discovery. And while there are many factors that contribute to that kind of connection—service, ambiance, location, even the music—there’s something else working behind the scenes. From a design and fabrication perspective, one of the most powerful and often overlooked contributors to this emotional resonance is what we call the “Easter Eggs.” What Are Easter Eggs in Design? In short, they’re small, intentional design moments—personalized touches hidden in plain sight—that guests stumble upon over time. These moments are not just decorative; they’re experiences. They serve no urgent functional need, and yet when guests notice them, they remember them. They feel seen. Maybe it’s a branded detail on the door handle, a witty engraving stitched inside the hand towel, or a “hidden” charging space for your phone at the table. Maybe it’s a backlit mirror that actually flatters you, or a pattern set into a banquette that mirrors a local landmark. These aren’t always loud or obvious—but they’re noticed. And when they are, they create a spark. These moments signal to the guest: someone thought about this. Someone cared. Designing a space is never just about aesthetics. It’s about emotional impact. When guests realize that elements of their environment were designed specifically to enhance their experience—not just functionally, but thoughtfully—they form a connection. That is the important part. That connection translates into loyalty, repeat visits, and ultimately, increased revenue. From our experience, these subtle moves consistently pay off. Clients report stronger word-of-mouth, higher social media engagement, and deeper brand loyalty, all driven by moments of authentic guest connection. So how can you create these moments? Let’s break it down…
Boosting Your Bottom Line
Why increasing AOV with fried food is a smart move in uncertain times. In today’s turbulent economic climate, the ability for a foodservice business to adapt and grow is more important than ever. One of the most effective, yet often overlooked, ways to boost profitability is by increasing Average Order Value (AOV). In its simplest form, AOV represents the average amount a customer spends per transaction. While operators often focus on attracting more customers, increasing AOV can have a greater impact on profit margins without the additional expense of expanding your customer base. And when it comes to increasing AOV, few strategies are as straightforward and proven as adding or expanding fried food options. Increasing AOV means you’re earning more from every customer who walks through your doors, taps on your kiosk, or clicks “Place Order” on a delivery app. In an industry where margins can be razor-thin, a few extra dollars per order can add up to thousands in monthly revenue. Think of it this way: if your current AOV is $12, and you can raise it to $15, that’s a 25% increase. For a business processing 200 orders a day, that’s an extra $18,000 per month—without needing to serve a single additional customer. With inflation concerns and a potential slowdown in discretionary consumer spending, this kind of efficiency becomes critical. But there’s another factor making AOV optimization not just smart, but essential: tariffs. Geopolitical tensions and supply chain disruptions have led to increased talk—and action—around tariffs, particularly on food imports and equipment components. Tariffs have the potential to raise costs across the board, from raw ingredients, to packaging to kitchen machinery. For foodservice businesses, these cost increases can quickly eat into profits, leaving operators scrambling to make up the difference. This is where a strong AOV strategy becomes a lifeline. If you can increase your revenue per transaction, you create a buffer that helps absorb rising costs. In other words, AOV growth can serve as a shield against the unpredictable impact of tariffs, giving your business more stability in unstable times…
Restaurant Menus Target Snackers
With summer’s more relaxed mealtime schedules, snacking is on the rise. Operators are taking advantage of this trend by adding more snacks and treats. We’re also seeing activity in the salad, beverage, and sandwich categories. Here’s what’s happening on chain restaurant menus this week. Snacky Hour is Sonic’s version of Happy Hour, with a selection of discounted snacks on offer between 2 and 5 p.m. every day for a limited time. These include a Corn Dog, two Mozzarella Sticks and a Soft Pretzel Twist, all priced at $1. On Mondays, customers can score medium-size Slushes for 99 cents to sip along with their snack, and on Thursdays, the deal is a buy one, get one free Footlong Quarter Pound Coney. The “Saucy Snack,” a chip-and-dip duo, is how Cava is snagging snackers. Guests choose one of the fast casual’s signature pita chip flavors—like Hot Harissa or Classic—and pair it with one of three new sauces for $4.20. Garlic Herb has a base of garlic enhanced with herbs and a jalapeño kick; Sweet + Spicy combines dates with harissa and a touch of vinegar; and Herby Tahini blends dill, tahini, yogurt, and a little lemon. Potbelly bakes cookies in-house for a sweet pick-me-up or add-on, and the fast casual just returned its popular S’Mores Cookie. It’s packed with mini Hershey’s kisses, graham cracker pieces and marshmallows, and in honor of National S’Mores Day Sunday, locations will be giving away the cookies for free through Aug. 15 to Potbelly Perks members. Also on the sweeter side, Taco Bell launched a new flavor of Cinnabon Delights: Dulce de Leche Cinnabon Delights. The treat features a Mexican-inspired dulce de leche filling tucked inside a warm donut hole and dusted in a salted caramel coating. A 2-pack is priced at $2.69, but through Wednesday, it can be ordered for $1 exclusively through Uber Eats. Beverages are increasingly being ordered as snacks, and Dunkin’ dropped two new icy drinks for late summer sipping. The Golden Hour Refresher is a tropical combination of Mango Pineapple and Strawberry Dragonfruit flavors mixed with sweet-tart lemonade, while the Blueberry Breeze Refresher is a crisp, blueberry-forward beverage. To promote the introduction of the two drinks, actor Gavin Casalegno stars in a new social video called “King of Summer”…
Did You Know?
Commissioning Art at Your Restaurant. Commissioning artwork is a collaborative journey, especially for restaurant owners. Unlike mass-produced or factory-made prints, commissioned art is a team effort from start to finish. It combines a restaurant owner’s mission with an artist’s intuition to create something unique. The restaurant owner shares a feeling or aim, then the designer builds on that with a greater theme and finally, in tandem with the artist’s craftsmanship, they bring to life a complete experience for guests. During my over 30-year career as a glass artist, I have fostered a lot of great relationships with restaurant owners. When restaurant owners commission a work of art, it’s because they understand that customized art can create a unique dining experience. Custom art can be whimsical, intriguing, bold, or even disturbing. Guests want to enjoy a tasty and visual experience at a restaurant. Food and art satisfy that desire…
Employee Tip
Who Are the Unsung Heroes in Restaurants? What do Al Pacino (actor), Alec Baldwin (actor), Chris Rock (comedian), Johnny Depp (actor), Langston Hughs (writer/poet), Kathy Griffin (comedian), Dick Cavett (talk show host), Malcolm Little (later to be known as Malcom X) and Ho chi Minh (Vietnamese revolutionary and President) have in common? They were all bussers in restaurants before they became famous. When you are a famous actor, well know talk show host, political leader or president of a country people notice you wherever you go. However, being a great busser in a restaurant is a very hard job and unlike being famous the better you are at your job the less people notice you. I would love to hear an interview with many of the famous folks who were bussers so that we I can ask them “how did being a busser add to your life and career.” I have no doubt that working as a bus person added something to their perspective of the public, their ability to be observant and in many ways understanding and anticipating what people want and what they expect…
