Marketing is often the last priority because it’s never urgent until it’s a crisis

In the restaurants industry, we’re all professional firemen. When the walk-in dies or a line cook no-shows, you’re on it in seconds. But while you’re busy playing hero in the kitchen, your brand is a slow-motion train wreck.

Marketing always falls to the bottom of the list because it doesn’t scream for attention—until the dining room is a ghost town on a Thursday and you’re wondering how you’re going to make payroll. By then, you’re not “marketing”; you’re panicking.

There’s an old joke: You can always tell a restaurant operator, but you can’t tell them much. Prove the joke wrong. Stop trying to save a nickel while losing a dollar. If you want results, stop the DIY amateur hour and start acting like a business owner.

1. Your Menu is a Liability

If you’re getting your menu “free” from a food distributor or you’re hacking it together on a cheap DIY site, it is failing you. Distributors design menus to move their inventory, not to maximize your profit.

A menu without professional engineering is just a list of food with prices. If your high-margin items aren’t strategically placed where the eye naturally lands, you are literally leaving money on the table every time a guest sits down. That “free” menu is the most expensive mistake you’re making.

2. Social Media: Consistency or Death

Posting “when you have a spare minute” is the same as not posting at all. If you aren’t visible, you don’t exist.

You need a hard-and-fast calendar. We’re talking at least 5 posts per week. No excuses. You need high-res photos, engaging video, and copy that actually sells the experience, backed by the right hashtags. If your feed looks like an afterthought, your customers will treat your restaurant like one.

3. Your Website is a Ghost Ship

Most restaurant websites are SEO nightmares. If a local customer searches for “best dinner near me” and you aren’t on the first page, you lost the sale before it even started.

If your site isn’t optimized, or if your menu is a clunky PDF that people have to pinch-and-zoom to read on a phone, they’re leaving. You need expert support to fix the backend so Google actually knows you exist and customers can actually find you.

Reach out for professional help (you owe it to yourself and your business).

The post Marketing is the last restaurant priority until it’s a crisis appeared first on HotOperator.

Selling Restaurant Food in a Down Economy

The economic backdrop for U.S. restaurants in 2025 is proving increasingly challenging. On one hand, total eating-and-drinking-place sales have edged up modestly — but the gains are being driven largely by menu-price inflation, not higher foot traffic. NRA+1 On the other hand, consumer behavior is shifting: higher prices, rising grocery costs and broader financial uncertainty mean many diners are cutting back. Nearly 40 % of consumers told a recent survey they’re spending less of their disposable income on restaurants. Restaurant Business Online+2Food Business News+2

This economic squeeze hits especially hard for family-run, sit-down, full-service restaurants — a segment for which casual dining and fine dining have both seen traffic declines. Black Box Intelligence+2SeafoodSource+2 Meanwhile, consumers still crave the experience of dining out — but now they demand more value, more meaning, and more “escape.”

That’s where creative restaurateurs and smart operators — i.e. you — have a massive opportunity. When people cut back on big expensive vacations, they’ll still spend on mini-escapes. So think beyond “just dinner.” Think “a night out that feels like a getaway.”

Why “mini-vacation” dining works now

• People want escape without spending a lot. Economic uncertainty means fewer expensive trips, but that doesn’t kill the desire for novelty, fun, or a break from routine.
• Value + experience = perceived worth. If guests feel they’re getting a lot (good food, ambiance, fun, generosity) for the price — especially compared to eating at home — they’re more likely to come out even when budgets are tight.
• Emotion trumps menu mechanics in tough times. Nostalgia, comfort, and the chance to feel pampered or travel (even imaginatively) can be far more motivating than “just a meal.”

How to turn your restaurant into a “home away from home” mini-vacation

Here are actionable ideas for owners/operators to reframe their offer — and tap into demand even when consumers are cost-conscious:

🎯 Themed Prix Fixe “Getaway” Menus

Instead of traditional à-la-carte dining, offer themed set meals — for example:

• “Bahamas Night” — shared tropical appetizer (think coconut shrimp or jerk-seasoned bites), two entrée selections (fish tacos, jerk chicken pasta, etc.), and a shared dessert (key lime pie or rum-glazed banana foster), all for $39.99 per couple. Serve with island-inspired mocktails or cocktails.
• “Roman Holiday” — antipasti starter, family-style pasta or chicken parm, shared tiramisu — evoking an Italian trattoria vibe, for $2-for-$45 couples prix fixe.
• These bundles promise escapism and ease: no budget shock (fixed price), no thinking about “which appetizer / entrée / dessert.” It’s a deal and a mini-holiday all in one.

💑 Date-Night Bundles & Value Lunch Program

• Date Night / Early Dinner Bundles: Shared appetizer + two entrées + shared dessert for a fixed price. Great for couples — maybe “two-for-39.99,” or slightly higher depending on region/food cost.
• Lunch-for-Two Deals: Sandwich, side dish (e.g., soup, salad, fries), and two drinks for $24.99 for two people — perfect for friends or coworkers seeking affordability and convenience mid-day.

These packaged deals give guests a sense of control and value when wallets are tight.

🎉 Add Entertainment / Atmosphere — Make It An Event

• Live music nights (acoustic, jazz, Latin, depending on your cuisine/theme) — make it feel like a night out, not just dinner.
• Theme nights: “Taco Tuesday Mexico Fiesta,” “Mediterranean Escape,” “Caribbean Friday,” etc — with décor, playlist, and even small details like themed napkins or menu descriptions.
• Occasional seasonal events: “Summer Luau,” “Winter Warm-Up” (comfort foods, warm drinks), “Holiday Escape” menus — giving regular customers a reason to stop by.

📲 Use Smart Digital Marketing & Loyalty Triggers

• Promote the bundles through social media and email as “mini-vacations without leaving town.”
• Loyalty perks: e.g., after 5 “getaway meals,” offer a free dessert or discounted next prix fixe night.
• Early-week or slow-night specials (Tuesdays, Wednesdays) — earlier seatings, discounted bundles — to drive traffic on slower nights.

The Benefits for Independent Restaurant Operators

• You capture guests who are willing to dine out but are more cost-conscious.
• You increase perceived value and emotional connection — it’s not just a meal, it’s an experience.
• You streamline ordering & food cost control: prix fixe menus simplify prep, reduce waste, and help manage margins.
• You build loyalty and recurring visits — when people know they can get a “vacation in town” for $40–$50, they may choose it over other discretionary spending.

Why This Matters Now

Given high food and labor costs — many operators report food costs up nearly 29% over last year, and rising pressure on profit margins. PR Newswire+1 And with consumers telling pollsters that dining out is one of the first places they cut back when money gets tight. Food Business News+2EMARKETER+2

In short: when the economy tightens, people don’t necessarily stop eating out — but they’re more selective. If you can offer value, comfort, and a little “escape,” independent and family-run restaurants have tremendous opportunity to win back those budget-conscious but experience-hungry diners.

The post Selling Restaurant Food in a Down Economy appeared first on HotOperator.

This past fall, I had the privilege of presenting at the Wisconsin Restaurant Association’s Traveling Show, with stops in Eau Claire, Green Bay, and Wausau. Each city brought a different energy, and every conversation reminded me why I love working with independent restaurant operators—they’re passionate, hardworking, and hungry for practical tools that actually move the needle.

In my session, I walked through the foundations of menu engineering, the power of strategic menu design, and the importance of building a planned, consistent social media presence that sparks conversation. I also shared several of my favorite guerrilla marketing tactics—the simple, scrappy ideas that can drive real attention without expensive budgets.

Whether you attended the show or are seeing this for the first time, the video below is a look into how smart menu decisions and better storytelling can transform a restaurant’s bottom line. If you’ve ever wondered why certain items sell, why others don’t, or how to get more people talking about your brand, this is a great place to start.

Thanks again to the WRA team for hosting such a well-run and inspiring program. I’m already looking forward to the next opportunity to connect with operators across Wisconsin.

Watch the full presentation linked below.
(If the video takes a moment to load, hang tight—it’s worth it.)

The post Behind the Scenes of the WRA Traveling Show: My Talk on Menu Engineering, Design, Social Media & Guerrilla Marketing appeared first on HotOperator.

Every Restaurant Has a Story — But Not Every Diner Hears It

A couple sits in their car on a Friday night.
They’re hungry, undecided, and a little impatient.

She opens her phone and says, “Let’s see… best pizza near me.”
He adds, “Or maybe best burger near me — I’m starving.”
They scroll through photos, menus, and reviews — a world of restaurants competing for their attention, one thumbnail at a time.

Your restaurant has everything they’re looking for: the hand-stretched dough, the perfectly seared patty, the warmth of regulars who know your servers by name.

But you don’t show up.

Not because your food isn’t good enough — but because your story isn’t being told where it matters most: online, when people are searching for it.

That’s the heartbreak of being a hidden gem in a digital world. And it’s exactly why Local SEO matters.

Local SEO: The Digital Doorway to Your Restaurant

Local SEO (Search Engine Optimization) helps your restaurant appear in online searches like “best tacos near me” or “seafood restaurant in Monterey.”

It’s how Google — and your future guests — discover who you are, where you are, and why your food is worth the drive.

At HotOperator, we’ve seen how powerful this can be. When done right, local SEO doesn’t just increase web traffic — it fills your dining room.

The HotOperator Way: Blending SEO with Storytelling

Most SEO advice talks about algorithms, keywords, and technical fixes.
We talk about people.

Because when a guest searches for a meal, they’re not just looking for food — they’re looking for a feeling.
They want comfort, curiosity, a spark of connection.

That’s why we weave storytelling into every part of your local SEO strategy — turning simple listings into emotional invitations.

Here’s how we make that happen:

1. Your Menu Is the Beginning of the Story

Your online menu isn’t just a list of dishes — it’s a conversation with potential guests.

When your menu descriptions are rich with sensory detail and local references, Google notices — and so do diners.

A menu item like “Grandma Sofia’s Lasagna — layered with béchamel and love, a family recipe since 1972” tells both a culinary and emotional story.

That’s not just good writing.
That’s SEO that tastes like something.

2. Your Guests Become Storytellers

Every review is a retelling of your brand story.
Encourage it, respond to it, and amplify it.

When someone writes, “Best burger near me — juicy, fresh, and worth every penny,” Google connects that review to future “best burger” searches.

Your guests become your marketers, one five-star story at a time.

3. Your Community Is the Setting

Local SEO loves context — and nothing creates connection faster than mentioning your roots.

Talk about the farmers who grow your produce.
Mention your neighborhood landmarks.
Show your Friday-night crowd laughing over wine.

Google’s algorithms read those details as relevance.
Humans read them as authenticity.

4. Consistency Is Character

From your Google Business Profile to Instagram, your name, hours, tone, and message must match.
Consistency builds trust — and trust builds traffic.

Your restaurant should sound and look like the same place everywhere people encounter it. That’s how a brand becomes memorable — and findable.

A True Story: From Hidden Gem to Local Legend

One of our clients — a small Italian restaurant in Oklahoma — had everything going for it except visibility.

Their regulars loved them, but tourists never found them.
When they reached out to HotOperator, we didn’t just “optimize” their Google page; we told their story online.

We added high-quality food photos, rewrote their menu descriptions with warmth and regional flavor, and helped them respond to every review.

Within two months:

• Google Maps views rose 132%
• Reservations climbed 22%
• Locals started saying, “We found you online — and the place feels exactly like we hoped it would.”

That’s what happens when storytelling meets strategy.

The Real Secret

Local SEO isn’t just about keywords.
It’s about helping people find you — your flavors, your heart, your history — in a world overflowing with options.

It’s about giving your restaurant’s story a stage where hungry diners are already looking.

And when that story is told with honesty, emotion, and craft, your restaurant becomes more than a location on a map — it becomes a destination.

At HotOperator, that’s our specialty.
We help independent restaurants turn data into design, menus into marketing, and local searches into loyal customers.

Ready to Be Found?

If your story isn’t showing up when people search for what you do best, we can help.
Let’s make your restaurant visible, memorable, and irresistible — online and off.

👉 Let’s tell your story together.

The post How Local SEO Turns Your Restaurant Story into a Magnet for Hungry Diners appeared first on HotOperator.

According to The National Restaurant Association, the foodservice industry is on target to reach $1 Trillion dollars in sales this year. And when asked what stands out in the industry, here’s what they had to say (and what HotOperator recommends for taking advantage of those trends).

But before we get to that. Keep in mind, a strong message became clear: People want human contact when dinning out. You know, people helping people. So, take note before you try to tighten staff with computers.

The Key findings:   

1. Sales are up: The foodservice industry is forecast to reach $1 trillion in sales in 2024.

Is this sales in more people going out to eat? Nope. It’s mostly higher prices. To offset this, make sure you are mental anchoring your restaurant menu. Have comparative prices that show the guest just how little they are spending.

2. Restaurants are hiring: The industry workforce is projected to grow by 200,000 jobs, for total industry employment of 15.7M by the end of 2024. 45% of operators need more employees to meet customer demand.

Which is great. But it also offers another problem. Many operators are struggling to find workers (and keep them). A strong brand marketing campaign will help your restaurant stay top-of-mind. And that makes your restaurant more attractive to employees along with consumers.

3. Competition is strong: In 2024, 45% of operators expect competition to be more intense than last year.

This is difficult for most independent operators. Chain restaurants are taking a larger and larger portion of the market. To combat this, independent operators will need to use guerrilla marketing programs to stay in front of chains moving into their market. Try things like local bonuses. Special menu items that only local guests know about. And treat guests like royalty. 

4. Costs are up: 98% of operators say higher labor costs are an issue for their restaurant. 97% cite higher food costs. 38% say their restaurants were not profitable last year.

This points to a lack of marketing which puts stress on any restaurant. Simply put, a weak brand will not push their value up in the eyes of local guests. Our recommendation? Do a brand analysis along with a menu matrix to find out what your guests really think of your business. Every day you have a focus group going on in your restaurant. People are voting for your business with their pocket books and their feet. They are telling you if they like your business, and they are telling you what they like most about dinning with you (and what they don’t like)

But don’t do this on your own. You need an objective view. You need an expert to look at your business and offer advice. It might be painful, but it is necessary.

5. Consumers are value conscious: Nearly half of consumers are taking a wait-and-see stance when it comes to spending. Operators who offer a solid value proposition for dining out can nudge customers out of their holding pattern.

This is not a deep thinking thing to say. That’s because consumers are always value conscious. Where most people make a mistake is thinking that value conscious is all about price. But it’s not just about price. It’s about price and function together. A product can have a higher price only if you offer reasons that will support that higher price. Most operators get this wrong in their business and never think to support each item with the proper description and highlight.

6. Consumers love restaurants: 9 in 10 adults say they enjoy going to restaurants. Restaurants allow them to enjoy a favorite meal that has flavor and taste sensations they can’t easily replicate at home.

So it’s not all bad news. Of course people want to eat out. It’s fun. In fact, it’s a mini vacation. So, you need to nurture those feelings with your guests. That means you have to train your staff on how to work with guests so they make better choices when they order from you. And how to get your servers to leave their own struggles at the door when they come to work.

If you’re looking for help to build a better brand in your restaurant, give Mark a call. He’s an expert in restaurant branding, menu development, social media and content development. He’s been doing this stuff for nearly 4 decades, and has worked with more than 200 restaurants across the country. This gives him a unique ability to learn from other independent operators what’s working and what isn’t.

Hey, the first 15 minutes are free. To take advantage, call 800-316-3198 and leave a message. Mark will get back to you.

The post 6 Restaurant Trends and What They Mean (number 4 is essential) appeared first on HotOperator.

Here are some restaurant marketing tips for the 2024 holiday season. You might be wondering, why should we think about holiday tips in the middle of summer? It’s simple: you’ll need this much time to take full advantage of the in-house and catering potential for your business. So, here are some restaurant marketing tips for the 2024 holiday season.

Catering is Back and Stronger Than Ever

Before we dive into the tips, it’s important to note that catering is experiencing a resurgence. The catering market size was expected to reach $72.67 billion by the end of 2023, with a compound annual growth rate of 6.2% (QSR, 2023). Catering is growing and will continue to grow, with a significant portion taking place over the holiday season.

A recent survey of 300 independent and small-chain restaurants indicated that the holidays account for an average of 20% of a restaurant’s annual sales, with this figure rising to 49% for fine dining establishments (Purdue).

Restaurant Marketing Tips for the Holiday Season

Decoration: People love holiday decorations, so be sure to decorate both the inside and outside of your restaurants. Decorating outside draws attention to your business, helping it stand out from the crowd. Inside decorations give patrons a festive feeling, making them want to spend more time with you. Just ensure that decorations don’t interfere with guests’ enjoyment of their visit.

Social Awareness: Start offering catering options year-round, with a stronger push beginning in early September. Use messages like, “The holiday season comes up fast, will you be ready for your holiday parties?” or “We’re already booking holiday parties; don’t wait, you may miss out!” Start decorating your social media just before Thanksgiving. Timing is key, as many people get frustrated when holiday promotions start too early.

Social Media Advertising: Develop a calendar for the months leading up to and following the holiday season to promote catering options, gift cards, and special food offerings. This will help attract more guests.

Special Menus: Offering special holiday menus is crucial. People expect seasonal meals during the holiday season. Even if many guests order their usual favorites, they appreciate having seasonal options available.

Email Contact: If you have a loyalty program, use your email and text lists to keep in touch with customers. Send out newsletters about your restaurant, as many customers feel they don’t hear enough from local businesses. Frequent communication can help keep your restaurant top-of-mind.

Restaurant Marketing Tips for the Holiday Season – Dessert

Finally, make sure your dessert menu is ready. Your guests will eat a lot of dessert over the holidays. In a recent survey, three-quarters (74%) of consumers said they’re more likely to give in to their cravings for sweets at the end of the year.

Here’s the deal, ice cream is always great (and with Super Dairy Blends it’s even better), but during the holidays it’s even more important. Think of all the holiday meals being served that are simply incomplete without dessert. Warm brownies, apple pie, warm cookies, and everything else that are so much better with freshly made gelato or ice cream.

These are just some of the tips we have for the holiday season. But we can’t emphasize enough that you need to be thinking ahead so your holidays go off without a hitch.

Learn More About

To Learn More About Restaurant Marketing Tips for the Holiday Season

To get more information about Super Dairy Blends, click the link for free samples.

For restaurant marketing tips for your business specifically, click the link. Or call (920) 420-2076

The post Restaurant Marketing Tips for the 2024 Holiday Season appeared first on HotOperator.

Let’s face it, getting customers into your restaurant can be very difficult. Most operators are looking at declining sales, or customers who are simply dining with them less often. Prices are high and discretionary income is low. So even though gas prices are in line, there is a general sense of disparity, especially in an election year. So here are 7 promotions you can use today to get more consumers into your restaurant.

7 Restaurant Promotions You Can Use Today:

1. Referral Program: Your top customers know people and can influence their friends and family to dine with you. So, encourage your existing customers to refer new customers by offering discounts or rewards for every new referral they bring in.

2. Social Media Contests: If you’re working with HotOperator, you’re probably already doing this. Run contests on platforms like Instagram and Facebook where participants can win prizes by liking, sharing, or commenting on your posts. Better yet, get them to post images or comments on your pages and get the highest number of likes to win the gift card.

   And keep in mind, if you give away a $30 gift card, you’re actually only giving away about 30% of that cost, because it’s just the food you need to cover. The staff and operations are already there.

3. 
   Loyalty Program: Develop a program that rewards repeat customers with points that can be redeemed for discounts, free products, or other perks. If you don’t have one, HotOperator recommends getting one set up.
   
   
4. Email Marketing Campaigns: If you’re working with HotOperator, you’re already doing this. Use email newsletters to announce new products, promotions, or special events, and offer exclusive deals to your subscribers.

   Most consumers say they don’t get enough emails from their favorite restaurant operators. So, take advantage of that interest and start emailing.

5. Collaborations with Other Businesses and Community Organizations: Partner with complementary local businesses and local organizations to cross-promote each other’s products or services. This is a great way to get noticed in your community, and to get people to think highly of you.
   
   
6. Customer Appreciation Events: Host events to thank your customers for their support, offering exclusive deals, free refreshments, or other perks. This can be done with social media and through emails. But make it exclusive. These can be special nights (make them slower nights like a Monday or Tuesday), and make the event fit your style of restaurant.

7. Seasonal Promotions: Align your promotions with holidays or seasons, offering themed discounts or special bundles. Again, if you’re working with HotOperator, you’re already doing this style of marketing.

For professional help, reach out to Mark Laux! (920) 420-2076!

The post 7 Restaurant Promotions (number 4 is a total must) appeared first on HotOperator.

A recent ad popped up on social media telling me to fire my agency. Well, if I have one. Having been in the food business for more than I care to admit, I’ve seen some changes in how restaurant operators advertise their businesses. And it isn’t working. In fact, it’s failing miserably. A USFoods representative in the Chicago area mentioned that she thought about 80% of the restaurants in her market were looking to sell. Is this proof that their marketing isn’t working? I would say yes, it is. 

Most recently, many independent restaurant operators are turning towards platform based advertising programs to ‘save money’. But what’s really happening is, they are missing some of the most important concepts in advertising. So, should they fire their agency? Or should they be hiring a restaurant focused firm that can represent them properly?

Here are seven reasons not to fire your agency (and to hire one if you don’t have one). 

First, there is expert advice.

I had a recent conversation with a potential client (actually, this restaurant operator was once a client years ago), and when I suggested that the advice they were looking for would require a payment, they went silent. I was reminded of a moment in the TV show The Good Wife when the character Alicia Florrick told a potential client what she might do, and then said: “Before we go any further, am I hired?” 

The advice I was about to give was very important to the continued success of this restaurant operator’s business. At the moment, the business is slowly drifting downward, and that will continue unless they take some drastic steps to change courses.

Second, there is focus.

It’s amazing to me how few restaurant operators seem to remember what business they’re in. They fire their agency (or skip hiring one) thinking they will just do it themselves. But then they lose focus on the marketing they thought they were going to do.  Agencies are paid to stay focused. It’s how they get paid. If the business is successful, the restaurant operator flourishes, and everybody is happy. Well, at least you would think.  What sometimes happens is, the restaurant operator takes credit for all the successful marketing and decides to do it themselves (continuing the cycle).

Third, a good agency is an expert in advertising.

At least they should be. I mean, that’s why you hire them in the first place. If they aren’t experts in restaurant advertising, yes, fire your agency (but then hire an expert). A good restaurant agency will be experts in placing ads, writing copy, design, photography, scripting, menu design and development, and menu engineering, etc. All important skills most restaurant operators are not experts in.

Fourth, navigating the complexities of restaurant marketing.

Restaurant marketing is not easy. Hell, if it were, everybody would do it. It’s also why so many restaurant operators go out of business. Most restaurant operators open from an emotional state of mind and with a passionate goal. But once they get into the business, they discover just how complicated it can be. A good agency partner can help navigate those complexities.

I was on a call with a client just the other day and he was complaining about an employee. At the end of the call he thanked me for listening. Then he said: “You know, as a business owner, I can’t complain ‘down’, only ‘up’. And because I own the business, there’s no ‘up’ for me to complain to.” What he meant is, he can’t complain to a subordinate, and for him, there isn’t a partner he can trust to turn to for advice.

Fifth, butts in seats is only half of the problem.

Here’s the thing, getting a customer in the door is only half the problem. The other half of the problem is getting them to order the right delicious food. You know, meals you can be proud of, feel good about selling, and that make you a little extra money. Hey, let’s face it, if a guest comes into the restaurant and wants to know what’s good to eat, I’m not going to tell them soup and a grilled cheese sandwich. I’m going to sell them something that offers a nice return on investment. Maybe a steak, or some seafood.

Sixth, you can’t discount your way to success.

Most marketing platforms are based on offering coupons. These SMART (specific, measurable, achievable, relevant, and time-bound) programs are all mostly coupon machines. Sadly, most operators don’t make enough money to afford coupons.

There are only a couple of times to offer coupons, and that is to introduce a new customer to your business, when they join a club or when they win a prize in a contest. If your agency is offering a lot of coupons, maybe you should fire your agency (and redirect your platform).

Seventh, a great agency will help you get local.

The restaurant business is a saturated market. Drive down any frontage road and it’s filled with chain after chain. And the single advantage you have is being local. You can connect with people and build relationships. In fact, you must get local, or you will eventually go out of business.

If your agency isn’t offering a local approach, yes, fire your agency. But if they are working with you to connect locally (sports teams, clubs, events, opera houses, non profits, et al), keep them on. And do me a favor, recognize their contribution to your success.

One more thing.

I wrote a deck that you can look over that outlines the ins and outs of working with an advertising agency and platforms. If you would like a free copy, just shoot me an email and I’ll hook you up. 

And thanks for coming to work today!

The post Fire Your Agency (If you have one) appeared first on HotOperator.

Got a call from a potential client the other day asking what we’re currently working on. His words: “So, whatcha workin’ on and why should I care?” I thought that’s pretty direct, but it also pointed out that I haven’t posted much about that lately. So here’s a short list of what we’ve been working on at HotOperator.

Whatcha Workin’ On 1: 123 Foodies Super Dairy Blends

If you’ve been following us at all you know about 123 Foodies Super Dairy Blends. It’s a dairy blend that is perfect for foodservice. It’s 100% dairy and you can make mocktails, cocktails, coffee drinks, smoothies, milkshakes and even ice cream with it. Here is a link to some of the ideas we’ve come up with for the product. Oh, and it makes a great, simple dreamy cream-bubbly drink. Just mix a shot or two with any carbonated sparkling water over ice and anyone looking to cut back on alcohol will be in love. And if they prefer, just add a shot of either gin or vodka and you’ve got a great new cocktail. Read our last blog about this terrific product here …

123 Foodies is now available in neutral flavoring with new vanilla coming soon! For more information and FREE samples, follow the link here!

Whatcha Workin’ On 2: Blue Plate Restaurant Co. Menu Redevelopment

The Blue Plate Restaurant Company is in Minneapolis, MN. David Burley, the CEO has hired HotOperator to rewrite and redesign all of their seven restaurant locations menus. The work started with a Menu Matrix, and the rewriting is now nearly complete. Next on the agenda is to put our award winning design team to set sights on a look for each restaurant in their group. Here is a link to our gallery for examples of some of their work. Perhaps your menu will be next? 

Whatcha Workin’ On 3: Country House Social

The Country House restaurants in Illinois have been coming to HotOperator for many years for menu support. They recently started having HotOperator manage their social media as well. The process, like for all of our social media clients, is calendar based. We develop each post about a month out in a calendar, make sure it goes out on time and follow up with any comments. We also develop a number of social media promotions each month. For a look at the social work we’ve been doing for Country House, follow the link here to their Facebook page, or here to their Instagram page.

Whatcha Workin’ On 4: PrimeTime Sports Bar & Grill

Tony Nakuti has been a client of HotOperator for nearly a decade with a number of his restaurants. So, when he wanted to open a new sports bar, he came to us for help with the name, logo, tagline, new menu, interior design, website and consulting through the process. The restaurant and tavern will be ready to launch in early spring just in time for the summer rush. Here’s a look at the logo design they’ve decided to go with.

Whatcha Workin’ On 5: Packy’s Menu Redesign

Packy’s restaurant is in the Hope Hotel in Dayton Ohio and their parent company came to HotOpeator for advice on how to make the restaurant business more successful. The original conversation centered on the menu and quickly turned to server training, website updates, radio and billboard advertising, social media and of course, a new menu. We’ve been working with the hotel manager, a corporate executive and their chef to set a direction for the business.

The process started with a Menu Matrix, and after we went through a deck describing our findings, we’re now working with them on rewriting the menu. When HotOperator writes a menu, we write for women. This is because women are much more likely to read a menu. And where women go, men follow. But we also include items that men will love and find easily.

As an example, we’re including a mental anchor item to help consumers keep a mental comparison of the price of food to other, much more expensive items. One example is the C5 Super Galaxy Burger based on the name of the largest Air Force vehicle they have. We chose this idea because the restaurant and hotel are next to the Wright Patterson Air Force Base. The idea is to offer three beef patties with three slices of Cheddar Cheese, Three Stacks of Bacon, Onion Straws, a Fried Egg and Avocado on a toasted bun for 31.99. By comparison, that makes a regular bacon cheeseburger at 14.99 look inexpensive.

Whatcha Workin’ On 6: Your Next project?

Reach out and we’ll take a look at your next project. The first call is free, and we’ll offer some advice on what might help you grow your business. In fact, we work with clients from around the world. Our Nudge Process will work anywhere there are human beings looking to go out to dinner. As an example, Anirudh from the Brik Oven Pizza Restaurant in Bengaluru, Karnataka, India asked how our Nudge Processes might work for their restaurant. I’ll let you know how it goes.

To contact Mark and his team, reach out here: Mark@HotOperator.com 

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Social media for restaurants is much more valuable than most restaurant operators realize. Most operators struggle with keeping up with their social media marketing. They get busy with other things, and it can be difficult to know what to do and how to do it. Here are the HotOperator restaurant social media 7 keys to success.

Key #1: Connect Instagram and Facebook

There are a lot of social media platforms out there, and it can be difficult to know which to put your energy (and money) behind. The nice thing about Facebook is, it’s still very powerful, and it connects with Instagram, so it can be used as a single platform. Keep in mind that what posts on Facebook doesn’t always work that well on Instagram. So, you’ll need to alter the posts a little from one to the next. But what you post on Facebook will work on Instagram, and they can be posted together at one time.

Also, on Facebook and Instagram, with the reels, you can post your TikTok videos on Instagram and Facebook to get more eyes on your creations. Keep things photo driven, use videos to grab attention, and most importantly, get professional help with your design, photography and video production so your viewers think highly of you.

Key #2: Establishing A Clear Voice.

Every brand is made up of a  ‘personality’, and what we do at HotOperator is interview our clients about what their brand represents. It’s a fun process that includes establishing the personal character of the place or places your restaurant represents. Here is what we look for in our social media personality, and keep in mind, this reaches every platform we post on, and it also is the driver behind our reputation on review sites.

• If you had to pick a gender, which best fits your brand?
• How old is the person that best represents your brand?
• If your restaurant(s) came to life, what movie star would be picked for the lead role?

Once established, you should be able to picture that person talking in your social media posts and review responses. And anyone who is working on your social media marketing will need to do their best to speak that voice. 

Key #3: Define Your Social Media Look

Social media, all social media, is a visual place. It’s fashion trending and depends on photos and videos to make an impact. To that end, it is essential for your business to have a look that is an extension of your business.

This is much more difficult than it sounds. It’s not just about shooting a photo of some food and putting a logo in the corner. It’s about  coming up with a branded look that is appealing and will carry your message to the largest number of potential customers.

Key #4: Interact With People

One of the most powerful keys to success for your social media program is to interact with people in your network. They need to feel like they belong, like you’re listening to them, and that you care about them. 

The key to a successful social media program is to have it be a conversation. It’s not just about posting a photo now and again. I guarantee you, your occasional posts are being ignored. Getting your social media program to go from good to great is about getting your guests and potential guests to talk to you on your sites.

When your guests comment, when they post, and when they like and love what you post, your social media will really take off. Getting them to do that is tricky and takes time. People have to feel like they are being listened to before they will say anything to you or about you on social media.

Key #5: Post (a lot)

It may sound obvious, but it needs to be said: The best way to grow a social account is to post consistently and post often.

If you’re not posting every day, you’re not posting enough. Hell, you can even repeat yourself now and again. When you look at your social media network, keep in mind, you spend a lot more time on your pages than anybody else. So if you post something one week, it’s perfectly okay to post that same thing again the following week.

One thing we do is develop a special feature on any given Tuesday, and then run that each and every Tuesday for the month. Maybe it’s a special on wings, or a drink special, or a featured item. Once it’s established, keep running it so your guests come to expect it, and stop into your restaurant for it.

Key #6: Put Together A Budget

Here’s the deal, Mark Zuckerberg and people like him are smart. Probably smarter than any of us. And they know how to make money. They’ve got shit-tons of it. All social media platforms are advertising media sources. They all depend on people like you spending a couple of hundred dollars each month to reach ‘your’ guests. I put quotation marks on your guests because they are not your guests. They may follow your page, but you’re not going to reach them just because you posted a lovely photo of your food.

The only way to reach a large number of people on social media each month is to pay to reach them. It sucks, but it’s true. Paid posts, advertising, boosts, they work. And if you don’t pay to reach your potential guest you’re not going to be in front of many of them.

If you have a few thousand followers on any given social media site, when you post a photo, you’re likely to get in front of a few dozen people unless you’re giving something away for free. And even then, you’ll maybe get in front of a hundred or so people. But the moment you put $35.00 to $100.00 behind the post, you’re going to get in front of more than a thousand people.

Key #7: Make A Calendar

Social media is a complicated process that requires knowing in advance what you want to talk about. It is essential to have a calendar to work from at least a month in advance. In this way, you will be able to plan events, schedule posts and gather together information and photos as the month progresses.

Keep in mind, the calendar is a guide, and not carved in stone. It’s fine if it changes from time-to-time. But having a calendar at the ready will keep you on track, and help you post every day.

HotOperator can help you develop award winning creative and social media direction for your Facebook, Instagram, Twitter, and TikTok accounts. We work with you to come up with ideas for promotions, creative content, calendars and your social media presence. Want to learn more? Connect with our team!

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