The post Why Restaurants are Redefining “Success” to Survive appeared first on HotOperator.

8 Overlooked Menu Issues That Could Be
Costing You Thousands

When Block Brewing Company in Michigan asked us to run a Menu Matrix Review, they felt like something could be improved but didn’t know what. They came ot HotOperator for advice on guiding guests, supporting sales, and driving profits.

Once we dug in, we uncovered eight key issues that were quietly working against them. While they haven’t yet implemented the redesign we recommend, the findings alone revealed a clear path to stronger profitability—and each could apply to your restaurant, too.

1. Menu Highlights Were Hurting, Not Helping

The items that were supposed to draw attention were actually pulling focus away from the most profitable dishes. Good intentions, bad result. Simply put, the highlights we designed incorrectly. Something we can fix.

2. No Clear Mental Anchoring

Next is Mental Anchoring. Without strong anchoring points on the menu, guests weren’t being guided toward the right choices—especially higher-margin items. Mental anchors are subtle, but when done right, they direct guest decisions in a powerful way. Most restaurants miss this very important point.

3. Underperforming Items Were Stagnating Sales

Then we found that some dishes, like the Caesar salad, just weren’t moving. Rather than continuing to push a dish that wasn’t resonating, we recommended new, on-trend alternatives based on guest preference data. These are items we know will work form a marketing perspective.

4. Strategic Pricing Was Missing

Once the items were decided, we offered examples where Block Brewing was inadvertently underpricing several items—and overpricing others. There was no structured pricing strategy in place, which meant missed margin opportunities across the board. There are very specific price points that will affect consumer behavior, and Block Brewing was missing every one of them.

5. Fan-Favorite Items Were Nowhere to Be Found

Along with strategic pricing issues, we also realized that guests expect need to see certain items that consumers crave—like fried cheddar nuggets, hot chicken sandwiches, and more. Not offering these meant missing out on easy wins that competitors were capitalizing on. Further, while a few items did stand out, they were not necessarily items that only Block Brewing could be famous for.

6. Confusing Menu Layout

The menu was organized vertically, with vertical categories stacked next to each other. This made the menu difficult to scan and caused decision fatigue. We suggested a shift to vertical menu / horizontal item layout, which is much easier for guests to digest (literally and figuratively).

7. Small Plates Were Killing Upsells

They had a “Small Plates” section instead of a traditional “Appetizers” section. The result? Guests were treating these as entrées—cannibalizing higher-ticket items and eliminating the chance for incremental sales. It’s fine to have a small category of small plates, but is essential to have an appetizer section to capture incremental sales.

8. Desserts and Sides Were Virtually Invisible

Finally, there was no dessert section, and side dishes were buried or hard to locate. That’s a missed opportunity for add-ons and increased check averages. The main items on any menu are what pay the bills, the incremental sales all go right to the bank in added profits.

The Takeaway

Block Brewing’s menu wasn’t broken—it was simply unoptimized. The good news? These are exactly the kinds of issues we look for and fix through our $695 Menu Matrix Review.

By applying menu engineering, psychology, and award-winning layout strategies, we help restaurants uncover hidden profit opportunities—without raising food costs or overhauling their kitchen.

Want to see what your menu might be hiding?
Book your Menu Matrix Review today!

Or, if you’re not quite ready, reach out and we’ll walk you through the process.

The post What We Found in a $695 Menu Review at Block Brewing Company appeared first on HotOperator.

The economic fog is real, but so is the opportunity. Get proactive with your menu and marketing strategy.

The Mood on Main Street

Consumer confidence is shaky. Inflation may be slowing, but prices still feel high at the grocery store and even higher at your restaurant. Layoffs, tip fatigue, and looming uncertainty around wages and policies are causing many would-be diners to tighten their belts.

Even your regulars are dining out less often—and when they do, they’re ordering less, skipping the appetizers, and sharing desserts.

It’s not just your imagination. Industry analysts like Technomic are revising forecasts downward. Chains are closing units. But don’t let that discourage you—this is the moment to act.

Smart Operators Are Turning the Tide

The good news? You can take steps right now to reignite demand and protect your margins. Here’s what winning operators are doing:

• ✅ Re-engineering their menus to feature the right mix of high-margin, craveable items that feel like a win to the guest—even at higher prices.
• ✅ Using psychology and design to guide customer choices and increase average check without resistance.
• ✅ Telling a better story in their marketing—focusing on value, experience, and emotional connection instead of just discounts.
• ✅ Reminding customers what they miss when they don’t dine out: the flavor, the fun, the connection.

What You Can Do Right Now

You don’t need to reinvent your business—you need to fine-tune it. At HotOperator, we’ve helped hundreds of restaurant operators navigate downturns, price spikes, and market changes with real-world, proven menu and marketing strategies.

Here’s how we help you thrive:

• A Menu Matrix Review to show you where you’re leaking profits.
• A professionally engineered and designed menu that builds trust and increases sales.
• Marketing tactics that bring your restaurant back to top-of-mind for your guests.

HotOperator client comments:

💬 “We added just one new engineered item and saw a 12% lift in sales on that line within a month.”
💬 “My customers didn’t even notice the price changes—because the menu made them feel good about what they ordered.”

Let’s Get Customers Back In the Door—Profitably

The economy won’t wait. And neither should you. Let’s turn hesitation into hunger and get those tables filled.

📩 Book your Menu Matrix Review today. It’s the smartest $695 you’ll spend this year.

The post Consumers Are Hesitant—Here’s How Smart Restaurant Operators Are Winning Them Back 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.

An ugly menu made by a restaurant operator.

I was out with friends for dinner the other night at a fairly upscale restaurant and was offered a really terrible menu. My friends all know that I have spent the last 30 years working with restaurant operators all over the world building great menus, so they all cringed a little when they got the menu. They asked me what I thought, and at that moment I was thinking: Does your restaurant menu represent your food? And then I said it out loud: “I was just thinking ‘does your menu represent your food?”

How can I put this in a way that you will understand how important this is and not get offended. When your menu is an ugly piece of garbage, it impacts your guest’s food experience. In this case, I ordered the ‘crunch chicken salad’, and found the chicken to be over cooked, and the salad dressing overly sweet. Would I have noticed that if I were not already turned off by the menu? Probably not. I can honestly say that if the menu were on a nice, waterproof sheet with an elegant design, I may have overlooked those slight imperfections. I probably would have thought that the menu does represent the brand, and that the salad was above average in quality.

Why chefs should stick to cooking.

What’s with all the dots? Makes the menu about price rather than quality.

When I go to a restaurant, I don’t expect to cook. I am going out to get something that is beyond my own capabilities. I’m looking for an experience. And your menu is a part of that experience. In fact, the entire experience comes together to form a brand in my mind. A special happy moment that is of a higher level. The food, companionship, service, food and atmosphere all come together to form a time that will be remembered. And the menu is a huge part of that experience.

When chefs cook and plate their food, they are looking for something special. The plate needs to go out just right and be consistent each time. Beyond that, the guest needs to be excited and satisfied with the entire experience from the moment they are greeted at the door to the time they first see the menu, to the time the food is delivered. If any one of those moments is a misstep, there is a hole in the brand that the guest will fill with criticism. Some of that criticism can emerge as a negative review. And here’s the thing, “positive reviews can encourage an influx of business, while negative ones can significantly impact a restaurant’s reputation and revenue. One research study found that a single negative review can drive away 22% of customers, while three can push the number to 59%.” This is more true of independent restaurant operators because they don’t have a high level of trust and notoriety. They simply are unknown, and people do not like to risk their dinner.

Your Menu is a Tool

HotOperator Design-Engineered

Okay, back to the menu. Take a good look at it and think to yourself: “Does your restaurant menu represent your food?” Thinking further, will this menu make my guests think more highly of my food? If there is any doubt at all, get it serviced. And don’t do what you’ve always done hoping for a different result. 

When you think of your menu as a tool for your ‘salespeople’ to use to sell food, you’ll see your menu as a brochure that represents your brand. You’ll more fully understand that your guests will have a much better idea and experience with your food when your menu is design-engineered properly. 

The Higher The Menu, The Lower The Quality of the Menu?

It’s funny, some of the most horrible menus are from so-called high end restaurants. Almost all of them are a complete disaster. Flimsy slips of paper that come off of a copy machine and flopped on the table without any explanation or introduction. 

A Restaurant Menu You Can Print

This is like your guests start making Béarnaise sauce over filet mignon on their own? It’s a difficult dish, but it doesn’t look that hard when you see it on a plate. How hard can it be, right? It’s just a tarragon-flavored French sauce made from clarified butter, vinegar, shallots, egg yolks and herbs. Simple enough. You can see where this is going. It’s about knowing what you’re good at and leaving the really tough stuff to professionals. You know, like your menu.

Simple Elegance in a Menu is like Béarnaise in a kitchen

Looks easy when it’s done properly. But it’s a bitch to get right when you’re working on it. Staring at the ingredients and getting everything together just right so it doesn’t scramble and make you start over is much more difficult in the process than it is to plate it up.  A great menu is similar. Take a blank piece of paper and make something that’s upscale, beautiful and will make your guests think more highly of your food. 

As an industry, we can do much, much better.

Google Design you can print on your own

Get the right agent to help you. Someone with an experienced staff with menu design and engineering skills. Then, listen to them. It’s easy to think: “But I can save money doing it all myself. Plus, I change my menu nearly every week, sometimes multiple times in a week.” But a great design firm can set the menu up so you can still have a beautiful menu, and change it every week. Hell, every day, if you want to.

Here’s my advice, and I hope you will take this advice: get a professional to work on your menu. Someone with skills and experience. A real high level ‘chef’ in design and writing.

Once Completed, Your Restaurant Menu Will Represent Your Food and Lift your brand.

To get a free consultation, call (920) 420-2076, or click the link!

The post Does Your Restaurant Menu Represent Your Food? appeared first on HotOperator.

The Impossible Burger

Here’s How Working Plant Based Meat Into Your Menu Makeover Is Good For Business

Of the hundreds of restaurant menus we’ve design-engineered over the past year or so, about half of them are now offering a plant-based meat alternative to attract guests. The other half of my clients are asking for my opinion about whether to offer the items or not. The answer to that question is not nearly as simple as a yes or no answer. For the most part, products like Beyond Meat, and Impossible Foods, along with Morning Star and more recently private label products do a pretty good job of imitating other proteins like beef and chicken. But at the moment, they are still an alternative to meat, not a replacement for them.

A recent conversation I had that was interesting was with a sales representative working for Impossible Foods. After offering me a sample meatball and a slider to try, she asked if I knew of any restaurant operators using their products. I said that I represent dozens of restaurant operators who offer their products, or at least one of their competitors. She then asked how the products were selling. I was honest with her, and said that the products were always a complete puzzle. Meaning that, while the products brought in a higher than average profit, they simply didn’t sell all that well.

Is The Impossible Burger Offered Individually, or As A Substitute?

She then asked if the it was being offered individually, or as a choice for an additional cost. When I told her some of the operators were doing it one way, and others were doing it the other way, she started to offer ideas on how to sell more of her product.

All of her ideas were of little use to me or my clients. They showed a limited understanding of the restaurant business. And of the substitute position meat alternatives possess.

As an example, she told me to have restaurant operators offer the Impossible Burger without any toppings. Just as a simple burger for the same price as a regular burger. One problem with that idea is that the Impossible Burger is more expensive than beef. Most consumers are happy to have a nice, juicy burger.  Another problem with that idea is the reason I recommend restaurant operators to offer plant-based protein.  It’s not for a better burger, or to compete with the burger they are famous for. It’s an anti-veto item to get the one person in a group to come into the restaurant who would otherwise ‘veto’ that location. It’s the vegan or vegetarian, or environmentalist in the crowd. These people simply will not eat beef, or pork, and more recently chicken.

Advantages To The Environment (But Does Anybody Care?)

Pound for pound, ounce for ounce, there’s no doubt that plant-based meat is better for the environment. According to a report from the Good Food Institute, in comparison to conventional beef, an Impossible Burger reduces greenhouse gas emissions by 89 percent. That being said, at the moment, an Impossible Burger, as with any meat substitute (including chicken), is still a substitute. It’s not what consumers think of as real meat.

But in American restaurants, meat-based diets are the norm. That is unlikely to change because of the environment. Meat avoiders like vegans and vegetarians represent a small minority. For instance, in the United States, vegetarians account for significantly less than 5% of the population. Everybody else, that’s 95% of your customers, are just not that interested in switching to a plant-based alternative. This may change over time, but at the moment, and for your next menu, adding a plant-based burger, or meatballs, or sliced deli meat is just fine. But keep in mind, it will not sell all that well, and it will not replace other meat products.

What Plant-Based Meats Need Most

At the moment, the problem with all meat alternatives is, they are an alternative, rather than a serious competitor. None of the companies offering plant-based meat offer anything that will make anyone say: “I’d come back for that.” So, even though the products taste pretty good, they are not quite as good as what consumers typically purchase.

On most of the menus that include a plant-based alternative, the description will nearly always say something like: ‘Tastes just like a real beef burger’. This makes the product sound imitation, and not real. A description that is problematic when a consumer is looking for a nice, juicy burger. They are not going to ‘risk’ their choice on something being sold as ‘just like the real thing’. What if it’s not? What if I take a bite and don’t like it?

To overcome this issue, our recommendation is to find a special way to offer the product. Instead of ‘just like real beef, or chicken’, say, ‘we guarantee you’ll like it, or we’ll buy back what you don’t eat’. Better yet, offer the Beyond or Impossible Burger with its own recipe to make the burger interesting, special and different. Something like: Beyond Delicious Pepper Jam Burger. ‘Beyond Burger patty cooked to perfection and topped with pepper jam, crisp lettuce, vine-ripe tomato, sliced red onion and bread and butter pickles on a toasted vegan bun.’ In other words, make it sound like you put some thought into the item, not as an alternative, but as a special offer for your guests.

Holly’s Independent Restaurant Impossible Burger

Holly’s Burger Section

Listening to Mike Buda, owner of Holly’s restaurant in Michigan City, Indiana, he claims he is selling fewer than 10 Impossible Burgers per week at 14.99 each. His plate cost is 3.60, leaving a plate contribution of 11.39. The problem is the description of the burger. At the moment, he is saying: ‘Impossible Burger, tastes just like our all-beef patty, so it’s not just for our vegan friends. Topped with raw onion, vine-ripe tomato and leaf lettuce 14.99.’ The problem is, it’s being sold as a ‘just like our beef patty’ style burger, rather than offering something specific to the consumer. As we update his menu over the summer, our recommendation will be to upgrade the offering to make it more interesting to a wider range of consumers.

The only reason Mike offers this option is because there are a few people in his community who order this burger when they come in. To drop the item would result in losing three additional customers because there ‘is nothing for that one vegetarian’ in the crowd.

Mainely Burgers Substitute Approach

Alternatively, Mainely Burgers in Massachusetts does something different with their menu with nearly the same, low results. The description they use is the following: ‘What is a Mainely Burger made from? 100% grass-fed beef from Walden Local Meats – sourced from warmers wicked close to us. All burgers are 5-ounces, cooked medium well unless otherwise requested. Substitute Chicken +50¢ or Maine made Veggie Burger on any sandwich!’ The results of their approach is just a handful of veggie burgers sold per week. But again, as an anti-veto item, it is a must-have option on the menu.

Mainley Burgers Description

The Future Of Plant Based Protein

In Super Market News, in 2021, plant-based meat dollar share were 2.7% of retail packaged meat sales. That comes to 1.4% of the total meat category (including random weight meat). Each of these plant-based meat share numbers increased 19% over the last two years. While foodservice numbers are harder to find, our guess is that they are somewhat less. HotOperator experience tells us that the plant based meat substitutes account for a negligible portion of overall sales on any menu.

Gary Stibel, founder and CEO of The New England Consulting Group is pessimistic about the overall growth of meat substitutes. He believes the days of rocket-ship growth in plant-based products may already be over. We don’t agree with his analysis, as there are consumers who are adamant about eating only plant based foods. None of those consumers will be coming back to animal protein any time soon. Also, Beyond Meat is currently in collaboration with McDonald’s, which is being tested in a few restaurants in the United States. This partnership bodes well for that company’s future. While the size and scope of the rollout has not been announced, it is interesting to note that 13% of Burger King’s Whopper sales are plant-based Impossible Whoppers. These numbers are enough to make that burger a good seller. We can expect the same from McDonald’s, to be sure.

Need More Facts?

According to Restaurant Business, sales of plant-based foods rose 6.2% year over year. This helped reach a new high of $7.4 billion in 2021. This is according to new data released by the Good Food Institute (GFI), Plant Based Foods Association (PBFA) and wellness-focused company SPINS. On top of that, plant-based meat sales continue to grow strong, increasing 74% in the past three years. That’s outpacing the growth of conventional meat by almost three times. Keep in mind, however, this is starting from next to nothing in sales. And burgers, the top-selling restaurant offering, is a well-established category which is unlikely to grow at all.

Should Your Menu Makeover Include A Plant Based Alternative?

One answer is yes, it should. As an alternative to meat products, it is essential to keep your guests happy and coming in. They won’t necessarily order the item, but they are much less likely to visit a restaurant that doesn’t offer that choice on the menu. As Larry Light once responded to me when he was the Global Chief Marketing Officer for McDonald’s, and I mentioned that his salads didn’t sell well: “Yeah, Mark, they may not, but millions of women with children would never come into a McDonald’s restaurant if we didn’t offer them a salad option. She may not ever buy a salad, but it’s definitely why she visits our stores.”

Ready For Help?

Reach out to HotOperator here and get on a 15 minute call with one of our social media and food marketing experts. Our entire staff has the experience, wisdom and knowledge you need to make it work for your business. Follow the link!

The post Working Plant Based Meat Into Your Menu Makeover appeared first on HotOperator.

About Restaurant Social Media

Ironic that this next bit of writing was scrapped off the internet, and all I did was change out the reference to caregiver and put social media in its place. See if this still works as a document.

Challenges when becoming your Social Media Manager

When the time comes to take care of social media, there are a few challenges you’ll face along the way. While it may seem daunting, there are ways to mitigate the difficulties and make social media much easier. Here are seven of the most common challenges.

1. Balancing Work Responsibilities

It’s tough to get everything done without using up all your vacation time and sick days to care for your social media. The best thing you can do is ask for help. Talk to a professional and let them know what’s going on. Ask for help from a social media expert to see if they can step in and help when you’re not there.

2. Finding Time For Your Social Media

It may even seem like you don’t have time to catch up with your friends or go out to a concert with your family because you’re expected to do it all. You need to find time for your social life, not just social media. Interacting with friends gives you time to unwind and relax. An hour or two without worrying about the next social media post can make all the difference.

3. Managing Financial Responsibility

Managing the finances for your restaurant business is stressful; suddenly everyone is depending on you to make the right decisions, and they may not be able to provide you with any input. Work to establish a budget and factor in money for surprise expenses. Work with a group that understands the costs of running a restaurant and that there has to be a return on this investment. That way, you’ll have a guide to keep things in control.

4. Coping With The Emotional Burden

It’s common for restaurant owners to become stressed, depressed, and even angry. If you experience these feelings, know that you’re not alone. There are many ways you can cope with the emotional burden. Take a walk, get a cup of coffee with a friend, seek expert support, or even outsource your social media. Each one will give you a chance to take a deep breath and reset.

5. Stay Organized

Keeping track of your own schedule is tough, but managing your social media schedule as well can be a daunting task. Make use of a professional social media calendar to keep track of posts and social conversations.

6. Feeling The Need To Say Yes All The Time

When you’re managing social media, it can be difficult to say no. It’s important to remember that you have obligations outside of your social media duties, and those obligations may require you to say no to doing it yourself. That is perfectly okay, and no one should hold it against you. In fact, sometimes, it’s better to have social media management done for you.

7. Preparing For The Next Steps

No matter how well you look after your social media, there’s a real possibility that conditions will progress to the point that you won’t be able to manage it on your own. If you’re not already receiving expert social media support, this will be something you’ll need to look into to ensure that your social media is always working at its highest potential. In addition, it’s important to always be prepared for the eventuality of some guests needing social media attention.

It can be comforting to know that your social media is being taken care of by experts. That doesn’t mean you won’t still be involved, it is your business after all. But it does mean that you won’t have to worry about your social media every minute of every day.

The post Managing Restaurant Social Media Is Like Taking Care Of A Toddler appeared first on HotOperator.

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