My job is to make your restaurant more money. Your job is to read for 3 minutes and take ACTION 🚀

LEARN: Use your menu to increase sales 💰👈

DRINK RECIPE: THE CHILE & CHERRY: A rye whiskey sour with chile, cherry, and bitter orange 

Let’s get into it!

Your restaurant's MENU can be a powerful sales tool, and all it takes is a few key pointers to increase sales

Focus on Descriptions, Not Prices:

1. Ditch the Leader Dots: Remove those dots that lead customers straight to the price. Instead, craft enticing descriptions that sell the dish first.

2. Use Decoy Pricing: Strategically place a high-priced item in a category. This makes your other, more reasonably priced options seem like a better deal.

Prime Placement & Highlighting Profitable Items:

3. Golden Zone Placement: Put your highest-margin dishes in the top right corner of the menu. People naturally look there first.

4. Boxed In Goodness: Items in boxes on your menu will sell more. Limit boxes on your menu to 3 and use them to showcase your most profitable items. This draws attention.

Verbal Upselling & Menu Psychology

5. Upgrade It Up: Train servers to verbally offer upgrade sizes of portions for high-margin appetizers. People often choose a larger size without thinking about the price increase.

6. Social Proof & Vivid Descriptions: Use phrases like "Grandma’s famous" or "award-winning" to highlight specific dishes. Craft vivid descriptions that entice customers and spark curiosity, and push guests to the more profitable menu items.

Bonus Tip: Watch out for Menu Mistakes!

• Clutter Chaos: Avoid overwhelming customers with too many options. Keep your menu concise and well-spaced for a clean, high-quality feel.

• Misleading Descriptions: Be clear! Don't list ingredients as sides if they're just garnishes, etc.

• Vague Language: Ditch generic terms like "flavorful." Use descriptive language that truly highlights the tastes and textures of your dishes.

By following these tips, you can transform your menu from a passive list to an active sales tool that entices customers and boosts your restaurant's profits. 

COCKTAIL HOUR

CHILE & CHERRY

DESCRIPTION: A rye whiskey sour with chile, cherry, and bitter orange /

INGREDIENTS:

Rye Whiskey, Thai Bird Chile, Aperol, Barolo Chinato, Lemon

How:

¾ ounce lemon juice

¾ ounce Barolo Chinato

¾ ounce Thai Bird Chile- Infused Aperol (see below)

2 ounces Old Overholt rye whiskey

1 egg white

Glass: Coupe / Ice: None / Garnish: None

*THAI BIRD CHILE-INFUSED APEROL

10 Thai bird chiles, diced

750 mL Aperol

Steep the chiles and Aperol in a container for 5 minutes. Taste the mixture to ensure that the spice level is to your liking. Allow to steep longer for a spicier end product. Strain out the chiles when the desired spice level has been reached. Store in an airtight container, refrigerated, indefinitely.

MAKES 750 MI

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

My job is to make your restaurant more money. Your job is to read for 3 minutes and take ACTION 🚀

LEARN: How to double your 5-STAR reviews 💰

DRINK RECIPE: VELVET SPICE: A velvety mezcal margarita with spice /

Let’s get into it.

The Power of 5-STAR Reviews (by the numbers)

• Why Aim for More 5-Star Reviews? Boosting your rating from 4 to 4.5 stars can increase reservations by 20% annually. Jumping to a full 5 stars? Expect an instant 10% sales boost.

A Proven Blueprint for Success

1. Weekly Review Audit

   • Document Reviews: Start each week by gathering feedback from all platforms into a spreadsheet, categorizing them into positive and negative.

   • Positive Feedback: Celebrate shoutouts and compliments in staff meetings, reinforcing good practices. Shoutouts should be done daily. In your DAILY shift meetings.

   • Address Negative Reviews: Compile issues - identify patterns (consistent complaints of the same topic may highlight an issue that you didn’t think was an issue, to begin with. Listen to the people!), and address them directly with staff, fostering a culture of accountability and improvement.

2. Response Strategy

   • Engage with All Reviews: Craft personal replies to positive feedback and professional responses to criticisms. Be hospitable and invite them back for a free drink or app. This will help build personable relationships. Turning guests into Loyal Repeat Guest.

   • Building Connections: Personalized responses create deeper connections with your guests, turning happy ones into vocal marketing machines.

   • Negative Reviews: Respond short and direct. Show that care but don’t bring any more attention to the situation. Apologize and provide your email while asking the guest to email you directly to resolve the situation.

3. Doubling Your 5-STAR Ratings 🚀🚀🚀

   Asking Done Right

   Imagine the end of a meal where your guests are reeling from a dining experience that exceeded all expectations…

   This is the moment— while they’re ripe with satisfaction.

   But how do you transition from a satisfied guest to a motivated reviewer while keeping it classy?

   It's simpler than you might think, but it requires finesse and sincerity.

   1. Timing is Everything: Choose the moment wisely. As you're presenting the check or thanking guests for letting you host them, gauge their satisfaction. Read the table. An ecstatic guest will share their experience.

   2. Personalize the Request: A generic request fades into the background noise of their evening…

   Instead, be sure to make it personal and sincere.

   3. Show Genuine Appreciation: Let them know how much their feedback means to you. It's not just another review—it's a testament to the hard work and passion that goes into every dish and every service.

   The Three-Step Process (PRIME the guest FIRST)

   Maximizing your potential for 5-star reviews goes beyond just the ask. It's built on a foundation of excellence that starts long before the check arrives.

   1. Consistency: Your team should deliver a top-notch experience with unwavering consistency.

   Every guest, every time.

   This sets the stage for a review-worthy experience.

   2. Stellar Experiences: From the ambiance to the plate presentation, every aspect of your restaurant should aim to impress.

   Train your staff to not only meet but exceed guest expectations, creating memorable moments that guests are eager to share.

   3. Get WINS: Encourage your team to be on the lookout for chances to get WINS for your guests.

   Wow - do something to make them say WOW.

   Impress - Figure out a way to impress them without them asking for it.

   Nurture - Build trust and a relationship through your personality.

   Story - give them a story they have to tell people. Here’s an example:

   During a recent visit to Calo, an upscale Mexican restaurant in Costa Mesa…

   I was particularly impressed by their salsa. After expressing my enjoyment and requesting more, the server went above and beyond without me asking…

   When I asked for a to-go box for my carnitas, she also included extra salsa and chips, noting that she knew I liked it so much and she wanted me to enjoy these later.

   This was a WIN!

   It's a prime example of how small acts of attentiveness can significantly impact guest satisfaction and loyalty.

   • these are the moments that turn a great experience into a 5-STAR!

   Making It Work for You

   Implementing this strategy requires a commitment from every level of your team, from the back of the house to the front.

   It starts with hiring passionate people who understand the vision and are dedicated to making each guest's experience review-worthy.

   Regular training sessions can help reinforce the importance of consistency, the elements of a stellar experience, and how to spot opportunities to exceed expectations.

Turning Strategy Into Action

• Consistency is Key: Without a solid foundation of consistent quality, no strategy will bear fruit.

• Cultivate Wins: Aim for memorable moments with each guest interaction, turning satisfied guest into rave reviewers.

Next Steps: Make Every Review Count

Implementing these strategies requires a blend of tact, sincerity, and a commitment to excellence. Remember, it's not about gaming the system—it's about genuinely improving and showcasing the incredible dining experience your restaurant offers.

VELVET SPICE

DESCRIPTION:A velvety mezcal margarita with spice /

INGREDIENTS:

Mezcal, Fino Sherry, Suze, Génépy, Avocado, Lemon, Cucumber, Jalapeño, Salt, Aleppo Chile

How:

¼ ounce Jalapeño- Infused Agave Syrup (see below)

¼ ounce Dolin Génépy

⅓ ounce lemon juice

½ ounce Suze

¾ ounce Avocado Syrup (see below)

¾ ounce Lustau Jarana fino sherry

1 ounce Sombra mezcal

2 pineapple fronds, for garnish

Glass: Double Rocks / Ice: 1 ¼ inch

*JALAPEÑO-INFUSED AGAVE SYRUP (2.1)

3 medium jalapeños

250 g hot water

810 g organic light blue agave nectar

Dice the jalapeños, retaining all the seeds, and steep in the hot water for 3 minutes. Taste the mixture to ensure that the spice level is to your taste. Allow them to steep longer for a spicier end product. Strain out the jalapeños when the desired spice level has been reached and stir the agave nectar into the jalapeño-infused water until it's fully integrated.

Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 1.1 KG

**

AVOCADO SYRUP

525 mL filtered water

945 g sugar

945 mL lime juice

945 g soft avocado flesh

In a medium bowl, combine the water and sugar and stir until dissolved.

Add the lime juice and avocados, blend with an immersion blender until smooth, and then strain through a chinois. Store in an airtight container, refrigerated, for up to 2 days.

MAKES 3.8 L

I made a video explaining why Kitchen Nightmares is made for TV ratings and why it has such a high failure rate with the restaurants it saves. This gentleman took it personally. 😂😂😂

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

My job is to make your restaurant more money. Your job is to read for 3 minutes and take ACTION 🚀

LEARN: Top 5 reasons restaurants fail (what to avoid) PT 5: THE FINALE

DRINK RECIPE: CHOCOLATE COVERED BANANA: A sherry cobbler with flavors of banana and chocolate /

Let’s get into it.

In the restaurant world, the difference between success and becoming a statistic can often hinge on the decisions made long before the first customer walks through the door.

As daunting as the statistics may seem, with 60% of new restaurants closing within their first year and 80% shutting down by the fifth year, there's much to learn from those who've navigated these choppy waters successfully.

Key Insights to Keep Your Restaurant Thriving:

4. Serving Up Success: The Importance of Quality Food

Believe it or not, having the best or most unique food isn't the golden ticket to profitability.

What matters more?

Consistency.

Your food must taste good, look good, and deliver the same high quality every single time. Pair this with a stellar dining experience, and you're on your way to creating a loyal customer base. Remember, inconsistency, even once, can turn a regular into a one-time guest.

5. Navigating the Numbers: Overcoming Logistical Challenges

For many first-time restaurant owners, the financial aspect can be overwhelming.

Between managing food costs and keeping overhead in check, it's easy to feel like you're barely staying afloat.

My top tip? Enlist a professional to tighten your Profit & Loss statement. A well-managed P&L isn't just a guide; it's a lifeline that can significantly cut costs. And never forget, the people you hire are the heart of your success.

Choose wisely, and ensure accountability systems are in place to maintain performance and consistency.

Empower Your Team for Excellence

The secret sauce to a successful restaurant lies beyond the menu.

It's in the very fabric of your team.

Hiring for attitude over experience can transform your service, creating an environment where every team member is invested in delivering exceptional experiences.

Final Thought

Avoiding common pitfalls in the restaurant industry isn't just about dodging failure; it's about setting the stage for lasting success.

Stay informed, stay inspired, and most importantly, stay consistent in every aspect of your operation.

Watch The Full Video Of The 5 Biggest Reasons Restaurants Fail Here.

CHOCOLATE COVERED BANANA

DESCRIPTION: A sherry cobbler with flavors of banana and chocolate /

INGREDIENTS:

Banana-Infused Oloroso Sherry, Venezuelan Rum, Falernum, Pineapple Gomme, Brown Butter, Chocolate, Salt

How:

4 dashes Bitter Truth chocolate bitters

10 drops Saline Solution (see below)

½ ounce Pineapple Gomme (see below)

½ ounce Brown Butter Falernum (see below)

½ ounce Diplomático Reserva Exclusiva rum

2 ounces Banana Oloroso (see below)

72 percent bittersweet chocolate, for garnish

Glass: Pilsner / Ice: Crushed

BANANA OLOROSO

1 L Lustau Oloroso Sherry

4 overripe/black bananas, peeled

4 mg Pectin X

Blend together the sherry, bananas, and pectin. Add to a Spinzall, 375 mL at a time, and put on continuous until the liquid becomes clear, then strain through a chinois. Store in an airtight container, refrigerated, for up to 1 month.

MAKES 1L

**

BROWN BUTTER FALERNUM

905 g unsalted butter, cubed

3 L John D. Taylor's Velvet Falernum

In a large pot over medium heat, melt the butter, whisking constantly, while the milk solids brown evenly. Continue to let brown, whisking, until the color is as dark as an almond skin. Remove from the heat and add the velvet falernum.

Transfer the butter to a storage container and place in the freezer until the fat has risen to the top and solidified. Remove and discard the solidified fat cap. Store in an airtight container, refrigerated, for up to 1 month.

MAKES 3.5 L

*** PINEAPPLE GOMME

800 g Simple Syrup (page 245)

200 g diced pineapple

Brix: 48

Combine the simple syrup and pineapple in an iSi canister. Charge it twice using N2O (cream) chargers, shaking the canister between each charge. Allow the canister to sit for 5 minutes and then vent by pushing the nozzle out quickly; place a container underneath the tip to catch any liquid that may be released. Unscrew the top of the canister. Once the liquid stops bubbling, strain the mixture through cheesecloth or a coffee filter. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 800 G

****

SALINE SOLUTION

50 g kosher salt

500 mL warm water

In a large bowl, combine the salt and water and stir until the salt is fully dissolved. Store in an airtight container, refrigerated, indefinitely.

MAKES 500 ML

I made a video explaining why Kitchen Nightmares is made for TV ratings and why it has such a high failure rate with the restaurants it saves. This gentleman took it personally. 😂😂😂

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

My job is to make your restaurant more money. Your job is to read for 3 minutes and take ACTION 🚀

LEARN: Top 5 reasons restaurants fail (what to avoid) PT 3: how to avoid bad hires

DRINK RECIPE: SOUR ATTITUDE: A spicy gin sour with hints of vanilla /

Help me spread the word. If you know any restaurant owners looking to grow their sales… then send them a link to these 3-minute reads 😁:

The Restaurant Rocket From The 30% Rule

Growing Restaurant Revenue Through Culture Development + Organic Marketing

30percentrule.beehiiv.com/subscribe

Let’s get into it…

The restaurant business is notoriously challenging, with a startlingly high rate of failures, but that’s not news to a restaurant owner.

Here's a snapshot of the startling statistics:

- High Failure Rate: A staggering 60% of new restaurants don't survive past their first year.

- Long-Term Struggles: Even more concerning, 80% of restaurants close within five years of opening.

These figures are a wake-up call for restaurant owners and aspiring entrepreneurs. But it's not all doom and gloom. There's a silver lining, and it's this:

Learn, Adapt, Survive, Then Thrive: 5 Reasons Restaurants Fail & How to Avoid Them

(PART 3 of 4)

2 .Poor Hiring and Training

We've all experienced it—a restaurant experience dampened by indifferent service, the ambiance clouded by inefficiency. At the heart? Poor hiring:

- Opting for experience over all else

- Rushing to fill a spot without vetting for a cultural fit

The Second Root Issue: The Impact of Inadequate Training

Poor hiring is just the start. Neglecting proper training is like setting the stage without giving your actors a script.

In the restaurant world, this translates to a disjointed service experience, where every misstep from improperly trained staff, and more importantly, the lack of systems, amplifies the customer's dissatisfaction.

Case Study: The Downfall of a Downtown Bistro

Consider the tale of a once-buzzing downtown bistro in Fullerton, CA. Rapid staff turnover led to rushed hires—a band-aid solution that soon revealed itself as a recipe for disaster. The lack of comprehensive training meant service inconsistencies became the norm, not the exception, pushing patrons to go elsewhere because they simply didn’t know what they were going to get when they dined in. Sixty days before the Bistro closed its doors, the owner looked around an empty restaurant on a Saturday and wondered what went wrong.

The Ripple Effect: From Staff Morale to Bottom Line

The consequences of poor hiring and training extend beyond the dining room. Staff morale plummets as team members struggle without guidance, leading to even higher turnover rates. Financially, the costs of constant rehiring and lost business add up, chipping away at the bottom line turns into jackhammering. Think about it.

Turning the Tide: Strategic Hiring and Empowering Training

The silver lining? This cycle can be broken. Strategic hiring focused on attitude and moldability, coupled with empowering, ongoing training, can transform your team into your restaurant’s biggest asset. It’s about investing in people who will grow with your business, turning short-term costs into long-term gains. #gains

Building Your Dream Team:

❌ Don’t hire off experience alone.

✅ Hire off attitude.

As a restaurant owner, you probably know that seasoned servers and bartenders can be some of the most entitled employees.

Sadly, I was one of them 😅. Early on in my career, I was one of the worst servers you could hire—great at my job but with one of the worst attitudes you could have. If I could sum it up in three words… it would be "me, me, me."

Trust me when I say that changed my perspective from entitled to grateful real quick.

Unfortunately, working in the industry for 20 years has shown me there are more entitled FOH members than grateful ones.

And for your restaurant's sake, you want to stay away from the majority and the toxicity it comes with.

When hiring, be very strategic in who you pick by asking the right questions.

Anyone will say anything to get hired, but throw them some curveballs and watch their reactions when you put them on their heels.

For example:

Get 4-5 questions like this going, and you’ll get an interviewee's true intentions front and center.

---

Stay tuned for PART 4

Can’t wait? Watch the full video now.

SOUR ATTITUDE

DESCRIPTION: A spicy gin sour with hints of vanilla /

INGREDIENTS:

London Dry Gin, Chambery Dry Vermouth, Tuaca, Jalapeño, Agave, Lemon

How:

¼ ounce Tuaca

¾ ounce Jalapeño-Infused Agave Syrup (*recipe below)

¾ ounce Dry vermouth

1 ounce lemon juice

1½ ounces Beefeater gin

Combine all the ingredients in a cocktail tin. Fill a fizz glass with 1¼-inch ice cubes. Fill the tin with ice, cover, and shake vigorously. Strain the cocktail into the fizz glass.

Glass: Tulip / Ice: 1 ¼-inch cubes / Garnish: Vanilla bean & mint sprig

*JALAPENO-INFUSED AGAVE SYRUP

1 medium jalapeño, chopped (scant 1/2 cup)

6 ounces agave nectar

1. In a small pot, bring 3 ounces of water and jalapeño (including seeds) to a boil. Remove from heat and allow to steep 5 minutes. Strain and add agave. Stir to combine and let cool.

MAKES 1-CUP

I made a video explaining why Kitchen Nightmares is made for TV ratings and why it has such a high failure rate with the restaurants it saves. This gentleman took it personally. 😂😂😂

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

My job is to make your restaurant more money. Your job is to read for 3 minutes and take ACTION 🚀

LEARN: Top 5 reasons restaurants fail (what to avoid) PT 2

DRINK RECIPE: HONEY, WHO’S GINGER?: A whiskey sour with honey and ginger

Let’s get into it.

The restaurant business is notoriously challenging, with a startlingly high rate of failures, but that’s not news to a restaurant owner.

Here's a snapshot of the startling statistics:

- High Failure Rate: A staggering 60% of new restaurants don't survive past their first year.

- Long-Term Struggles: Even more concerning, 80% of restaurants close within five years of opening.

These figures are a wake-up call for restaurant owners and aspiring entrepreneurs. But it's not all doom and gloom. There's a silver lining, and it's this:

Learn, Adapt, Survive, Then Thrive: 5 Reasons Restaurants Fail & How to Avoid Them

(PART 2 of 5)

This one is a hard pill to swallow, but working in restaurants for 20 years, helpinh open 25 restaurants and bars, and turning around dozens… this might be one of the biggest profit killers (and also the hardest to rectify).

BUCKLE UP.

2. Toxic Culture: A Recipe for Disaster

- The Stark Reality: Much like the dramatic unfoldings on reality TV shows, the presence of toxic culture in restaurants isn't just a minor issue; it’s widespread and deeply harmful to business. The common denominator? Poor management. But there’s more to the story.

- The Root of the Problem: Many managers who contribute to a toxic work environment are not inherently evil; rather, they are often individuals caught in a cycle of power trips and ego inflations. Their primary motivation shifts away from enhancing the guest experience to asserting their dominance, ignoring valuable staff input, and prioritizing personal happiness over team success.

- The Management Conundrum: True leadership in the restaurant industry begins with humility and a service-first attitude. Managers should embody the principles they wish to see in their teams, demonstrating that no task is beneath them and fostering a culture of mutual respect and shared goals.

- Crafting a Positive Culture: The antidote to toxicity is active and inclusive management. This involves creating a cohesive vision for the customer experience that every team member, from front-of-house to back, is fully aligned with and passionate about delivering.

- Empowerment and Engagement: Managers who actively involve their teams in decision-making, recognize their contributions, and openly seek their feedback on leadership are far more likely to cultivate a supportive and motivated work environment.

- Eradicating Toxicity: Identifying and addressing toxic management practices is critical for a restaurant’s profitability, reputation, and team morale. This involves listening to and valuing employee feedback, ensuring managers are selected and trained based on their ability to lead by example and support their teams.

To combat and prevent toxic management, restaurant owners must prioritize open communication, employee empowerment, and a clear commitment to fostering a positive, respectful workplace culture. By doing so, they can transform their restaurants into environments where both staff and guests feel valued and appreciated, ultimately driving success and sustainability.

Stay tuned for PART 3!

Can’t wait? Watch the full video now.

1. Poor Leadership: A Major Downfall

- The Reality TV Lesson: Shows like "Kitchen Nightmares" and "Bar Rescue" aren't just entertainment; they're cautionary tales. EVERY owner and manager in those are TERRIBLE, but there’s a reason..

- Burnout and Lack of Belief: Many struggling owners and managers are simply burnt out and have lost faith in their vision.

- The Owner's Role: Success starts at the top. Owners must be driven, believe in their product, and have a clear vision for customer experience. Then..

- Creating the Experience: It's all about teamwork. Managers and staff need to be involved with ownership in crafting an amazing EXPERIENCE from the moment customers walk in until the moment they leave. The host, servers, bartenders, bussers, food runners, and kitchen staff ALL need to be in on this vision and step-by-step experience being provided. It needs to be crystal clear to everyone and what their part is. How do you get everyone on the same page?

- Systems Upon Systems: Effective systems ensure consistency and accountability, from the hosts to the kitchen staff.

- Involvement Breeds Support: When managers are part of the process and progress through accountability systems, they're more likely to support and uphold the standards, driving motivation and accountability.

---

HONEY, WHO’S GINGER?

DESCRIPTION: A whiskey sour with honey and ginger /

INGREDIENTS:

Bourbon, Rum, Strega, Orange Bitters, Honey, Ginger, Lemon

How:

4 dashes House Orange Bitters (see below)

¼ ounce Spicy Ginger Syrup (see below)

¼ ounce Honey Syrup (see below)

½ ounce Strega

½ ounce Scarlet Ibis rum

¾ ounce lemon juice

1 ounce Elijah Craig 12-Year bourbon

Glass: Double Rocks / Ice: 2-Inch Cube

—

*200 g Angostura orange bitters

200 g Regans orange hitters No. 6

Combine both ingredients and stir. Store in an airtight contines a rest temperature indefinitely.

MAKES 400 G

**

HONEY SYRUP (2:1)

350 g clover honey

225 g hot water

Brix: 60

Stir the honey into the hot water until it's fully integrated. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 575 G

**

SPICY GINGER SYRUP

250 g ginger juice

250 g turbinado sugar or Sugar In The Raw

Brix: 50

To make the juice, run whole stalks of ginger through an auger or masticating juicer. Strain the juice through a chinois and cheesecloth or through a superbag, straining out the lighter colored starches that remain on the bottom of the container. Warm the juice in a medium saucepan over medium heat until it's just under a simmer. Add the sugar and stir to dissolve. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 2 weeks.

MAKES 500 G

I made a video explaining why Kitchen Nightmares is made for TV ratings and why it has such a high failure rate with the restaurants it saves. This gentleman took it personally. 😂😂😂

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

My job is to make your restaurant more money. Your job is to read for 3 minutes and take ACTION 🚀

LEARN: Top 5 reasons restaurants fail (what to avoid) PT 1

DRINK RECIPE: KISS OF DEATH: A take on a smoky-spicy margarita with pineapple and vanilla

Let’s get into it.

The restaurant business is notoriously challenging, with a startlingly high rate of failures, but that’s not news to a restaurant owner.

Here's a snapshot of the startling statistics:

- High Failure Rate: A staggering 60% of new restaurants don't survive past their first year.

- Long-Term Struggles: Even more concerning, 80% of restaurants close within five years of opening.

These figures are a wake-up call for restaurant owners and aspiring entrepreneurs. But it's not all doom and gloom. There's a silver lining, and it's this:

Learn, Adapt, Survive, Then Thrive: 5 Reasons Restaurants Fail & How to Avoid Them

(PART 1 of 5)

1. Poor Leadership: A Major Downfall

- The Reality TV Lesson: Shows like "Kitchen Nightmares" and "Bar Rescue" aren't just entertainment; they're cautionary tales. EVERY owner and manager in those are TERRIBLE, but there’s a reason..

- Burnout and Lack of Belief: Many struggling owners and managers are simply burnt out and have lost faith in their vision.

- The Owner's Role: Success starts at the top. Owners must be driven, believe in their product, and have a clear vision for customer experience. Then..

- Creating the Experience: It's all about teamwork. Managers and staff need to be involved with ownership in crafting an amazing EXPERIENCE from the moment customers walk in until the moment they leave. The host, servers, bartenders, bussers, food runners, and kitchen staff ALL need to be in on this vision and step-by-step experience being provided. It needs to be crystal clear to everyone and what their part is. How do you get everyone on the same page?

- Systems Upon Systems: Effective systems ensure consistency and accountability, from the hosts to the kitchen staff.

- Involvement Breeds Support: When managers are part of the process and progress through accountability systems, they're more likely to support and uphold the standards, driving motivation and accountability.

---

Stay tuned for PART 2

Can’t wait? Watch the full video now.

I made a video explaining why Kitchen Nightmares is made for TV ratings and why it has such a high failure rate with the restaurants it saves. This gentleman took it personally. 😂😂😂

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

My job is to increase your sales and line your pockets. Your job is to read for 3-minutes 😁

LEARN: How to double your 5-star reviews

Let’s get into it.

Ready to steal this secret? It's all about unlocking the power of 5-star reviews. Here's why:

• 94% of diners research restaurants online before they eat.

• 90% specifically check Yelp!

• 30% of diners refuse to eat at restaurants with under 4 stars.

• Just a half-star increase on Yelp can boost reservations by 20%!

But how do you get those coveted 5-star reviews without being pushy or desperate?

I've got a simple, 3-step hack:

1. Master the Art of Asking: It's not about demanding reviews, it's about building genuine connections. Train your servers on a natural, personalized script that focuses on the positive experience they've delivered. If they had an amazing experience why would they be offended by the ask? BUt always make suer to read the table! Again, this should be apart of trainning.

2. Make it Easy: Don't make them hunt! Offer a QR code or direct link on the check for effortless review writing.

3. Skip the Bribery: Incentives can backfire. Instead, make requesting reviews part of your exceptional service culture.

Remember: This hack only works if you have good food and AMAZING hospitality (not service) to back it up.

But if you're already delivering unforgettable experiences, this is the secret sauce to take your business to the next level!

Ready for more hacks to get your sales to soar?

• Subscribe to my YouTube channel for more restaurant success tips!

• Download my free guide: "The Art of Asking for 5-Star Reviews Without Looking Desperate"

• Book a free consultation to discuss your specific needs and unlock hidden growth potential!

P.S. Reply to this email: I WANT TO KNOW what are your biggest challenges with online reviews? Share your struggles and let's work together to find solutions!

• Subscribe my YouTube channel for more restaurant success tips: https://youtube.com/@30RULE?si=fxyruX0Hu9ZmxAug

• Follow me of IG for more bite-sized profit hacks: Preston Lee l Restaurant Marketing + Development (@the_30_rule) • Instagram photos and videos

As always, if you have any questions feel free to reply directly to this email! I’d love to connect :)

I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

Looking forward to the next one,

3-minute learn

LEARN: Gordon Ramsey’s Kitchen Nightmare was a complete SHAM, and I have the numbers to prove it! ALSO, how to learn (and profit) from it.

DRINK RECIPE: Vanilla Smoke, A spicy mezcal margarita with roasted poblano peppers with vanilla notes.

Let’s get into it.

Gordon Ramsay is, of course, a titan in the culinary world, and has owned or operated an impressive 132 restaurants globally. I’ll save you the details but he’s a master at opening and keeping open his venues, but what do the numbers of the restaurants he tried to save look like:

Well, throughout "Kitchen Nightmares," Gordon Ramsay attempted to save over 100 restaurants.

So how many of them did he actually “save”.

Well, In the original British version, only 5 of the 28 restaurants Ramsay visited are still open, and even worse… 59% closing within a year of their episode airing.

- In the American version, of the 77 restaurants that were “SAVED”, only 13 are open today, which lands his success rate at just 17%.

- Combining both the American and British versions that add up to just 18 of the 105 establishments are still operating.

Now if you think about it, if Ramsey never attempted to save ANY of those 105 restaurants in the first place then statically around 15 would still be around.

That means, hypothetically, only 3 restaurants was the difference from Ramsey trying to save 105 restaurants

So why did Ramsey fail so hard at saving these restaurants when he’s such a talented restaurantur?

That’s because he wasn’t fixing any of the problems.

Gordon Ramsay's approach to revamping restaurants on his shows often resembles putting a bandaid on a gunshot wound. He modernizes menus with state-of-the-art dishes, but once he departs, significant challenges emerge. Questions arise: Who manages the ordering of produce and proteins for the new menu? How is the quality of ingredients maintained? Who ensures ongoing training for staff and adherence to Ramsay's standards? Typically, the answer is nobody. Struggling owners lack the sudden expertise to manage these critical elements effectively.

The crux of the problem lies in the absence of systems. For a restaurant to maintain the improvements Ramsay introduces, it needs robust systems for quality control, training, and inventory management. Without these systems, Ramsay's innovations are merely ideas, lacking the structure for long-term implementation.

Furthermore, this issue extends to service. Ramsay might retrain servers, but without a system to ensure continuous adherence to these standards, the initial improvements wane. The essence of a successful restaurant lies not just in excellent food and drinks but in the systems that underpin every aspect of its operation. Great systems can elevate even mediocre offerings, while the lack of them can doom even the finest culinary experiences.

Ramsay's high failure rate in sustaining restaurant success post-intervention is attributed to this fundamental oversight. He provides ideas but not the mechanisms to sustain them, missing the most critical piece of the puzzle for lasting success.

VANILLA SMOKE

DESCRIPTION: Vanilla Smoke, A spicy mezcal margarita with roasted poblano peppers with vanilla notes. /

INGREDIENTS:

Jalapeño-Infused Tequila, Mezcal, Suze, Roasted Poblano Pepper, Vanilla, Lemon

INGREDIENTS:

½ ounce Roasted Poblano Pepper Syrup (See below)

½ ounce Vanilla Syrup (See below)

¾ ounce lemon juice

¾ ounce Suze

¾ ounce alapeño- Infused Tequila (See below)

¾ ounce Sombra mezcal

Glass: Pilsner / Ice: Crushed

PREP-

ROASTED POBLANO PEPPERS

I teaspoon olive oil

3 large poblano peppers

Preheat the broiler and line a baking sheet with parchment paper. Rub the olive oil all over the poblanos, then place the peppers on the prepared baking sheet. Roast until the peppers' skin is charred, turning them four times, about 8 minutes total. Remove from the oven and let cool to room temperature, then peel and seed the peppers. Store in an airtight container, refrigerated, for up to 1 week.

MAKES ABOUT 225 G

**

VANILLA SYRUP

800 g Simple Syrup (page 245)

3 vanilla beans, split

Combine the simple syrup and vanilla in an iSi canister. Charge it twice using 20 (cream) chargers, shaking the canister between each charge.

Allow the canister to sit for 5 minutes and then vent by pushing the nozzle out quickly; place a container underneath the tip to catch any liquid that may be released. Unscrew the top of the canister. Once the liquid stops bubbling, strain the mixture through cheesecloth or a coffee filter. Store in an airtight container, refrigerated, for up to 1 month.

MAKES 800 G

***

JALAPEÑO- INFUSED TEQUILA

5 medium jalapeños, diced

750 ml Excellia Blanco tequila

Steep the jalapeños and tequila in a container for 5 minutes. Taste the mixture to ensure that the spice level is to your taste. Allow to steep longer for a spicier end product. Strain out the jalapeños when the desired spice level has been reached. Store in an airtight container, refrigerated, indefinitely.

MAKES 750 ML

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Welcome back!

As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week 🔥

Let’s get into it.

CHOCOLATE COVERED BANANA

DESCRIPTION: A sherry cobbler with flavors of banana and chocolate /

INGREDIENTS:

Banana-Infused Oloroso Sherry, Venezuelan Rum, Falernum, Pineapple Gomme, Brown Butter, Chocolate, Salt

How:

4 dashes Bitter Truth chocolate bitters

10 drops Saline Solution (see below)

½ ounce Pineapple Gomme (see below)

½ ounce Brown Butter Falernum (see below)

½ ounce Diplomático Reserva Exclusiva rum

2 ounces Banana Oloroso (see below)

72 percent bittersweet chocolate, for garnish

Glass: Pilsner / Ice: Crushed

BANANA OLOROSO

1 L Lustau Oloroso Sherry

4 overripe/black bananas, peeled

4 mg Pectin X

Blend together the sherry, bananas, and pectin. Add to a Spinzall, 375 mL at a time, and put on continuous until the liquid becomes clear, then strain through a chinois. Store in an airtight container, refrigerated, for up to 1 month.

MAKES 1L

**

BROWN BUTTER FALERNUM

905 g unsalted butter, cubed

3 L John D. Taylor's Velvet Falernum

In a large pot over medium heat, melt the butter, whisking constantly, while the milk solids brown evenly. Continue to let brown, whisking, until the color is as dark as an almond skin. Remove from the heat and add the velvet falernum.

Transfer the butter to a storage container and place in the freezer until the fat has risen to the top and solidified. Remove and discard the solidified fat cap. Store in an airtight container, refrigerated, for up to 1 month.

MAKES 3.5 L

*** PINEAPPLE GOMME

800 g Simple Syrup (page 245)

200 g diced pineapple

Brix: 48

Combine the simple syrup and pineapple in an iSi canister. Charge it twice using N2O (cream) chargers, shaking the canister between each charge. Allow the canister to sit for 5 minutes and then vent by pushing the nozzle out quickly; place a container underneath the tip to catch any liquid that may be released. Unscrew the top of the canister. Once the liquid stops bubbling, strain the mixture through cheesecloth or a coffee filter. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 800 G

****

SALINE SOLUTION

50 g kosher salt

500 mL warm water

In a large bowl, combine the salt and water and stir until the salt is fully dissolved. Store in an airtight container, refrigerated, indefinitely.

MAKES 500 ML

Luxury Truffle Dog

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How BJs Restaurants is going to use AI to replace servers. Can you do the same for your restaurant?

• The new BJs Brewhouse app is the Taylor Swift of restaurant apps as in people won’t shut up about it

• It’s being hailed as “an industry leader” “the future” and  “by far the best restaurant app”. In fact, I can’t find one criticism about the app. And after reading about it, I can tell you this is impressive to say the least and it will be the future.  But with all that it can do is BJs really planning to eliminate servers with this app?

- In the early 70’s Bill Cunningham and Michael Phillips decide to enter the restaurant business with no prior experience.

- They choose to open a Burger King franchise for its comprehensive training for amature restauranteurs.

- Learning restaurant management through Burger King, they realized franchising Burger Kings wasn't aligned with their ambitions.

- A visit to a local pizzeria with their kids sparked the idea of creating a unique dining concept.

- They noticed pizzerias were generally counter service, somewhat unkempt, industrial, and lacking an experience.

- Inspired to innovate, they envisioned an upscale pizzeria with high-quality ingredients, full service, and attractive decor.

- They Choose Chicago-style pizza to offer a unique and upscale option in Southern California.

- They Opened the first BJ's Chicago Pizzeria in Santa Ana, CA, in 1978, marking their first step as innovators.

- BJ's gained popularity, winning numerous awards for their pizza and expanding to several successful locations.

- Eventually, Bill and Michael handed over management to their accountants, eager to grow the brand further.

- The new management expanded the menu to include pasta, sandwiches, burgers, BBQ, salads, and steaks.

- BJ's opened its first restaurant with an attached brewery, hiring former Coors brewmasters.

- Their beers began winning awards, gaining independent fame.

- To broaden appeal and avoid being pigeonholed as just a pizza place, the name was changed to BJ's Restaurant and Brewhouse.

- Today, BJ's operates 216 locations across 30 states.

- Offers a diverse menu with 140 items, 11 award-winning beers, and 10 seasonal rotating beers.

- Generates an annual revenue of $1.3 billion, underscoring its successful expansion and innovation.

It’s amazing to see an Idea for a restaurant turn into a billion dollar empire, and the lesson? Keep reinventing, stay ahead of the curve, and stay ahead of customer expectations, and most importantly, offer something you can’t get anywhere else.

No restaurant wins by sitting still. They just slowly die.

✅ First they offered high end pizza in an upscale full service, that you couldn't get anywhere else.

✅ When competitors started copying their concept, they expanded their menu to make them even more unique.

✅ When competitors started copying that, they started brewing their own award winning beer that you can’t get anywhere else.

✅ Now, they have a HIGHLY acclaimed app. Technology is here and they know it, and again they’re offering something that no one else is…

BJs new app is a game changer and offers a variety of things. 

First, it offers mobile ordering and payment. Convenient but very common. But, it also offers dine in options, like putting your name in the que for the waitlist. Head down to BJs on a Saturday night with no reso? Use the app to get your name on the list to get a head start. 

Probably the most innovative feature on the app is the ability to order food through the app for dine in before you even walk through the door, AND pay through the app at the end of the meal. 

She’s right.

People don’t want to work anymore. Not like they used too. In fact, full service restaurant jobs are one of the few industries that have seen a decrease in jobs, 14,000 jobs, 4% lower to be exact.

But that’s not the only problem. Inflation, supply chain issues, and government taxing are causing heavy rifts in the restaurant echo systems.

Restaurants already operate on razor thin margins and they’ve gotten a lot thinner.

Eventually something will have to give.

I’ve been in the restaurant game for 20 years now and here’s my prediction: Restaurant chains WILL HAVE TO cut down on staff. It’s the only solution. The servers will be the first to go, why? Because they’re the middle man. A host has to seat people, food runners have to run food, bartenders have to make drinks, but servers are just the middleman for restaurant chains. Now, if you're Nobu or Mastro’s or Water Grill, then a server is something completely different.

With BJs new app you can order and pay and technically never have to deal with a server. You can have a couple of support staff circling checking to see if customers need anything, if the food came out good, etc. 

But mark my words, eventually they will put an AI bot in the app. It will answer any questions about the menu, you can ask it for water, or refills and it will notify a food runner. Have a problem with the bill? It will get a manager for you. Need a box? It will let a busser know.

But eventually it will be one or two servers on a shift strictly for those who prefer a server. 

And the servers aren’t the only ones that dwindle. I predict ALL positions will dwindle except food runners and bussers. An AI bot will eventually run the host station by having reservations and wait times mapped out instantly and fluidly throughout the night. At that point a restaurant would only need one 1 host (depending on the size of your restaurant) seating people even on a busy weekend night. The busser will assist the host by inputting what tables are ready to be sat through a handheld device. Going to the host stand will be the thing of the past. It all is done on an app.

This will only work for middle of the ground chain restaurants. A high end or modern restaurant still needs the luxury of a server to contribute to an experience. 

Overall, this app is the first tide that is turning for brands like BJs and I think it’s a good thing. It will make independent restaurants stand out more, and be able to charge more.

It will make brands like BJs much more convenient and affordable.

What’s the moral of the story?

If your struggling with sales or you want to stay ahead of the curve. You need to always find ways to:

👉 Innovate.

&

👉 Evolve.

Let me explain:

Innovate: Offer something that no one else is offering. When I say “something no one else offering” I’m not talking about in the WORLD. I’m talking in your city or even on your block.

But it’s important to have that forward thinking. And the thing your offering doesn’t have to be crazy food trend or cutting edge app. It can be as simple as, world class hospitality.

Evolve: Always be retraining and updating your staff. Always be updating your food and drink menus. Listen to your staff (managers and hourly)on ways to connect with your customers more, make the restaurant more efficient, and how to keep the staff morale up. AND listen to your customers. What do they want?

I’ve worked with so many restaurants that would refuse to listen to their. I worked with an upscale restaurant that had NEVER turned a profit in the 2 years that they were open. One night during dinner service, someone asked for ranch for their fries, which they said no since they don’t have ranch.

I pulled the servers aside and asked how often do people ask for ranch. They all rolled their eyes in frustration. All day everyday was the response, and they were clearly tired of having to tell people no.

I asked the GM why they don’t offer ranch, which he basically said they’re too upscale to offer ranch.

I was taken back, I replied that you guys serve fries, haven’t made a profit, but your denying this overwhelming request? Clearly there’s a demand, clearly there’s an exception. THE PEOPLE HAVE SPOKEN.

I said, make the ranch in house. Make it fancy ranch, but STOP losing business over this.

My point here is that no matter what, you need to listen to the people. Not every single request of course, but like in my example, don’t fight the tide.

So try this tonight, think about what you can do to innovate and evolve. Sit with your managers and spitball Ideas, but make it a regular practice, and a mindset. Keep it on the forefront of your mind ALWAYS, and encourage your staff to have the same forward thinking and help come up with ideas.

Reach out if you need help with any ideas.

To your success,

Welcome back!

As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week, and a lighting marketing course!

Let’s get into it.

HONEY, WHO’S GINGER?

DESCRIPTION: A whiskey sour with honey and ginger /

INGREDIENTS:

Bourbon, Rum, Strega, Orange Bitters, Honey, Ginger, Lemon

How:

4 dashes House Orange Bitters (see below)

¼ ounce Spicy Ginger Syrup (see below)

¼ ounce Honey Syrup (see below)

½ ounce Strega

½ ounce Scarlet Ibis rum

¾ ounce lemon juice

1 ounce Elijah Craig 12-Year bourbon

Glass: Double Rocks / Ice: 2-Inch Cube

*200 g Angostura orange bitters

200 g Regans orange hitters No. 6

Combine both ingredients and stir. Store in an airtight contines a rest temperature indefinitely.

MAKES 400 G

**

HONEY SYRUP (2:1)

350 g clover honey

225 g hot water

Brix: 60

Stir the honey into the hot water until it's fully integrated. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 575 G

**

SPICY GINGER SYRUP

250 g ginger juice

250 g turbinado sugar or Sugar In The Raw

Brix: 50

To make the juice, run whole stalks of ginger through an auger or masticating juicer. Strain the juice through a chinois and cheesecloth or through a superbag, straining out the lighter colored starches that remain on the bottom of the container. Warm the juice in a medium saucepan over medium heat until it's just under a simmer. Add the sugar and stir to dissolve. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 2 weeks.

MAKES 500 G

POACHED BLACK BASS

LEVERAGE YOUR EMPLOYEES

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The Cheesecake Factory is an anomaly to say the least. From Its name, to it’s crazy decor and absurd 250 menu items, this 2 billion dollar brand has a blueprint, and I reverse engineered it…

First, I want you to take a look at some mind boggling numbers:

✅ The Cheesecake Factory is worth roughly 2 BILLION dollars!

✅ They make around 11 MILLION per location. More than any other food chain.

✅ Although their properties are all huge, they make $1,100 per sq ft. Thats more than Kay Jewelers AND Costco 🤯

FUN FACT: Their menu has 6,000 words and is a 30 minute read!

Cheesecake Factory’s first menu

The Cheesecake Factory's remarkable journey from a home-based cheesecake business to a global brand worth over $2 billion is attributed to a unique blueprint that combines strategic decisions, meticulous attention to detail, and a commitment to excellence. Here's a quick summary of the key elements that contributed to its success:

The Overton’s

1. Origin Story: Evelyn Overton's journey began with a cheesecake recipe, evolving from a basement operation to opening the first Cheesecake Factory in California.

2. Simple Offerings, Freshness, and Immediate Success: The first Cheesecake Factory Restaurant opens in 1978 after Evelyn’s son David, comes up with the concept. There was a line out the door on day one and it never stopped being busy. The initial success was driven by a simple menu, fresh ingredients, and a commitment to quality. Immediate popularity led to the expansion of the business.

3. Strategic Expansion and Menu Evolution: Rather than doubling down on existing success, David Overton proactively adapted to competitors by incorporating popular dishes from new local restaurants. This strategy fueled further success and expansion. And, eventually a menu with 250 items that would become one of their calling cards.

4. Global Impact: The Cheesecake Factory now boasts over 200 locations worldwide, standing out in a competitive market with a unique revenue per location, surpassing even larger chains.

5. Revenue and Per-Square-Foot Dominance: Despite fewer locations, The Cheesecake Factory outperforms competitors in revenue per location and per square foot, showcasing the effectiveness of its business model.

6. Strategic Location Choices: Placing restaurants near or in malls ensures consistent foot traffic, contributing to sustained business throughout the day.

7. Cultivating Culture: A strong focus on employee morale, benefits, pleasant work environments, and opportunities for growth contribute to a motivated and dedicated team.

8. Meticulous Training and Standards: Rigorous training programs, daily tests on menu knowledge, cleanliness checks, and high-quality standards ensure a consistent and exceptional dining experience.

9. Quality Food with No Compromises: The kitchen maintains incredibly high standards, with everything made fresh daily from scratch, without the use of microwaves.

10. Large Shareable Portions and Unique Offerings: The intentional decision to offer large portions encourages communal dining experiences. Unique items like the iconic brown bread contribute to the restaurant's distinctiveness.

11. Distinctive Decor and Atmosphere: Each Cheesecake Factory location boasts a unique and eclectic interior, creating a one-of-a-kind atmosphere that enhances the overall dining experience.

12. Regular Menu Updates and Diversity: The menu is updated twice a year, incorporating popular items and introducing new ones, reflecting David Overton's vision to cater to American diners' preferences.

13. Positive Workplace Reputation: Breaking the top 10 in the best place to work by Fortune in 2022, The Cheesecake Factory is known for its positive workplace practices and community contributions. Since the beginning David Overton has been about one thing… employee moral.

Unlocking The Cheesecake Factory's Unorthodox Blueprint to 2 BILLION Dollars

reverse engineering the Success Factors

So in summary, what makes The Cheesecake Factory stand out? Let's dive into the key factors that you can steal for your restaurant, right now:

1. Location Strategy: Strategically placing restaurants near or in malls ensures continuous foot traffic throughout the day.

2. Cultivating Culture: A focus on employee morale, offering benefits, pleasant work environments, and ample growth opportunities sets the foundation for success.

3. Meticulous Training and Standards: From menu knowledge to cleanliness, The Cheesecake Factory maintains rigorous standards enforced through meticulous training.

4. Service and Food Quality: High-end standards in both service and food quality, surpassing even some of the most prestigious restaurants.

5. Packaged Experience: Creating a unique world through distinctive decor, exceptional service, exceptionally high standards for both service and food, 250 unique food offerings, and shareable portions contributes to an unparalleled dining experience.

I hope you found this deep dive into The Cheesecake Factory’s success as interesting as I did.

I worked with Cheesecake Factory for quite sometime and saw first had the dedication and commitment they put into their experience, and I learned a lot from them as well.

I’ve also been lucky enough to work with brands like Marriott and Tommy Bahamas, but now it’s my mission to help independent restaurant owners take their business to new heights!

🚀 Introducing the 30% Rule -

Inspired by The Cheesecake Factory's journey, the 30% Rule is a consulting program that focuses on:

1. Cultural Transformation: Implementing high standards and systems to create a motivated and accountable staff.

2. Service and Food Excellence: Ensuring your restaurant's service and food quality surpass industry standards, setting you apart from the competition.

3. Packaged Experience: Creating a memorable dining experience through exceptional service, and distinctive offerings.

💡 Your Path to Restaurant Exceleration Begins Now!

If you're ready to skyrocket your restaurant's business and join the ranks of industry leaders like The Cheesecake Factory (yes, I’ve worked with them 😎), the 30% Rule is your solution.

With 20 years of experience, and 25 restaurant openings under my belt, I’ve developed a very particular set of skills that can help restaurants increase their business exponentially.

You can boil down what I specialize in into two categories:

✅ Bringing in new customers through unorthodox organic social media strategies

✅ Dramatically increasing your customer retention rate

To learn more about how the 30% Rule can benefit your restaurant, click here.

To your success,

Welcome back!

As per usual my goal is to make these light and crispy, but leaving you full!

Below is the truly unique drink + food recipe of the week, and a lighting marketing course!

Let’s get into it.

THE CARROT CAKE COLADA

DESCRIPTION: A warm carrot cake flavored piña colada /

INGREDIENTS:

Angostura Bitters, Blackstrap Rum, For Amaro, Coconut, Carrots, Pineapple

How:

½ ounce pineapple juice

½ ounce For Amaro

½ ounce Cruzan Black Strap rum

¾ ounce carrot juice

1 ounce water

1 ounce Coconut Syrup (see below)

1 ounce Angostura bitters

Glass: Hot-cocktail / Ice: None / Garnish: Star Anise

COCONUT SYRUP

200 g coconut chips, toasted

200 g coconut milk

200 g demerara sugar

Brix: 50

Toast the coconut chips for 5 minutes at 175°C/350°F, then transfer the chips to a bowl. Warm the coconut milk in a saucepan over medium heat until it's just below simmering. Remove from the heat and pour it over the coconut chips. Cover the mixture with plastic wrap and allow it to sit at room temperature for 30 minutes. Strain the mixture through a chinois or a superbag, pressing the coconut chips to extract all of the coconut milk. Add the sugar and mix until completely dissolved. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 400 G

BEEF ROASTED WITH TOMATO AND ARTICHOKES

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HAPPY NEW YEAR 🎉

Welcome back!

As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week, and a lighting marketing course!

Let’s get into it.

BROKEN RESOLUTION

DESCRIPTION: A rye whiskey sour with chile, cherry, and bitter orange /

INGREDIENTS:

Rye Whiskey, Thai Bird Chile, Aperol, Barolo Chinato, Lemon

How:

¾ ounce lemon juice

¾ ounce Barolo Chinato

¾ ounce Thai Bird Chile- Infused Aperol (see below)

2 ounces Old Overholt rye whiskey

1 egg white

Glass: Coupe / Ice: None / Garnish: None

*THAI BIRD CHILE-INFUSED APEROL

10 Thai bird chiles, diced

750 mL Aperol

Steep the chiles and Aperol in a container for 5 minutes. Taste the mixture to ensure that the spice level is to your liking. Allow to steep longer for a spicier end product. Strain out the chiles when the desired spice level has been reached. Store in an airtight container, refrigerated, indefinitely.

MAKES 750 MI

PEAR OF ENGLISH MUFFINS

INGRIEDENTS: 4 English Muffins, split and lightly toasted 3 tablespoons of olive oil  1 cup of shredded provolone cheese blend 2/3 cup of crumbled gorgonzola cheese  1/2 cup of coarsely chopped walnuts 1 Bosc pear, cut into 16 thin slices 2 teaspoons of lemon juice  Sea salt

HOW:

1. Heat oven to 400˚ F. Place toasted muffin halves on a foil-lined baking sheet. 

2. Drizzle with olive oil and sprinkle with shredded Italian cheese, gorgonzola, and walnuts. Coat pear slices lightly with lemon juice, and arrange over muffins.

3. Bake 10 minutes or until cheese melts. Sprinkle sea salt lightly over muffins, if desired, and serve immediately while still warm. 

SCHEDULE WITH INTENT-

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Looking forward to the next one,

Welcome back!

As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week, and a lighting marketing course!

Let’s get into it.

THE SOUR SIDE OF CIDER

DESCRIPTION: A whiskey sour that tastes like mulled cider /

INGREDIENTS:

Rye Whiskey, Amaro Abano, Honeycrisp Apple, Lemon, Demerara

How:

Scant ½ ounce lemon juice

½ ounce Demerara Simple Syrup*

¾ ounce Honeycrisp apple cider

¾ ounce Luxardo Amaro Abano

1 ounce Old Overholt re whiskey

3 slices red apple, for garnish

Glass: Dbl Rocks / Ice: 1 ¼ Inch

*DEMERARA SIMPLE SYRUP (1:1)

225 g demerara sugar

225 g hot water

Brix: 50

Stir the sugar into the hot water until it's fully dissolved. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 450 G

BROWN SUGAR & VINEGAR LAMB

Welcome back!

As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week, and some insider tips!

Let’s get into it.

SOUR ATTITUDE

DESCRIPTION: A spicy gin sour with hints of vanilla /

INGREDIENTS:

London Dry Gin, Chambery Dry Vermouth, Tuaca, Jalapeño, Agave, Lemon

How:

¼ ounce Tuaca

¾ ounce Jalapeño-Infused Agave Syrup (*recipe below)

¾ ounce Dry vermouth

1 ounce lemon juice

1½ ounces Beefeater gin

Combine all the ingredients in a cocktail tin. Fill a fizz glass with 1¼-inch ice cubes. Fill the tin with ice, cover, and shake vigorously. Strain the cocktail into the fizz glass.

Glass: Tulip / Ice: 1 ¼-inch cubes / Garnish: Vanilla bean & mint sprig

*JALAPENO-INFUSED AGAVE SYRUP

1 medium jalapeño, chopped (scant 1/2 cup)

6 ounces agave nectar

1. In a small pot, bring 3 ounces of water and jalapeño (including seeds) to a boil. Remove from heat and allow to steep 5 minutes. Strain and add agave. Stir to combine and let cool.

MAKES 1-CUP

THE WEALTHY BIRD

TIPS:

• For a richer flavor, use whole milk instead of heavy cream.

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CHECK IT OUT:

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Bull in China crafts & curates premium barware for bartenders & cocktail enthusiasts: artisan-crafted mixing glasses, cocktail shaker tins, bell jiggers & more.

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I’ll always tag my subject lines with this 🟢, so keep an eye out ;)

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Welcome back!

As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week, and a lighting marketing course!

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KISS OF DEATH

DESCRIPTION: A take on a smoky-spicy margarita with pineapple and vanilla

INGREDIENTS:

Jalapeño-Infused Blanco Tequila, Mezcal, Pineapple, Vanilla

How:

1 teaspoon Cane Syrup (below)

½ ounce Vanilla Syrup (below)

½ ounce pineapple juice

¾ ounce Sombra mezcal

¾ ounce Jalapeño- Infused Tequila (below)

Combine all the ingredients except the salt in a mixing glass. Rim a single rocks glass with salt and fill it with 1-inch ice cubes. Fill the mixing glass with ice and stir. Strain the cocktail into the single rocks glass.

CANE SYRUP (2:1)

500 g evaporated cane sugar

225 g hot water

Brix: 55

Stir the sugar into the hot water until it's fully dissolved. Let the syrup coo to room temperature and store in an airtight container, refrigerated, for up to 1 month.

MAKES 500 G

**

VANILLA SYRUP

800 g Simple Syrup (page 245)

3 vanilla beans, split

Combine the simple syrup and vanilla in an iSi canister. Charge it twice using N20 (cream) chargers, shaking the canister between each charge.

Allow the canister to sit for 5 minutes and then vent by pushing the nozzle out quickly; place a container underneath the tip to catch any liquid that may be released. Unscrew the top of the canister. Once the liquid stops bubbling, strain the mixture through cheesecloth or a coffee filter. Store in an airtight container, refrigerated, for up to 1 month.

MAKES 800 G

JALAPEÑO-INFUSED TEQUILA

5 medium jalapeños, diced

750 ml Excellia Blanco tequila

Steep the jalapeños and tequila in a container for 5 minutes. Taste the mixture to ensure that the spice level is to your taste. Allow to steep longer for a spicier end product. Strain out the jalapeños when the desired spice level has been reached. Store in an airtight container, refrigerated,

indefinitely.

MAKES 750 ML

Veal Chops with Oysters, and Garlic-Parmesan Sauce

INGRIEDENTS: 5 tbsp. olive oil 4 oz. fresh morels, cleaned and trimmed Kosher salt and freshly ground black pepper, to taste 1 ⁄2 shallot, minced 2 cups heavy cream 1 ⁄3 cup vin jaune 1 ⁄2 cup finely grated parmesan 1 ⁄3 cup whole milk 2 cloves garlic, grated 4 (10-oz.) bone-in veal chops 12 Kumamoto or other oysters, shucked 2 tbsp. unsalted butter 2 heads butter lettuce, cored, leaves torn into 2" pieces 1 1 ⁄2 tbsp. fresh lemon juice

HOW:

STEP 1

Heat 2 tbsp. oil in a 4-qt. saucepan over medium-high. Add morels and season with salt and pepper; cook until just tender, about 2 minutes. Reduce heat to medium and stir in shallot; cook until shallot is soft, 1–2 minutes. Add 3⁄4 cup cream and 1⁄4 cup wine; simmer until thickened, 4–6 minutes. Stir in remaining wine and cook 1 minute more; keep morels warm. Place remaining cream in a 2-qt. saucepan; simmer over medium, stirring occasionally, until reduced by half, about 10 minutes. Whisk in parmesan, milk, garlic, and salt; keep cheese sauce warm.

STEP 2

Heat oven to 375°. Heat a 12" cast-iron skillet over high. Add remaining oil; season veal chops with salt and pepper. Working in batches, cook until chops are browned on one side, 5–7 minutes. Add all chops to skillet and flip onto second side; transfer skillet to oven. Cook until chops are browned on second side and an instant-read thermometer inserted into the thickest part of the veal reads 132°, 8–10 minutes. Divide chops between serving plates; keep warm.

STEP 3

Wipe skillet clean and heat over high. Sear oysters, flipping once, until slightly charred, 1–2 minutes; divide between plates. Melt butter in a separate 12" skillet over medium-high; cook lettuce until wilted, 1–2 minutes. Stir in lemon juice, salt, and pepper; divide between plates. Stir chives into morels; spoon them around chops. If you like, use an immersion blender to purée cheese sauce until slightly frothy; spoon sauce around veal chops.

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Welcome back!

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As per usual my goal is to make these light and crispy, but having you leaving full!

Below is the truly unique drink + food recipe of the week, and a lighting marketing course!

Let’s get into it.

GRANDPA’S HOT CHOCOLATE

DESCRIPTION: AN EARTHY AND vivacious TWIST ON THE CLASSIC HOT CHOCOLATE PERFECT FOR THE HOLIDAYS

INGREDIENTS:

Fernet-Branca, Green Chartreuse, Hot Chocolate, Angostura Cream

How:

¼ ounce Simple Syrup (RECIPE BELOW), for Angostura cream garnish

¼ ounce Angostura bitters, for Angostura cream garnish 1 ounce cream, for Angostura cream garnish

½ ounce green Chartreuse

¾ ounce Fernet-Branca

5 ounces Hot Chocolate Base (RECIPE BELOW)

Glass: Hot Cocktail / Ice: None

Grandpa’s hot Chocolate

*HOT CHOCOLATE BASE

1.8 kg cream

200 g water

2 g salt

4 vanilla beans, split

150 g sugar

200 g 55 percent chocolate

260 g 72 percent chocolate

In a medium saucepan, combine the cream and water. Over medium heat, bring the mixture to just below a simmer, then remove the saucepan from the heat. Whisk in the salt, vanilla beans, sugar, and both chocolates. Let the mixture cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

**

SIMPLE SYRUP 1:1

200 g sugar

225 g hot water

Brix: 48

Stir the sugar into the hot water until it is fully dissolved. Let the syrup cool to room temperature and store in an airtight container, refrigerated, for up to 1 month.

DEVILED STREET CORN

INGRIEDENTS: 6 hard-boiled eggs, peeled and prepared 2 teaspoons tajin spice 1 avocado, peel and pit 1 tablespoon white onion, minced 1 tablespoon lime juice, fresh squeezed salt, to taste pepper, to taste 6 slices jalapeno 2 tablespoons corn kernels, char and remove from cob 1 tablespoon cotija cheese, crumbled and sprinkled over the top

HOW:

BOIL THE EGGS

• Add six eggs to a pot and cover them with water by one inch. Bring to a boil. Once they begin to boil, begin your timer. Cook for 8-10 minutes depending on size. Place in cold water once they are cooked through. Peel immediately once they are cool to touch.

PREPARE THE EGGS

• Slice a small portion off the smaller (pointier) part of the egg. This is to balance the egg when it’s standing upright. The yolk tends to rest towards to bottom (thicker side) of the egg, so you’ll slice roughly ¼ of the egg off the thick side. Remove the yolk and add it to a mixing bowl.

PREPARE THE AVOCADO YOLK FILLING

• Once all the eggs are in the mixing bowl, add the avocado, minced white onion, fresh squeezed lime juice, salt and pepper. Mix well. Add the filling to a piping bag for easy squeezing.

PREPARE THE TOPPINGS

• Next, you’ll char one ear of corn on the grill and remove the kernels. Crumble the cotija cheese and thinly slice the jalapeno.

ASSEMBLE THE EGGS

• Add tajin spice to a small plate and gently dip the rim of the egg in the tajin spice until it’s lightly coated with the spice. Stand the eggs upright with the tajin rim facing upwards.

• Use the piping bag to fill the eggs with the avocado yolk filling.

• Top the eggs with charred corn kernels, thinly sliced jalapeno and crumbled cotija cheese. Serve chilled and enjoy.

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