I’m Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I’ve spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.
In this episode, I tackle a really common frustration: pouring time and money into marketing when the real problem is the product itself. I break down the brutal but freeing truth: Marketing is a megaphone, not a magician. I share my own hard-earned lessons on how to stop masking product issues with ads and instead zero in on product-market fit. I explain how to test it, iterate fast, and double down on what works — so you can stop wasting dollars and start selling out seats and dishes naturally.
Takeaways:
- Many restaurants fail to profit because they haven’t built a strong business behind great food and service.
- If your concept doesn’t resonate with your target market, no amount of marketing will fix it.
- True product-market fit shows up instantly — seats fill, dishes sell out, buzz spreads organically.
- Marketing only amplifies what’s already working; it can’t create demand where none exists.
- To find product-market fit, test small, track data, listen to feedback, and iterate constantly.
- Stop trying to revive your weakest menu items — double down on your best sellers and build on what already works.
- Once you nail product-market fit, that’s the time to scale your marketing and growth.
Chapters:
[
00:17] Why Restaurants Struggle Financially
[
01:35] Cathy’s Question — Is Marketing the Problem?
[
02:00] Product-Market Fit Explained
[
04:00] Marketing is a Megaphone, Not a Magician
[
06:30] Double Down on What Works
If you’ve got a marketing or profitability related question for me, email me directly at josh@joshkopel.com and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting
https://joshkopel.com.
What is FULL COMP: The Voice of the Restaurant Industry Revolution?
What if I told you that the difference between struggling and thriving in the restaurant industry is just one conversation away?
I’m Josh Kopel, a Michelin-awarded restaurateur who’s spent decades building blockbuster brands across every tier of dining. I know the challenges you’re facing—because I’ve been there. That’s why I created FULL COMP.
Every week, I go one-on-one with the smartest minds in the game: restaurateurs, chefs, and industry insiders who’ve cracked the code. Together, we unpack their biggest wins, hardest lessons, and the strategies that changed everything.
No fluff, no filler—just actionable insights to help you boost profits, build your brand, and create the kind of restaurant you’ve always dreamed of.
So, if you’re ready to stop spinning your wheels and start seeing results, hit subscribe.