The Restaurant Success Podcast

Now is the Time To Re-Focus On Your Menu

• Season 1 • Episode 13

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In this episode of the Restaurant Success Podcast, Matthew Mabel delivers essential insights for restaurant entrepreneurs looking to revitalize their businesses through menu innovation. He explores how evolving consumer preferences are reshaping the restaurant industry landscape and provides actionable strategies for menu transformation that can dramatically increase profitability. Drawing from real-world case studies, Matthew demonstrates how strategic menu adjustments helped struggling restaurants achieve sustained business growth. Restaurant owners will discover practical approaches to meet modern customer demands while maintaining brand identity, including insights on protein-focused offerings and the growing zero-proof beverage trend that's changing how successful establishments approach their menu development.


Key Topics Covered

  • Menu transformation as a business turnaround strategy
  • Understanding evolving guest preferences and expectations
  • Case studies of successful menu revitalizations
  • The importance of protein-forward menu options
  • Capitalizing on the zero-proof beverage trend


Links Mentioned


Resources Mentioned


Connect with Matthew Mabel

Matthew works with owners of successful, independent, multi-unit restaurants to improve:

  • Profit growth
  • Sales optimization
  • Guest count increase
  • Unit expansion
  • Employee engagement
  • Brand loyalty


How to Support the Show

  • Subscribe to the Restaurant Success Podcast and Newsletter
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  • Visit www.surrender.biz for additional resources

Hello, and welcome to the Restaurant Success Podcast. I'm Matthew Mabel, veteran restaurant advisor, coach, consultant, and speaker devoted to multi-unit independent restaurant unit, profit and revenue growth, internal harmony and ownership freedom and flexibility.

This is your weekly entree of the advice, strategy and tactics that I currently provide to my best clients.

Today we're going to talk about why now is the time to re-focus on your menu. We'll explore how your guests demand more than ever and how their tastes are changing. We'll also discuss what they really want from your menu, and I'll share some real examples of menu transformations that completely turned restaurants around.

The good news about today's restaurant environment? All the data shows that guests will still hand you their credit or debit card when you give them something they perceive as valuable. So, as part of your guest focus, never stop working on menu improvement.

Let me tell you a story about a client whose menu was actually holding them back. After a great honeymoon period, sales at one of my clients' new brands shockingly nosedived, by fifty percent. I got off the plane and met the owners. They expressed fear and resignation about having to close. The pride they once felt about the concept they had carefully developed had turned into grief.

But I identified the problem. That problem was the trend-forward menu.

It turned out that the menu was too far ahead of the restaurant's guests. As a result, diners tried the food once and never came back.

The bold solution? An entirely new menu based on items that sold well at the owners' other brands, while maintaining the new brand and keeping the Look and Feel of the new restaurant.

The negative sales trend reversed in a big way, with the restaurant experiencing high single digit growth for the next ten years. And the restaurant that had once been on the verge of closing is still succeeding today.

With another client at a legacy brand, I currently co lead a team effort to change half of the menu items to attract guests who have eluded the brand in the past.

So what do your picky guests actually want?

I've identified three key things.

First, your core menu items deserve another look. If you haven't upgraded them in five or ten years, take a realistic look at how each of them relate to today's culinary standards and upgrade presentation and recipes.

Then there's protein. We all remember trends that once looked one hundred percent healthy and later turned out not to be. Does anyone remember Pasta? 

But the customer wants what the customer wants, and today's healthy crowd and GLP-One users order protein. Feature your proteins and your bowls, and make sure servers tell guests how many grams of protein menu items contain.

One of my Restaurant Owners Success Club members put a protein bowl on the menu at their beer and burger brand, and they're seeing, as they put it, "at least one on every ticket." Another client recently successfully opened an upscale sports bar featuring chef created, elevated bar food. Surprisingly, the protein bowl is their number one seller.

Speaking of the Restaurant Owners Success Club, it's an exclusive members' club where multi-unit restaurant owners gather on Zoom, get real-time advice from me, share information, and solve their key problems to improve both their business and lifestyle. The club provides industry-leading expertise and actionable advice in a relaxed, friendly and confidential setting with high-powered restaurateur peers. You can find a link to learn more about joining the club in the show notes.

Finally, you need to consider the post-alcohol trend. You must be on top of the zero proof movement. Guests today are drinking less alcohol than ever before and to keep them from just ordering a soda or worse, water instead, sell them great nonalcoholic mixed drinks for seven or eleven dollars. The next step? To see if the low alcohol spirits and wine trend has legs.

Your menu and execution get you in the game. Service, hospitality, branding, design, marketing, locations, culture, leadership, and management help you win the game. Make sure your menu supports your success.

Let me tell you about how we might work together. I work with owners of successful, independent, multi-unit restaurants to grow their profit, sales, guest count, and unit count. My unique approach bonds employees and guests to restaurant brands and allows owners to enjoy the freedom and flexibility they have earned.

To schedule a call with me to discuss how to achieve your biggest goals, follow the link in the show notes. The initial consultation is complimentary, and we can discuss which big moves might be right for your operation.

Thanks for listening. If you haven't already subscribed to the Restaurant Success Podcast and Newsletter podcast, please do so, and rate and review the show. Find more information in the show notes at Restaurant Success Podcast dot com.

Also find tons of information you can use in print, audio and video form at my website, www dot surrender dot biz. Thanks again and see you next time.