Capturing hidden restaurant revenue

Running a restaurant today means finding revenue wherever you can—without losing sight of the guest experience. Whether it’s capitalizing on World Cup crowds, testing concepts through food trucks or using customer data to create more personalized hospitality, this week we're exploring how the most successful operators are finding new ways to turn demand into loyalty—and loyalty into profit.

At a time when 42% of restaurant owners say they weren’t profitable last year, the margin for error is shrinking, making strategic execution more important than ever.

But first, check out the 2026 winners of the James Beard Foundation chef awards.

Spare change. In light of World Cup tourism, some restaurants are making tips mandatory.

Tip jar. A pay-what-you-want restaurant in Minnesota is more profitable than ever.

Check, please. A new bill limiting dynamic pricing could impact restaurant loyalty programs in California.

Where’s the beef? Impossible-to-order “secret menu” burgers are trending at U.S. restaurants.

Bait and switch. Some influencers are ghosting restaurants after being paid for promotional posts.

How to maximize your restaurant’s profits during the World Cup

Are you ready to cash in on World Cup tourism? The 2026 FIFA World Cup presents a major revenue opportunity for restaurants, but success will depend on preparation. Operators can maximize demand by treating matches as ticketed experiences, creating watch-party packages, offering catering options, streamlining event bookings and planning staffing and inventory around predictable traffic spikes. 

Why it matters: For restaurant owners, major events don’t automatically translate into profit. The opportunity comes from converting crowds into higher-value experiences through reservations, packages and group dining. The same strategies can apply beyond the World Cup—to playoffs, holidays and other high-demand moments—helping operators drive revenue while improving operational control. (Nation’s Restaurant News)

Food trucks are gaining popularity again, for good reason

Food trucks are gaining momentum as consumers embrace flexible, experience-driven dining and entrepreneurs look for lower-barrier ways to enter the restaurant industry. A new analysis identifies an explosion of food trucks to come as well as the strongest markets based on walkability, demand, competition, wages and local economics, with cities like NYC, Austin and Los Angeles leading the way. 

Why it matters: Food trucks represent both competition and opportunity. They offer a lower-overhead way to test concepts, build a following, expand catering revenue or reach new customers. But success requires more than a great menu—operators need smart location strategy, operational discipline, permits and a clear understanding of local demand. (Modern Restaurant Management)

Do you know who your best customers are?

Restaurants often overlook the value of knowing who their guests are before they walk through the door. By using customer data, reservation platforms and loyalty insights, operators can help teams recognize VIPs, understand preferences and personalize service. Turning guest information into hospitality moments can strengthen relationships and encourage repeat visits. 

Why it matters: Personalization is becoming a competitive advantage. In a crowded market, memorable hospitality goes beyond great food—it comes from making guests feel known and valued. Using available customer insights can help operators improve experiences, increase loyalty, drive repeat visits and create stronger emotional connections without relying solely on discounts. (FSR Magazine)

$101B

U.S. restaurant industry sales hit a record high in April, marking the third consecutive month of gains. (National Restaurant Association)

New England-born Johnnycakes are trending outside of Boston 

Highly acclaimed SF restaurant Che Fico closes due to fire damage

Unpacking the science and sentiment behind restaurant chairs

AMEX planning to drop $700M to acquire TheFork from Tripadvisor

Suburban and rural markets emerge as next restaurant growth frontier

Thanks for reading today's edition! You can reach the newsletter team at editor@theprep.co. We enjoy hearing from you.

Interested in advertising? Email us at newslettersales@mvfglobal.com

Was this email forwarded to you? Sign up here to get this newsletter once a week.

The Prep is written by Kelly Dobkin and edited by Bianca Prieto.