How to run a hit restaurant in a town of 1,000

Who really owns the customer experience—you or that third-party app? We’ve got smart ways to tip the balance in your favor. Also, we talk to a James Beard-nominated chef about leaving the big city for a destination restaurant in a tiny town. And we’re digging into what breakfast diners really want from a restaurant. Let’s dig in. 

Baked by mistake. A Wisconsin restaurant accidentally dosed nearly 100 diners who got high on THC-laced food, thanks to a mix-up with cooking oil.

TikTok takedown. A James Beard–nominated chef in San Francisco is out of a job (and his restaurant closed) after an influencer went viral, accusing him of serving up too much attitude.

United plates. Global chef collabs are the new power move to stand out and sidestep ingredient drama sparked by President Trump’s tariffs.

Bland ambition. Are chefs really de-spicing their menus for American palates or is it just one big conspiracy?

Bite club. The favorite fast-food items of professional chefs. 

What it takes to run a hit restaurant in a town of 1,000

When James Beard-nominated chef Mike Easton left Seattle in 2022 to open a tiny pasta spot in historic Waitsburg, Wash., it raised eyebrows. But Bar Bacetto quickly racked up accolades—a New York Times Best Restaurant nod in 2023 and a James Beard finalist award for Best New Restaurant in 2024.

What’s it like to operate a destination restaurant with one of the hardest reservations to get—in the entire state? We chatted with Easton to find out. 
—Julien Perry

What are some of the biggest challenges you face running Bar Bacetto from an operational standpoint?  

I think staffing and sourcing were probably the biggest hurdles to overcome.

I had to wheel and deal to convince one of my produce purveyors, who made regular runs out to Seattle, to pick up my finer Italian goods from my old Seattle distributor because there was no other way to get those ingredients out to this side of the state. But on the flip side, I know all my local farmers by first name, and the produce out here is beautiful and abundant, so it balances itself out. 

Staffing is an issue no matter where you run a restaurant, but less population means a much smaller pool of people who are available.

I imagine your location has its own set of challenges. How has being a destination restaurant helped/hurt your business? 

It took us a little while to learn how to make it work for us. Originally, we wanted to be a really casual place, with no reservations, just first-come, first-served. We quickly learned that people out here don't want to drive 30 minutes out of the way [from Walla Walla] without a guarantee that they are going to get a seat—especially because there are few other options if we are completely full. So, we had to switch to 100% reservation, which is good and bad. The good part is that our nights are mostly consistent. The bad part is that when you have last-minute cancellations, you often struggle to fill them. 

What advice do you have for anyone looking to branch out on their own and open their own sweetheart space?

You must love to work, because there will be no shortage of it. 

Are third-party delivery apps right for you? 

In an on-demand world, third-party delivery apps like DoorDash and Uber Eats are reshaping restaurant operations—and, more importantly, customer expectations. With the U.S. delivery market projected to hit $430B this year, these platforms offer visibility, convenience and labor relief, but also bring high commission fees, delayed payments and limited access to customer data. Are they worth it? One industry expert breaks down the pros and cons to help restaurants navigate this complex but essential space.

Why it matters: Third-party delivery apps have become critical to staying competitive in today’s fast-paced dining landscape. They not only meet consumer preferences for speed and convenience, but they also offer access to millions of potential customers and reduce burden on staff. But they also come with trade-offs, mainly steep commissions and reduced control over the customer experience. Understanding both the upside and the costs is key for restaurants looking to make smart (and sustainable) delivery decisions. (Back of House) 

3 ways to own your customer experience

Tech was supposed to make restaurant life easier, but instead, it’s often added chaos. With delivery apps, loyalty programs and online ordering platforms crowding the table, too many restaurants are losing touch with the very people they serve. But there are three ways to help fix this: own your data, use technology to enhance your customer relationships and understand the power of social media. After all, loyalty is built on connection. And in a crowded market, the restaurants that know their diners are usually the ones that perform best.

Why it matters: When third-party apps wedge themselves between you and your customers, it’s like letting someone else take credit for the great meal you cooked. With 64% of new diners ghosting after their first month, loyalty is a must for survival. The restaurants winning right now are the ones that know their regulars, turning first-timers into forever fans. (Fast Casual) 

Why AI visibility is the new table stakes

Like it or not, AI is transforming how diners discover restaurants, making it essential for operators to adapt their digital marketing strategies. With 60% of consumers using platforms like Google—and AI-powered tools increasingly influencing search—restaurants are feeling the pressure to optimize their online presence for AI-driven discovery, whether it be personalized menu suggestions or AI-curated delivery options. By leveraging AI search optimization tools, restaurants can boost visibility and get a leg up on competition.

Why it matters: AI is quickly becoming the go-to for hungry diners, whether they realize it or not. As search engines and food apps integrate AI tools, traditional marketing tactics aren’t cutting it. Restaurants that fail to adapt risk getting left off the digital map. By embracing AI-driven discovery and optimizing visibility, restaurants can ensure they’re recommended and not overlooked—making it easier for new guests to find them and loyal ones to keep coming back. Visibility now equals viability. (Modern Restaurant Management)

63%

Consumers who seek value from weekday breakfasts vs. weekends (61%). (Restaurant Business)

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“Now, everywhere I go that I consult for, [I say] you guys need a burger on the menu, you need a burger and fries on the menu…because it sells.”

– Ashish Alfred, restaurateur and F&B consultant, on getting his ego out of the way when it comes to putting a burger on his menu. (🎧 Chef's PSA) 

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The Prep is written by Julien Perry and edited by Lesley McKenzie.