Why your regulars aren’t returning

From brick to click, delivery-only restaurants are proving to be game changers for small operators looking to cut costs and double-down on reach. Also, we talk to a masterful restaurant marketer about tactics that actually help boost restaurant sales. And—be honest—is your restaurant lighting a little too moody?

But first: A tech founder shares the leadership lessons he gleaned from working in restaurants.

Let's dig in.

Veganomics: MIT research shows that labeling food as “vegan” can drastically reduce its appeal—by as much as 66%.

Sweet deal: Some Miami restaurants are offering food and drinks in exchange for peak season mangoes. 

Hostile takeover? The estate of late chef Michael Chiarello alleges former friends and investors illegally seized assets from his Napa Valley restaurant’s legacy, prompting a lawsuit.  

Dining data: Households made fewer visits to quick-service restaurants (QSRs) and more to full-service, casual dining spots in June on a year-over-year growth basis, according to new data.

Dropping acid: This white powder is making a big comeback in kitchens. 

Marketing that brings customers back

Matt Plapp is on a mission to help restaurant owners win, and stay winning. As CEO of America’s Best Restaurants and DRYVER, he’s crisscrossed the country visiting more than 1,000 restaurants to gain a deeper understanding of what works and what doesn't, in turn helping independent operators boost sales, build their brand and turn one-time guests into loyal regulars. A former radio ad guy turned marketing expert, he also hosts the daily "Restaurant Marketing Secrets" podcast.

In this conversation, Plapp breaks down why most restaurant marketing misses the mark and how a few smart moves can keep your business top of mind and packed with customers. —Lesley McKenzie 

Your ABR philosophy (Attract, Build, Retain) is at the core of how you approach restaurant marketing. Can you break down what that looks like in action for a small, independent operator?Absolutely. Here’s the breakdown:

Attract Attention: It’s not about having the best food. It’s about having the most attention. The top-selling burger in the world isn’t the best. It’s the most visible. In 2025, your customers’ attention is on their phones. Facebook and Instagram are the top free places to capture that attention.

Build a Database: Once you have their attention, don’t just entertain them. Capture their data. Otherwise, you’re just renting eyeballs. Own your audience through email, text and Messenger.

Retain Attention: I stopped going to my favorite wing joint of 38 years, not because of bad food, but because I stopped driving past their sign. My routine changed, and they didn’t stay in front of me digitally. That’s how easy it is to lose a loyal customer. Your food matters, but your marketing matters more.

What’s the biggest marketing mistake you see small restaurant owners make, and how can they fix it?They don’t collect customer data. That leaves them in what I call "Hope & Pray” mode. They hope people enjoyed the meal and pray they come back. Instead, they need to actively persuade customers to share their name, email and phone number. Once you have that, you can responsibly market to them and stay top of mind. Most guests don’t stop coming because the food got worse; they just forget. And with chains flooding your neighborhood and outspending you on ads, forgetting happens fast.

You emphasize building a customer database. Why is that so critical for growth, and what’s the first step for an operator who’s never done it before?A customer database lets you live rent-free in your customers’ minds. Step one? Make them an offer so good they’d feel dumb saying no. Let’s say you’re a pizzeria. Put up a sign that says, "Scan this to get a free pizza." The QR code leads to a simple form on Facebook Messenger or a landing page. Once they fill it out, you're building your database. Train your team to ask every single customer, every time. It’s got to be as routine as washing their hands.

This interview has been condensed. For the full conversation, head to theprep.co.

The rise of the invisible restaurant

If you’re like most restaurateurs, you’re probably feeling squeezed by rising rents, delivery demand and hiring headaches. But there’s a silver lining. Enter the world of ghost kitchens, cloud kitchens and virtual restaurants. These delivery-first concepts are helping operators thrive without the weight of a dining room. 

Why it matters: Delivery-only models like ghost kitchens and virtual restaurants are changing the game for small operators. By ditching the traditional storefront, restaurants can cut costs, test new concepts and expand their reach—all with less risk. As the industry evolves, understanding these models can help chefs and owners stay competitive in a landscape where convenience and innovation increasingly drive success. (Back of House) 

What French bistros get right

We can learn a lot from French bistros—cozy eateries that manage to be cultural icons with timeless appeal and minimal effort. Their influence has shaped global dining trends, from farm-to-table to casual fine dining. The good news is that small restaurants in the U.S. can deliver the same experience by blending tradition with adaptability, offering personalized service and creating intimate atmospheres.

Why it matters: French bistros prove that small restaurants can have a big impact. Their success doesn’t lie in their location, it lies in authenticity, atmosphere and adaptability—qualities that resonate deeply with today’s diners, who are looking for more of a meaningful experience than just good food. (Modern Restaurant Management)

Too dim, too bright, just right

Striking the right balance between mood and functionality is tricky. Diners want to read menus; restaurateurs want an immersive atmosphere. Many designers prefer dimmer lighting for vibe, but acknowledge the need for adjustable setups. Creative fixes, like table candles, accent sconces, or even light-up magnifiers, offer middle ground. 

Why it matters: Lighting might not be the first thing diners notice, but when it’s off, they definitely do. Thoughtful, adjustable lighting helps bridge the gap between ambiance and usability and ensures guests are comfortable and engaged and, most importantly, can read your menu. (Bon Appétit)

56%

Diners who choose restaurants with lower price points—the highest number historically reported by consumers. 
(Nation's Restaurant News)

💠 Gen Z learns meaning of MKT
💠 Are steak and potatoes dunzo?
💠 Feeding 22 million people on a holy quest
💠 Casual brands are getting comfy
💠 Trending: Throwback pricing

“What was so pivotal to me working in restaurants, that you don't see a lot in pastry chefs, is seasoning things properly—with salt and acid or vinegar. All of the pastries at Radio get tasted and seasoned.”

– Kelly Mencin, pastry chef and co-owner of Radio Bakery in Brooklyn.
(🎧 This Is TASTE)

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