In this episode of Restauranttopia, Dave and Brian explore the growing non-alcoholic beverage movement and why it's a must for modern restaurants. They break down the cultural shifts, customer expectations, and real profitability behind offering thoughtful non-alcoholic options. Learn practical ways to adapt your menu, train your staff, and create a welcoming experience for all guests—drinkers and non-drinkers alike.

• Gen Z drinks 20% less than millennials.
• Health, wellness, and cognitive performance are driving alcohol reduction.
• Events like Dry January, Lent, and Sober October are more mainstream than ever.

• Upselling non-alcoholic options can dramatically increase check averages.
• Ready-to-drink non-alcoholic beers and specialty beverages are rapidly growing markets.
• Properly curated non-alcoholic menus meet real customer needs without cannibalizing alcohol sales.
• Train Your Staff for Inclusivity
• Avoid shaming or awkward moments when guests order non-alcoholic drinks.
• Present non-alcoholic options confidently alongside alcoholic beverages.
• Create an experience where all guests feel welcome and cared for.

• Be strategic in how you name and market non-alcoholic options (avoid terms like 'mocktails' that can carry a stigma).
• Highlight non-alcoholic beverages as 'cognitive enhancers' or unique house specialties.
• Promote non-alcoholic selections during prime times like January, October, and Lent.

• Non-alcoholic beverages often offer higher margins due to lower product costs.
• Execution and presentation are key—offer well-crafted, thoughtful drinks rather than sugary afterthoughts.

• Use creative branding—think cognitive enhancers or wellness drinks rather than 'mocktails.'
• Add a non-alcoholic section to your menu or have rotating non-alcoholic specials.
• Stock premium non-alcoholic beers and spirits to meet rising customer expectations.
• Train staff to suggest non-alcoholic drinks naturally, not as an afterthought.
• Recognize that offering strong non-alcoholic options is good hospitality—and good business.

Summary

In this episode, Brian shares five key lessons from Las Vegas that every restaurant operator should hear. From faster drink service to private room optimization and upsell strategy, these practical insights are designed to boost revenue while enhancing the guest experience.

Learn how to modernize your operations, empower your staff, and grow profitability—starting tonight.

• Use your reservation system to curate guest experiences, not just book tables.
• Ask the purpose of the visit—anniversary, business dinner, birthday—to personalize the service.
• Leverage confirmations via text or phone as additional engagement touchpoints.

• Speed matters: get the first drink in hand quickly, ideally before guests are seated.
• The faster the first drink, the more likely a second drink will be ordered—which increases revenue.
• Train staff to lead with beverage suggestions and make cocktail menus stand out.

• Teach servers to read the table and suggest appropriate apps, drinks, and entrees.
• Pre-sell appetizers for the table instead of waiting for guests to decide.
• Create incentives (e.g., spiffs) for staff to move high-margin items like premium wines or cocktails.

• Treat your private room like a key revenue generator, not a hidden option.
• Use it for business dinners, group celebrations, and high-spend guests—even if not requested.
• Simplify the booking process and avoid unnecessary friction like deposit hurdles or rigid policies.

• Offer celebration packages: wine, flowers, dessert upgrades, or to-go items.
• Introduce pre-orderable take-home meals, cookies, or lunch for the next day.
• Use the reservation system to upsell enhancements before the guest even arrives.

1. A thoughtful reservation experience can set the tone for a higher check average.
2. Lead with a separate cocktail menu to shift attention and increase sales.
3. Servers should be trained to place the order for the table when appropriate—it enhances the guest experience and simplifies decision-making.
4. Use private dining space more often—don’t let it sit idle.
5. Think like Amazon: reduce friction in ordering and upselling. People want to be sold.

In this thought-provoking episode, the team explores how pain and suffering can cultivate stronger leadership skills. Drawing inspiration from Stoic philosophy, Buddhist parables, and personal experiences, they discuss the concept of the "two arrows"—how pain is inevitable, but suffering is optional—and how leaders can apply this mindset to stay composed and guide their teams effectively.

They dive into how emotional control and mindfulness can transform not just your professional leadership, but also your personal relationships. If you're looking to develop a more resilient, thoughtful, and impactful leadership style, this episode is for you.

Key Takeaways:

1. The Two Arrows: Pain vs. Suffering
   • The First Arrow: Pain is inevitable. It’s the initial sting from an unexpected situation.
   • The Second Arrow: Suffering is how we respond to that pain—and it's optional.
   • Leaders who can control their reaction to adversity create a calm, steady presence that inspires confidence in their teams.
2. How Pain Translates to Leadership Growth
   • Painful experiences build emotional resilience and perspective, which are critical for effective leadership.
   • Leaders who embrace discomfort are better equipped to handle high-stress situations and guide their teams through uncertainty.
3. Mindfulness as a Leadership Tool
   • Practicing mindful pauses between stimulus and response allows leaders to process situations logically rather than emotionally.
   • Asking yourself “Why am I reacting this way?” or “How will this response impact the situation?” can reshape the outcome positively.
4. The Importance of Emotional Control in Leadership
   • Leaders who let emotions dictate their behavior create confusion and panic among their teams.
   • Being the “eye of the hurricane” means projecting calm and confidence, even in chaotic situations.
5. Applying These Principles in the Workplace
   • When employees call off or unexpected issues arise, strong leaders don’t panic—they assess, adapt, and lead calmly.
   • Role modeling composure and critical thinking inspires the team to follow suit.

🔥Pro Tips:

✅ Pause and Reflect: Before reacting, pause for a moment to assess the situation. This simple act creates space for a measured, thoughtful response.
✅ Ask “Why” and “How” Before Responding:

• Why am I reacting this way?
• How will this response affect my team or situation?
  ✅ Be the Eye of the Hurricane: Maintain composure in difficult situations—your calm demeanor will influence your team’s mindset.
  ✅ Model Confident Behavior: Your actions set the tone. Confidence and steadiness encourage others to stay focused and productive.
  ✅ Accept Pain, Avoid Suffering: Recognize that pain is unavoidable, but suffering is optional and within your control.

A restaurant’s atmosphere can make or break the guest experience, but many operators overlook key environmental factors. In this episode, we break down MALT – Music, Ambiance, Lighting, and Temperature—the four elements that directly influence customer comfort, spending habits, and return visits. Learn how to fine-tune your restaurant’s environment to create an experience that keeps guests coming back.

Key Takeaways:

1. Music Sets the Tone and Spending Habits
   • Background music matters—the right tempo can increase customer spending or speed up table turnover.
   • Fine dining restaurants often adjust volume and genre throughout the day to match customer flow.
   • Classical music has been shown to encourage higher spending compared to pop or no music.
2. Ambiance Ties Everything Together
   • Customers often can’t pinpoint why a restaurant feels off—but ambiance is usually the culprit.
   • Mismatch in design, uniforms, and service style creates confusion and affects the customer experience.
   • Take time to sit in different areas of your restaurant to understand the guest experience from every seat.
3. Lighting Impacts Perception and Food Choices
   • Bright lighting makes customers more alert and more likely to choose healthier options.
   • Dim lighting encourages longer stays and more relaxed dining experiences.
   • Proper lighting enhances food presentation—avoid placing harsh lights directly on plated dishes.
4. Temperature Influences Comfort and Dining Speed
   • Restaurants should maintain an optimal temperature between 68-72°F.
   • Drafts, door placement, and seasonal changes can affect different seating areas—regular monitoring is key.
   • Consider zoned temperature control for event spaces and private dining areas.

Pro Tips:

• ✅ Use a structured playlist—set up music automation to match the time of day and dining experience.
• ✅ Be a guest in your own restaurant—sit at different tables, check for uncomfortable drafts, poor lighting, and sound issues.
• ✅ Audit your online presence—ensure your ambiance is accurately represented in your restaurant’s digital footprint.
• ✅ Monitor customer behavior—if guests are using phone flashlights to read menus, your lighting is too dim.
• ✅ Invest in decor and layout experts—if ambiance isn’t your strength, find someone who specializes in restaurant design.

Are you making these five costly restaurant mistakes?

Many independent restaurant operators are leaving money on the table by overlooking simple but essential strategies. In this episode, we break down five common mistakes and how to fix them right away.

Listen now to learn:

• Why tracking prime costs daily can improve profitability
• How collecting and using customer data effectively boosts sales
• The biggest mistake restaurants make with their online presence
• Simple ways to improve hospitality and customer experience

Your customers are paying attention—make sure you're giving them a reason to return.

Key Takeaways:

1. Not Tracking Prime Costs

• If you don’t track food and labor costs daily or at least weekly, you're leaving money on the table.
• Use spreadsheets or automated tools to monitor expenses in real-time.

2. Not Collecting Customer Contact Info

• Every day that passes without gathering emails or phone numbers is a lost opportunity.
• Implement QR codes, train staff to ask, and use POS integrations to build a database.

3. Poor Customer Communication

• Collecting data is useless if you’re not using it.
• Engage customers via email and text marketing with relevant, valuable updates.

4. Weak Online Presence

• Bad photos, outdated websites, and incomplete Google/Yelp listings drive customers away.
• Invest in professional photography, ensure online listings are accurate, and optimize online ordering systems.

5. Neglecting Hospitality & First Impressions

• Customers judge their experience from the moment they walk in (or order online).
• Maintain a clean environment, train staff to be welcoming, and improve packaging for takeout orders.

Pro Tip: Your restaurant is constantly being evaluated—by customers, delivery drivers, and even health inspectors. Make sure you’re always putting your best foot forward!

In this second part of our interview with Jason Brooks—speaker, author, and coach—we continue the conversation on leadership in the restaurant industry. With over 30 years of experience, Jason shares key insights from his upcoming book, including how to master meetings, provide impactful feedback, and harness the power of influence. We also discuss his inspiring partnership with The Giving Kitchen, where he’s aiming to raise $30,000 in 30 days to support food service workers in crisis.

Show Notes

Introduction to Jason Brooks: Professional speaker, author, coach, and a family man passionate about transforming restaurant managers into hospitality leaders. He has a book coming out in March, focusing on leadership in the hospitality industry.

Jason's Background and Book Motivation: Over 30 years in the restaurant industry, working his way up from dishwasher to VP of Operations. His journey reflects a deep understanding of the industry's challenges and the potential for personal growth within it.

The Giving Kitchen Partnership: Jason's book launch is tied to supporting The Giving Kitchen, a nonprofit that assists food service workers in crisis. A portion of book sales will contribute to this cause, emphasizing the community-focused spirit of the hospitality industry.

Key Concepts Continuation from Jason's Book:

• Master Your Meetings: Jason emphasizes the importance of having purposeful meetings with clear agendas, pre-reads, and relevant participants to ensure efficiency and effectiveness.
• Never Stop Training: The importance of continuous training and development is highlighted, including training employees up to their last day to ensure they leave better than when they arrived.
• The Art of Giving Feedback: Discusses the necessity of providing constructive feedback in the right environment, ensuring that feedback is meaningful and actionable.
• Closing the Gap: Focuses on bridging the gap between managers' and customers' perceptions by understanding the customer's viewpoint from the moment they approach the restaurant to their dining experience.
• Using the Power of Influence: The final key discussed involves understanding and utilizing the power of influence effectively within the hospitality industry to foster positive change and development.
• Book Launch and Partnership with The Giving Kitchen: Jason shares his initiative to support The Giving Kitchen through his book sales, aiming to donate $30,000 in 30 days to help food service workers in crisis.

Jason Brooks Links:

Book Website - https://www.jasonebrooks.com/everyleader

Amazon: Book Link

Brand Website - www.jasonebrooks.com

Twitter - https://twitter.com/2LeadNSucceed

LinkedIn - www.linkedin.com/in/jason-e-brooks

Instagram - https://www.instagram.com/2leadnsucceed/

Giving Kitchen - www.givingkitchen.org

In this episode, we sit down with Jason E. Brooks, a seasoned restaurant industry veteran turned speaker, author, and coach. Jason shares insights from his 30-year journey from dishwasher to VP of Operations, as well as highlights from his upcoming book on hospitality leadership. We explore his actionable leadership framework (MODEL), the importance of KPIs, fostering ownership among teams, and the power of one-on-one engagement. Jason also discusses his partnership with The Giving Kitchen, a nonprofit supporting food service workers, and how his book contributes to this cause. Tune in for valuable leadership strategies and a deeper look at the evolving hospitality industry.

Show Notes

Introduction to Jason Brooks: Professional speaker, author, coach, and a family man passionate about transforming restaurant managers into hospitality leaders. He has a book coming out in March, focusing on leadership in the hospitality industry.

Jason's Background and Book Motivation: Over 30 years in the restaurant industry, working his way up from dishwasher to VP of Operations. His journey reflects a deep understanding of the industry's challenges and the potential for personal growth within it.

The Giving Kitchen Partnership: Jason's book launch is tied to supporting The Giving Kitchen, a nonprofit that assists food service workers in crisis. A portion of book sales will contribute to this cause, emphasizing the community-focused spirit of the hospitality industry.

Key Concepts from Jason's Book:

• MODEL Acronym: The first five keys form the acronym MODEL, outlining a repeatable process for leadership development in the hospitality sector.
• • Mastering Your KPIs: Importance of understanding and leveraging key performance indicators for business success.
  • Owner-Like Orientation: Encouraging a sense of ownership among staff to foster responsibility and initiative.
  • Delegating by Creating Mini-GMs: The strategy of empowering employees by delegating managerial tasks, enhancing their skills and engagement.
  • Engage Through One-on-Ones: The critical role of personal engagement and feedback in developing a motivated and aligned team.
  • Leading with the Right Mindset: Cultivating leadership qualities that inspire and guide teams toward achieving shared goals.

Discussion on Industry Challenges and Innovations: Jason and the hosts discuss the unique challenges of the restaurant industry, including financial management, staff development, and the need for innovation in traditional business models.

Jason Brooks Links:

Book Website - https://www.jasonebrooks.com/everyleader

Amazon: Book Link

Brand Website - www.jasonebrooks.com

Twitter - https://twitter.com/2LeadNSucceed

LinkedIn - www.linkedin.com/in/jason-e-brooks

Instagram - https://www.instagram.com/2leadnsucceed/

Giving Kitchen - www.givingkitchen.org