Unlocking “Back-Door” Restaurant Revenue with Dean Jackson
In this episode of the Guest Getter Podcast, I sit down with Dean Jackson, co-host of the I Love Marketing podcast and creator of the 8 Profit Activators, to uncover a hidden strategy that can help restaurants unlock “back-door revenue.” If you’re a restaurant owner, this is a must-listen, as we dive into simple yet powerful shifts that can significantly impact your bottom line.
Key Takeaways from the Episode
1. The Power of a Guest Experience Map
Dean explains how creating a clear guest experience map—from the moment a guest makes a reservation to when they leave—helps identify friction points and opportunities to enhance their visit. Optimizing these small touchpoints can lead to more satisfied guests and increased revenue per diner.
2. Capturing Guest Data Is Non-Negotiable
Many restaurants miss out on one of their most valuable assets: guest data. Dean stresses the importance of capturing contact information in the “during unit” (while guests are dining) and building a strong “after unit” that nurtures relationships and keeps guests coming back. Whether it’s a birthday club or an enticing offer, this data is key to driving repeat visits.
3. The “Easy Yes” Offer
One of the standout strategies Dean shares is creating an “easy yes” menu—a low-resistance, high-margin offer (think a $5 cocktail or a $20 gift card for $5) that guests can’t refuse. This not only increases per-diner spend but also builds momentum for repeat visits.
4. Why a Compelling Offer Beats a Convincing Argument
Dean breaks down why offering a $20 gift card can be more effective than any buy-one-get-one offer. He explains that diners are more likely to take action on a compelling offer that requires little risk, making it a key strategy for bringing new people into your restaurant.
Ready to Unlock Your Back-Door Revenue?
If you’re a restaurant owner looking to boost revenue and build stronger relationships with your guests, these insights from Dean Jackson offer actionable steps you can implement right away.
For more from Dean, head to DeanJackson.com, where you can dive deeper into the 8 Profit Activators and explore his other valuable resources.
Is This Little Known Metric Key to Restaurant Growth?
In the restaurant biz, data isn’t just a bunch of boring numbers—it’s the key to truly understanding your guests and keeping your restaurant growing. But with so many metrics out there, which ones actually matter?
In the latest episode of the GuestGetter Podcast, I chatted with Abhinav Kapur, founder and CEO of Bikky, and we dug into a metric that might just be your new best friend for growth.
3 Metrics You Shouldn’t Ignore
- New Guests
How many fresh faces are walking through your doors each day, week, or month? This number tells you if your marketing is doing its job and bringing in new customers. - Average Check Size
What’s the average spend per guest? This metric shows you how much your guests are shelling out each visit—and it might hint at ways to boost those numbers. - Retention Rate
Here’s the big one: How many guests are coming back after their first visit? A high retention rate means you’re nailing it, while a low rate might signal it’s time to shake things up.
Why Menu Item Retention is a Game-Changer
- Find Your All-Stars
Menu item retention is all about figuring out which dishes keep guests coming back for more. It’s like knowing which of your players always score the winning goal. - Keep It Fresh
With this info, you can tweak your menu to make sure it’s filled with dishes your guests love, keeping them excited for their next visit.
Keep Your Menu Fresh and Fun
- Always Innovate
As Abhinav pointed out, even giants like Taco Bell are constantly updating their menus. If they’re doing it, so should you! A dynamic menu keeps your restaurant relevant and your guests coming back for more.
The Magic of Email Marketing
- Stay in Touch
Email marketing isn’t just about blasting out deals—it’s about building a relationship with your guests. A few well-timed emails can turn first-timers into loyal regulars.
Ready to Grow?
If you’re not already keeping an eye on these metrics, now’s the time to start. By focusing on new guests, average check size, and retention rate, you’ll gain some serious insights into what’s working and where you can improve.
Want to dive deeper? Check out the full episode of the Guest Getter Podcast where Abhinav and I break it all down.
Connect with Abhinav Kapur
💼 Check out Bikky
🤝 Find Abhinav on LinkedIn
📧 Drop Abhinav an Email
The Easy Yes Menu
In this episode, we explore a sales strategy inspired by a conversation with Dean Jackson about a promotion used by Olive Garden.
Discover how offering enticing, low-cost items at the point of sale can directly impact your revenue. We discuss creating a menu filled with irresistible, value-driven offers that servers can introduce strategically.
These ‘Easy Yes’ items, like $5 cocktails or take-home entrées, not only encourage immediate purchase but also enhance customer satisfaction by providing them with exceptional value.
Tune in to learn how this approach can leave your guests with a ‘warm and fuzzy’ feeling, increasing their likelihood of returning and transforming them into raving fans. Perfect for restaurateurs looking to elevate their customer experience and boost sales!
00:00 Introduction and Olive Garden Promotion
00:41 Creating a Menu of Easy Yes Offers
01:42 Psychological Triggers and Value Perception
02:47 The Warm and Fuzzy Feeling
03:03 Conclusion and Podcast Outro
The Recipe for Scale: How El Furniture Warehouse Grew to 19 Locations (and Counting)
El Furniture Warehouse owner Kyle Tweter shares his backstory and how necessity led him to discover a recipe for scale.
Kyle Tweter started his career in the restaurant industry from the ground up—literally. From working as a bus boy to managing various roles within a company, Kyle’s journey is a testament to hard work, perseverance, and the power of learning on the job. In our latest podcast episode, Kyle shares his story and the practical lessons he’s learned while growing El Furniture Warehouse from a single location to 19 across Canada and the U.S.
1. The Early Days:
Kyle began his career in hospitality by working various entry-level roles. His willingness to learn and his determination to succeed led him to seek out a mentor, a decision that would greatly influence his future. Kyle talks about how finding someone who had already achieved what he aspired to do provided him with invaluable guidance and insights.
2. Building the First Location:
Starting El Furniture Warehouse wasn’t easy. Kyle and his partner didn’t have a big budget, so they had to get creative. They repurposed materials, like using old pallets for wall treatments, to build their first location. This resourcefulness not only helped them keep costs down but also contributed to the unique, eclectic vibe that has become a hallmark of the brand.
3. The Growth Strategy:
One of the key factors behind the growth of El Furniture Warehouse has been its value-driven pricing. Originally implemented as a necessity to comply with licensing regulations, the decision to offer affordable, high-quality food became central to the restaurant’s identity and appeal. Kyle explains how this strategy, combined with an organic approach to expansion—often driven by the availability of strong team members—has helped the brand thrive.
4. Lessons Learned:
Kyle shares several important lessons from his journey. He emphasizes the importance of consistency, particularly in maintaining the quality and atmosphere of each location. He also talks about the critical balance between creativity and business acumen, highlighting that success in the restaurant industry requires both.
5. Where They Are Now:
Today, El Furniture Warehouse has 19 locations, with plans for continued growth. Kyle is quick to point out that this success is the result of a team effort, with talented and passionate individuals playing a crucial role in the company’s expansion. Looking forward, Kyle and his team are excited to keep building on their success and exploring new opportunities.
Conclusion: For those interested in scaling a business or simply curious about the story behind El Furniture Warehouse, tune in to this episode!
Connect with El Furniture Warehouse:
“Cheap CPMs Make Dumb Marketers” with Tim Chermak
I saw Tim Chermak speak at Seven Figure Agency back in November 2023. He blew my mind.
His talk was called “Cheap CPMs Make Dumb Marketers.”
Reach thousands of people with a message for just a few bucks? Great! But the stakes are low.
Before the internet, businesses had to invest heavily to get their message seen, heard, read.
So advertising was better.
It was art!
Tim’s helping realtors put the same level of thought into their marketing. Behind the scenes, he helps them craft essays that are intellectually interesting.
Instead of optimizing for clicks, opens, CPMs, opt-ins, etc—he helps clients optimize for RESPECT.
They’re like a marketing employee that has ten years of experience in the real estate niche and a massive catalogue of “Greatest Hits.”
And I believe this is a missing key in many restaurant’s marketing mix.
Thoughtful, intellectually interesting, and optimizing for respect (and trust).
Connect with Tim Chermak
🌐 Check out Platform Marketing
🤝 Connect with Tim on Facebook
+$100M Founder Neil Patel Gives Away The Digital Marketing Playbook for Restaurants
Neil Patel is a digital marketing titan and founder of the +$100M agency Neil Patel Digital.
Today, we’re bringing Neil Patel down from the mountaintop to help restaurants win big at the local level, and scale up the mountain. He etches out a playbook to kick the crap out of competition in search rankings and double revenue over 1-3 years.
Some of the gold nuggets we cover in this episode:
🧠 The biggest mistake Neil sees restaurants make again and again that keeps them from growing
🧠 Neil’s advice on the “right” way to look at organic social media as a restaurant growth tool
🧠 The one “hack” you can use to get way more traffic out of your Google Business Listing.
🧠 The fun way to get backlinks to your site so that your website is trusted—leading to more traffic and sales
Listen to this episode now to get these insights (and many more).
🤝 Connect with Neil on LinkedIn and Instagram
🔍 Check out Neil’s incredible research tool Answer The Public
💼 Learn more about Neil’s agency Neil Patel Digital
