Competition Isn’t Your Biggest Threat: Jean-Pierre Lacroix on the Power of Relevance

What if your restaurant’s biggest threat isn’t your competition—it’s your own irrelevance?

Jean-Pierre Lacroix has spent decades helping brands regain their footing after losing touch with what made them matter.

In today’s conversation, we unpack what’s killing restaurant loyalty—and it’s not what you think. Jean-Pierre argues that operators are over-indexing on price and efficiency, while starving their brand of emotional connection. We get into how to build a restaurant that creates memories, not just meals; why frequency is the new frontier of growth; and how to design an experience so strong, your customers do the marketing for you.

This isn’t about promotions. It’s about staying relevant, meaningful, and unforgettable.

To learn more about his work in brand transformation, visit sld.com 

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Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

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