Office Hours: Your Loyalty Program is your Sales Engine

I’m Josh Kopel, a Michelin-awarded restaurateur and the creator of the Restaurant Scaling System. I’ve spent decades in the industry, building, scaling, and coaching restaurants to become more profitable and sustainable. On this show, I cut through the noise to give you real, actionable strategies that help independent restaurant owners run smarter, more successful businesses.

In this episode, I talked about why we need to rethink loyalty programs in the hospitality industry. To me, loyalty isn’t about handing out discounts—it’s about creating emotional connections with our guests. I shared how designing programs that reward status and access, rather than just transactions, can help restaurant owners build a real sense of belonging. I also touched on how important it is to involve our team in these programs and why they can serve as powerful marketing tools to boost both engagement and sales.

Takeaways:

• Most restaurant owners think they need more guests.
• Profit isn't random, it's engineered.
• Loyalty isn't transactional. It's emotional.
• Discounts don't build loyalty, identity does.
• Your loyalty program should sell, not just retain.
• Engagement trumps size every day.
• Make loyalty a part of service, not a side hustle.
• Your team is the engine.
• Audit your current program.
• Reward it with a feeling of belonging.

Chapters
00:00 Introduction to Hospitality Insights
01:20 Rethinking Loyalty Programs
04:43 Building Emotional Connections with Customers

If you’ve got a marketing or profitability related question for me, email me directly at [e-mail] and include Office Hours in the subject line. If you'd like to scale the profitability of your restaurant in only 5 days, sign up for our FREE 5 Day Restaurant Profitability Challenge by visiting https://joshkopel.com.