Interview with author and restaurant coach Chip Klose about making 20% profit, social media as a business tool, and the Marketing Triangle.
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00:00 Welcome to Restaurant Influencers presented by Entrepreneur.
00:03 My name is Sean Walsh, founder of Cali BBQ and Cali BBQ Media.
00:08 In life, in the restaurant business and in the new creator economy,
00:12 we learn through lessons and stories.
00:15 I want to give a special shout out to Toast, our primary technology partner
00:18 at our barbecue restaurants.
00:20 They power so many restaurants that come onto this show
00:23 and they believe in storytelling and they've given us this opportunity
00:26 to connect with the most impressive storytellers in the hospitality space.
00:32 Today's guest is a dear friend of mine,
00:35 someone that I met on the social audio app Clubhouse.
00:39 We have shared stages together, keynotes together,
00:44 and he has written a brand new book called The Restaurant Marketing Mindset.
00:50 His name is Chip Close.
00:52 He is a restaurant coach.
00:54 He is a restaurant podcaster, host of the Restaurant Strategy Podcast.
00:58 But more importantly, he's one of the most impressive marketing minds
01:02 and hospitality minds.
01:03 And he's here to share all of his secrets.
01:05 Chip, welcome to the show.
01:07 Thanks for having me, buddy. Good to be here.
01:09 So the stage continues to get bigger.
01:11 The first time I had you on, it was the digital hospitality show.
01:14 And now, thanks to Entrepreneur and Toast, we get to reach
01:18 millions of people because of this incredible platform.
01:22 And we're going to teach them all the secrets that you've written in the book.
01:25 Obviously, we want them to purchase the book.
01:27 But today's episode, I think we're getting some really cool stuff.
01:30 So let's get after it. What do you say? Absolutely.
01:33 I need to know where in the world is your favorite stadium, stage or venue?
01:38 Stadium, stage or venue.
01:41 I went to Stanford Bridge for the first time in London just in December.
01:45 I'm a huge soccer fan, big Chelsea fan.
01:48 That's where Chelsea plays, Stanford Bridge.
01:50 It's sort of like going to Fenway if you're a if you're a baseball fan.
01:53 It's like going to Lambeau if you're a big football fan.
01:55 If you're a soccer fan going to Stanford Bridge,
01:57 that was the first time I was ever there.
01:58 It is remarkably intimate.
02:01 And I was sort of blown away by the experience,
02:04 the hospitality that existed there and sort of feeling of being in that stadium.
02:08 I've had the pleasure of being in a lot of great venues, a lot of great arenas.
02:11 That was next level.
02:13 And it was really special being there.
02:15 So Stanford Bridge, how many does it seat?
02:17 Oh, I want to say it's like 50000.
02:19 Wow. OK, well, we're going to talk to toast.
02:22 We'll talk to entrepreneur. We'll talk to some other brands.
02:25 We are going to sponsor a TEDx style hospitality first conference.
02:31 And I'm going to put chip in the center of the pitch.
02:33 And I want to know, Chip, I want to know about storytelling specifically.
02:38 And usually I ask a story that's biographical to you.
02:43 But since I love you so much and I care about this episode
02:47 and the people that listen to the show, they're playing the game within the game.
02:50 I'm going to ask you a specific question.
02:52 So some people I'm very fortunate that I have.
02:55 I connect with people all over the globe, people that listen to the show,
02:58 people like you and me that podcast that create content that speak on stages.
03:02 No one has ever given me a gift like you gave me.
03:07 You gave me the gift of story.
03:10 You sent me an email with Brian Koppelman and Seth Godin.
03:17 Episodes, multiple episodes of the moment.
03:20 So can you explain to our listeners, why would you send that to me?
03:26 Why did it make an impact on you and why is it important for the audience?
03:30 You know, Brian is a screenwriter and a filmmaker,
03:34 and Seth Godin is a marketer by trade, but really so much more as an author.
03:39 And they've done now they I think they do an episode once a year, twice a year.
03:44 But when you listen to the progression. Right.
03:46 So I'm a huge Seth Godin fan.
03:48 I follow him around everywhere, meaning I read his books.
03:50 I watch his talks and I listen to the interviews he gives.
03:53 And the first time he appeared on that show, it was it felt like they were two.
03:57 They were like bristling at each other.
03:59 Like they didn't quite they didn't quite sink.
04:02 Brian had mispronounced Seth's name.
04:05 Like they just felt like they weren't prepared and like like these are giants
04:09 and they just weren't prepared for it.
04:11 And watching them both sort of like loosen and release
04:14 and their shoulders come down and all the all the walls come down
04:19 over the course of, I want to say, a two hour interview was so fascinating.
04:23 And they're so good at what they do.
04:25 Brian is a great interviewer because he just asks the next natural question.
04:29 He's naturally curious.
04:31 I know that's a big thing that's baked into what you believe.
04:34 And so as I try to get better at what I do as a podcaster,
04:39 which is be more curious, ask the next great question.
04:42 I try to listen to other great interviewers.
04:44 And he is just the best.
04:46 What I love about Seth is that Seth is talking about
04:49 from a 30,000 foot view.
04:52 And he could you could apply what he's talking about
04:54 to just about any industry you're in.
04:56 And of course, I'm in food. I'm in hospitality.
04:59 I can't help but think that everything he says applies directly to us.
05:04 He's been a huge influence and an inspiration to me,
05:06 as I've said about my work, working with restaurants,
05:09 as I said about my work as a podcaster and now as an author.
05:12 So watching them talk about I don't even know what
05:16 every single one of those episodes, I just know I'm better for it.
05:20 Coming through that interview, they opened my mind and they soften me
05:24 and they get me to think differently about the world that's around me,
05:28 which ultimately I think makes me better for my clients,
05:31 makes me better for our industry.
05:33 Did you I mean, it obviously resonated.
05:35 Those interviews resonated with you, too.
05:37 It it was magical.
05:39 I mean, for me, the magic of podcasting,
05:43 the magic of content is that you get a seat at the table.
05:45 It's at tables you would never sit at.
05:48 You know, when you have the ability to have someone like Brian and Seth
05:52 literally challenge each other.
05:55 Yeah. Ask deep questions of one another.
05:59 Talk about topics that they've been thinking about that are top of mind for them.
06:03 And then historically go back, contextualize where they were,
06:08 when they were writing the book that they were writing or producing
06:10 the piece of work that they were creating.
06:12 And for you and me, when we spend so much time in the hospitality space,
06:17 trying to get back to the craft, trying to get back to the origin
06:21 story of so many restaurants, you know, the business that you're in
06:26 is making businesses profitable restaurants.
06:29 We didn't get into this business to be nonprofits. Sure.
06:32 Why do you why did you build your business the way that you have?
06:35 You have clients, you have hundreds of clients in your mastermind.
06:39 You're helping them reach 20 percent profits, which is unheard of in our space.
06:43 But so many restaurant owners that are struggling right now,
06:46 they're listening to this, they're watching this and they go,
06:50 what do you mean, 20 percent profits?
06:52 What are you talking about, Chip? Right.
06:54 Yeah. I mean, that was I was raised in this industry to expect no more than 10.
06:59 Right. 10 percent was the land of unicorns, fairies, rainbows and leprechauns.
07:03 Right. If we get there and if you got an 18 million dollar restaurant,
07:06 you got a twenty five million dollar restaurant.
07:09 I don't know. Nine percent of twenty five million is a pretty good living.
07:12 So be happy with what you got.
07:14 But that isn't the reality for the majority of restaurants that in this country.
07:18 Right. The average independent restaurant in this country
07:21 makes about one to one point five a year.
07:24 So that's about one hundred thousand dollars a month in revenue.
07:27 And when you take away, you know, when you take home 10 percent of that
07:30 and you split it between two, three, four, maybe more partners.
07:34 I don't know how you make a living.
07:36 And so my perspective on this is that what we do is extraordinary.
07:40 Not everyone can do it.
07:42 What we do matters.
07:44 It builds community, provides jobs, puts food on people's tables.
07:47 I mean, literally the guests that sit at our table, we feed them
07:50 and then the people we employ, we help feed their families.
07:54 What we do is absolutely crucial.
07:57 And so many owners and I'm sure you understand this being an owner,
08:00 being an operator as you are, you look out for everybody.
08:03 I mean, I talk to people who come into my program.
08:05 I said, you pay your rent every month.
08:07 And I say, yeah, of course I pay my rent.
08:08 I say, have you ever missed payroll?
08:10 I said, no, of course I've never missed payroll.
08:12 So great. You pay your vendors, you pay your electric and you pay on and on
08:15 and on and on.
08:16 You got good relationships with your with your vendors and all that.
08:19 Yeah, of course.
08:19 I said, so you're the last one that gets paid every time.
08:22 And I think that's admirable.
08:25 But we have to stop wearing that like a badge of honor,
08:27 just like we have to stop wearing the 60, 70, 80 hour work weeks
08:31 as a badge of honor.
08:33 We don't have to be there at our restaurant all the time
08:35 to be respected. Right.
08:38 I've heard this people like, oh, no, people really respect me
08:41 because they see me there all the time.
08:43 Those things are not they will respect you as well
08:45 if you provide a really great place for them to provide for their families.
08:48 You provide a really great meal for them.
08:50 You don't have to be there.
08:52 I think it's cool if you're there because you want to be there.
08:55 But you shouldn't have to be there, especially when you want to open.
08:58 And again, you know, this two, three, four, five, ten locations.
09:02 If you want to grow that, which means feed more people,
09:05 provide more people with jobs, enrich more communities
09:09 than just the one where you're at.
09:10 So that's where I come at.
09:11 You've got to build a profitable business.
09:13 And I want us all to be thinking in those terms.
09:15 And it's not a dirty word.
09:16 Profits, not a dirty word.
09:18 Money is not a dirty word.
09:19 Huge news toast.
09:21 Our primary technology partner at our barbecue restaurants in San Diego
09:25 and the primary technology partner of so many of the guests
09:28 that we have on this show have announced they are expanding
09:32 their business offerings with Google.
09:34 So now if you search on Google Maps and you sign up for toast tables
09:40 or toast wait list, you will have the opportunity
09:43 to improve the digital hospitality experience of the guest.
09:47 Allow them to book through the maps into the toast reservation system.
09:52 One of the biggest difficulties that restaurant guests have
09:56 is when they search for your restaurant and they want a table.
09:59 They do not have an easy solution to book a table or to get on a wait list.
10:04 This is huge news for the restaurant industry, huge news for guests
10:08 and huge news for you, the restaurant owner.
10:11 Check out toast tables today and find out the new integrated solution
10:15 that they have.
10:16 This is something that we've wanted for a long time.
10:19 How do you integrate reservations wait lists into your point of sale?
10:23 Toast has done it. Check it out.
10:25 Bring me back to the beginning of the coaching business.
10:28 It's you know, it's not unique that people that are really good
10:34 because you are the best of the best decide that they have a bigger calling,
10:38 that they can help restaurant owners achieve the things
10:41 that they're not able to achieve.
10:43 But in the beginning, bring me back to.
10:47 Having that conversation with your wife and saying you have family to feed.
10:51 It's such a good question, and I am not the best of the best.
10:55 I would never profess to be.
10:56 The only reason I know anything is because I had the great fortune
11:00 to work with some other people who knew something and were willing to teach me.
11:05 So you've said, right, a rising tide lifts all ships.
11:09 If we're not willing to pass on what we know, what we've learned,
11:12 what we figured out, then shame on us.
11:14 It's selfish. It's narcissistic.
11:16 And I think there's no room for it. Right.
11:18 And I think this industry has largely suffered because we're all siloed,
11:22 because we either, you know, sell, you know, self-appointed or otherwise.
11:28 It's hard to trade information, but we should.
11:30 Guess what the biggest CEOs do in the biggest companies?
11:33 They share. Yes. Connect.
11:35 They they've got their own masterminds.
11:37 So my journey was very organic.
11:41 I was in operations.
11:42 I worked in restaurants for as long as I could remember.
11:45 And my wife got pregnant nine years ago.
11:48 My son turned eight.
11:50 My business pretty much started eight years ago.
11:52 And it's because, wow, it's not by accident.
11:55 It's not by accident.
11:56 And I started my media business.
11:58 My media business started six years ago when my son was born.
12:01 Yeah. Listen, I was accident.
12:03 My business is eight years old.
12:04 My son just turned eight. That's not by accident.
12:06 That's because I didn't want to miss family dinners.
12:10 I wanted to be around for the weekends.
12:12 I wanted to be there for holidays.
12:14 I mean, listen, my first Thanksgiving ever, ever with my family
12:17 was during the pandemic when literally there were no restaurants to be at.
12:20 Yeah. So I had to be home. Right.
12:23 Thanksgiving in New York City is a is a big, big deal.
12:26 That's where I spent the majority of my career.
12:28 Nobody gets off on Thanksgiving. It's all hands on deck.
12:31 There are restaurants that will generate 50, 60, 80,
12:33 90 thousand dollars plus in revenue on Thanksgiving, all hands on deck.
12:37 So when my wife got pregnant, I said, OK, I have to start.
12:42 I have to start transitioning this.
12:44 And it started very slowly.
12:46 I was an amateur photographer.
12:47 I started shooting when I was in high school,
12:49 and I just always kept doing it because I loved it.
12:51 It was like nice. It was a meditation. It's quiet.
12:53 I'd walk around the city and just shoot stuff.
12:55 I knew how to work a camera. I knew light.
12:58 And now social media became a really big deal.
13:00 I don't know if you knew this.
13:01 I've heard about it.
13:02 Thirteen, fourteen, fifteen.
13:04 Heard about that. Right. Yeah.
13:06 It started becoming a really big deal.
13:08 So I started.
13:09 Doing my I started doing my business, right.
13:12 I started saying, hey, I got I got people.
13:14 I've got a network.
13:16 What if they'll pay me?
13:17 Well, can I find a couple of places,
13:19 a couple of restaurants that will pay me, let's say, a thousand dollars a month.
13:22 To run their content, curation, creation and management, right?
13:28 Will they do that?
13:29 Now, the answer in the beginning was no,
13:31 but they were willing to pay me like six hundred dollars. Yeah.
13:33 So I got a bunch of clients and eventually they did pay me eight hundred
13:36 and a thousand and more.
13:37 And I started doing more and more for those clients, not just content creation,
13:41 not just managing the platforms, but I started doing web design.
13:44 Oh, yeah, that's that's how I started.
13:45 That's I did web design and email.
13:47 I started getting really into marketing.
13:49 So I started doing that for a while.
13:52 Now that turned into I started did that for a while.
13:55 And I said, man, but I'm leaving all this operation stuff on the on the table.
13:58 Yeah, that's why I started my podcast in twenty nineteen.
14:01 I just thought I'm having the same conversations
14:03 with people over and over and over again.
14:05 I think we can help them.
14:05 Not knowing if anybody would listen, I just committed myself.
14:09 I said I'm going to record 30 episodes in a row.
14:11 Audio and video or just audio, only audio in the beginning.
14:14 I said, I'm just going to commit myself to doing 30 episodes in a row
14:17 every Monday, 30 Mondays in a row.
14:19 And at the end of that, I'll see if I like it.
14:21 I'll see if it got traction.
14:22 I'll see if I want to continue on.
14:23 But I can commit myself to 30 episodes and let's see where we go from there.
14:26 That's where I started transitioning through there, I got an audience
14:31 and I start connecting with listeners.
14:33 That's how I got some consulting clients and really coaching clients
14:36 over the phone and via Zoom.
14:39 Now, a year after I start my podcast, the world shut down.
14:42 I don't know if you knew, but COVID-19 shut down the world.
14:44 Suddenly, all my clients that were in New York City, they all went away.
14:48 Either they closed permanently,
14:49 they closed temporarily or they just couldn't afford to pay me.
14:52 But then they really needed me in other ways.
14:55 So my consulting then shifted to coaching.
14:58 And I did one on one coaching through the pandemic and out of the pandemic.
15:02 All of that sort of led me to a place where I started my own mastermind,
15:06 which is I went from the one to one model to the one to many model,
15:10 because I just thought, how can I work with more people, make a bigger impact,
15:13 be more efficient with my time?
15:15 And specifically.
15:17 How how can I work with people at a reasonable rate?
15:20 Because one on one to work with me was starting to get really expensive.
15:24 And the kind of people that could afford that
15:27 weren't necessarily the people in the companies I wanted to work with.
15:30 Yeah, but I wanted to work with the small independent operators
15:33 where I knew I could make an impact.
15:35 The only way to do that was a one to many model.
15:37 And now I know two plus years since launching that group, we've now got
15:41 nearly 100 people in the program spread across three different groups.
15:44 The thing works and it's it's making a huge impact.
15:48 It's the most gratifying work I've ever done in in my career.
15:51 That's the long answer to the short question that you were asking.
15:55 That was that was the answer that I was hoping for, because
15:58 the evolution of any business, and that includes the restaurant businesses.
16:03 Are you willing to do the work that isn't scalable to get to work?
16:08 That is scalable.
16:09 Isn't that funny?
16:09 We never talk about evolution in our industry.
16:12 I've done a whole bunch of restaurant openings.
16:14 So that's how I made my career through, I say, 10 years of my career.
16:18 I opened fine dining restaurants in New York City.
16:20 And there's so much pressure put on that.
16:24 The first three, three to six months of a restaurant's life,
16:27 especially in New York City, especially in the fine dining world,
16:29 because everything is reviewed early on.
16:31 Everything gets a Michelin adjudicator, a judge to come early on.
16:36 Right. There's a lot of pressure.
16:38 It's as if to say we've got to get it perfect and let it go.
16:41 But it's not.
16:42 You open with one idea and then it evolves.
16:45 We all of it's like fashion.
16:47 Food is fashion, right?
16:48 The things that we ate in the 80s are different than the 90s and 2000s.
16:51 And then and then they come back and then they come back.
16:54 But look as and listen, and this is food, right?
16:57 Food is a is sort of a microcosm of our world as borders change.
17:02 As people emigrate and flavors come in.
17:04 Right. Like in the 1950s and 60s, they didn't have some of the flavors
17:08 we have now. Right.
17:09 Korean barbecue has been huge over the last 10 years, largely
17:12 because as a generation who grew up dining on it and said, man,
17:15 I think other people would love it. I love it.
17:17 I think other people would love it.
17:18 Like it didn't just it wasn't just invented.
17:20 It was it was children of a certain age are now growing up
17:24 and entering the workforce and owning businesses.
17:26 And they said, man, this is really good.
17:28 Everybody who comes over to eat at my house really likes it.
17:30 This is what I grew up with.
17:32 And I think we can do this in a very real way.
17:35 You can you can take Korean barbecue and trade it out
17:39 with just about any style of cuisine.
17:41 That stuff happens. It's a constant evolution.
17:44 When you sat down to write this book.
17:49 Restaurant marketing mindset.
17:53 Was it hard to narrow in
17:57 on the stories that you wanted to tell and also give tactical advice?
18:01 So. Relatively speaking, there was very little tactical in that book,
18:07 because I knew if I got too tactical, it would be outdated in six months.
18:12 My restaurant, the podcast is called Restaurant Strategy.
18:16 That's a strategic book.
18:18 It's why we called it. It's about a mindset.
18:20 It's about shifting the way you think about marketing.
18:23 Largely, the conversations that I used to have with my early clients
18:26 were one of two things I say, so tell me about your marketing now.
18:28 They'd either say, well, I post four times on Instagram
18:32 and three times on Facebook, and that's my marketing.
18:34 Or they would tell me the opposite.
18:36 So we're not a big company.
18:37 We don't do marketing.
18:39 We can't afford to do marketing.
18:40 And they're both wrong. They're both totally wrong.
18:44 Social media is not marketing.
18:46 Social media is a tool available to the marketer
18:49 and a very powerful, potent tool right now.
18:52 But that will be replaced by something else,
18:55 just like it was the yellow pages and newspapers and radio and TV
18:59 and then streaming and now.
19:02 Social media, but it's just what's next.
19:04 So what I really sat down to do was say,
19:09 how do I get people in the mindset?
19:10 How do I get people to think differently about marketing
19:13 so that everybody understood that not only could you do it,
19:15 but you absolutely have to be doing it?
19:18 That's how I approach the book, and it largely stem from conversations
19:22 I had with a lot of people working through my agent.
19:25 Basically, I had my agency when I was consulting,
19:27 and there were a lot of misguided conversations.
19:31 And I felt like they hired me to come to social media ads.
19:34 And I was saying, OK, talk to me about your audience.
19:37 Who's this product for?
19:38 What do they want demographically, psychographically?
19:40 What do they have in common?
19:42 Where do they live?
19:43 Do they live in this neighborhood?
19:44 Do they work in this neighborhood?
19:45 Do they? And I said, no, no, no, no, no, no, no.
19:47 Don't worry about any of that. Just run me an ad.
19:49 Without understanding that I have to pick a picture or a video.
19:53 Yeah. What sort of imagery is going to speak to your audience?
19:56 I got to pick a headline.
19:57 I've got to add copy to it.
19:59 I have to target an audience.
20:01 I've got to tell Facebook who to show this ad to.
20:03 Without any of that information, I can't do the job you're asking me to do.
20:08 And I lost clients that way because I said, I just I can't do
20:11 what you're asking me to do unless you're willing to do the work
20:13 that I'm asking you to do.
20:15 Largely, I found that they just weren't able or willing to do that work.
20:19 And it's not that hard.
20:20 That was the underlying.
20:22 You know, impetus for writing this book,
20:26 because I think it's what everybody has to think about.
20:28 Everybody has to think about what problem are they solving?
20:32 Why do they need to exist?
20:33 You are in this book from a talk that we gave together last year
20:37 where we talked about Simon Sinek's idea for Start With Why.
20:41 Right. Most companies work from the outside in.
20:43 They know what they do.
20:44 They know how they do it differently or better than anyone else.
20:46 But they don't understand why they're doing it.
20:49 And Simon Sinek says, you got to start from the inside out.
20:51 We gave this talk last year and you
20:54 you are credited in the book, you appropriately said it really.
20:57 It's really about two wise.
20:59 Number one, why do you exist?
21:00 Why do you get out of bed in the morning?
21:02 Why did you start this business to begin with?
21:04 You've got to define that.
21:06 And why should anyone else care? Right.
21:09 Why should anyone else care?
21:11 And that's largely whether our customers realize it or not,
21:14 whether they vocalize that or not.
21:16 That's what they're asking every time.
21:18 Why should I care?
21:19 Who cares? Another barbecue restaurant.
21:21 Great. Add it to the top of the heap.
21:23 Correct. It's our responsibility to tell them this is why I care.
21:27 And this is why I think you should care, why I think you will care.
21:30 When you give your keynotes, when you work your masterminds, what's
21:36 I know it's not one thing, but tell me a story about an unlock
21:41 where someone's mind shift changes with the things that you teach.
21:46 Where they go, I never thought of marketing in that manner.
21:50 I thought, you know, to your example of social media, I thought I was doing
21:54 marketing. I didn't realize all of these other things are also marketing.
21:58 Yep. I'll give you a great example.
21:59 It just happened in the mastermind today.
22:01 The mastermind that I ran today in the book, I talk about something
22:05 called the triangle principle.
22:06 I've talked about this before on my podcast.
22:08 I talk all my clients get really sick of me saying it.
22:11 The marketing triangle, the triangle principle basically says
22:14 there's only three things you need to focus on to successfully market your restaurant.
22:17 The three sides of the triangle are attraction, retention and evangelism.
22:23 Basically, we have to think about customer acquisition.
22:26 Right. How do we get people in customer retention?
22:29 How do we get them back?
22:30 And then evangelism, meaning how do we spark word of mouth?
22:33 How do we get people to go evangelize for us to go talk about us?
22:36 That is what I believe.
22:38 Once you've got a foundation, you understand what problem you're solving
22:42 and how you solve it better than anyone else. Right.
22:44 Once you understand why you exist.
22:46 Well, then how do we take action?
22:48 How do we actually market? Right.
22:50 That's I believe how you take action.
22:53 It's a three page marketing plan.
22:55 That's how all my the members of my mastermind know it.
22:57 Give me a three page marketing plan.
22:59 Tell me what you're doing, everything you're going to do
23:01 to try to bring new people in the door.
23:03 And that can be TV spots, radio ads, billboards,
23:07 direct mailers, Facebook, Instagram ads, Google ads, geofencing, everything.
23:12 It's a list. It's not any one, two or three things.
23:15 It's a list of 15 or 20.
23:17 And then specifically, how are you identifying first time diners?
23:20 And what are you doing to get those first time diners back?
23:22 How are you getting the person who's been here two or three times
23:25 in the last year and get them to come back once a month?
23:27 How do you increase the frequency? That's how we change our business.
23:30 I always start with the third piece. Right.
23:32 I always say that the marketing triangle, this triangle principle
23:34 works best when done in reverse.
23:36 It's this idea of the flywheel, which Jim Collins talked about
23:38 in his book, Good to Great, 22 years ago, the flywheel.
23:42 So we always talk about, oh, we need butts in seats.
23:44 We need butts in seats.
23:46 You've got never heard that before. Yeah. Right.
23:48 We've got butts in seats.
23:51 And a butt is a butt is a butt.
23:52 Who cares if it's a new butt or an old butt?
23:54 What happens is that there are people in your restaurant.
23:57 What are we doing right now to get them to come back next week?
24:00 Literally. I mean, that can be something as simple as a bounce back offer.
24:04 Yeah, it's 1976 again.
24:06 We shove a piece of paper in their hands and say, hey, come back
24:09 anytime next week and your first round of drinks is on us.
24:12 That's that's a way to incentivize them to come back and patronize our restaurant.
24:17 Yeah. You got people in the door.
24:19 So you shove that piece of paper. That's a retention tactic.
24:22 But then what are you doing specifically to get them to spread the word?
24:26 We talk about word of mouth.
24:27 So when I take the stage, right, I always ask, I say, well,
24:30 what's the most powerful marketing tool we have?
24:32 And it comes back in a resounding chorus, right?
24:34 Word of mouth.
24:36 And then I ask the next question.
24:37 I said, great. So, sir, right here in the front row.
24:40 So tell me your word of mouth strategy.
24:42 And they go, oh, what?
24:44 And I said, Miss, over here, tell me your word of mouth strategy.
24:47 And they don't have one.
24:49 What our strategy is, it's a good food, great service.
24:53 And of course, they'll talk about us, right? Yeah. Great food. Great service.
24:56 Of course, they'll go rave about us. Absolutely not.
24:58 There are so many great restaurants.
25:00 There are five great barbecue restaurants within 15 miles of you.
25:03 You know it. I know it.
25:05 Why would they come? Why would they rave about that one?
25:07 You got to give them a reason to rave now, a reason to talk about you.
25:12 Would it to go leave a review or whatever?
25:14 All of that to say we were talking about today in the masterminds.
25:17 He said one one specific example that sort of illustrates this
25:20 where something unlocks something that I believe really
25:22 specifically is this idea of price anchoring.
25:26 That a premium item in each category
25:30 makes the other items look more reasonable. Yes.
25:33 And will help drive more revenue.
25:35 So I believe if you've got a list of specialty cocktails
25:38 and they're all listed at fourteen dollars,
25:39 I think you should have one listed at nineteen dollars.
25:42 And make it worth nineteen dollars. Yes.
25:44 I think if you have an appetizer, if you've got a bunch of appetizers
25:46 at twelve, eighteen, twenty dollars, you should have a thirty four dollar one.
25:50 One of my clients is saying, I know you're talking about this
25:54 and I'm trying to do it.
25:57 How do we how do I do it?
25:59 She's got a vegan concept and she's like, I don't want to waste food.
26:03 I said, great.
26:05 She wanted to do a lion's mane burger or a lion's mane steak.
26:08 This is really big right now, right?
26:09 Lion's mane mushroom.
26:11 I've never had a beautiful kind of big, hearty, like a little fuzzy on the outside.
26:15 And you sear it up and you serve it as a steak.
26:17 And it's really, really good.
26:19 And she said, I want to do that.
26:20 But all my entrees are about 18 to 20.
26:22 I would have to charge like thirty dollars for this.
26:24 I said, great. That's exactly what we're talking about.
26:26 But only have four portions of them available.
26:29 And have your servers, every single table approach and say, hi, welcome.
26:34 My name is Chip. We're glad to have you here today.
26:36 Listen, I just wanted to let you know, as you're looking over the menu,
26:38 we do have a couple more of the lion's mane steaks.
26:41 We only have a couple, though.
26:43 They sell out every single night.
26:44 If you want it, let me know ASAP so I can make sure to go hold them with the kitchen.
26:48 I'll be right back with your water and go away.
26:50 People are going, whoa, I didn't even know that wasn't even on my radar.
26:53 But now you've drawn attention to the most expensive item on your menu
26:57 so that we don't have waste.
27:01 But people are going like, oh, wow, that's OK.
27:03 It's OK. Somebody should get it.
27:05 Somebody at the table should order that. Right.
27:08 We'll sell more of them.
27:09 We were thinking then we were talking about how do you make that look
27:11 really impressive when it comes to the dining room?
27:13 And how do we make other items look really impressive?
27:16 She does this again.
27:17 It's a vegan establishment, but she does vegan waffles and ice cream.
27:20 And I said, it's really great.
27:21 But it's a round Belgian waffle, basically with ice cream on top.
27:24 I said, I've seen that for 42 years.
27:26 I used to eat it when I was a kid.
27:27 Like, how can you do it differently?
27:29 I challenged her and I said,
27:31 there should be a vertical component because that always gets attention.
27:34 So she took a big skewer, right, and stacked the four quadrants,
27:39 the four pieces of the thing, and they put a big scoop of ice cream on top.
27:41 It goes to the dining room looking like a tower, like a like a waffles
27:45 and ice cream tower, and it gets more attention.
27:47 And then she's basically able to charge more for it
27:50 because there's something there's a performative nature of it.
27:53 And when we started talking about this, then somebody said in the group said,
27:56 do you recommend that every restaurant do this?
27:58 I said, I think every restaurant should do it in every section of their menu.
28:01 We talk about this in the book.
28:04 I had two guys who run pizza places and they said, well,
28:07 this one guy has got this really high end pizza place in up in Sonoma County.
28:11 And he says, well, I mean, my pizzas are already like twenty four, twenty eight bucks.
28:15 I said, great.
28:16 So you need an eighty eight dollar pizza.
28:18 He's like, I don't even know what I would put on it.
28:20 I said, that's easy caviar.
28:23 You put just like just like anchovies, anchovies on pizzas, classic
28:26 caviar does the same sort of the same sort of salinity.
28:30 Yeah, balancing the sweet, the garlic and the salty of the caviar.
28:34 I said, somebody is going to order it.
28:36 And suddenly then he's he's very embarrassed about his twenty eight dollar pizza.
28:40 I said that he's like, that seems so expensive.
28:42 I said next to an eighty eight dollar pizza, twenty eight dollars
28:45 is going to seem really reasonable, which is this idea of price anchoring.
28:48 I love it. That's a marketing idea.
28:51 That's and suddenly that people see value in in that.
28:55 They're like, oh, man, somebody will always order the most expensive thing
28:57 and people will love to watch caviar get spooned out table side.
29:03 On your pizza.
29:04 Plus, you come over and say, OK, I'm going to I'm going to spoon out the caviar.
29:07 I don't know if any of you guys want to take some videos of this or whatever.
29:10 Right. Like all of that's a no brainer.
29:12 They were all sitting there scribbling down notes.
29:15 I said, do you think you can have a caviar pizza or something similar
29:17 in the next two weeks?
29:18 They're like, I think it's going to go on the I think it's going to go
29:20 on the menu this weekend.
29:21 Like we can absolutely do that.
29:23 I love some awesome. It's magical.
29:26 Yeah. And the people who order it, they're going to love it
29:28 because they can afford it. They know what it is.
29:30 And it's so fun. You can't get it just anywhere.
29:33 So you've now differentiate yourself from all the other pizza places.
29:36 If you're going to be expensive, you might as well be expensive
29:39 and make it worth it.
29:42 But that's how you start doing that.
29:44 And people will thank you for the opportunity.
29:46 I mean, our guests, they will thank us for the opportunity to spend more.
29:49 If they have more to spend,
29:51 they will only be too happy because they want to collect the experiences of it.
29:54 When you think about the fact that most people
30:00 have the greatest tool that's ever been given to a business owner in their pocket.
30:04 We talk about word of mouth.
30:07 A lot of times we talk about word of pocket.
30:09 How do we create content in real life and how do we publish it online?
30:13 We put on this storytelling podcast because we believe that we've never gone
30:17 through this time where the creator economy is meeting the business economy.
30:22 Literally, business owners like myself are creating content
30:26 and doing deals, doing brand deals so that
30:30 literally has never been done before.
30:31 Literally, this is an opportunity for restaurant owners to create B2B content.
30:35 I heard on a recent podcast, a buddy of mine, Jeff Fenster,
30:40 who just launched a show on Entrepreneur, the Jeff Fenster show.
30:43 He was a guest on the show, but one of his guests said
30:46 that everyone has a stage in their pocket,
30:49 but most people are afraid of speaking on stages.
30:52 And when you and I go and speak on stages and we encourage other people
30:58 to take out their phone from their pocket and to create content.
31:02 I love when you do it.
31:03 Most of the people.
31:06 Are worried, scared to do it.
31:09 One of the things that I admire most about you is we had a conversation.
31:13 I was on one of your shows and you were talking to me about content.
31:17 You said that you hadn't made that much content and you were asking me
31:20 all these tactical questions of how to do it.
31:23 I give out this advice all the time.
31:25 Very few people do it.
31:28 You've done it.
31:29 You've created a tick tock channel for yourself.
31:31 You've created an Instagram channel.
31:32 You've created a YouTube channel.
31:34 We're going to put those links in the show notes.
31:36 Tell us about the journey of Chip Close becoming somebody
31:40 that is an influencer, somebody that is telling their ideas to the Internet
31:45 to not just selfishly build your business, but to connect with now
31:50 restaurateurs that you want to get in front of.
31:52 We've talked about this before, right?
31:53 My favorite quote of all time is by Zig Ziglar.
31:56 You can get anything in life you want as long as you help enough
31:59 other people get what they want.
32:02 It's it's my mantra.
32:04 And I think it's I think it should be sort of our
32:07 we should be, you know, heralding that.
32:10 I'll try. Yeah.
32:11 I mean, for this whole industry, right?
32:13 We help people get what they want, meaning have a great place to have a date,
32:16 have a great place to to close a deal, have a great place to,
32:20 you know, celebrate the softball win, all of that. Right.
32:24 So for me, it is about giving away again.
32:27 And I've said this, I continue to say this.
32:30 If there's anything I'm good at, it's distilling down complicated ideas
32:34 and making them simple to understand, simple to take action on.
32:37 The only reason I can do that is because I had a lot of good information.
32:40 I read a lot. I watch a lot of listen to a lot.
32:42 And I've had the great privilege of working with a lot of people
32:45 who have helped inspire me and have taught me how to do what we do.
32:48 All of that to say is you framed it really right.
32:52 And it's a similar conversation to the conversation I have with my coach.
32:55 When I started my mastermind, I didn't want to do the mastermind.
32:59 I thought it was stupid.
33:00 And I thought restaurant owners would not spend two hours of their week
33:03 listening to other restaurant owners, bitch.
33:05 Because that's what I thought it was, and it was pitched to me, right?
33:11 My coach told me, no, I think this is what you need to do, et cetera, et cetera.
33:14 And I said, thanks so much. No, thanks.
33:16 She had introduced me to somebody who then went on to be my partner,
33:21 my business partner, and she runs the company with me.
33:23 And I basically listened for 45 minutes and I said, yeah, I don't think so.
33:27 Thanks so much. And I basically hung up and I called her 60 days later.
33:30 And I said, OK, tell me again.
33:33 I was listening, but I don't think I heard you.
33:35 And she went through it again to her credit.
33:37 And she just did the whole thing.
33:38 And she said what you said.
33:40 She said, you have to think of how selfish you're being.
33:44 Because you have a podcast and thousands of people tune in
33:48 every single week to hear what you have to say because you're helping them in some way.
33:52 Yeah, you are connected to them and they are not connected to each other.
33:56 And you have an opportunity to connect them to each other.
33:59 And you don't know what that will do yet.
34:02 Correct. You're being selfish.
34:04 You are privy to the relationships and you are withholding those relationships.
34:08 So if you could be a conduit and a moderator to do that,
34:11 then you have to do that.
34:12 If not, you're being selfish.
34:14 And I just thought, oh, OK, that's a really compelling reason to do it now.
34:17 Fast forward.
34:18 It was not a couple of months later.
34:20 You basically said the same thing.
34:21 So you can't dictate how people come find you and how you impact people.
34:26 So the podcast is great, but some people don't like podcasts.
34:29 I wrote a book because some people like to read by reading a book
34:32 and they like to underline and dog ear and take notes.
34:34 So we've got the podcast, we got the book, and then we've got social media.
34:37 You said some people just want to learn in 60 second little spurts.
34:40 They'll learn something from you today.
34:42 They'll they'll ruminate on that all day.
34:44 They'll take action on that and they'll be ready for you tomorrow or the next day
34:48 to give them the next piece of actionable advice.
34:50 You can't dictate how people are moved by you or how you impact people,
34:55 which means you've got to be everywhere so that however
34:59 you're going to touch people, reach people, that they have access to you.
35:02 That was the thing that unlocked it for me.
35:05 I said, oh, suddenly it didn't feel selfish.
35:06 It felt selfish not doing it because I just thought I don't want to get on there.
35:10 I don't want to.
35:11 People need to hear me talking anymore.
35:13 And it wasn't about me.
35:14 I was making it about me.
35:15 Correct.
35:16 And it wasn't about me, nor is it ever.
35:18 Right. It's all about the criticism I get on about the podcast.
35:22 Right. The criticism I get on online, you get this right.
35:25 I'm sure for all the for all the nine lovers, you got one hater.
35:28 Oh, right. Yeah, that's fine.
35:30 If we listen to that, you know, we stop doing what we do.
35:33 Think about all the people that would be missing out on it.
35:36 So you just sort of put blinders on and move past that.
35:39 And largely, that's what social media has been.
35:41 It's just another way.
35:42 And it's I try to view it in a selfless, selfless of an act as I can.
35:48 Well, I'd love for you to get a little bit raw for the audience
35:51 because we have restaurant owners.
35:53 We also have restaurant professionals, people that are in sales, that are in marketing.
35:57 And I truly believe that no matter if you're an introvert, an extrovert,
36:02 your voice matters, your story matters, your point of view matters.
36:06 And because of all these platforms, they're begging you to share your point of view.
36:12 You had to come out of your own proverbial shell
36:15 and make Tick-Tock content and make YouTube content
36:20 and bring us back to there so that the audience that's listening to this
36:25 that goes, OK, Sean and Chip, I get it.
36:29 I need to tell my story. I need to get out there.
36:31 I need to make a selfie video like bring us back to chip,
36:35 making the selfie video going.
36:37 Am I really like what's your wife saying?
36:39 What's your son saying? Like what's what's going on through your mind, their minds?
36:43 You're hitting publish.
36:44 I mean, still to this day, there's times where I take a video at an event
36:49 and I'm like, am I really doing this?
36:51 I'm like, well, I'm going out and telling everyone else to do it.
36:53 So I better batten down the hat. Yeah. Get after it.
36:56 Yeah. The difference is and this is what helped me podcasting.
37:00 And I think it's helped me in this.
37:02 From the beginning, from the jump, I thought about the who.
37:07 I thought about who was on the other end.
37:09 And it's just all for them. Yeah.
37:12 So it becomes that much easier to do it.
37:14 So now I know you said it.
37:16 You just said about the audience, you're thinking about the audience.
37:19 I think about the audience.
37:20 And we were talking a few minutes ago about your two wives.
37:23 Why did you start doing this? Right.
37:26 Why do you do what you do and why should anyone else care?
37:29 And everything has to have those two pieces.
37:32 It meets in the middle.
37:33 We meet in the middle of the dining room. Right.
37:35 This is what I do.
37:36 This is why I think you'll care. Right. I did this for you.
37:40 That's what we're doing.
37:41 So as long as you approach it that way, that helped me podcast.
37:46 That helped me write the book.
37:47 It took me over three years to write that book
37:49 because I'd write it and then I'd start again.
37:51 And then I'd rearrange it and I'd move it.
37:52 And I was I knew what I was trying to say, but I didn't know how best to say it.
37:56 As long as you keep in mind the audience, the who.
38:00 It's not about me. It's not about you.
38:02 It's about them.
38:03 Just like here, this audience, right.
38:05 We're talking about this because this is going to resonate with your audience.
38:09 Right. With the people who show up to listen to you, to better themselves,
38:12 to learn more, to change the way they think about it,
38:14 to be able to make their business better,
38:17 to be able to provide for their employees and their families and all of that.
38:20 We just think about the who, as long as you think about the who.
38:23 And that's true for you when you're turning on TikTok.
38:26 That's true for me when I podcast.
38:28 That's true for somebody else.
38:30 And they open the doors to their restaurant.
38:31 It's the same thing as long as you think about and that's empathy. Right.
38:35 Put yourself in another person's shoes.
38:37 What problem do they have and how can I solve it?
38:40 You solve enough people's problems.
38:42 Zig Ziglar tells us we'll be fine.
38:44 The world will take care of us. So
38:46 what is or what seems like a very selfish act
38:51 is actually one of the most generous things.
38:52 And you help me. You help me see that.
38:54 And that's been largely my my journey over the last couple of years
38:58 of seeing like I got to I got to get over myself and just do this
39:01 because I know I can impact somebody.
39:04 Well, what's so cool for me to see is that you inspire me by doing it.
39:09 You remind me of the things that we all need to do and why we do what we do,
39:13 because I believe it to our core that as hard as we work in this business,
39:19 there's something better, you know, and when I find magical people like you
39:23 that are adding profit to the bottom line for restaurateurs and connecting community,
39:28 you know, that's one of the craziest things is that we have all these tools
39:32 in our pocket, yet we feel disconnected.
39:34 You know, when I'm fortunate to serve on toast customer advisory board
39:37 and I get to go and meet with other operators and I meet there
39:41 and there's this camaraderie of I'm not alone.
39:44 I'm not the only person.
39:46 How rare that is. Right.
39:47 So rare. And when you create a mastermind, you hear someone else's story,
39:52 whether they have a pizza concept or a vegan concept or an ice cream shop.
39:56 All of a sudden, we're all talking the same language.
39:59 I have so many different people in each of my groups.
40:03 And when new people come to the group, they'll and they're and they're
40:05 considering joining, they're like, well, I'm in California.
40:08 Are there any other California restaurants?
40:10 Well, I want a breakfast shop.
40:11 Are there any other breakfast shops?
40:13 Because I think that their problems like, oh, I need somebody who knows that day part.
40:16 Yeah. And while yes, there are challenges doing business in the state of California.
40:20 Right. Right. Labor being what? And I get that. Right.
40:23 And yeah, I think that it is nice to have other people
40:25 who understand what their payroll looks like every week.
40:28 That's a reality of it.
40:30 But what I find is that remarkably, all our issues are the same.
40:33 Yeah. All our issues.
40:35 There's only 100 pieces to the pie.
40:37 Cogs takes up a huge, huge chunk.
40:39 Labor takes up a huge chunk.
40:41 And then also, hey, we got rent and we got utilities and insurance and paper
40:45 and, you know, linens and marketing and we've got other things to pay for.
40:48 That's true no matter what restaurant it is.
40:50 Cogs are expensive. Labor is expensive.
40:52 And there's oh yeah, there's other stuff we need to buy.
40:54 And if you get that balance right, you can be profitable.
40:57 And largely the balance is different in every single restaurant,
41:01 no matter what state you are, what concept, all that.
41:03 But they're still balancing the same thing.
41:06 They still got to look at somebody and say, hey, I need to cut
41:08 four hours off your week. I'm sorry, I just can't afford it.
41:11 They've all had to do they've all had to do that because they realize
41:14 that's what's required if they're going to be solvent.
41:17 Every business is a family business.
41:20 Why for you do you choose to share
41:24 personally about Chip, a dad, Chip, a husband travels?
41:29 And you're not only creating content about the help that you do
41:34 for your restaurant clients?
41:35 It's funny, I'm really
41:38 I'm really sort of raw about that.
41:39 I share when I start at my restaurant.
41:42 I'm sorry when I started my company and when I started the podcast
41:45 restaurant strategy, I was really honest and I am really brutal about that.
41:49 When I invite people into the mastermind.
41:54 I basically ask them, I mean, the first thing they do
41:57 first or second week they join, you show me their recent P&L.
41:59 Yeah. And for someone who's a struggling restaurant, right,
42:03 is maybe just a break even or a couple of points in the black, man,
42:06 that's basically like show up to the party, take off your clothes and go get a drink.
42:09 Like it's really hard.
42:12 And I think at least I feel I have to be willing to do the same thing there.
42:17 So while I don't have a restaurant, I don't have a restaurant
42:19 because I've never wanted to own a restaurant,
42:21 but I love helping other people succeed with their restaurants.
42:25 But I still own a small business.
42:26 So we've got that in common.
42:28 I still have expenses. I still have challenges.
42:30 I got cash flow issues sometimes.
42:32 We all have that in common.
42:34 And so that's my way of sort of taking my clothes off at the party.
42:38 And I do. I talk really honestly about when my son was being bored.
42:42 I talk really honestly about my dad working, you know, his two jobs
42:45 working all day and then teaching at night and not getting to see him
42:49 during the week a lot of times and how that helped inform
42:51 inform me and the decisions I made.
42:54 I talk about what I would make in operations, how I would work and all of that.
42:58 And then how I pivoted to be deliberate about it.
43:03 I think I think you have to be willing to do that.
43:05 I think I don't want to tell anybody what to do.
43:08 I think I have to be willing to do that if I'm going to ask other people
43:11 to show me their their deepest, darkest shame of like, well, this is my business.
43:16 I just I don't know how to fix this anymore.
43:18 Do you find that the people.
43:22 Basically, need some sort of business therapy.
43:26 I know it's not a professional service, but I know for me personally,
43:32 when I get to talk to other business owners, when I get to talk to other
43:35 restaurant owners, when I talk to other podcasters and content creators.
43:39 It is therapeutic to talk about
43:43 the fears that I have of trying to figure out how to make this
43:48 media side of our business work.
43:49 How do I make the ghost kitchen side of our business work?
43:52 All of these big ideas that we have.
43:54 Yeah. If I'm raw, if I'm vulnerable, all of a sudden I get into a place
44:00 where I'm no longer in my head, but I'm with another human.
44:04 So you put it right.
44:06 It's not therapy.
44:08 But there is something therapeutic about that.
44:10 The other piece to that is that really what we want to do
44:14 is we want to know how to get out of it.
44:16 The only way out of it is to start climbing.
44:18 Yeah. Right.
44:19 And that's what the mastermind provides.
44:22 Right. I always say everything's about systems and goals.
44:24 We always have to figure out a goal.
44:26 So we have to understand where point A is.
44:28 And right now is point A.
44:30 We have to define what point B is.
44:33 How do we get from point A to point B?
44:35 And what are the things we need to we need to do to get there?
44:37 So I'm at the bottom of the hole.
44:39 I got to get to the top of the hole.
44:41 I got to climb this ladder to get out of the hole.
44:43 We define what climbing the ladder is, and that's different
44:47 based on what you're trying to accomplish.
44:49 It's the same thing when we look at a P&L.
44:51 Right. We look at over cost of goods sold is 41 percent
44:53 and our labor is 35 percent.
44:56 OK. We got roughly about.
44:59 Seven to 10 points on the table.
45:01 Now we know where to begin our work.
45:03 That's where we sit now.
45:04 We so we need a ladder. That's our ladder.
45:06 Now, how do we get up the ladder?
45:08 Then we talk. We talk through that.
45:09 I think it's soothing
45:12 to be able to take action and stuff to be able to leave and say,
45:15 I got to do this, this, this and this.
45:17 That's the next four things I have to do.
45:19 And then once I do that, then we'll come back together
45:21 and we'll talk about the next four things are to do.
45:22 It's awesome.
45:24 Every single week on Wednesday and on Friday on the social audio app,
45:29 it's a magical place.
45:31 I met Chip on this app.
45:33 We meet the digital hospitality community meets.
45:36 We would love for you, the listener, to join.
45:39 Tell us about your story.
45:40 Tell us about if you're in sales, if you're in marketing, if you're in content.
45:44 Join us on stage.
45:46 It's a way to get your story out there every Wednesday, every Friday, 10 a.m.
45:49 Every week we do a social shout out for somebody that's gone above and beyond.
45:54 And this week it's going to go to Lisa Radford.
45:56 So Lisa is one of our managers.
45:59 She's been working at Cali Barbecue since we began.
46:02 She started as a bartender.
46:04 Now she's one of our incredible managers, but she has embraced
46:08 smartphone storytelling, so one of the things that we try to teach
46:12 is that social media is everyone's job.
46:15 It's not just one person's job, not just the social media manager's job,
46:18 but she's taken out her iPhone when Bernice is making food and she's just
46:23 videoing the process and sending me the content.
46:26 So Lisa, great job, great work.
46:29 Keep up the good work.
46:30 And then just a reminder, please join us.
46:32 I'm going to selfishly ask Chip when his episode drops to come on to clubhouse
46:37 and help me moderate a discussion.
46:39 So you, the listener, I'll let you know when that is.
46:42 It's going to be whenever Chip's episode appears, which is going
46:45 to be, when does the book come out?
46:47 Book comes out October 3rd, October 3rd.
46:51 And you know, the magic of media, this episode, you're going to be
46:53 listening to this on October 3rd.
46:55 So on the clubhouse that week, um, we'll let you know when
47:00 Chip is going to appear, but.
47:01 The day the book comes out on entrepreneur.com, you're going to be
47:05 listening to this and you're going to go, I get the first, uh, first rights.
47:08 Where do people go to find the book?
47:09 Chip?
47:09 Love it.
47:10 So listen in the spirit.
47:11 We're all owners here.
47:12 We're all operators here in the spirit of a first party, third party conversation.
47:17 You can go to Amazon.
47:18 You can go and get that book.
47:20 That's third party.
47:21 I see a couple of bucks of every book that's there.
47:23 If you really want to support the author, if you really want to support me, uh, go
47:27 directly to the website, the restaurant marketing mindset.com, and you can order
47:31 it directly there.
47:32 We will send it right to their shipping is included.
47:35 That helps me.
47:36 Uh, it doesn't get split up into a bunch of different corporate, uh, you know,
47:39 multinational conglomerates.
47:41 They don't get a piece of my book.
47:42 Uh, all the, uh, all the sales from the website go directly to me, which I would
47:47 be, uh, eternally grateful if you could support in that way,
47:50 Please go out and purchase the book.
47:52 Let us know, uh, what you learned from the book implement, implement
47:55 the ideas that are in the book.
47:57 Uh, Chip, I've got a couple of questions before I let you go.
48:01 That's there on smartphone storytelling.
48:03 So I need to know, are you an Android or an iPhone user?
48:06 iPhone, which version?
48:08 Uh, I don't even know.
48:10 12, 12.
48:11 Do you listen to Spotify or Apple music?
48:13 Neither.
48:15 Uh, I listened to overcast overcast for podcasts or for music podcast.
48:21 Uh, sorry.
48:21 Podcast on overcast Spotify for music Spotify for music.
48:25 Got it.
48:25 Uh, do you prefer email or text email email?
48:29 How many emails do you get a day?
48:32 Roughly 300.
48:33 How many do you enjoy reading?
48:35 30.
48:37 Are you an inbox zero?
48:39 No.
48:40 So you keep, how many emails do you have on your phone right now?
48:44 Unread 58, 58.
48:47 Do you prefer video or photos?
48:51 A video.
48:53 If I look at your screen time, how much time are you spending on your phone?
48:57 A day, a day.
48:59 I don't know.
49:00 Nine hours, nine hours.
49:02 Uh, what is the most used app?
49:04 Uh, email email.
49:08 What's your favorite app?
49:09 What's your most enjoyable app?
49:11 Uh, overcast the podcast overcast the podcast.
49:15 What's your favorite podcast that you listened to besides this one?
49:18 The Tim Ferriss show.
49:20 The Tim Ferriss show.
49:22 Fantastic.
49:23 Yeah.
49:24 Uh, any books that aren't your book that you would recommend to a restaurant owner?
49:28 You actually have actually, that, that's reminds me this.
49:32 Chip, you did such a nice, what a nice gift.
49:34 It's the coolest thing.
49:35 It's the coolest thing that my publishers let me do.
49:37 I was so happy to see this.
49:39 So if you're watching this chip.
49:42 Actually answered the question in the book and he has a two page reading list,
49:47 which some of these books I haven't read.
49:49 So they're now highlighted for me to
49:52 call in.
49:52 They are 30 of my favorites.
49:54 And let me give you the one that I just finished reading it.
49:57 Obviously, since I just finished reading, it couldn't make that list, but it.
50:00 Should absolutely make that list.
50:02 It's a book called priceless by a guy named William Poundstone.
50:06 It is dense.
50:08 It is sciencey.
50:09 It pulls on a bunch of different research that's been done over the last 50 years.
50:13 It's all about the psychology of pricing.
50:16 It absolutely has everything to what, uh, everything to do with what we do.
50:21 It, I mean, largely had to do with what we were talking about early in this
50:24 episode about how price anchoring and how we think about value, uh, how the
50:29 consumer thinks about value, that book is so, so good.
50:33 If there's any owners or operators that want to think differently about how
50:36 our customers think about this, go read it.
50:38 All right.
50:39 Priceless.
50:40 And what is your favorite digital playground?
50:42 Where can people, where do you, where do you publish, where do you enjoy?
50:46 What brings you the most joy?
50:47 Which platform brings you the most joy to publish on?
50:49 Great question.
50:50 Um, it's probably tick tock, tick tock.
50:53 Okay.
50:54 Probably tick tock.
50:54 And that's chip close at chip close on tick.
50:57 That's right.
50:59 We're going to put links to all chips, uh, content where you can buy his book,
51:03 uh, where you can join the mastermind and where you can follow him on social.
51:07 We will see you guys chip.
51:09 I'm honored to be in the book.
51:11 I'm honored to call you a friend.
51:12 I can't wait for the next time.
51:15 Um, the evolution of your business, my business, where we are,
51:19 the communities that we create.
51:20 I know that we're, we're just getting started and anybody that's listening to
51:23 the show, please reach out to chip.
51:25 He is an abundance of information of wealth of empathy for you, the
51:30 restaurant tour, and, uh, he's just a great guy to be around, to follow his
51:34 content, to support the work that he does.
51:36 And he speaks all over the world.
51:38 Um, so he might be coming to a land near you, please go out and support and support
51:44 him, but, um, chip, thank you for your time, man.
51:47 I really appreciate it.
51:47 Thank you for having me.
51:49 I appreciate it.
51:49 The best way that you can help us with the show is to subscribe and write a review.
51:55 We love the opportunity to connect with you, no matter where you are on the globe,
51:59 no matter what restaurant you are running, please send us a DM on social at Sean P
52:05 Walsh.
52:06 If you are interested in toast, if you want to improve your digital hospitality,
52:10 please send me a DM.
52:12 I will get you in touch with a local toast representative.
52:15 We appreciate you listening to the show.
52:17 The best way that you can help the show is share it with a friend and we will catch
52:21 you all next week, or we will see you on one of the digital playgrounds that we call
52:25 social media.