What if the true path to restaurant profitability is rethinking our business model entirely?Close to a decade ago, today’s guest changed the way I saw our industry forever and he’s here to do the same for you.

Today we sit down with Celebrity Chef Neal Fraser as he pulls back the curtain on how Redbird—a 50-seat dining room attached to a cathedral—became one of LA’s most dynamic and profitable hospitality businesses.

He shares how focusing on events over covers gave him control, stability, and scale. We get into the systems he built, the mindset shift that made it possible, and why too many operators are white-knuckling restaurants that no longer serve them.

This is for operators tired of hoping for Wednesday walk-ins—and ready to take back control of their business.

To learn more about Redbird, visit https://redbird.la.

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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

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars

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 break down why discounting is one of the biggest traps in the restaurant industry and how it can actually hurt your brand long term. I explain how to build real value through storytelling and emotional connection instead of cutting prices. You’ll learn how to create scarcity, meaning, and loyalty that drive both profit and trust—without relying on discounts to fill your seats.

Takeaways

• Discounting attracts deal seekers, not true believers.
• Sell meaning, not math; value is a feeling.
• Scarcity builds desire, while discounting builds doubt.
• A full room doesn't equate to a full bank account.
• Profit is the cure; busy is just a drug.
• Kill blanket discounts for a week to assess impact.
• Highlight the story behind high-margin items.
• Replace discounts with scarcity plays.
• Track margin instead of traffic for better insights.
• Rewrite marketing messages to focus on meaning.

Chapters

00:00 Introduction to Restaurant Marketing Strategies

01:50 The Dangers of Discounting

05:39 Building Value Through Meaning and Scarcity

If you’ve got a marketing or profitability related question for me, email me directly at josh@joshkopel.com 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.

What if chasing prestige meant sacrificing everything else?

For Jeff Bell, managing partner at the iconic PDT in NYC, bartending has never just been about cocktails—it’s about culture, connection, and the quiet cost of longevity.

In this episode, he shares what 15 years inside one of the world’s most celebrated bars has taught him about endurance, humility, and the evolution of hospitality. We get into why bartending is both beautiful and brutal, how alcohol amplifies more than it numbs, and what makes a bar truly last. This isn’t about kitschy phone booths or speakeasy gimmicks—it’s about the discipline and heart behind enduring relevance.

If you’ve ever wondered what it really takes to build something timeless, this is that conversation.

To learn more about PDT and their award-winning cocktail program, visit pdtnyc.com.

_________________________________________________________

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

Full Comp is brought to you by Yelp for Restaurants: In July 2020, a few hundred employees formed Yelp for Restaurants. Our goal is to build tools that help restaurateurs do more with limited time.

We have a lot more content coming your way! Be sure to check out our other content:

Yelp for Restaurants Podcasts

Restaurant expert videos & webinars