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My culinary journey has been a wild one. After receiving a classical culinary education, I worked at some of the top fine-dining restaurants on the West Coast, including Thomas Keller’s French Laundry and Bouchon. But my own restaurants aren’t fine-dining establishments. At Eggslut we serve egg sandwiches all day, and at Amboy it’s all about the burger. Neither may sound fancy, but each shows my commitment to fresh, quality food and to balancing innovation and comfort.
Eggslut began as a food truck in 2011. Now it’s up to 14 locations around the world. And Amboy will soon expand to four locations. Because of that growth, people often come to me for advice on succeeding in the restaurant business. Here are three key lessons I’ve learned.
#1: On social media, double down on what you’re known for.
A lot of restaurant people ask me for tips on social media. I get it. I’ve developed a reputation for serving beautifully oozy, cheesy foods that people love to share online. CNBC actually named us one of the most Instagrammed restaurants in the world. The thing is, though, we didn’t set out to make that happen with an intentional social media strategy. We posted all the time, but we didn’t have a big marketing team planning the approach for each social media platform, the cadence of posting, and all that. We like to stay in our lane and just stick to burger content as much as possible. Even my personal account, for the last four or five years, has been strictly burger content. But that original DIY method turned out to be an advantage. It kept us authentic. We weren’t chasing trends or likes. We concentrated on the food. And we’ve kept that focus even as we’ve become more thoughtful and intentional about social media with Amboy.
My biggest piece of social media advice? Highlight what sets your restaurant apart. With Amboy, in a crowded burger market, our commitment to quality stands out. We grind our own certified Angus beef and source our buns from a local baker. That’s why we put the food front and center on social media. Your restaurant might have a different selling point. But no matter how strong your social media game is, it won’t matter if your food isn’t good.
#2: Embrace nontraditional marketing methods.
Over the past decade and a half, I’ve learned that it’s vital to invest at least as much in giving away food as in traditional marketing. That’s how you develop loyal customers. Amboy spends a lot of time and money exposing people to our food. Every time we enter a new market, I’ll do a pop-up where I cook in the street and give meals away. Or instead of offering a discount, what if you hand out coupons for a free dish? People are far more likely to visit your restaurant if they know they’re getting a free meal.
Some chefs can’t believe we give away so much food. But you’re not only showcasing your dishes. You’re also creating connections. You build rapport when you tell someone, “Hey, try this. It’s on me.” Those people become your ambassadors, telling all their friends about your restaurant.
Be strategic too. Seek out people with a platform who have shown interest in the kind of food you serve. It doesn’t have to be a world-renowned food critic (although they help!). Your local community has plenty of people with social media followings who are respected for their tastes. If they love your food, they’ll spread the word to their audiences. This kind of marketing has much more impact than traditional advertising.
#3: Know your neighborhood.
Many restaurateurs forget that our favorite restaurants are neighborhood institutions. Being part of the local community starts well before you ever open your doors. Before choosing a new location, my team and I get to know the neighborhood. We eat at local spots to understand the food landscape. Who runs the sub shop or the teriyaki joint? What chain restaurants and upscale places operate there? What are the price points? What do people in the community value?
We’ve stuck to this approach even as we’ve expanded to places like London, Hong Kong, and Tokyo. Some restaurateurs are concept builders, but you can’t drop a concept just anywhere. You wouldn’t put a robotic fast-food restaurant in an artsy neighborhood, right? You have to understand the local culture and fill a gap in the market.
Remaining involved in the community is just as important after you open. That’s how you go from being a new face to a beloved local institution.
For us, combining community involvement with social media authenticity and 50/50 marketing has been a recipe for success. I hope it is for you too.
