I'm not a marketer who read about restaurants once. I spent 17 years on the line and 5 more years actually running restaurant accounts — so when I tell you what's not working, it's because I've stood where you're standing. Let's fix it together.
Not because you did it wrong — because it was never built for a kitchen in the first place. Let's talk about the difference.
You fill in the blanks and it still sounds like every other restaurant's Instagram. That's not you being bad at this — it's a template that was never built for a kitchen to begin with.
Whoever wrote it has probably never worked a shift in their life. Good intentions, zero real-world context. It shows the second you try to use it on a Friday night.
17 years on the line, 5 years running restaurant accounts. I talk in the language you already use — mise en place, prep station, plate it — because that's genuinely how I think about content too.
Start with a free audit, or go all the way to me running it for you. Wherever you're at right now is a fine place to start.
No case study fluff — just two very different rooms that needed two very different voices.
Loud, packed, and proud of it. We leaned into the noise instead of trying to smooth it over — because that's what their regulars actually show up for.
Serious about the food, allergic to pretension. The neighborhood wasn't the backdrop — it was the whole reason people trusted them before they even sat down.
Prep, then the actual work, then plate it up and get it out the door. No fluff weeks, no "content ideas" listicles — just six weeks that build on each other.
"Everyone who likes good food" isn't an audience — it's a guess. We find your actual one.
We dig up the real origin story and the words you'd never say — that's where your actual voice is hiding.
A like doesn't pay the rent. We build content that actually gets someone to book the table.
Real ways to shoot and edit on a busy service night — nobody's asking you to stop the kitchen for content.
How to promote a night so the right people show up ready to book, not just double-tap and move on.
Build something your team can actually run — so you're not the one rewriting every caption at 11pm.
Learn it yourself, learn it with backup, or hand it off entirely. No wrong answer — just be honest about how much time you actually have.
All six weeks — materials, worksheets, templates — built for restaurant owners, not marketing majors. Go through it whenever you have a slow afternoon.
Start hereEverything above, plus a direct line to ask questions when something doesn't click. You're not just left to figure it out alone.
Start hereSelf-paced lessons plus live office hours with me, so you can actually talk it through with someone who's run this exact playbook before.
Start hereYou get the program at $397 — you work through the audit and every week yourself, same as anyone else. The only difference: once you've completed it, you send over honest feedback on what worked, and your results become one of the case studies future restaurants see. You're also in the alpha group, testing the program itself before it's fully built out — so your feedback shapes what everyone after you gets. Five spots, then it's gone.
Send me your last 10 posts and I'll tell you, honestly, what's working and what's quietly costing you tables. Free, no strings — the founding cohort trade above is there if you want to go further.