The connection between hospitality and well-being

There's more to marketing than just advertising and social media. Even if you can’t afford to hire a pro, there are things you can do right now to increase brand loyalty and your bottom line. We get an expert’s low-down on the how-to. Speaking of brands, local restaurants are expanding theirs in airports.  And, we have a new contender for worst restaurant chair. All we can say is, "ouch."

Mind craft. The mental health of your staff isn’t something to take lightly, but it’s also challenging to address when you’re in the weeds. A doctor has some advice on how to adequately deal with an employee’s mental health when you’re short on time.

Culture club. Nurturing a strong restaurant culture results in higher retention rates, which lowers cost and boosts employee productivity, improving both guest and worker satisfaction. And doing that across generations requires some insight. 

Trust issues. Are you losing staff or losing trust? Eroding trust in leadership is a core reason for staff turnover. And there are three ways this happens without you realizing it.  Smooth operator. Spring marks the busy season for many restaurants. And there are several ways technology can help with staffing before the rush hits. 

Trade trouble. Six experts weigh in on the degree of risk restaurants face with the ongoing threat of tariffs. 

‘Hospitality isn’t just what happens inside your four walls’

Marketing is a term that gets thrown around a lot in the restaurant industry. Leaders are told it’s necessary to strengthen the brand, community connection and customer loyalty. But what does it mean, exactly? How is it different from social media and PR? And is it that important to your bottom line?

Holly Robinson is the founder of Fathom 35, a marketing and communications agency that specializes in small to medium businesses in the food and beverage sectors. She’s here to clarify what marketing entails and how it can benefit your restaurant. -Julien Perry

Let’s start with the basics: What is marketing?

Marketing is the whole customer-facing strategy behind how you talk to your guests, attract new ones, keep regulars coming back and ultimately drive revenue. It’s your brand voice, the story, the vibes, your website flow and UX, your social media presence, your email list, your ad spend and how all those pieces actually work together. If you have a few parts working well, awesome. But getting all the parts in line is when returns are in order.

If PR is getting someone to write about your new cocktail, marketing is making sure your locals show up to drink it, post about it and come back next week with their friends. Businesses that only think about PR are skipping important steps.

Why is marketing so crucial for restaurants? 

Because hospitality isn’t just what happens inside your four walls; hospitality is how people experience your brand from the very first touchpoint.

Marketing and hospitality truly go hand-in-hand. At its core, marketing is about communication, connection and creating a sense of welcome before a guest even walks through the door. It helps tell your story, share your values and shape expectations in a way that aligns with the experience you’re working so hard to deliver, day in and day out.

From your website and social media to signage on the door, email communications, and online ordering platforms—every piece of marketing is an extension of your hospitality. When done well, it builds trust, drives traffic and encourages loyalty. It allows restaurants to speak directly to their community, adapt to changing trends and stay relevant in an increasingly competitive industry.

What are some steps a restaurant can take right now, on their own, to enhance their marketing?

One of the most overlooked tools is email marketing. Is it built into your monthly workflow, the same way writing the staff schedule or placing a produce order is? Are you actively growing your list, updating it monthly and offering value, not just noise? Email is still one of the highest ROI marketing tools out there, especially for restaurants. Use it.

I always recommend carving out a few hours each week to focus on revenue-driving marketing tasks. Not busy work, strategic work. If social media feels like it’s falling flat, don’t just post more. Step back and ask why. Do you need better photography? A clear content plan? Maybe it’s time to hand the reins to someone who knows how to turn scrolls into seats.

The key is clarity: know your goals, be honest about your blind spots, and don’t be afraid to delegate. Good marketing isn’t a side hustle—it’s a core part of running a successful restaurant

What is your best piece of advice for restaurants?

Don’t chase trends. Focus on building relationships with the guests who come back, bring their friends and make your place part of their routine. Get clear on your brand and make sure your staff is, too. When your team understands the vision and can deliver it consistently, your brand shows up strong everywhere—from the host stand to the Instagram feed. Also, listen to feedback!

Six ways the wellness trend is shaping restaurants

One look at your Instagram or TikTok feed and it’s obvious people are hungry to improve their mental health, fitness, nutrition, sleep and other healthy habits. It’s a billion dollar business, and one that includes restaurants.

The 2025 Food & Wellbeing Trend Report confirms as much, focusing specifically on how food and wellbeing is shaping the hospitality industry as a whole.

Here’s the breakdown:

Conscious consumers: Diners expect authenticity and transparency. They also want chefs, nutritionists and other respected voices to declutter the loads of conflicting information for them.

Personalization: AI and other technology is making it easy and convenient for hospitality pros to tap into guest data for tailored nutrition and curated menus.

Vitality: For many, food is considered a tool for well-being. Say goodbye to calorie counting and hello to science-backed longevity diets and mood-boosting meals. Clinique La Prairie, Six Senses Ibiza, and Four Seasons Maui are just some of the properties integrating personalized wellness protocols into their food offerings.

Eco-health: Guests don’t just want to know that food is good for them, they want to be assured it’s also good for the planet. Many restaurants find themselves shifting towards more plant-forward, nutrient-rich and climate-friendly foods. 

Social eating: Mental health is part of wellness, and for many, that means ditching solo dining in favor of sharing a meal with friends. Restaurants are facilitating this through communal tables and other layouts and spaces that encourage meaningful interaction.

Co-responsibility: Wellness and food is a shared responsibility between chefs, farmers, managers, policymakers and other partnerships. Whether it’s food literacy programs, sustainable procurement or tech-facilitated engagement, wellness is now a group effort. 

Why it matters: Together, these six trends point toward a new vision: one where hospitality is a driver of wellbeing—not just for individuals, but for communities and ecosystems. As expectations rise and boundaries blur between health, sustainability and experience, hospitality businesses have a unique opportunity to lead. But doing so requires more than adaptation. It calls for experimentation and cross-disciplinary collaboration. (Hospitality Net)

Why opening an airport restaurant is smart business 

What used to be a haven for subpar food is now a magnet for respected local restaurants to cater to a captive audience.  

Airports across the country are increasingly offering a larger selection of regional restaurants. It’s a way to make terminals feel more welcoming to travelers, while giving these local restaurants exposure to a new contingent of potential diners, not to mention money in their pockets.

But snagging one of these coveted spots is not necessarily easy. The process involves lots of conversations about how a partnership could work based on the airport’s requirements and a restaurant’s resources. But when a deal works out, it can be very beneficial for both parties.

"I love the fact that it's a licensing deal, that they do a lot of the heavy lifting, and they work with us,” says Oyster House owner Sam Mink, who recently scored a spot in Philadelphia’s airport. “I feel like we're partners in creating this restaurant that will be as close to the original one as possible—but obviously, it's not going to be exactly the same." 

Why it matters: For restaurateurs, partnering with an airport is less about a financial upswing and more about marketing and visibility. Having a local restaurant in a busy terminal gives locals a chance to get one more taste of their city before hopping on a plane, and it’s also an opportunity for visitors to sample a new restaurant when they land. (Business Insider)

Tips for enhancing restaurant visibility online

Restaurants are facing enough challenges these days without having to contend with being invisible online. And with the increasing use of artificial intelligence, buffing up a digital footprint is only getting more crucial for the industry by the day.

Here’s a sobering fact: A recent report by SOCi, an A.I.-powered marketing platform, shows that the U.S. restaurant industry risks losing nearly $7 billion in annual revenue because of a lack of digital engagement across key consumer channels such as search engines, social media platforms and review sites. 

Here are a few ways to stay ahead of trends:

Search: Search engines like Google are the most traditional way of finding restaurants. Operators need to make sure their restaurant’s basic information is current—everything from contact details and menus, to outdoor seating and online ordering options. Review sites also have a strong influence on restaurant goers.

Social: Platforms such as TikTok and Instagram are utilized more by younger diners, who often prefer visual content over written descriptions. Here, potential guests can get a feel for a restaurant’s vibe and food before making a reservation. Influencer recommendations can also drive significant foot traffic.

And don’t sleep on keeping your website up to date! Landing pages are essential for capturing AI-driven traffic. Like search engines, operators need to ensure they have updated and detailed menus, location-specific offerings and FAQs to improve visibility in AI-powered search results.

Why it matters: “As digital behaviors continue to evolve, restaurants must adapt by enhancing their online presence through more nuanced and specific optimization of content, active local engagement, and the integration of AI technologies,” says Damian Rollison, senior director of market insights at SOCi. These tactics can greatly improve visibility and help score a win over local competition. (Modern Restaurant Management) 

33%

Diners who say their favorite restaurant changed for the better in the past 12 months, with “better food” (46%) and “better value” (40%) as the leading reasons. (Chain Store Age)

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“Don’t listen to anybody, man. Just cook it and taste it and if it tastes good, that should be good enough.”

– Roy Choi, gourmet food truck pioneer and cookbook author, on his philosophy of heeding cooking advice. (🎧This is TASTE)

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