Podcast Summary:

Restaurant Strategy with Chip Klose
Episode: Five Things I Learned About Marketing From My Trip to Greece
Date: October 30, 2025

Overview

In this marketing-themed episode, host Chip Klose reflects on a recent family trip to Greece, using his traveler’s perspective to extract key lessons for restaurant owners. Drawing on real experiences in Athens and the island of Naxos, Chip outlines five actionable takeaways that can help independent restaurateurs enhance their marketing and customer engagement. His focus: examining how guests make dining choices and what restaurant owners can do to influence those decisions, both for tourists and locals.

Key Discussion Points & Insights

1. Analyze Your Own Decision-Making as a Guest

• Chip underscores the value of being mindful and analytical about the process by which guests select restaurants—particularly when in unfamiliar territory.
  • He notes the variability in needs depending on location, trip purpose, and group wishes (e.g., “the way we made decisions in Athens was different than the way we made decisions on Naxos.”) [06:38]
• Major tools for trip-based decisions:
  • Google Maps for proximity and aggregation of options
  • Google and Instagram for reviews and visual sense of the venue
  • Word of Mouth (recommendations from friends and locals)
• Takeaway:

  “Understanding how I make my decisions will help me with my clients, will help you. So you paying very careful attention to how you make your decisions will help you be more attuned to your customers, your diners, your guests and how they make their decisions.” (04:06)

2. The Evolving Role of Digital Marketplaces in Restaurant Discovery

• Chip observes that restaurant discovery is shifting away from traditional reservation platforms (e.g., OpenTable) toward Google and social platforms:
  • Google is becoming a de facto aggregator for availability and reviews, especially critical in unfamiliar cities. “More and more people are using Google and Google Maps by extension to find where they want to eat… Google really is acting as that aggregator.” (09:51)
  • Instagram is leveraged for a sense of vibe and authenticity—a tool to visualize the environment and menu before committing. “Oftentimes, I would then go to Instagram to get a sense of what that place is all about. And that becomes really, really important.” (12:24)
• Tip: Keep your Google, reservation, and Instagram listings current with compelling photos and recent reviews.

3. Consistent Storytelling Through Guest Experience

• Chip shares a stand-out experience at a Michelin-starred restaurant in Athens that prioritized “over-the-top” yet cohesive, non-verbal storytelling.
  • Examples: a menu of sparkling waters, a selection of artisanal butters, and a choice of unique steak knives—all subtle ways the restaurant communicated its upscale positioning.

  “They were telling their story not by actually verbally telling you, but by showing it, by letting you feel it at multiple points across the meal.” (16:21)

• Lesson: Reiterate your restaurant’s identity intentionally at multiple guest touchpoints instead of relying solely on explicit communication or decor.

4. The Missed Opportunity of Retargeting Guests

• In Naxos, Chip observes that restaurants along the busy harbor focused solely on immediate patronage—never considering strategies to encouraging guests to return.
  • No cards, coupons, or bounce-back offers were distributed.

  “Every single time, they're just trying to get people to come eat now…and never not one of them…gave us a card or a takeaway menu or a voucher or any sort of, like, coupon or promotion to get us to come back later. It was, you come eat here now or forget it. You're dead to me.” (27:34)

• Suggestion: Even in tourist-heavy markets, provide a tangible reason for guests to revisit during their stay—bounce-back offers, early bird specials, or simple takeaway reminders.

  “What would have happened if they had left us something at the table?…Would that have made [a difference]?…Maybe you only get 15 of them back, but it's 15 people back that you might not have been able to get back.” (31:40)

  • Especially target Americans or those dining earlier than the local rush; incentivize those who might fill off-peak hours.

5. Identify and Cultivate “Trusted Guides” for Word-of-Mouth

• Throughout his trip, Chip and his family relied not on formal concierges, but on “trusted guides”: boat captains, photographers, Airbnb hosts, even waiters and managers.
• In your town, consider:
  • Hotel staff
  • Local guides and service providers
  • Coaches, event organizers, or employees at busy venues
• Example: A client in a football town created one-pager recommends for visiting teams, distributed by the athletic department—a strategic partnership with quantifiable value.

  “There are people within your town…coaches of the football team. …If you put [recommendations] together and gave it to the athletic department…and they would email out the listserv, they would email out all the boosters, the parents, the supporters…What a no brainer.” (39:15)

Notable Quotes & Memorable Moments

• On customer research:

  “Meaning, where do I eat breakfast? Where do I eat lunch? Where do I eat dinner? Do I go out of my way? Do I just stay at the places that are convenient?” (04:34)

• Instagram’s importance:

  “All of them, especially the three nice meals, we went and checked them out on Instagram to be able to get a sense of the vibe, the feel. What did the food look like, what did the room look like?” (12:30)

• Experience-based storytelling:

  “What they did is they brought you the water options. …Again, just remember, this is the kind of place you're at. And…I took note of that.” (15:40)

• Marketing message timing:

  “There are plenty of times when people just aren’t ready to receive that marketing message…But it's not to say that they wouldn't be in a position an hour later or two later or the next day.” (29:45)

• Bounce-back specifics:

  “If you wanted to dine early again like tonight, use this, it gives you a free bottle of wine when you come back, as long as you dine, anytime you sit down, anytime before 7:30.” (33:36)

• Trusted local guides:

  “We chartered a boat one day, the captain of the boat gave us recommendations. We hired a photographer when we were on Naxos to take family portraits. So we got recommendations from him. When we were on the island of Naxos, we ran in an Airbnb, a villa…We got recommendations from her…” (37:50)

Timestamps for Important Segments

• Decision-Making Process as a Traveler – [04:06–06:38]
• Digital Aggregators & the Increasing Role of Google – [06:52–12:50]
• Instagram & Visual Storytelling – [12:30–14:10]
• Athens Michelin-Star Experience & Cohesive Branding – [14:10–16:30]
• Retargeting & Repeat Visitation: The Missed Opportunity – [27:34–33:49]
• Trusted Guides & Partnership Marketing – [37:10–41:15]

Actionable Takeaways for Restaurant Owners

• Regularly step into your guests’ shoes: Review how you find, assess, and choose restaurants.
• Emphasize Google and Instagram presence: Keep listings updated, photos current, and brand consistent across platforms.
• Design your guest experience intentionally: Communicate your story subtly but consistently through product and service touchpoints.
• Give guests a reason to return: Use bounce-back offers, off-peak incentives, or simple reminders.
• Network with “trusted guides” in your area: Identify and equip local influencers—concierges, event organizers, neighboring businesses—to recommend your spot.

Final Thoughts

Chip’s Greece trip becomes a thoughtful case study in real-world restaurant marketing. His observations—blending personal anecdotes with actionable advice—remind owners to reexamine the marketing basics: guest perspective, digital presence, and leveraging both first-time and returning business with intention and creativity.