Podcast Summary: The Connection Between Marketing and Culture (ENCORE) Restaurant Strategy Podcast with Chip Klose
Release Date: June 12, 2025

Introduction

In the encore episode of "The Connection Between Marketing and Culture," Chip Klose delves deep into the intricate relationship between restaurant marketing, organizational culture, and behavior modification. Aimed at empowering independent restaurant owners to boost profitability, this episode offers valuable insights into cultivating both employee and customer cultures that drive consistent success.

1. The Dual Role of Business Owners: Shaping Employee and Customer Behavior

Chip Klose opens the discussion by emphasizing the multifaceted role of restaurant owners. He asserts that beyond managing daily operations, owners must actively influence the behaviors of both their staff and diners to foster a thriving business environment.

"Our job is really about changing consumer behavior and changing employee behavior." [00:00]

Klose draws parallels between managing staff—ensuring punctuality, proper training, and efficiency—and attracting and retaining diners who align with the restaurant's ethos. By steering these behaviors, owners can create a harmonious culture that enhances profitability.

2. Guest Insights: The Importance of Menu Transparency

Guest Avi shares his personal challenges as a diner, highlighting the significance of transparent and accommodating menus.

"As the father of two children, I can't leave the house for less than $30 an hour. My wife has celiac... that menu is just a crucial part of all decision making for me as a consumer." [02:34]

Klose underscores this by promoting Marquee.com's menu integration features, which ensure that restaurants maintain up-to-date and accessible menus across all platforms, catering to diverse customer needs.

3. Building a Culture Through Behavioral Training

Klose delves into the concept of culture as a manifestation of collective behaviors within the restaurant. He references the "figure eight" training method, particularly for entry-level positions like bussers in fine dining establishments.

"Bread, water, clear, reset, help. You make sure everybody in your station is bread... If they need help, you replace the bread, refill the water, clear the table, reset for the next course, and offer assistance to colleagues." [Various timestamps]

This structured approach ingrains essential tasks and teamwork into employees' routines, ensuring consistency and fostering a supportive work environment.

4. Marketing as a Tool for Behavior Change

Central to the episode is the assertion that marketing fundamentally aims to alter consumer behavior. Klose aligns this with cultural influences within the restaurant.

"Marketing is about changing behavior." [03:07]

He explains that attracting new customers and encouraging repeat business involves shifting diners' habits and preferences through strategic marketing efforts that resonate with the restaurant's culture.

5. Integrating Behavior, Culture, and Marketing

Klose synthesizes the interconnectedness of behavior, culture, and marketing, positing that a restaurant's success hinges on its ability to orchestrate these elements cohesively.

"Culture has everything to do with behavior and marketing. Marketing is really about culture." [Throughout the episode]

By establishing a strong internal culture, restaurants can naturally extend these values outward through their marketing, creating a unified brand experience that appeals to both employees and customers.

6. Insights from Thought Leaders: Seth Godin and Daniel Pink

Drawing inspiration from renowned authors, Klose reinforces his points with established theories on marketing and human behavior.

• Seth Godin's Perspective:

"People like us do things like this. People like us, the kind of people that work at this restaurant always show up on time... People like us, people like the people who work here, do things like this." [Timestamp needed]

Godin's emphasis on creating relatable and aspirational group identities aligns with Klose's advocacy for a strong, behavior-driven culture.

• Daniel Pink's Insights:

"Selling is really about moving someone from one place to another." [Timestamp needed]

Pink's definition of selling as persuasion mirrors Klose's view of marketing as the art of influencing behavior, whether it's encouraging punctuality among staff or enticing new diners.

7. Practical Applications: Scripts and Habit Formation

Klose provides practical strategies for implementing behavior change, such as developing scripts for staff interactions and leveraging habit-forming techniques.

"If somebody orders a martini, we always say, absolutely. And what type of vodka would you prefer?... We make it easy and obvious for them to do what you want them to do." [Timestamp needed]

By standardizing responses and simplifying decision-making processes for both staff and customers, restaurants can create seamless and positive experiences that reinforce desired behaviors.

8. Embracing Responsibility and Leadership

Echoing lessons from Jim Collins' "Good to Great," Klose stresses the importance of leadership accountability.

"A great leader always looks in the mirror before they look out the window. They take ownership of the problem." [Timestamp needed]

By embodying the values and behaviors they wish to instill in their teams, restaurant owners set the tone for organizational culture and operational excellence.

Conclusion

Chip Klose's encore episode masterfully intertwines the principles of marketing, culture, and behavior to present a holistic approach to restaurant management. By understanding and implementing strategies that influence both employee and customer behaviors, restaurant owners can cultivate environments that not only attract diners but also foster loyalty and profitability. This episode serves as a comprehensive guide for those seeking to elevate their restaurant's performance through intentional and behavior-driven practices.

Notable Quotes

• "Our job is really about changing consumer behavior and changing employee behavior." — Chip Klose [00:00]

• "People like us do things like this." — Seth Godin, as referenced by Chip Klose [Timestamp needed]

• "Selling is really about moving someone from one place to another." — Daniel Pink, as referenced by Chip Klose [Timestamp needed]

For more insights and strategies to enhance your restaurant's profitability, tune into the Restaurant Strategy podcast and join the P3 Mastermind community.