This weekend, Alex Hormozi set a world record – selling over 3 million books in just a few days.
He went live on YouTube for 12 hours across Saturday and Sunday and did over $100 million in sales.
Yes, you read that right – $100 MILLION in books sold on a livestream. Insane.
But here’s the question: What does this have to do with your restaurant?
At the 29-minute mark, Alex said something I’ve been preaching to restaurant owners for years:
Marketing spend should pay for itself.
He invested $4 million into ads for this launch. His goal wasn’t profit – it was to break even, collect customer data, and build relationships with a high-value, low-risk offer. The result? $6.4 million in immediate sales, tens of thousands of new emails, and a massive customer database he’ll monetize for years.
Now let’s talk about your restaurant.
It’s no secret – you need sales. And sales come from marketing.
But are you taking the “Hormozi approach”, spending money to win that first purchase, or are you sitting around thinking one ad campaign will change your world overnight?
I’ve been preaching this since 2008: spend money to start the customer journey. I call this a Customer Acquisition Program.
Buy ads.
Collect data.
Drive enough upfront visits to pay for the ads.
Repeat. Every month.
If your food is great, your service is great, and the guest experience is great, why wouldn’t they come back?
Take one of our pizza clients. In the last 30 days, they:
Spent $348.91 on Facebook ads
Paid us $500 to run it
Total investment: $848
Here’s the return:
183 new customer contacts added to their database
38 of them have already visited
Those visits drove $2,082 in sales
After food cost (30%), they’re left with ~$1,400. Let’s be conservative and assume 30% of those guests would’ve come anyway. That still leaves about $1,000 net incremental profit, more than covering the marketing spend.
And here’s the kicker: all the fixed costs (labor, rent, utilities) are already covered. This is pure incremental revenue. Plus, they now have a database of 183 new prospects for repeat visits.
But sadly, too many restaurants still cancel programs like this. They’re blinded by the old “I need 4-to-1 ROI” mindset, when the reality is this:
Your only goal is to make your ad spend back.
From there, it’s your product’s job to win the customer. Then your marketing reminds them to return again and again. That’s how you build long-term growth.
So ask yourself today:
Are you willing to invest in building your brand?
Or are you still chasing the mythical 4-to-1 ratio and choking your own growth?
– MP Out
This week’s song: Feelin’ Good by Norman, CLICK HERE to have a listen
This week’s book: Of Course Alex’s New Book, $100M Money Models
