What would a 23% jump in sales do for your restaurant, your team, and your life? In Week 2 of this 13-week series, Matt Plapp breaks down the sales gap most owners never name — and the three-lever marketing plan to close it.
In this session, Matt Plapp (CEO of America’s Best Restaurants) walks through the ABR funnel (Attract, Build, Retain), why the attention you rent has to be converted into an asset you own, and the real proof behind loyalty, community influence, and self-funded customer acquisition.
⏱️ CHAPTERS
0:00 What if you grew sales by 23%?
1:03 Where the 23% goal comes from (a Minnesota pizzeria)
2:07 Set a 2–3 year target, not a 6-month one
3:23 Where we are: Week 2 of 13
4:23 The 3 ways every restaurant wins
4:58 You can’t outspend the chains — but you can win mind share
5:53 144 times a day: winning attention on the phone
6:13 The new jobs of a restaurant owner
7:27 The ABR funnel: Attract, Build, Retain
8:17 Attention is rented — build an asset you own
9:41 The 3 places to win: in-store, community, digital
10:45 The 3 biggest levers to pull
11:48 Lever 1: Loyalty (the Papa Kelsey’s proof)
14:49 Lever 2: Community influence (the pepperoni story)
17:39 Lever 3: Digital customer acquisition
19:13 The self-funded acquisition math
22:51 It’s a journey, not a sprint (the Groupon lesson)
23:39 Why everything compounds
24:24 Andy’s record year, in his own words
28:25 The 5 things it takes to win
30:16 Your marketing plan + audit
33:04 This week’s homework: tell your story
🍽️ ABOUT AMERICA’S BEST RESTAURANTS
We help independent restaurants win more customers with grassroots + digital marketing that actually works — win new customers, win back the ones who forgot about you, and get your best customers visiting more often.
👉 Schedule a marketing consult: https://business.americasbestrestaurants.com/win-appointment
👉 Take our free restaurant marketing audit: https://business.americasbestrestaurants.com/audit
👉 See marketing case studies from our clients: https://business.americasbestrestaurants.com/restaurant_marketing_case_studies
👉 Download our free marketing + social media plan: https://business.americasbestrestaurants.com/attention-plan-download
👉 Apply to be featured on the ABR Roadshow: https://roadshow.americasbestrestaurants.com/get-featured
#RestaurantMarketing #RestaurantOwner #RestaurantMarketingPlan #RestaurantSales #SmallBusinessMarketing
