The second biggest win your restaurant can have is winning your community — and most owners are invisible in their own backyard. In Week 4 of this 13-week series, Matt Plapp breaks down the ABR Dream 23: a community strategy that puts you in front of thousands by influencing the right people.
In this session, Matt Plapp (CEO of America’s Best Restaurants) explains why you shouldn’t be a “MINO” (member in name only), how to leverage the people who already influence your community, why you tell their story instead of yours, and exactly how to build and run your Dream 23 list.
⏱️ CHAPTERS
0:00 The 2nd biggest win: your community
0:40 Dominate community marketing with the Dream 23
1:02 Why we’re here: the path to 23% growth
2:36 The 4 ways to grow revenue
3:09 You can’t beat the chains’ corners — win the phone
4:37 The restaurant owner’s new job
6:06 The ABR framework: Attract, Build, Retain
6:57 The 3 places to win
7:42 Influence over the influencers
8:11 Key 1: Don’t be a MINO (member in name only)
8:37 Key 2: Leverage those who influence others
8:59 Key 3: Tell their story, not yours
9:08 Key 4: Don’t stop
9:44 The Dream 23 strategy explained
10:48 Who belongs on your Dream 23
12:32 The band director example (the ripple effect)
13:49 Real example: Stuffed Steaks in Hershey, PA
15:56 Why it works: selling attention, not pizza
17:35 This week’s homework: build your Dream 23 list
🍽️ 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 #CommunityMarketing #LocalMarketing #RestaurantInfluencer
