Better Marketing, Not More Marketing: Driving Profitability in Hospitality with Josh Kopel

Marketing is essential to any successful hospitality business—but for many operators, it can feel like a constant cycle of activity without clear results.In this episode of Science of Service, Rachel is joined by Josh Kopel, a Michelin-awarded restaurateur turned marketing strategist, who now works with operators around the world to help them drive more profitable, predictable growth.Josh’s approach challenges some of the most common assumptions in restaurant marketing. Instead of doing more—more posts, more campaigns, more channels—he focuses on doing less, but with greater precision and intent.Together, Rachel and Josh explore what actually drives results in hospitality marketing: why most operators are investing time in the wrong places, how to optimize the digital touchpoints where decisions are really made, and how improving conversion can unlock significant growth without increasing spend.The conversation dives into practical strategies for increasing customer frequency, creating high-value offers without relying on discounts, and building direct relationships through simple, consistent communication.If you’re doing all the marketing… and still waiting for the bookings to catch up, this episode is well worth a listen.Science of Service BlogLearn more about Josh Kopel