Overview

A passionate owner of a 3-location casual dining brand found herself facing a frustrating reality: while one location was thriving, the other two were struggling to bring in consistent traffic. Marketing felt scattered, and despite great food and strong operations, guest flow wasn’t where it needed to be.

But instead of doubling down on what wasn’t working, she made a bold pivot—leaning into her locations' untapped potential for events and catering. What followed was a transformation in revenue, focus, and future growth.

Strategic Focus Areas

Event & Catering Pivot:

Positioned one location as a go-to venue for private events, corporate catering, and large group dining

Operational Streamlining:

Introduced scalable systems to manage prep, staffing, and service across all three units

Financial Visibility:

Restructured reporting to track profitability by revenue stream and optimize for margin

Marketing Shift:

Redirected campaigns to target catering leads, local partnerships, and event bookings

Results Within 9 Months

Catering/Event Revenue

+212% growth in catering and private event sales

Overall Profitability

+28% increase in net profit across the brand

Underperforming Locations Stabilized

Guest traffic became more predictable and profitable

Labor Efficiency

Reduced overtime and optimized staffing around high-volume events

Marketing ROI

7.3x return on event-targeted campaigns

Owner Bandwidth

15 hours/week freed up through delegation and streamlined ops

What’s Next

Expansion Planning:

Exploring new locations designed with built-in catering infrastructure

Team Development:

Training staff to lead event sales and execution with consistency

Testimonials

The Scale Your Restaurant programs are for any owner-operator looking to boost sales and drive growth, and most importantly do it with more confidence and certainty. Bringing operations, training and marketing together fills a huge hole in the industry and we continue to benefit greatly from their services.

Michael Pirraglia

Camp Pickle + Jaguar Bolera

OMG... Thank the Divine Universe for Greg and his team! Joining the Scale Your Restaurant amplifier is exactly what we needed to take our operation to the next level, while giving me the space to do what I do best... Create amazing dishes and build my brand.

Sari Suzanne Seedorf

The Yellow Carrot

Greg Provance proves himself to be incredibly insightful in his strategies for capturing an audience in today's ever competitive environment. These proven tactics are sure to increase your bottom line both today and into the future.

Ken Dodd

M&M Hospitality Group

Shout out to Restaurant Owners Network and the GP Hospitality Team! Not only are the marketing tactics and services worth the minimal investment, the community is top notch and a must for any operator serious about growing their business.

Steve Floyd

Brigantine Group + Floyd Consulting Services

What Greg and his team were able to accomplish for our team has been truly remarkable. From training to marketing tactics to the highest level of support. Greg told me we would be partners for life, and I cannot imagine going it alone without his support and the support of his teams. Our profitability has soared, our staff is aligned and I am more confident than ever before about our future success. Thank you!

Heather Harrison

Harbor Foods Group

Restaurants are ever-evolving and full of surprises; never a straight line! Survive and thrive by getting grounded in the principles of this book.

Dean Biersch

Co-Founder Gordon Biersch Brewing Company; CEO & Founder, Hopmonk Tavern

No amount of marketing dollars can replace the value of serving others with sincerity. I’ve known Greg for more than two decades, and have watched him create extraordinary success in every restaurant and bar he’s touched, using practical tools he’s included in this book. If you’re looking for proven ways to implement a program of hospitality that will ensure success, this book is a good place to start.

Fawn Weaver

CEO & Founder, Uncle Nearest Premium Whisky

The restaurant business is fun and exciting but takes a lot of work to grow and scale - profitably! This book helps to put the focus on the right priorities to not only achieve the best results, but to actually enjoy the process along the way.