Most restaurant brands think their problem is sales. Scott Snyder thought he was walking into a franchise sales problem at Badass Coffee of Hawaii. What he found was much bigger: a brand with enormous recall, loyal memories, and a great product, but almost none of the infrastructure required to grow.
In this episode, Scott breaks down the first question every operator has to answer before opening or expanding: will anyone remember this?
He explains why a restaurant needs more than good food, good coffee, or a clever name. It needs a unique, ownable truth that guests can feel, repeat, and share. From there, the business has to support that promise through product, systems, training, technology, franchisee trust, and a guest experience that delivers consistently.
We talk about brand memory, social storytelling, local content, merchandise, franchisee buy-in, and why being memorable is not the same thing as being ready to grow.
This is the episode for anyone trying to build a concept that does not disappear into the noise.
To go deeper, download the free 2026 Restaurant Playbook at joshkopel.com/square
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Today’s episode was brought to you by Square. If you want restaurant tech that actually supports how you run your restaurant, find out how Square can help at square.com/goodstuff.
Free 5-Day Restaurant Marketing Masterclass – This is a live training where you’ll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com
