Resume Writing and Job Application Dos and Don’ts for Chefs and Cooks

Woman chef interviewing a gentlemanI wrote a post Interview tips for chefs and cooks almost 16 years ago and quite a bit has changed since then but the topic is still being looked for as it’s one of the top traffic posts on my old blog. The post: Resume Writing Dos and Don’ts for Chefs and Cooks (written shortly prior to the above referenced post) was also a high performing post and I thought it was time to do a bit of an update on.

The basics I had covered prior still remain the same, but there are new things to think about since this was written. With the rise of more social media platforms and the use of AI, it’s a whole new world out there. While more experienced hospitality people may know all of this, I hope for anyone just starting out in the industry this is helpful.

The original post started because there was a discussion on a website called Cookwork.com (which is now no longer online) and it reminded me of what comes up frequently in discussions when I mentor young people thinking about going into the culinary industry: the old standby, writing a culinary resume.

Your resume is the first step to getting in the door to be interviewed, so you need to make it count.

Dos

Be Specific: If you worked the grill station or the sauté station, don’t just put: “Jane Doe Restaurant, December 12, 2005–October 15, 2006, Line Cook, I worked the grill station.”

What else did you do there? Any ordering? Did you check in orders? Did you help with inventory? Did you work any other parts of the line, even for brief stints? How many average covers did you do? What type of restaurant was it? If you worked grill, were you cooking fine dining, i.e., grilling ribeyes and salmon, or were you flipping burgers at a family-style restaurant? Did you expedite? Did you give direction to prep cooks or other staff? The more information you put, the more chance the person or persons reading your resume will see that you have done more than just “working the grill.”

Invest in some quality stationery if you are going for an in-person interview or mailing it; it will make your resume stand out from the crowd. While most places are accepting resumes by email or through digital formats where you either cut and paste your information into it or it gets pulled from a LinkedIn profile (if you have one), there is still the power of a good first impression.

While dropping off a resume is old school, there are still some small restaurants that do take them. Even if you have emailed or submitted a resume through an online portal, in my opinion it doesn’t hurt to follow up. It’s always a good idea to bring a good copy for a job interview too, first impressions count.

I mentioned investing in some quality paper for your resume and I shouldn’t have to mention this, but I will: dress up a little. You never know if you might end up talking to the manager or owner if you drop in unannounced, and this should go without saying, don’t drop in in the midst of the lunch rush or right before dinner starts. The 2:00–3:30 PM window is the sweet spot for lunch/dinner. 

When I ran kitchens, I would occasionally have someone drop off a resume on their way to or from a cooking job while wearing their chef whites. Whether clean or not, wearing your chef whites (pants can sometimes be excused, but not a chef’s coat) out of the kitchen can leave not the best first impression on a potential employer. If your potential employer runs around with his or her whites on while out and about, you’re probably safe, but not all employers think like that. My first impression of a chef or cook roaming around (like pumping gas) with their whites on is, “Lovely cross-contamination we have got going on there…” when I see them.

And I will be the first one to admit, when I was in my late teens working in restaurants and very early twenties, before I knew any better, I thought grocery shopping or just running around in public outside of the restaurant environment with my chef’s coat on looked cool, until I worked for a chef that gave me a serious dressing down about it, but also took the time to explain from a sanitation perspective!

Don’t neglect your cover letter. Some online portals unfortunately don’t let you upload a cover letter, but the workaround is to combine it in the same document as your resume. Cover letters give you the opportunity to elaborate more: why did you get into the business, where do you want to end up someday, or what your passions are? It helps if you use the cover letter as a way to elaborate and enhance what is on the resume, versus just cloning the information and adding some wording around it.

I remember one of the best cover letters I ever got was when I was hiring for a sous chef many years ago. The applicant had not had management experience (yet) but was clearly very eager to learn and was straightforward about it, saying, “I want to own my own restaurant in the next 15 years.” The cover letter was real, it was honest and it wasn’t competing for my job right off the bat, and it didn’t regurgitate his resume, it enhanced it. He was one of the best hires I’ve ever made and he followed me to another restaurant when I got another job offer a few years later. He did end up owning his own restaurant eventually. It took a little longer than 15 years, but he successfully ran it for a few years and then went into catering so he could spend more time with his family.

Career gaps happen. Sometimes it’s not just from job loss and time spent job hunting, sometimes it’s an illness or a family member’s illness, and sometimes it’s because you are considering a career change. While I have seen some gaps put in as “self-employed” or “freelance,” unless you were actually doing that, it can come back and bite you in a job interview. If the gap was for a specific reason, I’ve found it does help to be direct. “Planned career break” or “Caregiving” or “volunteering or nonprofit work” (make sure you list it) or “Took courses, certifications or bootcamps” (and again, make sure you list anything). When it comes to being laid off, this is not something to be embarrassed about. It happens. I wouldn’t include it in a resume but might in a cover letter and be prepared to talk about it.

I’ve seen some career articles and posts (and AI suggests it if you ask) recommend putting month-to-month or year-to-year dates to close gaps between jobs. For example, you left one job in June and found another job in September. The suggestion being end one job in July and begin another in August. Yes, it does look better on a resume, but what happens when that information gets checked?

Many HR and hiring people do look at people’s LinkedIn accounts (I absolutely do when vetting people) and compare them to a resume. Mismatches of dates and job descriptions cause red flags, so make sure your resume matches your LinkedIn profile.

Run spell-check, and then run it again, and THEN run it by an English major if needed. AI can certainly help proof things in a pinch, BUT be wary of it not understanding restaurant terminology or rewording things that may not necessarily mean what you put in originally. Spell-check does not catch everything! Your future employers won’t be impressed with a resumah with mispeled wurds and in my own case I tend to duplicate words or have misplaced verbs sometimes because of neurodivergence (I prefer neuro spicy) and that often doesn’t get caught.

If you have computer knowledge, list it and the programs you know as well. While you might be interviewing for a line cook or sous chef position where you may not be using a computer at first, think long term (because your potential employers will be). If you get promoted, you may be asked to program or change information in the POS system or use Excel to manage inventories or scheduling. More and more POS programs integrate inventory control into their systems.

If you have certifications or other relevant experience that is not directly job-related but is industry-related, list it. As a potential employer, I want to know if you have your current and up-to-date ServSafe certification and T.I.P.S. training, for example.

List any memberships you have if they are industry-related. Are you a member of the ACF? Did you belong to a food and wine club at your high school or college? As a potential employer, I like to know that you are interested and involved in the industry.

  • Use bullet points.

Make sure your typeface is clean and easily readable. While calligraphy fonts are beautiful, they can also be very hard to read.

Customize your resume for each employer. A resume for a corporate job should not be the same as one for a small fine dining restaurant. Heavily research your targets and the job you are applying for, and customize accordingly. This can also include rearranging the order in which you list your categories. For a corporate-type job, you may want to list your schooling and certifications first and then your job experience, whereas for a small restaurant that is looking for a saucier, your job information should come first. Especially any information such as being a saucier should be highlighted.

It’s suggested in most professions not to list all your job experience. In the case of the hospitality industry, I don’t necessarily agree with that. More than 20 years back is a bit much, but you may want to list places you worked and job titles and if you are looking for upper management roles, I’ve been finding age is less of an issue than in other industries, especially ones where you are dealing with a lot of paperwork and management duties. The restaurant industry has much more variety than many other industries, such as computing. As a potential employer, I would want to know that 15 years ago you worked at an Asian restaurant rolling sushi.

Keep your resume to two pages or less if possible. A third page can be used as a promo page if you use it for “extra” information, i.e., any culinary awards you have won or if you were written up in news or other media. Be careful of being too self-promotional, though. But it can be a relevant push for a callback, depending on where you are applying. As an employer at a high-end seafood restaurant, the fact that you won the Boston ACF Seafood Challenge for three years running gives you some positive points in my book.

When using phrases like “Increased table turnovers” and “Improved food cost,” give specifics, i.e., “Improved food cost by 12% by re-sourcing vendors over a six-month time period.” (This goes for writing your cover letter as well.) Give specifics. Numbers are important; otherwise, it’s just empty hype.

“References available on request” is a bit outdated and yet I still see it show up on resumes. If you have references, give them with the resume/cover letter. As someone who influences hiring, I’m still going to call your last 3 to 4 jobs regardless of whether you gave them as a recommendation or not, and depending on whom the recommendations are from, I may selectively call them and I will certainly drill into how they know you. Was it a professional relationship or is this a buddy? It’s pretty easy to tell when you ask pointed questions.

If you are just starting out and don’t have job references yet, ask high school teachers and other adults who are business owners who know you if you can use them as references. If you are just graduating from culinary school, many culinary teachers are happy to write letters of reference as well if you are an exceptional student.

Do be persistent and follow up. If you mailed or emailed your resume to a restaurant or other facility and feel you are qualified for the position you are applying for, give it about a week and follow up, preferably with a polite phone call.

Don’ts

If you only have one copy left of your resume and the original is gone, spend the time to retype it. Don’t photocopy it.

Don’t put your “cute” email address as a contact source. While they may be amusing to you and your friends, they are not amusing to a potential employer. Get a Gmail account or a second one, and sign up with a more straightforward address. Some real-life examples of resume email addresses I have gotten (and my impression of the person dropped several points just from the address): hotcrossbuns@, sexychefette@, sexkitchenkitten@, smokintoquen@, angusbiteme@, chocolatemeltsme@, OhU8me2@, and thanks to ChefCody on cookwork.com for these: staightupg09@, youcanthandletheangus@, livingthe420dream@, whateva504@, Pinkfender2@, chancethepants@, exodabeast@.

Don’t list generalities (“a good problem solver,” “great under pressure,” “hands-on”) are like saying “Improved food cost.” These have no relevant basis unless you can back them up with relevant examples.

Don’t apply for jobs that you are not qualified for and then be upset when you don’t get callbacks and call the employer to harass them about it. Most employers will keep good resumes on file for future needs. While I may not need a line cook right now because I need an executive chef, I will probably keep your resume if it’s a good potential future hire. If you call me and inquire why I didn’t call you back and try to convince me that working at Denny’s for two years qualifies you to be my executive chef, your resume likely won’t stay on file long and I may block your cell number.

Don’t use words you don’t know the meaning of. “I worked the Garde Manger station” (but have no idea what Garde Manger actually means).

Don’t use words that you don’t know how to spell correctly. I still, to this day, wonder what a “bay marie” is. (I can forgive the “baine” vs “bain” spelling.) This one is a bit like Duck/Duct Tape.

Don’t fib! Those “little white lies” will definitely come back to haunt you in this business. Saying you made a 30-yolk hollandaise by hand daily and then not being able to incorporate an egg yolk when asked doesn’t look good. (This goes for your interview as well.) Telling an interviewer that you oversaw the whole kitchen staff of 12 when you were really just a prep cook is a stretch, and most people DO check. When I check resumes, my number one question to references people have worked for is, “Would you hire them back?” If there is a hesitation, it’s a check mark down for “Why not?”

If you write a career objective, consider who is going to be reading your resume. “I would like to gain as much experience in the restaurant industry as I can by working all the stations and positions available to me and would like to eventually own my own restaurant” is a decent, if unimaginative, career goal. “To advance myself through the ranks of the ___ Restaurant and in two years replace the executive chef who is there now” is not a great (but real-life) example of a good career objective, especially in the particular case where the person reading the resume was the executive chef.

Don’t have AI write your resume for you or your cover letter. I use AI, but I also want to be cognizant of the environmental impact of AI use so I try to use it only when necessary. The downside of having AI write it for you is that many ATS systems use advanced AI tools now (some had prior before but now it’s most of them) and I’ve talked to several HR professionals who said their systems flag resumes that are suspected of being completely AI generated. Unfortunately I have yet to find an AI that doesn’t incorrectly flag authentic writing, especially if you are a good writer. Keep in mind, AI platforms were trained on excellent writers.

The biggest issue with AI-written resumes is it’s not really you. It tends to embellish and also make assumptions. I’ve seen several recent resumes that clients have sent me to take a look at and then participated in interviews with the potential staff where clearly the resume was over-tweaked by AI. AI is a great tool, it’s not a crutch. If you must use it, use it to check grammar and spelling, ask it to analyze what you have (please strip out identifying personal information) and give you feedback on improvement.

Other Tips

If you are going to put your social media links on your resume, two things.

One: Why? Is it because you have YouTube or TikTok videos plating and/or cooking and it shows you can work the line or create excellent plate presentations? Or…

Two: I bring this up as I have seen a trend recently in resumes where applicants are adding all of their social media links. As someone who vets resumes for some clients, I do track down and look at what’s public on socials (links provided or not) and give feedback to the client on what I find.

I’ll use a recent example of a person applying for a Sous Chef position whose resume I looked at for a client who actually provided their Instagram account on their resume. In checking out the link I saw a bunch of photos of the cook clearly drinking alcohol while on shift during service and horsing around with fellow cooks. Four words: raised concerns about professionalism.

I get it, I get the industry, I’ve been in the industry for decades and I’ve seen just about everything in this industry. But for heaven’s sake, clean up your socials and don’t specifically draw attention to them unless it’s relevant.

I have seen an uptick in video resumes and reels and videos being used to highlight skill sets like plating, but please PLEASE match the videos highlighted to what you are applying for. A gorgeous charcuterie board isn’t going to impress a family-style restaurant and taking 5 minutes to plate a beautiful dish isn’t going to endear you to the grill or fast-casual restaurant that burns through 500+ covers a night. I bring these up as examples because both were highlighted in cover letters I’ve seen in the past year and the videos, while very well done and highlighting beautiful food, didn’t match the type of cuisine and jobs that the cooks were applying for.

I’ll add one more. In this day and age and political climate, unless you don’t care and that’s really up to you, please keep in mind the hiring manager or owner of a restaurant, hotel or other food service facility may not have the same political leanings as yourself. I know it shouldn’t be a factor in hiring, but I am a realist, and the reality of it is that it is and it can be.

I have seen people that have great skill sets passed over based on what they post publicly on social media. I very much respect the right to free speech but the reality of it is it can influence hiring. And again, if you don’t care, that’s entirely up to you. While some states have protections against political discrimination, not every state does and I think it would be very, very hard to prove in court.

ATS Systems (Applicant Tracking Systems) have been in use for many years, but now with more ATS systems using advanced AI to filter job applications, using keywords in your resume is important but also be very, very careful of keyword stuffing. In the old days people used to place keyword blocks underneath their resumes and then make the text white to try to fool the ATS systems into thinking it was a “good” resume. While that rarely worked, it definitely does not work now. 

 

Brand Your Art: A Customer Creativity Contest for Restaurants and Book Launch

Outsmart, Outserve and Order Up!: Guerrilla Marketing Tactics for Culinary Operators Book CoverOutsmart, Outserve and Order Up!: Guerrilla Marketing Tactics for Culinary Operators was just published, and I thought I’d share a sample chapter from the book. 50% of net profits from the sale of each book will be donated to our local New Hampshire food pantries.

Brand Your Art: A Customer Creativity Contest

Encourage your customers to tap into their artistic side by creating a standard page-sized artwork featuring your business logo, mascot or image or character within your logo. This logo, mascot or food character can be riding a bicycle, playing a musical instrument, dancing, or engaging in any other fun, whimsical activities.

Image of a logo on a wall with artwork

Sample Submission Guidelines: (examples)

  • Artwork must be standard page size horizontal (8.5″L x 11″ W) or size of your choosing.

  • Mediums allowed: pen, pencil, paint, collage, or mixed media. (as long as it can fit within a frame)

  • The business logo or mascot must be incorporated in the artwork in some form.

  • Bonus: if you have brand colors you use for your business, ask participants to use those colors. (And give them the digital and print color codes RGB, CMYK or Pantone.)

  • The logo, mascot or food character must be performing a fun activity. (keep it family friendly please)

  • Limit of one submission per entrant.

  • Submission deadline: [Insert Date]

You will need to have an enlarged version of the logo or mascot, (this could be regular page size) posted somewhere and encourage people to snap a picture of it so they can recreate it for artwork. Also think about how you want entries submitted, Via email? Dropped off? Other?

Voting Process: (examples)

  • Display entries in the restaurant on a designated wall and on social media. Very inexpensive frames can be obtained from the Dollar Tree or other discount stores, or online retailers, to keep costs down.

  • Customers can vote in-store by placing a ticket in a designated voting box or online via social media reactions.

  • Voting period: [Insert Date Range]

  • Top three artworks with the most votes win.

Prizes: (examples)

1st Place: $100 gift card (or other prize/incentive)

2nd Place: $50 gift card (or other prize/incentive)

3rd Place: $25 gift card (or other prize/incentive)

You could do this on a monthly or quarterly basis and just have “one” theme, ie mascot riding a bicycle, next month is mascot surfing, etc. and just keep the top three from each month up permanently and as additional ones are done, and more wall space is needed just keep the 1st place winners up long term.

Promotion:

  • Use posters, table tents, and social media posts to promote the contest.

  • Feature the winning artworks prominently in the restaurant and online.

  • Consider making limited-edition merchandise (like t-shirts or tote bags) featuring the winning designs. You need a signed agreement with the original artist.

Sample Promotional Flyer: Food Adventure Art Contest

Get Creative & Win Big!

Show off your artistic talent in our Food Adventure Art Contest! We’re looking for fun, family-friendly artwork that features our “logo, mascot, or a food character” engaging in a fun activity like riding a bike, playing an instrument, or dancing!

Submission Guidelines: (sample)

  • Example: Artwork must be 8.5″ L x 11″ W horizontal (standard page size).

  • Mediums allowed: pen, pencil, paint, collage, or mixed media (as long as it can fit within a frame). (No AI art please, we can tell).

  • Our “logo, mascot, or a food character” must be incorporated in some form.

  • Keep it family-friendly, please.

  • Limit one entry per participant.

  • Submission Deadline: [Insert Date]

Voting Process: (sample)

  • Entries will be displayed on a designated wall in the restaurant and on our social media pages (if applicable).

  • Vote in-store by dropping a ticket in the voting box or online by liking your favorite artworks!

  • Voting Period: [Insert Date Range]

Prizes: (sample)

1st Place: $100 gift card (or other prize/incentive)

2nd Place: $50 gift card (or other prize/incentive)

3rd Place: $25 gift card (or other prize/incentive)

Get Involved: (sample)

  • Monthly or quarterly contests, each with a new theme (e.g., mascot surfing, mascot dancing, mascot eating).

  • Winning artworks stay up all year, with 1st place pieces displayed long-term!

  • Consider submitting every month for a chance to have your art featured on limited-edition merch!

  • Ready, Set, Draw! Submit your artwork by [Insert Date] for your chance to win and be featured!

Prep List:

  • Choose the art theme (e.g., mascot/logo biking, dancing, cooking, etc.).

  • Finalize submission deadline and voting period dates.

  • Determine allowed artwork size (e.g., 8.5” x 11”, portrait or landscape orientation).

  • Set guidelines for acceptable mediums (pen, pencil, paint, collage, etc.). Do you want to allow AI?

  • Require inclusion of logo, mascot, or food character in the artwork.

  • Decide on the submission method (in-person drop-off and/or email submission).

  • Post a large version of your logo/mascot for participants to reference or photograph.

  • Create a digital flyer with all contest details.

  • Write a short set of rules (“1 entry per person” and “family-friendly content only” etc.).

  • Purchase low-cost frames for displaying art (Dollar Tree or similar).

  • Designate a voting wall area inside the restaurant.

  • Create a labeled voting box with entry tickets.

  • Plan for social media voting (use “like” or “reaction” counts).

  • Choose and announce the number of winners (e.g., top 3 by votes).

  • Determine and budget for prizes, Examples:

    • 1st Place – $100 gift card (or custom prize)

    • 2nd Place – $50 gift card

    • 3rd Place – $25 gift card

  • Prepare any physical prizes or certificates in advance.

  • Design and print posters for in-store display.

  • Create table tents or inserts for menus.

  • Promote via:

    • Website

    • Facebook / Instagram / Other Socials

    • Email newsletter

  • Schedule reminder posts leading up to submission deadline

  • Encourage staff to mention the contest to customers.

  • Plan for monthly or quarterly contests with changing themes.

  • Keep all 1st place winners displayed long-term.

  • Feature winners in a social media spotlight post.

  • Explore turning winning entries into limited-edition merchandise (T-shirts, totes, etc.).

  • Announce winners online and in-store.

  • Reward participants and thank them publicly.

  • Archive submissions digitally (consider a social media highlight or gallery on your website).

  • Refresh the contest theme and restart the cycle if recurring.

Image of a logo on a wall with artwork

*ChatGPT was used to create the restaurant setting above and the images based on the restaurant logo. Canva was used to put everything together.

Screenshot of a Social Media post

Restaurant Discounts and Incentives are NOT dirty words

Example of a menu promotional card

Larger Version at the Bottom

Times are tough, that’s nothing new for the restaurant business. I hear that quite a bit from business owners. I don’t want to discount; I don’t want to give away incentives. Margins are thin….etc.

 

For some businesses I would agree, if it’s what I call a “one and done”. An example might be a hardware store gives away a coupon. The recipient of the coupon waits until they need something to go to the hardware store, they may buy a few things or maybe only one thing that they use the coupon on, and “maybe” have an impulse buy. The hardware store isn’t really getting “more” out of them, other than the customer went to their hardware store, instead of the competitors and they had to lose a little of their profit margin to get them in the door.

 

Trying to upsell in a hardware store is doable, of course, but all I can think of is a hardware store employee, “Sir, I know you are buying this cordless drill only so you can fix your deck railing, but have you considered this beautiful set of 150 drill bits and perhaps an extra battery as well?”

 

Restaurants and most other eateries can use discounts and incentives to leverage MORE sales.

 

If you offer someone a free or deeply discounted appetizer or dessert for example, statistically most diners don’t like to dine alone, there are exceptions of course, but even for single diners, most people won’t go to a place “just” for an appetizer or “just” for the dessert.

 

If a couple comes in and takes advantage of the free appetizer, it’s not a lot of food (for them) even if they split it, and you still have them in the door to order at least a couple of entrees, possibly another appetizer, maybe some desserts and drinks. Once you have gotten them in the door, that’s also the time to have your staff and management trained to step in and upsell for some additional revenue.

 

Example: Succulent Smoked Shrimp & Grilled Corn Fritters with Spicy Remoulade.

The manager who is assisting with waiting tables, “Oh, you are ordering the shrimp and corn fritters, I LOVE those, I get those with my girlfriend when we come in on my day off. She swears the Kung Fu Girl Riesling is the BEST with it. I was skeptical because I’m not really a sweeter white fan but the remoulade is a little zippy and it helps balance the spice. She orders it every time we come in and now I’m a big fan!”


Double whammy here for marketing. Yes this example is a little over the top and a little wordy if vocalized, but an example of the upsell, in that the manager says A. he loves the food (he’s a fan) and B. he loves the place so much he will come back on his day off (employee loyalty).

 

Currently, Kung Fu Girl Riesling runs about $12 retail and less wholesale. Even based on the retail price, if you serve one 5 oz. glass of wine at $5.00 (cheap right?) and the wine is $2.40 your cost per glass, plus tack on a percentage for labor and overhead, you are still making at least a 50% profit margin. And that’s based again on retail pricing.

 

Even if you upped this to a 6 oz of wine, with wholesale costs, you are still making a hefty profit on this. That’s if you sell it by the glass which is the way to really make money on wine. I worked with an extremely good waiter named Karl many years ago who would use this type of upsell to increase the check average (and his tips). Personal buy-in plus personal endorsement equals sales.

 

This has always been my personal pet peeve with restaurants, and it’s also a pet peeve of many diners, who refuse to pay for a bottle of wine or by the glass that’s more than double retail prices, and up to four times retail in some places.

 

Give generous pours at affordable prices and people will order more. Having a great (but inexpensive and unknown) house wine is another way to increase profits, years ago when I was the Chef at a resort in Vermont, I did the wine ordering too, because I liked to do pairings and our front of house manager didn’t know much about wine. The “house” cabernet which was from a small vineyard on the Western Cape of South Africa cost me wholesale $3.50 a bottle. There was no brand name recognition for the wine, so no preconceived thoughts about price, but I had a nice writeup about it on the wine menu so people could get some insight into what kind of wine it was and what it paired well with. We got four pours from the bottle at $4.50 a glass. One dollar profit on one glass ordered (and paid for itself) and 3 additional glasses pure profit minus a small percentage for labor and overhead tacked on, still a hefty money maker.

 

If you want to make money on full bottles, drop the price to something realistic. Believe me, you will sell a LOT more wine, having done this for years in restaurants. Higher price points mean lower margins when it boils down to it. If you sell 3 bottles a month marked up triple your costs, you will sell less wine.

 

One of the methods I have used prior is to add on approximately 6 dollars to the average retail price, especially on the name brand recognized affordable wines, to keep the menu price point under $20. You are still making a profit on the $6, including the wholesale discounted price and the labor is the bartender taking 1 minute to open the cork and pour, and a small percentage for general overhead.

 

You can also add a few dollar corkage fee if you want to bring the “illusion” of costs down even more. $12 of drinkable but inexpensive wine (retail), it’s $16 for the bottle on your menu, plus a $2 corkage fee.

 

If you train your staff on wine and other beverage pairings and make them able to give suggestions, it not only increases your margins but increases staff knowledge. Pairing wine and beer on the menu itself is also a proven way to increase revenue.

 

If you or your staff is not well up on wine knowledge, at the moment, ChatGPT can come up with a great list of wines and beers to pair with your menu. I would spot check all of those as in testing as it came up with a couple of “fictional” wines when doing a bunch of testing, but knowing quite a bit about wine and food pairings myself, I’d say it does a more than better-than-average job. Put your menu into ChatGPT or other AI of choice and some specifics, Pair with wines under X dollars and the menu item and any other parameters you want to put in, i.e. Spanish wines only.

 

Having pairing suggestions on your menu, both alcoholic and non-alcoholic, makes it easy for people to decide and also for those that are afraid or just don’t feel comfortable asking for recommendations.

 

Tying these into a discount or promotion is carrying it one step further.

 

Get our fan favorite: Smoked Shrimp & Grilled Corn Fritters and get two dollars off our Iced Lemongrass-Mint Green Tea. Tea is a high profit margin item that costs less than $.50 even with some extra ingredients, selling it at $4.00, even with a dollar off is still a very good “extra” profit item. Most other beverage items, even with a discount, are still money makers.

 

A few examples, and giving some examples of different ways to describe the menu item as well as the beverage descriptions.

 

Vegetarian Small Plates + Pairings

Crispy Oven Roasted Artichoke Hearts with Zesty Lime and Rosemary Vegetarian Aioli
For one person: $7.50 For two: $14.50

Pairing Suggestions:

White: Oyster Bay Sauvignon Blanc (NZ)
Aromatic tropical fruits and bright citrus notes, with a refreshingly zesty finish. Recently awarded 90 points by James Suckling.
6 oz. Glass: $5.50 Bottle: $16.50 (Retail average is $10, wholesale would be less).

Red: Georges Duboeuf Beaujolais-Villages
Light-bodied, bright cherry and raspberry fruit, hints of violet and earth. Crisp acidity and low tannins make it food-friendly.
6 oz. Glass: $6.50 Bottle: $19.50

Beer: Bell’s Light Hearted Ale
Light Hearted is aromatic, balanced, and incredibly easy-drinking. This Lo-Cal IPA has only 110 calories, yet all the Heart. Centennial and Galaxy hops result in citrus and pine aromas, while a variety of specialty malts help give Light Hearted its body and flavor.
$4.50

Traditional Cocktails
Gin Gimlet with a Rosemary Twist
Lemon-Basil Vodka Fizz

Non-Alcoholic
House Made Cucumber-Lime Sparkling Water with a Rosemary Sprig
House Made & Herb Shrub
Iced Green Tea with Lemon


Grilled Aji Amarillo Pepper** and Sweet Basil Marinated Halloumi Skewers with Grilled Figs and a Drizzle of Honey Balsamic.
**Aji Amarillo Peppers are a spicy South American chili pepper with vibrant orange-yellow skin and fruity flavor. On a scale of spicy peppers from 1-4, Amarillos are about a 3, the Halloumi cheese balances the spiciness of the peppers and brings it down a notch.

Pairing Suggestions:

White: Santo Wines Assyrtiko
Assyrtiko, a Greek white wine, is known for its high acidity and mineral notes. These characteristics complement the salty halloumi and cut through the richness, while the wine’s citrus undertones harmonize with the sweet basil and balance the Aji Amarillo’s heat.

Red: Domaine du Pélican Arbois Poulsard
A light-bodied, naturally bright red from the Jura region of France. It shows delicate red berries, subtle earthiness, and a whisper of spice. Tannins are soft, and the wine finishes with refreshing acidity and a touch of minerality. Earthy undertones match the grilled figs and basil, while the light body complements the dish’s delicate balance of sweet, smoky, and herbal notes.

Beer: Weihenstephaner Hefeweissbier
This German wheat beer offers a smooth, creamy texture with notes of banana and clove. Its subtle sweetness and effervescence provide a refreshing counterpoint to the spicy Aji Amarillo and the savory halloumi, while the beer’s body stands up to the dish’s bold flavors.

Traditional Cocktails
Whiskey Sour
Classic Mojito

Not So Traditional Cocktails
Basil Whiskey Smash
Housemade Honey Balsamic Old Fashioned (balsamic reduction in place of simple syrup with a dash of honey and orange bitter)

Non-Alcoholic
Iced Hibiscus Tea with Orange Peel
Pomegranate Spritzer
Housemade Ginger-Turmeric Tonic (unsweetened)

 

Smoked Shrimp & Grilled Corn Fritters with Fresh Mint and Ginger Remoulade
Succulent house smoked shrimp and fresh grilled corn fritters, with a side of our famous mint and ginger remoulade. Our fritters are light and airy yet delight your tastebuds with the earthy smokiness of locally caught shrimp and local Shell Island Farm organic corn.

Pairing Suggestions:

White: Dr. Loosen Blue Slate Riesling Kabinett
This Riesling offers bright acidity and subtle sweetness, which balance the smokiness of the shrimp and the heat from the ginger. Its citrus and mineral notes complement the corn fritters and mint in the remoulade.

Red: Cleto Chiarli Lambrusco di Sorbara
Light, fizzy, and dry with red berry flavors (think raspberry and cherry), floral notes, and mouth-cleansing acidity. The slight fizziness of this red helps balance the richness of the fritters and mild acidity complements the ginger.

Beer: Saison Dupont
Saison Dupont is a Belgian farmhouse ale known for its effervescence and peppery, citrusy flavors. These flavors cut through the richness of the fritters and enhance the herbal notes of the mint-ginger remoulade.

Traditional Cocktails
Moscow Mule
Daiquiri (Traditional, not frozen)

Not So Traditional Cocktails
Ginger-Lemongrass Rickey
Charred Corn Old Fashioned

Non-Alcoholic
Iced Lemongrass-Mint Green Tea
Shrub Spritz (Ginger-Mint Shrub + Sparkling Wine or Soda)
Savory Tomato-Ginger Tonic


Crispy Polenta with Roasted Beet Bites with Smoked Tomato and Lavender Jam

Pairing Suggestions:

Red: Gnarly Head Pinot Noir
This California Pinot Noir is bold for the varietal, with ripe cherry and raspberry flavors at the forefront. Underneath is a thread of vanilla and toasted oak. Medium-bodied with a silky texture and soft tannins, it finishes with a touch of sweet spice. The wine’s ripe red fruit plays well with the smoked tomato-lavender jam, echoing the jam’s sweetness and contrasting the smoke with bright acidity.

White: Geyser Peak Sauvignon Blanc
A vibrant, zesty white with high-toned aromatics: lime, gooseberry, and freshly cut grass. It’s lean and dry with a bright acidity and a mineral edge, finishing with crisp green apple and citrus zest notes. The wine’s lime and green apple notes offer a clean, tart contrast to the sweetness of the roasted beets and the smoky tomato-lavender jam,

Goose Island Sofie (Saison/Farmhouse Ale)
A Belgian-style saison aged in wine barrels with orange peel. It pours golden with a creamy head. Aromas include white pepper, orange zest, and a hint of vanilla. The taste is tart, citrusy, and subtly spicy, with a champagne-like effervescence and a dry finish. Sofie’s flavors of orange peel and white pepper brighten the earthy sweetness of the roasted beets and contrast nicely with the smoked tomato jam.

Traditional Cocktails
Negroni
Americano

Not So Traditional Cocktails
Lavender-Basil Gimlet
Smoked Tomato Bloody Mary (w/ Lavender Salt Rim)

Non-Alcoholic
Lavender-Lime Soda
Chilled Spiced Carrot Juice
Sparkling Apple-Celery Tonic

A marketing piece like this can be used for mailers, in house promotions (put it on a tent card or menu holder) encourages guests to buy prior to ordering while dining, and as social media posts. “Mention this ad and get…..”
Promotional Card for A restaurant special

This is a sample chapter for my upcoming book on Guerrilla Marketing, releasing mid-summer 2025. The book will be focusing on over 100 Guerrilla Marketing ideas with examples, as well as a few chapters like the above. I have a favor to ask, if you catch a typo please send me a wave and let me know, snarky comments are appreciated if they are well meant and funny, even running text through two very good grammar editors doesn’t always catch things and my book editor has not yet had a crack at this. 🙂 

Business Pivoting for Hospitality and the New Year Ahead

With the new year and possibly some additional challenges to the hospitality industry coming ahead, restaurants and lodging may want to think about some additional alterative ways to generate income.

 

I look at it this way: Plan for the Best but be Prepared for the Worst. If you are a Monty Python fan, you might recognize “No one plans for the Spanish Inquisition”. If you are not, do a little search on YouTube for the full sketch.

 

Many businesses don’t expect hurricanes, tornadoes, floods, earthquakes or other disasters both natural and man-made, no one could have predicted the impact Covid had, no matter what side of the fence you sit on, it had a significant impact on the economy.

 

Something along those lines or other (aliens could take over the world, we really don’t know what’s out there in the universe, or there could be a solar flare, sadly even more realistic) could happen but the reality is, businesses should prepare, just in case. Again, Plan for the Best but be Prepared for the Worst (as a backup plan).

 

I advise businesses it doesn’t matter how well your business is doing. Never stop marketing and always be prepared. When you have a power outage for a couple of days, better to have a couple of gallons of water on hand than not. Think of this as having some extra water kicking around (just as a backup) and extra money in your pocket is never a bad thing to have.

 

For Lodging:

Staycations have been “in” for a while, but how many lodging establishments have actually created packages for them or created a marketing plan for them?

For Rooms: (If you have 6 rooms or more (or even less) but bookings are low:

  • If you have extra rooms not regularly booked, consider offering them for monthly, quarterly, or longer-term rentals. Dedicated income is never a bad thing. Medical professionals, visiting doctors and nurses are having an ongoing time finding housing and they are great short term and longer term tenants.
  • Office space or Co-working space. Massage therapists always seem to be looking for space rental (also something you can use in your advertising: massage therapist on site). I saw two “asks” in local Facebook forums just in the last couple of days.
  • Inventory storage space for another local business and/or climate controlled storage space for rent.
  • Studio space for artists (you could tie packages into an artist in residence).
  • Counselors or therapist’s rental space.
  • Nonprofit office space.

For Your Dining Room/Living Room/Other Space

  • Rent out space as needed to photographers/videographers who may need space for photo/video shoots.
  • Offer the space for local meetings or events. If the layout and setup is conducive to having a screen and projector setup available for meetings, consider buying a projector and screen. For under $300 you can purchase both for the needs of a smaller room, and if you rent them out to meetings even for $50 or less, you can quickly make your money back. Renting out a projector from a party planning business typically costs twice that. I’d recommend if you go this route and start doing a lot of meetings adding a backup projector to the mix. You can get refurbished older projectors affordably from Ebay and Amazon. Upsell it by offering coffee, tea and other refreshments or box lunches.
  • Pop up shops for local crafters or indoor farmers’ market
  • Consider the old style boarding house model, room and board for monthly or longer-term renters. Finding housing is at an all time need around the country and there are probably professionals who don’t have the time or desire to cook meals for themselves, plus in need of housing. Check your local zoning laws and state laws, but if your property is already a commercial business, this may just be getting another license for an additional type of food permit. In New Hampshire, a Bed and Breakfast license is $175 per year, a restaurant license for 25-99 seats is $350 a year. You may need some additional inspections or requirements but it might be worth looking into. If you have six rooms and rent two long-term or monthly at $50 a night, that generates about $1500 a month per room, or $36,000 a year for two. Is it worth it to you to cook an extra couple of meals per day and do some extra cleaning? Even with food and some extra time for laundry, something to chew on. Just like renting to a longer term renter, you would want to be selective of who you take in, but probably less trouble than some short-term rental guests who come from an online platform.
  • During the day when the space is not being used, rent it out for yoga or mediation classes (again this could be a good advertising addon for your own business)

For Both Lodging and Restaurants:

  • Rent out the kitchen for commissary kitchen space (when you are not using it). There are a lot of small food producers who are looking for commercial kitchen space to use. Connect with your local SCORE chapter, SBDC, or CWE offices and let them know, so they can let clients know you have space available. In New Hampshire for example, there are less than 5 commissary kitchen spaces for use by food producers, food trucks, small chef and catering companies and other food base companies like people who make dog biscuits, but have too much volume for a home kitchen. Cottage food laws may allow a dog biscuit business to bake at home in New Hampshire, but a personal chef making meal kits must use a commercially inspected commissary kitchen or other state inspected facility. In every state, there seems to be a lot less commissary kitchen space available than what the needs of small food businesses are looking for. I run into this frequently when working with food trucks and other small food independent food providers.
  • Consider co-op buying with other local food type businesses. Many decades ago, when I was a chef on Cape Cod, we did this with some other local restaurants during the slow time of year. On Cape Cod in the busy seasons, we would do several hundred covers (dinners) per night on a weekend night, during the winter sometimes we would be lucky to do a dozen covers. The choice between shopping at a grocery store to keep the restaurant going was not an option because prices are higher than wholesale, so we banded together so we could make a broadliner’s (for those new or starting in the industry, a broadliner is a larger wholesale foodservice vendor) minimum order requirements which could be $400 per minimum order. B&Bs, hotels, bakeries, restaurants, cafes and caterers, as well as smaller food service businesses (like those mentioned above) could all take advantage of co-op buying to buy in bulk and keep costs down.

For restaurants:

For restaurants I wish I had a magic wand above and beyond renting out kitchen space for additional income to deal with high food costs and the ongoing employee shortage, but here are some ideas that you could try to bring in some extra revenue and try some things that are a little different to incentivize customers to patronize your establishment.

  • This differs from just renting out kitchen space, more along the lines of renting out the full restaurant during any days you are not normally open. Consider the Restaurant-as-a-Service (RaaS) for other small businesses. Rent out your full facility out to chefs or starting entrepreneurs (suggested they have business insurance and ServSafe at a minimum) to test out limited time menus or food concepts. There is no lack of people who want to start a food truck and want to test out their menus in advance, or private chefs who may want to advertise their services more. You could use this as an additional marketing tool to create buzz for your business, and tie into additional cross promotions with any small business you might partner with.
  • Offer Tasting Tuesdays (or any day of the week). Beer or Wine Tastings (on your closed days) with snacks or small plate meals. Coordinate with your beverage reps to help with promotions and products.
  • Beer and wine flights have been a “thing” for awhile, but what about tea or coffee flights paired with desserts or other complimentary foods, like a tea flight paired with tea smoked fish and tea smoked vegetables and/or cheeses.
  • Partner with food banks or pantries to donate excess or close to code food, reinforcing your community involvement. Helping your local community and being realistic here, it’s a good advertising hook, and if donating to a 501c3, a potential tax write off. You have 2 days left on 4 gallons of milk and business is slow and you will never use it all up in time…..
  • Host cultural learning dining nights, a theme might be the food of India and have some education around the menu and the ingredients, history of the dishes, and more. A server can give an overview when guests are seated, and you can provide printed handouts or QR codes on menus or tabletop stands linking to more information about each dish, its ingredients, and preparation.

 

A few additional things I’ve seen getting traction in bigger urban areas and a few additional ideas as well.

Incentives for bring your own takeout containers to reduce your takeout container costs (plus it’s more eco friendly and good advertising hook.

Organize some interactive dining experiences, Dining in the Dark, for instance. Many years ago, my husband and I attended a benefit dinner where you ate a 4-course meal while blindfolded. The dinner benefited a New England Guide Dog organization; the organization covered all staff and food costs, and the restaurant kept income from drinks ordered before, during, and after the dinner. Prior to the dinner there was a cash bar and light hors d’oeuvres. The event was packed with a waiting list and I have to be honest, as an attendee, it was one of the most fun dinners I’ve ever had.

A few more:

Murder Mystery Dinners, Interactive Dessert Stations (if you have never seen anyone make ice cream with liquid nitrogen, it’s a blast to watch), escape room dining (diners have to solve puzzles to get access to drinks or courses), team building dinners, roll your own California/Nori rolls (with a demonstration and people to assist if needed). Themed dinners like time travel night (food from another era) or international cuisine night. Go whole hog and do a Star Trek themed night with foods that mimic foods found in Star Trek episodes (Gagh for example is made of serpent worms (in the show), it wouldn’t be hard to make pasta with a soy-based sauce that mimics the look (but not flavor 😊) of this traditional Klingon delicacy.) If you do a little search in Google or ChatGPT for food and drinks inspired by tv shows and movies, you came up with some fun ideas you could build whole themed nights around things like Pan Galactic Gargle Blaster (Hitchhiker’s Guide) – Gin, lemonade, and a touch of absinthe or licorice liqueur, Twin Peaks Cherry Pie – A classic diner-style cherry pie with a flaky crust and Red Rum Cake (The Shining) – A rich red velvet cake with dark chocolate icing and many more.

In the coming months, I’ll try to suggest some additional revenue streams and ideas for restaurants to experiment with as well.

Happy New Year!
A Toast to the Hospitality World filled with dedicated, hardworking people who love food and the industry. May the coming year be filled with happy customers and guests, good reviews, and fresh opportunities to make a profit.

 

Restaurant Take Out Containers: Leveraging Two Birds With One Take Out Container

Line drawing of a take out containerRecently there was an article on Eater. “Why not bring takeout containers to restaurants?” and I thought, wow this is such a great idea (not rocket science obviously) but I should start doing this. What a great way to save the environment and, by the way, save our favorite restaurants a few bucks in the bargain.

 

Which, of course, led to the inevitable 2 AM neurodivergent thought, OH!, how can a restaurant leverage this? There must be restaurants doing this already, and of course, there were and there are. Restaurants give discounts to diners who bring their own dishes (2019) and many more. One thing that I noticed though about the restaurants and other food service operations that offered this is there didn’t seem to be a ton of thought into “targeted” getting people back in the door. Some offered discounts off of a future meal, some off of a current meal, some free refills (for beverages) but not much real upselling.

 

From a customer funnel point of view, if you want to think about getting repeat customers back in the door, what’s the incentive to get them back in PLUS the incentive to spend more money? 

 

I’d love to see a restaurant out there (and maybe there is, let me know!) who would offer the incentive “BYOC (Bring Your Own Container)” and get a voucher/coupon for a free coffee or tea and our signature dessert.

 

Why that? Coffee or tea doesn’t cost most to provide and if you created the incentive wisely a signature dessert could cost a few dollars or less to make. Tiramisu is cheap to make, so is a scoop of homemade (or a good prepared) mousse with some flavored whipped cream to zip it up. Dessert has a much higher profit margin on it typically than an entrée or appetizer.

 

If you just give them a discount or small incentive, it doesn’t do much for repeats, it can help, but what’s the upsell part of it?

 

If you get them to come in and get drinks, maybe an appetizer and a couple of entrees (make the must order an entrée as part of the small print on the coupon), it’s an incentive to get people in the door and spent money first.

 

Even if it’s a couple who come in regularly and they bring two takeout containers, give them two vouchers. If you look at it from the perspective of how is any different from giving them a $10 off coupon their next meal, it is different because your incentive is to give them something for free but they have to spend money first. Even without a couple ordering appetizers, if a couple’s tab is a couple of entrees (mid-priced restaurant average) 17.99 X 2, plus a couple of soft drinks (up the take if it’s beer or wine) 2.50 X 2, and the regular check average is $50.00 and you just “gave away” $3.50 in product, when it boils down to it that’s pretty inexpensive marketing. If your price points for your menu items are higher, the ratios are even better.

 

You actually get three birds with this: promoting eco-friendly practices, saving money on your own to go containers and getting people in the door for repeat dining. Even if you encourage regulars to give them to others, that’s not a bad thing, it increases brand awareness and you get the same result; you get more people in the door and they order the big-ticket items like entrees (and if your waitstaff is good at the in-person upsell, high profitably drinks).

 

If you are going to try any incentives like this, make sure they contribute to your bottom line.

 

I’ve seen too many restaurant coupons that just give a discount with no stipulations on use or no incentive to get people to buy more.

 

So if you create an initiative to bring in customers, track through what you get out of it. Is it a onetime sale, something that will get people to come in many times or something that will make people spend more money because of the incentive itself?

 

There were a couple of good articles I came across in searching for restaurants that did have to go container incentives that I think would be worth a read.

How can restaurants take advantage of sustainable packaging?

What Are Reusable Food Container Programs?

Book Cover: Finding a Location for your restaurant

 

By the way, my first book just got released on Amazon this weekend in Paperback and on Kindle! Check it out! Finding a Location for your Restaurant: How to Scout the Perfect Location for your Dream of Opening a Restaurant or other Hospitality Business.

Do you really want to own a restaurant? Assessment quizzes

Line drawing of a table and chairs in a restaurantThere are three main types of people who want to open a restaurant.

 

Those who have been in the industry, usually chefs and cooks (but not always, sometimes it’s front of the house people), those who grew up in a restaurant environment, (i.e. parents or other family members owned or ran a restaurant), and the folks who have fallen in love with the “idea” of owning their own restaurant.

 

All of them have, and can run and own a successful restaurant, but I have found in 40 years of working in and with the hospitality restaurant that’s it the first two types that have better success and better success long term with running a restaurant.

 

I’ll be blunt and I am really not trying to talk people out of owning a restaurant, but to be realistic about what someone is getting into if they have never worked in a commercial food service establishment before.

 

For fans of, “The Bear” TV series while it has many realistic parts to it for at least the back of the house, apart from some glaring errors, (pretty much everyone in the industry knows what ServSafe is, whether or not your state requires it). IMO It’s still not a great representation of actually “owning” a restaurant and ALL that it entails. I think it hits the marks pretty high on the stress, the dynamics and many other things that happen in real life in a kitchen though and it’s worth a watch if you want to open a restaurant and not had ANY prior experience. But it still doesn’t cover many of the realities of the actual operations of a real restaurant, front of the house, back of the house, the day-to-day operations, the financials and the struggles with financials on a constant basis, checking in orders, employee theft, doing inventory on a frequent basis, dealing with difficult customers both online and off literally every day, dealing with vendors, scheduling staff, dealing with seasonal or economic slowdowns, the marketing online and offline, etc. etc. etc……………

 

While there have been some terrific food movies out there, mainly from the kitchen perspective, I have yet to see a restaurant movie that really truly reflects REAL life running a restaurant and I suspect it’s because no one “really” wants to see what’s behind the scenes on a real day-to-day basis.

 

It’s scary how much work, how much stress, and how much slog an owner has to get through daily, especially if they are a hands-on owner. Many chefs who become chef owners spend more time managing and dealing with day-to-day problems than cooking and I had several jobs before I got out of the business where I spent more time pushing paper than behind the line. Not fun, take my word for it. My passion is food and while I love excel spreadsheets, I got into the food business because I loved to cook, not because I wanted to become an accountant.

 

My first book is coming out shortly (Finding a Location for Your Restaurant) and with that I created a series of real life or lets call them, “lets get a reality check”, quizzes, so that people thinking about owning and operating a restaurant (regardless of whether they have experience in a restaurant industry or not) can get an idea of what they know, they need to know and what they WILL run into as an owner or lessee of a restaurant property.

 

I want to thank several hundred of my friends (both from the industry and from many other walks of life in other industries) for being guinea pigs to test these and get a baseline for the scoring.

 

Again, these quizzes are not meant to discourage people from wanting to run their own restaurant, but rather to provide some insight into the reality of it and many of the things that you, as an owner, WILL encounter.

 

I mention this in my book, but it bears mentioning here. Back in the mid 1990’s I considered buying and running a restaurant and in hindsight, I am so very, very, VERY glad I did not. It would have failed in under a year. With all that I know now, I look back at that person, who had a lot of cooking experience and some management experience and I can snark at myself honestly and say, “oh you foolish, foolish child”. because I had no clue at all about what running and owning a restaurant and doing it successfully really entailed.

 

Interested in trying the quizzes out?