Do you like being told all the time, tell More Flipping Stories?

You hear it everywhere. Marketing panels. LinkedIn posts. That consultant who slid into your DMs.

“You just need to tell your story.”

Okay. But what does that actually mean when you’re elbow-deep in a broken walk-in on a Friday night?

Most restaurant operators didn’t get into this business to become content creators. They got into it because they love food. Or hospitality. Or the rush of a packed service when everything clicks.

But somewhere along the line, we decided that every operator needs to also be a brand strategist, a videographer, and a viral storyteller all while managing payroll, fixing the ice machine, and covering for the server who just quit via text.

And then we act surprised when the Instagram posts feel forced. When the “authentic brand voice” sounds like a robot wrote it. When the behind-the-scenes content just... doesn’t happen.

Here’s what nobody says out loud: storytelling is hard work. It’s a skill. And like any skill, it requires practice, structure, and most importantly time. Time that most operators simply don’t have.

Let’s be clear: you can be an incredible operator and still struggle to market yourself. That doesn’t make you “behind.” It doesn’t mean you’re not trying hard enough.

It means you’re focused on what you do best running a tight ship, building a killer menu, creating experiences that keep people coming back.

But we’ve somehow convinced an entire industry that if you’re not also crushing it on social media, you’re failing. That if you can’t articulate your “brand story” in 90 seconds, you’re missing the point.

That’s garbage.

Here’s the truth: storytelling isn’t about posting perfectly lit photos with poetic captions. It’s about repetition, clarity, and giving people something to remember you by. Okay, you get it.

Not a manifesto. Not a mission statement that took three focus groups to write. Just something real.

“We’re still family-run after 30 years.” “Our chef started as a dishwasher.” “Everything’s made from scratch, and yeah, it takes longer.”

Pick one thing. Make it yours.

Once you’ve got that message, put it everywhere. Make it a reel. A window decal. A line on your menu. A staff T-shirt. A signature at the end of your emails.

Stop trying to reinvent the wheel every time you post. Repeat yourself. That’s how brands get built. AND Stop with the pictures of your food looking down... That doesn’t do it for anyone anymore.

Your GM. Your baker. The person who preps your mise every morning. Give your brand a face and a voice not just a logo.

People connect with people. Show them who’s actually making this thing run.

Stop chasing perfection. You don’t need a film crew or a content calendar that looks like a military operation.

Grab your phone. Capture the chaos. Show the prep. Show the mess. Show what it actually looks like to run a restaurant.

Raw is real. And right now, real is what wins.

This is the part that matters most.

The best operators know they can’t do everything. They delegate. They hire out. They barter with a local creative or bring in a student who’s hungry to build their portfolio.

Storytelling doesn’t have to be a solo mission. Stop carrying it all alone.

If you’re struggling with this, good. That means you’re in the trenches doing the real work—not sitting on a patio somewhere pontificating about “authentic brand narratives.”

You don’t need another person telling you to “lean into storytelling.” You need a framework. You need examples. You need someone to actually help you do it, not just tell you it matters.

Because it does matter. A simple, honest story told well and told often can move the needle. It can turn a first-timer into a regular. It can help you stand out in a sea of sameness.

But it’s not magic. And it’s not going to happen just because someone on LinkedIn said it should.

You’re not behind. You’re building.

And if you need help telling that story if you need the framework, the examples, the actual support to make it happen then ask. Because trying to “story tell harder” without structure is just another way to burn out.

Start small. Start real. And start with help.

That’s how this works.