Dial in to Gratitude Today

My call this morning to Mr. Beck aka Michael Beck

Jay Ashton, Canada's Restaurant Guy

You want to build a brand? Forget the marketing playbooks for a second. Forget the social media strategies, the ad spend, the SEO tricks. There’s a move that almost no one talks about, but the best brands—especially in the restaurant industry—understand at their core. It’s not about pushing a product. It’s not about another campaign. It’s about something much simpler, much more human.

It’s about making someone’s day when they least expect it.

The Leadership Move That Separates Brands from Businesses

When we think of branding, we think of logos, color schemes, and menu design. We think of guest experience, marketing, and reputation management. But real branding is much deeper than that. It’s not just about how your restaurant looks or how your food tastes—it’s about how people feel when they interact with you. And that feeling isn’t just created for customers; it’s built from within.

Here’s your challenge:

Call someone today. Not to ask for anything. Not to check on an order. Not to follow up on a delivery, or a shift, or a project. Call them just to say they’re awesome.

Tell your prep cook how their consistency keeps the whole kitchen moving. Tell your bartender how their energy makes the bar feel alive. Tell your line cook that you notice how they grind through the rush without breaking. Tell your dishwasher that their speed and efficiency keep everything running. Tell your supplier that you appreciate their hustle, even when things don’t go perfectly. Tell an old boss that their leadership shaped you.

No one does this.

Not because they don’t care, but because we’ve been trained to believe that business is transactional. Every call, every email, every meeting has a purpose, a goal, a reason. We don’t waste time. We don’t make “pointless” calls. We move fast, we execute, we keep things running. But the truth is, the most valuable call you can make today is one that has no direct business objective at all.

Because business is transactional, but brands are built on feeling.

The Power of Making People Feel Seen

There’s a secret that some of the greatest restaurant brands in the world have figured out: If you make the people inside your business feel valued, they will bring that same energy to your guests. And that energy becomes your brand.

Think about the best restaurants you’ve ever been to. The ones where the service felt effortless, where the food had a little extra love, where the atmosphere felt electric. That doesn’t happen by accident. That happens when the people working there feel connected, appreciated, and motivated to give their best.

If a cook feels like they’re just another name on the schedule, they’ll do their job. But if they feel seen—if they feel like their hard work actually matters—they’ll show up with more pride. If a bartender feels like just another employee, they’ll pour drinks. But if they feel like they’re a key part of what makes the restaurant special, they’ll create experiences.

And the crazy part? It doesn’t take much to create that shift.

One unexpected call of appreciation can change someone’s whole mindset.

Energy Is Contagious—Make Sure You’re Spreading the Right One

Restaurants are built on energy. That energy moves from the kitchen to the floor to the guests. A stressed, undervalued team creates a tense environment. A confident, appreciated team creates magic. And guests can feel it.

When people walk into a restaurant, they pick up on the energy of the space before they even glance at a menu. They feel it in the way they’re greeted, the way the servers move, the way the food arrives. They don’t just taste the meal—they experience the vibe. And that vibe is created by the people working there.

If your team feels burnt out, underappreciated, and like just another number, that shows. If your team feels valued, respected, and proud of what they do, that shows too.

Which version of your restaurant do you want people to experience?

The Leadership Gap in the Restaurant Industry

There’s a massive leadership gap in the restaurant industry. People think leadership is about managing schedules, controlling costs, and putting out fires. And while all of that is part of the job, real leadership is about how you make people feel.

Most restaurant owners and managers only talk to their team when something is wrong. A late shift, a mistake, a problem to fix. And that’s why so many restaurant employees feel disconnected. No one calls them unless they need something.

So today, break the cycle. Be different. Be the leader who calls just to say, “You’re awesome, and I appreciate you.”

Because people don’t remember what you say to them when you’re correcting them. They remember how you made them feel when you weren’t asking for anything in return.

The Branding Move That Costs Nothing but Changes Everything

Branding doesn’t start with marketing. It starts with culture. And culture starts with how you treat people when no one is watching.

You can spend all the money you want on advertising, but if your team isn’t engaged, your guests will feel it. You can hire the best designers to create your menus and logos, but if your staff feels unseen, no branding in the world will fix the experience inside your restaurant.

Great brands aren’t built from the outside in. They’re built from the inside out.

And the best part? This move costs nothing.

It takes five minutes to pick up the phone. It takes five seconds to tell someone they matter. And yet, that moment can stick with someone for years.

Imagine if once a week, you made one unexpected call to someone in your restaurant’s ecosystem. Not just employees—vendors, former colleagues, industry peers. Imagine if that became part of your leadership routine.

Now imagine the impact if every leader in the restaurant industry did the same.

Be the Leader People Remember

At the end of the day, people don’t remember the restaurants that just had good food. They remember the restaurants that made them feel something. And that starts with the energy behind the scenes.

You have a chance today to be the leader who creates that energy.

So stop waiting for the “right” time. Stop thinking that leadership is just about running the business. Be the leader who makes the call.

And watch what happens when that small act of gratitude turns into something much bigger than just a business.

Because restaurants don’t just serve food. They serve experiences. They serve culture. They serve community.

And brands? Brands serve emotion.

Make the call.