How to Get More First Meetings with Restaurant Owners (And Why It’s So Hard to Nail Them Down)

If you’ve ever tried to book a meeting with a restaurant owner or manager, you already know the struggle.

• They’re busy.
• They don’t answer calls.
• They don’t respond to emails.
• They avoid sales reps like the plague.

So how do you break through the noise and actually get that first meeting? More importantly—how do you make it worth their time so they don’t immediately write you off as just another vendor?

Let’s break it down.

Why Restaurant Owners Are Hard to Pin Down

1. They’re always in motion. Unlike office workers, they’re not sitting at a desk checking emails. They’re managing staff, dealing with customers, and putting out fires all day.

2. They’ve been burned by bad reps before. They assume most salespeople just want to “push product” without offering real solutions. They don’t have time for another generic sales pitch.

3. They don’t see the urgency. If their current supplier is “good enough,” they don’t feel the need to take a meeting—unless you can prove immediately that you can solve a real problem.

How to Land More First Meetings (The Playbook)

1. Stop Asking for a "Meeting"—Start Offering Value Instead

What doesn’t work:

• “Can I set up a meeting to introduce myself?”
• “Do you have time to chat about our products?”

What works:

• “I work with restaurants looking to cut food costs—would it be worth five minutes to see if I can help?”
• “A few of my customers tested [X product] and it’s saving them hours in prep—would you be open to trying a sample?”
• “I noticed your menu has a lot of scratch-made items. How’s your kitchen handling labor challenges?”

Why this works:

• It makes the conversation about them, not you.
• It leads with a reason instead of a vague sales request.
• It creates curiosity instead of resistance.

2. The “Drop-In & Deliver” Method (For Cold Visits)

Since setting up meetings can be tough, sometimes the best move is to just show up. But showing up empty-handed? That’s a mistake.

What to bring:

• A relevant sample (not just a random promo item).
• A printed menu with handwritten notes on where you can add value.
• A short list of food cost-saving ideas specific to their operation.

What to say when you walk in:

• “I know you’re busy, so I’ll keep this quick—I work with a few restaurants in the area and wanted to drop this off. I noticed your menu has [X item], and I have something that might help. When’s a good time to connect?”

Why this works:

• You’re not demanding their time—you’re planting a seed.
• It feels consultative, not pushy.
• The next time you call or visit, they’ll remember you.

3. Use the “Time of Day Advantage”

Avoid calling or visiting during:

• 11:30 AM - 2:00 PM (Lunch Rush)
• 5:00 PM - 9:00 PM (Dinner Service)

Best times to catch them:

• 9:00 AM - 11:00 AM (After morning inventory but before service starts)
• 2:30 PM - 4:30 PM (After lunch, before dinner)
• Late Night (if they’re a bar/late-night spot)

Why this works:

• They’re less stressed and more likely to have a real conversation.
• You’re showing respect for their schedule instead of interrupting peak hours.

4. Get an “Internal Champion”

Sometimes, the owner or GM is impossible to reach. Instead of banging your head against the wall, find someone else on the team who can get you in the door.

Who can help you get a meeting?

• The chef (if they have influence over purchasing).
• The bar manager (for beverage/alcohol programs).
• The front-of-house manager (if they make ordering decisions).

How to approach them:

• “I know [owner’s name] is tough to catch. Who’s the best person to talk to about [menu planning, purchasing, cost control]?”
• “I have something that could help the kitchen—would you mind passing this along?”

Why this works:

• Getting a referral from someone inside the restaurant makes it easier to get on the owner’s radar.
• If the chef or bar manager likes what you’re offering, you’ve got leverage.

5. Use the “Curiosity Hook” in Calls & Emails

Your goal isn’t to “sell” in the first call or email—it’s to make them curious enough to respond.

Bad Cold Call:

• “Hi, I’m [name] with [company]. We sell [products] and I’d love to set up a meeting.”

Better Cold Call:

• “Hey [name], quick question—if I could show you a way to save 10% on your top 3 menu items without changing quality, would it be worth a conversation?”

Bad Email:

• “Can we schedule a meeting to discuss your food supply needs?”

Better Email:

• Subject: Quick question about your [X menu item]
• “Hi [name], I saw your [X dish] on Instagram and it looks incredible. I work with restaurants that do a lot of scratch cooking, and I have a few ideas that might make your life easier. Would you be open to a quick chat next week?”

Why this works:

• It makes the conversation about them, not you.
• It creates curiosity instead of resistance.
• It feels natural, not like a sales pitch.

6. Follow Up Without Being Annoying

If you don’t get a response, don’t give up—but don’t turn into a pest.

Follow-Up Plan:

• Day 1: Drop in or call.
• Day 3: Send a short email or text.
• Day 7: Drop off a small gift (coffee, snacks) with a note.
• Day 10+: If no response, move on but circle back in a month.

Why this works:

• Persistence keeps you top of mind.
• Spacing it out avoids being overbearing.
• Leaving something behind makes your visit feel valuable.

Final Takeaway: Be Strategic, Not Spammy

Why Restaurant Owners Ignore Most Sales Reps:

• They’re too busy.
• They assume you’re just another pushy vendor.
• They don’t think you have anything valuable to offer.

How to Fix It & Get More First Meetings:

• Stop asking for a "meeting"—offer something valuable instead.
• Use the right timing (avoid service hours).
• Find an internal champion (chef, bar manager, etc.).
• Use curiosity hooks in calls and emails.
• Follow up strategically—without being annoying.

Challenge for Reps: Try one of these strategies this week. Track how many more conversations you start—and how much easier it is to book that first meeting.

Because in this business, the hardest door to open is the first one. But once you’re in, it’s up to you to prove you belong there.