85: From Comfort Zone to Growth Zone: Tackling Restaurant Sales with Consistency and Strategy

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What happens when a successful restaurant operator with stellar operations faces the uncomfortable challenge of driving sales growth? Jesse Hanson, Area Manager for Crust Pizza Company in Texas, bravely steps into the coaching spotlight to tackle this common industry hurdle head-on.

Jesse oversees three locations with impeccable operational standards—perfect corporate audits, excellent food safety records, and strong Google reviews. Yet despite this operational excellence, he struggles to consistently achieve his target of 3–5% sales growth. The coaching session reveals a fascinating tension between his comfort zone (operations) and his growth zone (marketing and sales initiatives).

As restaurant leaders seek to grow sustainably, operational tools that support consistency, reduce risk, and free up time are more critical than ever. That’s where Restaurant Technologies comes in. Their automated solutions—from oil management to hood cleaning—help independent restaurants streamline the back of house, so leaders like Jesse can shift their focus toward top-line growth and team development.

The conversation takes an illuminating turn when Jesse shares a recent success story—a Monday promotion that added approximately $1,000 in weekly sales at two locations. This simple tactical change demonstrates how targeted value offerings can dramatically increase guest traffic without compromising quality positioning. As Jesse puts it, "Top line cures all," acknowledging how increased sales make everything easier from staffing to guest experience.

What makes this episode particularly valuable is Jesse's candid self-reflection about consistency being his primary obstacle. "I just need to be more consistent with those sales-building activities," he admits, highlighting how even the best marketing ideas require persistent execution. We explore his planned apartment complex tasting events as a way to introduce new customers to Crust's quality ingredients and brand story through direct engagement.

The session also delves into leadership evolution as Jesse prepares for significant company expansion over the next five years. His journey from people-pleasing to more direct, accountable communication reflects the growth many restaurant leaders must navigate as their responsibilities increase.

Ready to examine your own comfort zones and discover what might be holding your restaurant back from achieving its growth potential? Listen now and walk away with actionable insights to transform your approach to sales building.

Resources: 

Crust Pizza Co.

Restaurant Technologies

National Restaurant Association Show

P.S. Ready to take your restaurant to the next level? Here are 3 ways I can support you:

1. One-on-One Coaching - Work directly with me to tackle your biggest leadership challenges and scale your operations with confidence. Learn more at christinmarvin.com
2. Multi-Unit Mastery Book - Get the complete Independent Restaurant Framework that's helped countless owners build thriving multi-location brands. Grab your copy at https://www.IRFbook.com
3. Group Coaching & Leadership Workshops - Join other passionate restaurant leaders in transformative group sessions designed to elevate your entire team. Details at christinmarvin.com

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