What we discuss in this episode
Michał Kowalski: restaurant marketing that drives revenue. Brand sheet, reviews and the “golden button” that doesn’t exist
Episode 005 of mysite talks is a conversation with Michał Kowalski – the owner of a HoReCa‑focused social media agency (Social Hub) and an author of a book about restaurant marketing. This episode is for restaurateurs who feel “we do something on social media” but still see empty tables or unpredictable revenue.
Michał’s core thesis: restaurant marketing shouldn’t be “pretty”. It should be a business driver – bringing guests, sales and repeatable traffic.
“Pretty posts” vs marketing that makes business sense
It’s easy to fall into the trap: photos, stories, sometimes boosting a post – it looks like marketing. But a nice profile is not a KPI. KPI is bookings, room traffic and revenue.
There are no shortcuts (and no magic campaign)
Michał calls out the myth of a “golden setting”:
There’s some golden grail, a magic button you can press so guests come. It doesn’t exist.
The brand sheet: a compass for communication
The brand sheet forces you to answer basic questions:
- who the guest really is
- what differentiates you (not one slogan, but a set of attributes)
Reviews as the fastest source of truth
Michał leans heavily on review analysis. Often it turns out the owner’s differentiators are different than what guests value.
Start with:
If you want to do it consistently (without procrastination), mysite.ai helps organize communication, turn feedback into content topics, and maintain rhythm.
A process that delivers: strategy → content → ads → reporting
Strategy first (brand sheet + research + review insights), then content (photo/video, scripts, plan), then paid campaigns, and reporting.
Tools worth knowing:
And for measurement:
Agency, freelancer or AI tool?
They don’t conflict. Smaller venues often need processes and tools first; larger ones can afford agencies.
That’s why mysite.ai is a natural step for restaurants that want consistent content and review work before scaling budgets.
Dead hours and promos: test, but give it time
Promos can work (lunch, happy hour, 1+1), but the common issue is lack of consistency and testing.
Use Google Trends to validate seasonality.
What to watch next
- Craft and repeatability: Agata Wojda
- People/process/location: Adam Chrząstowski
- Numbers and KPIs: Jacek Czauderna
If you implement one thing after this episode, make it consistency. And if you want it to be easier, check mysite.ai.
More talks: mysite talks.
