A true restaurant expert is more than just a consultant; they are a strategic partner who combines deep industry knowledge with a genuine understanding of a restaurant's unique identity. They see the bigger picture, connecting marketing efforts to operational realities and financial outcomes.
With over three years of dedicated experience at TheFork and a track record of delivering significant growth - such as increasing bookings by over 500% for a major high-street brand - Peter James embodies this role.
As Senior Group Account Manager at TheFork, his approach is built on personal support, data-driven strategy, and a bespoke service that helps restaurant groups in the UK thrive.
This article distils his experience into 12 essential pieces of restaurant expert advice.
The foundation of any successful partnership is understanding.
A true restaurant expert doesn't arrive with a pre-made solution; they start by actively listening to the unique challenges, goals, and brand identity of each restaurant group. This means going beyond surface-level metrics to grasp what the restaurant truly wants to achieve.
This bespoke approach ensures that any strategy is relevant and effective, rather than a one-size-fits-all template. It's about diagnosing before prescribing.
Peter James: "It all comes down to listening, adapting, and working closely with our partners to ensure the best outcomes."
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⭐Key Takeaway: There is no one-size-fits-all solution; success begins with understanding a partner's specific needs.
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Once you understand a restaurant's needs, the next step is to craft a marketing strategy that is entirely bespoke.
A generic plan will yield generic results. A tailor-made strategy, however, aligns with the group's specific objectives, whether that's increasing bookings on a quiet Tuesday or promoting a new flagship location. This involves identifying unique opportunities and creating targeted campaigns that leverage the right marketing channels to achieve the desired outcome.
⭐Key Takeaway: A bespoke, adaptable, and data-driven marketing strategy is the primary driver of value for restaurant groups.
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Effective marketing isn't just about driving bookings; it's about telling a brand's story authentically.
A restaurant expert should act as an extension of the restaurant's own team, deeply understanding and amplifying its identity. This means communicating the brand's personality, values, and unique story across all marketing channels, ensuring consistency and building a genuine connection with diners.
Peter James: "It's essentially about listening to what the restaurants want, making our approach as bespoke as possible, and being an extension of the group's identity."
⭐Key Takeaway: Your marketing should be an authentic reflection of your brand's unique story and values.
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For restaurant groups, there is strength in numbers.
While individual sites may have their own character, a successful strategy often involves promoting the group as a whole. This builds brand recognition at a higher level and allows for more impactful, wide-reaching campaigns. It also offers the flexibility to highlight specific sites or new concepts within the broader group identity when a strategic push is needed.
Peter James: "We don't focus too much on the site level; instead, we aim to promote the group as a whole or highlight specific new angles that can boost their performance."
⭐Key Takeaway: Focusing on the group brand builds wider recognition, with the flexibility to spotlight individual venues.
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Instinct is important, but data provides the roadmap.
A data-driven approach is essential for identifying hidden opportunities and making smart decisions. By analysing booking patterns, customer behaviour, and campaign performance, a restaurant expert can pinpoint exactly where to focus efforts to maximise revenue and increase bookings.
Peter James: "My approach is adaptable to any group, and data-driven, from SEO to reservation management."
⭐Key Takeaway: A data-driven approach transforms guesswork into a precise, effective, and adaptable strategy.
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In a tech-driven world, a personal relationship is a powerful differentiator.
Building long-term, trusted partnerships allows for a deeper understanding of a restaurant's brand and needs. This trust facilitates open communication and quick, effective collaboration, turning a simple service provider into a valued strategic partner.
Peter James: "Groups value the personal approach. I still speak to some of the people I’ve worked with in my first weeks at TheFork. They know me, I know their brand."
⭐Key Takeaway: Strong personal relationships, built on trust and deep brand knowledge, lead to better and faster results.
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The restaurant industry moves quickly, and opportunities can be fleeting.
The ability to act fast on new ideas and launch campaigns promptly is a significant competitive advantage. This requires an agile approach and a partner who can respond quickly and efficiently, turning a great idea into a live campaign without unnecessary delays.
Peter James: "We can act quickly, and our best partners often come to us with their ideas... Our prompt responses and deep understanding of the restaurant industry make us a reliable partner."
⭐Key Takeaway: Speed and agility are crucial; the ability to act quickly on opportunities can deliver a major competitive edge.
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A smart marketing strategy taps into the conversations that are already happening.
Aligning your promotions with national events, cultural moments, or important values like sustainability can make your brand more relevant and appealing to modern diners. This shows that your restaurant is current, engaged, and aligned with what your customers care about.
Peter James: "Our best partners often come to us with their ideas, whether it's related to national events, sustainability efforts, or other initiatives."
⭐Key Takeaway: Tapping into current events and important values like sustainability makes your brand more relevant and attractive.
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A restaurant expert's advice must go beyond marketing and address core operational challenges.
The biggest drains on profitability are often a lack of customer loyalty, costly no-shows, and quiet periods with empty tables. A comprehensive strategy provides concrete solutions to tackle these issues head-on.
Peter James: "Some of the common challenges our accounts face include creating customer loyalty... quieter periods can be tough to navigate, and dealing with no-shows is a recurring issue."
⭐Key Takeaway: Solving core operational challenges like no-shows and quiet periods is fundamental to increasing revenue.
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A plan is only effective if it's actively managed.
Maintaining close and regular communication is crucial for executing a strategy successfully. This ensures that both the restaurant and its expert partner are aligned, allows for quick adjustments based on performance, and fosters a collaborative environment where great ideas can be sparked and actioned quickly.
Peter James: "We initiate regular conversations, sometimes daily but definitely weekly, based on bespoke reporting we can provide. We maintain close contact, even through channels like WhatsApp."
⭐Key Takeaway: Constant, close communication is the engine that drives a successful and adaptable strategic plan.
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In a competitive market, playing it safe isn't always enough.
Sometimes, the biggest rewards come from taking smart, calculated risks. This could mean trying an unconventional marketing campaign or a bold new menu concept. An expert partner can provide the data and experience to help you evaluate these risks and make confident decisions.
Peter James: "Sometimes, taking calculated risks pays off remarkably."
⭐Key Takeaway: Remarkable results often come from taking well-informed, calculated risks.
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Choosing a partner is also about trust and security.
Working with an established, innovative, and fast-growing platform provides a level of reliability and reach that smaller or newer solutions can't match. The backing of a company with a long history and strong industry connections (like TheFork's link with TripAdvisor as well as the Michelin Guide) gives restaurant groups the confidence that they are in secure hands.
Peter James: "With the backing of a company established for over 15 years and linked with TripAdvisor, larger groups can trust that they are in secure hands."
⭐Key Takeaway: Partnering with an established, trusted, and innovative platform provides security and a reliable stream of revenue.
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In a complex industry, having a dedicated restaurant expert like Peter James is a significant competitive advantage for growing groups.
They provide more than just software; they offer consistency, strategic insight, and a deep, personal understanding of your brand. This partnership translates directly into tangible results, from identifying new revenue opportunities to solving persistent operational challenges. An expert acts as a proactive force, constantly looking for ways to boost your bookings and improve performance, providing invaluable support that allows you to focus on running your restaurants.
Peter James: "It all comes down to listening, adapting, and working closely with our partners to ensure the best outcomes."
Below is the full interview transcript with Peter James, Senior Group Account Manager at TheFork, where he shares his insights in his own words.
Peter: "In a nutshell, my role is all about increasing revenue and exposure for group restaurants in the UK through our marketing channels while ensuring quality. It's essentially about listening to what the restaurants want, making our approach as bespoke as possible, and being an extension of the group's identity. Whether that's sharing their story, promoting sustainability efforts, or other unique aspects. It all comes down to listening, adapting, and working closely with our partners to ensure the best outcomes."
Peter: “I work with a diverse range of group restaurants. From small three-site groups that are centrally managed to large parties with over a hundred locations. Some groups have identical menus across all their venues, while others may make specific tweaks like offering different cuisines or premium experiences. We don't focus too much on the site level; instead, we aim to promote the group as a whole or highlight specific new angles that can boost their performance. Each group is unique, so I need to listen carefully to understand their specific needs. It’s one of the most crucial aspects of what I do.”
Peter: “The value I offer to groups is primarily through bespoke marketing strategies. We identify opportunities to increase bookings, diners and revenue. My approach is adaptable to any group, and data-driven, from SEO to reservation management. We identify my partner's needs right off the bat and keep them at the heart of everything we do. And, being at the company for over three years, groups value the personal approach. I still speak to some of the people I’ve worked with in my first weeks at TheFork. They know me, I know their brand, and we both know each other’s bandwidth, wavelength and personality. Sometimes all it takes is a two-minute phone call to spark a great idea that can create a big impact. Through all of this, I ensure that groups receive the prompt, top-notch service they deserve.”
Peter: “Our ability to bring diners to their establishments at scale. Our approach is entirely bespoke to each group, delivering rapid results and meeting their needs. We can act quickly, and our best partners often come to us with their ideas, whether it's related to national events, sustainability efforts, or other initiatives. Our prompt responses and deep understanding of the restaurant industry make us a reliable partner for restaurant groups. With the backing of a company established for over 15 years and linked with TripAdvisor, larger groups can trust that they are in secure hands. Additionally, our approach and long-term relationships with partners allow us to deliver quick and significant impacts.”
Peter: “Some of the common challenges our accounts face include creating customer loyalty and getting diners to return for repeat visits. Additionally, quieter periods can be tough to navigate, and dealing with no-shows is a recurring issue. We work with our partners to address these challenges, offering solutions such as credit card guarantees and menu adjustments where necessary.”
Peter: “Our approach to forming a plan with restaurant groups begins with active listening. There's no one-size-fits-all solution, so we take the time to understand their specific needs and where they require a push. Once we have a plan in place, we initiate regular conversations, sometimes daily but definitely weekly, based on bespoke reporting we can provide. We maintain close contact, even through channels like WhatsApp, to ensure quick and effective action.”
Peter: “One of the most significant achievements I've seen was increasing bookings by over 500% month on month for a high-street restaurant brand with well over 20 sites. This was the result of looking at opportunities, implementing bespoke plans, and closely collaborating with the group to ensure everything was executed perfectly. Sometimes, taking calculated risks pays off remarkably.”
Peter: “I would say, 100% you should be joining. We are an innovative and fast-growing restaurant booking platform that consistently drives new diners to restaurants. We launch some of the biggest campaigns in the booking industry, and we can build you a consistent and reliable revenue stream that other platforms can't match.”