The most successful restaurant I know breaks almost every marketing rule I teach and use.
They send no marketing emails. They haven’t posted on social media in two months. The menu hardly ever changes.
And yet, the place is always packed.
We went back the other night. We squeezed past a wall of people at the bar and the communal table to our tiny table in the back. We ran into friends, lingered over dinner for nearly three hours, and floated out the door. On the way home I thought, “Why don’t we come here more often?”
Yes, the food is excellent. The menu has something for everyone. The drinks are solid. The space is warm and cozy.
But that’s not why I left on a high.
It’s because of Noureddine.
Noureddine is a server there—maybe also the GM—and he carries himself like he owns the place. I don’t remember ever going to Buck’s Fishing & Camping in Washington, DC, without seeing him.
He never stops moving, but he’s never frantic. He makes you feel like he’s genuinely happy you showed up. I used to think he had a crush on my friend Jessica, but then I realized: he makes everyone feel like that. Maybe he has a crush on all of us!
He offers an easy wine recommendation. He asks where you’ve been. He tops off your glass toward the end of the meal and tells you to come back soon.
When I’m at Buck’s, I feel like Noureddine is so happy to see me. That’s the magic. He turns a good restaurant into a great one—a place that builds regulars without any marketing. It feels almost like home, except I don’t have to cook, clean, or do dishes. And there’s a friend expecting me.
I’m already thinking about when I can go back. I can’t keep Noureddine waiting too long.
Does your restaurant have a Noureddine?
Guests like me want to feel welcome, appreciated, and remembered. You’re juggling the kitchen, the office, the numbers—but nothing is more valuable than cultivating regulars. It’s good for revenue, and honestly, it’s good for your spirits.
You probably already have tools to help. Reservation apps can tell you:
- Is this a first-time guest?
- How many times have they visited?
- When were they last in?
That’s gold.
Unless you have Nordeen’s gift, or a freakishly good memory, use it.
Two simple ways to be more like Noureddine
- Treat first-timers like future regulars.
When you see a new guest:
- Stop by the table and thank them for coming in.
- Ask what they like and make one or two recommendations.
- Before they leave, invite them back: “We’d love to see you again—next time try ___.”
- Make repeat guests feel known.
When someone has been in before:
- Greet them with genuine warmth: “Nice to have you back.”
- Mention a favorite or new dish or drink: “Have you tried our ___ yet? It’s become a guest favorite.”
- Let them know you notice their loyalty: “We really appreciate you coming in again.”
You don’t need a huge marketing budget to build a loyal following. You need someone—maybe you, your GM, or a star server—who makes guests feel expected, remembered, and wanted.
In other words: you need a Noureddine.
So, look around your dining room this week and ask yourself:
Who could be our Noureddine, and how can we help them shine?
