Every restaurant owner wants people talking about their brand.
Some become household names. Others quietly disappear.
After spending 17 years covering the restaurant industry, Sam Oches believes the difference often has less to do with the menu and more to do with the story behind the business.
Speaking with Shawn Walchef on Digital Hospitality, the editor-in-chief of Nation’s Restaurant News shared what he’s learned after interviewing hundreds of founders, following brands through economic downturns, and watching small concepts grow into national chains.
His answer was surprisingly simple.
The restaurants that stand out are intentional about the experience they create, the relationships they build, and the story they tell.
More Than A Good Product
Restaurant operators spend countless hours perfecting recipes, improving operations, and refining service.
Those things matter.
But Oches says memorable brands also give customers something bigger to connect with.
“I think what makes a brand buzzworthy is if they’ve got a great story to tell,” he said.
He pointed to founders who actively engage with the restaurant community, share what they’re learning, and lead with hospitality instead of simply promoting products.
Those brands don’t just attract customers.
They attract advocates.
What “Emerging” Really Means
The restaurant industry loves labels.
Quick-service. Fast casual. Emerging.
But Oches admits “emerging” isn’t really about store count.
While many CREATE attendees operate fewer than 100 restaurants, he believes the defining characteristic is something else entirely.
“If you’re still very much in entrepreneurial mode… you’re emerging,” he explained.
That mindset continues long after a company grows.
Businesses that keep experimenting, adapting, and searching for better ways to serve guests rarely stop acting like entrepreneurs.
Learning From Those Who Have Done It
One reason CREATE has become a destination for restaurant founders is the opportunity to learn directly from leaders who have already navigated the challenges of scaling.
This year’s speakers include the founders of Panda Express, Chipotle founder Steve Ells, and Somebody Feed Phil creator Phil Rosenthal.
For Oches, those conversations are about much more than growth numbers.
They’re an opportunity to understand the decisions, failures, and leadership philosophies that transformed small concepts into nationally recognized brands.
The Best Investment Might Be Leaving Your Restaurant
One message surfaced throughout the conversation.
Restaurant owners need to step outside their own four walls.
Whether it’s attending conferences, meeting peers, or connecting with technology partners, Oches believes operators improve faster when they learn from others facing similar challenges.
Running a restaurant can feel isolating.
Building relationships reminds owners they are not solving those problems alone.
That’s ultimately what CREATE aims to provide—a room full of operators, founders, investors, and innovators sharing ideas that can help restaurants grow.
After nearly two decades covering the industry, Oches has seen restaurant trends come and go.
The brands that endure usually have one thing in common.
They never stop learning.
