Shawn Walchef believes every restaurant owner has a story worth telling, they just have to hit record.
The founder of Cali BBQ and Cali BBQ Media has built his business, brand partnerships, and friendships through one platform most operators overlook: LinkedIn. What started as a few posts about barbecue turned into millions of impressions, national media exposure, and real sponsorship revenue.
“People tell me, ‘Shawn, you post too much on LinkedIn,’” Walchef said. “But they don’t see the deals, relationships, and opportunities that come from showing up consistently.”
From BBQ Pits to Wall Street
In 2020, Walchef posted a simple “Toast unboxing” video after switching his restaurant’s point-of-sale system. Before posting, he connected with people across the company, from marketing to the CEO. Within days, the video spread throughout the Toast organization and was reshared by its leadership team.
That one video led to an invitation to the New York Stock Exchange when Toast went public. Walchef joined restaurant owners from across the country to celebrate, network, and share ideas. Since then, he has joined Toast’s Customer Advisory Board and built ongoing partnerships with global brands such as Amazon and Google, all sparked by content that started on LinkedIn.
Turning Posts into Partnerships
For Walchef, LinkedIn is more than a social network. It is a marketplace for relationships. “LinkedIn is where business gets done,” he said. “It’s where people go to make decisions.”
He encourages every business owner to treat their profile like a digital storefront. That means using a professional photo, updating descriptions, requesting testimonials, and keeping content fresh. “If you say you’re a digital storyteller, show proof,” Walchef said. “Post videos, share stories, and engage with others. That’s how trust is built.”
Building Community
When the pandemic hit, Walchef and his Cali BBQ Media team turned their online conversations into a live community. What began as a few LinkedIn interactions evolved into Rising Tides Live, a weekly gathering for restaurant operators, tech founders, and storytellers.
“Just like pickup basketball, all you have to do is show up,” he said. “That’s how we grow together.”
The show streams every Wednesday and Friday across LinkedIn, YouTube, and Facebook, connecting leaders from around the world who believe in collaboration over competition.
The Fear Factor
Walchef understands that posting video content can be intimidating. “People would rather give a eulogy than speak in public,” he said. “And posting on the internet might be an even bigger fear.”
His advice is simple: start small and stay human. Record a short video under sixty seconds and share what you believe, not what you sell. “No one cares what you do,” Walchef said. “They care what you believe. If you repeat that message, others who believe the same thing will find you.”
Walchef’s philosophy is rooted in one idea: no one is coming to tell your story for you. Whether you are a single-unit operator or a growing brand, every post is a chance to connect, inspire, and attract opportunity.
“LinkedIn isn’t business to business,” he said. “It’s human to human. If you stay curious, get involved, and ask for help, you’ll find your community. A rising tide lifts all ships.”
Podcast: Play in new window | Download | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
