Restaurant Founder on Team Development
"Seventy percent of learning takes place on the job, twenty percent from mentorship or peer learning, and ten percent from academic or theoretical learning," said Justin Giuffrida, co-founder of the multi-city brand Citizens Coffee. He attributes his company's growth to this "70-20-10" learning rule for developing leaders.
- The 70-20-10 model was developed by researchers at the Center for Creative Leadership based on surveys with executives about how they believed they learned. It posits that 70% of learning comes from challenging, on-the-job assignments, 20% from developmental relationships like mentorship, and 10% from formal coursework and training. - Justin Giuffrida and his co-founder Andrew Geisel, both originally from Australia, launched Citizens Coffee in Chelsea in 2016 to bring Australian-style cafe culture to New York City. The brand has since expanded into Texas, with a growth strategy focused on becoming a national breakfast and specialty coffee brand. - For restaurants and local businesses, short-form video on platforms like TikTok and Instagram Reels is a primary driver for discovery. According to a 2025 report, 48% of restaurant operators now use TikTok, up from 26% in 2023, emphasizing authentic, behind-the-scenes content over highly polished ads. - A key social media strategy for hospitality clients is leveraging user-generated content (UGC) by encouraging guests to tag the business in photos and videos. Data shows that 74% of diners choose where to eat based on social media, and creating shareable moments can be a cost-effective way to expand reach. - To efficiently create content for clients, new agencies can use AI-powered tools. Canva's AI features can turn text prompts into images and short videos, while tools like Copy.ai and Rytr are designed to quickly generate captions and ad copy. - When acquiring initial clients for a new agency, experts recommend defining a specific niche, such as local restaurants or wellness studios, and using your existing network. Offering a free social media audit or a discounted trial period can also help secure testimonials and build a portfolio. - Giuffrida differentiates Citizens from competitors like Starbucks by focusing on a full-service breakfast experience combined with specialty coffee, creating what he calls the "better breakfast category." This focus on a specific, high-quality experience is a strategy that can be applied to niche marketing agencies.
