How to Manage Food Costs, Influencers, and Tech Trends from an SVP at STARR Restaurants

Published: May 28, 2026

For hospitality operators, the day rarely ends when the last guest leaves. When it’s time to rest and recharge, business owners are still thinking about how to keep evolving in an industry that’s more complex and competitive than ever before. Counting sheep can get replaced by counting food costs.

While there’s no shortage of information out there for managers to scroll through for potential solutions, what’s often most valuable is hearing directly from the people who’ve been through it themselves: the operators, leaders, and experts who understand the realities of the business firsthand.

That spirit is what inspired What Keeps You Up At Night?, a new series where we bring real Resy operator questions to the industry leaders that make up the American Express Global Dining Advisory Board. Whether you’re looking for ideas, reassurance, or simply the knowledge that others are working through similar challenges, our goal is to create a space where industry folks can learn from one another and hopefully get some much needed (and much earned) rest.

Want a chance to have your question featured in our next edition of What Keeps You Up At Night? Just fill out this survey¹ to share what’s on your mind.

For this first edition, we spoke with Jenna Velella, Senior Vice President of Financial Operations for STARR Restaurants, to answer operator questions on food costs, marketing, and technology.

In an environment shaped by global instability, supply shocks, and relentless food inflation, how can a restaurant operator protect margins without compromising quality, pricing integrity, or guest experience?

– Zeynep Solak, Managing Partner, Nar Restaurant (New York)

Velella: Such a relevant (and hard) question! Our industry is in the middle of economic forces that feel well beyond our control. It takes resources and time to manage these dynamic conditions and most of us don’t have extra of either. When every penny counts and quality and experience matter, a few key practices come to mind to protect the bottom line:

Good purchasing is the foundation of good cost management. It all starts with a purchasing plan based on expected sales in order to minimize waste, which is truly just money in the garbage. We are fortunate to have technology, like Resy, to help make this forecast more accurate for our business. Combining this with pmix trends and a food cost target informs good purchasing.

I also love a daily waste log. It shows where lost food or beverage dollars went (“Steak overcooked on line – 2x, 2 quarts of expired lemon juice…”), but it also tells you where the opportunities are. It’s like reading the tea leaves of the operation – if I see a repeat item on my waste log, I know I need to adjust my purchase orders, prep sheets, or give a team member more training.

Now is the time to invest in vendor relations. Meet with your vendors, directly ask for help with mark-ups or fuel surcharges, and keep them working on finding options for products with price fluctuations. It can be hard to track all price changes in the moment – ask your vendors to communicate price changes to you so you can react quickly.

Pay attention to the details (and the dish pit!). Are guests finishing the whole portion? Are there elements of a dish or drink that get pushed to the side? Is half of the sauce in a ramekin leftover every time? A real example of this came from one of our concepts in Philly that had a popular dish that came with three condiments on the side. We watched the dish pit for a full weekend and found that, overwhelmingly, one of them went untouched, so we removed it. Observing what isn’t delivering value to your guests can tell you where you have inherent savings without compromising experience.

What kinds of promotions and marketing channels do you find effective? And how do influencers fit into your marketing strategy?

– Eric Koffsky, Chief Strategy Officer,  Hollerbachs  German Restaurant (Sanford, FL)

Velella: Without question, social is our #1 marketing channel. We use it to build awareness, stay connected to our community, and drive engagement around everything from menu changes, to team spotlights, and behind-the-scenes moments.

Collaborations are some of our favorite promotions to do – they have some of the highest engagement as well as great potential to drive new business. Collabs are exciting because they introduce both brands to potentially new guests in an authentic way and can show brand versatility. Plus, collaborating with like-minded industry peers can bring renewed energy and connection to what we do.

Influencers are part of our strategy, but we’re intentional about how we use them. For these partnerships we tend to focus on moments where there’s something genuinely exciting to talk about – a restaurant opening, happy hour launch, or larger activation. Look for influencer opportunities that generate strong user-generated content and feel organic to the brand. In this way, it’s less about volume and more about authenticity.

How can I manage technology and keep up with industry trends at my restaurant?

– Anonymous

Velella: It’s easy to feel like you’re falling behind when every week brings a new must-have platform. Remember that keeping up doesn’t mean adopting everything. Start with the foundation – a reliable network, a POS you trust, clean, consistent data, and keeping security front of mind is essential. Most AI-powered tools are only as good as the data you feed them and still require human oversight to be effective.

Shop with a list: know your key priorities and requirements and stick to your budget. This may seem like an obvious step, but it helps with decision-making fatigue so you’re not entertaining things that don’t fit the criteria.

If you don’t have a deep tech bench, let your vendors be your tech bench! Choose partners whose support and training extend your team, not ones who disappear after the sale. Lean on your community, too. I always ping my network for their opinions and advice.  A quick call with someone running a similar concept is worth way more than any sales deck.

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Opinions and views in articles shared on Resy OS are presented for the purpose of discussion and commentary on topics of interest in the restaurant industry; they should not be viewed as substitutes for advice given by professionally engaged business consultants and advisors.