Patrick Maguire offers social media and marketing consulting services to Boston-area restaurants on a monthly subscription basis. The services include analyzing and improving social media strategies, leveraging personal networks to boost campaigns, increasing brand awareness through blogging, and monitoring online reviews. Additional services such as staff training, crisis management, and event promotion are also available. Compensation is either a three-month upfront minimum fee or a la carte pricing for individual services.

1. Maguire Promotions & Hospitality Consulting
I’m working with a limited number of independent, Boston-area restaurants
and businesses I believe in and can proudly promote, partner with and stand
behind. My services are not intended to disrupt any existing PR, marketing
or publicist relationships you have, but rather to supplement them. The
following items represent the services I provide as part of a monthly
package.
• Analyze and evaluate your current social media content and
strategies over the last 2 months. This includes every aspect of
your online presence and online customer service platforms.
Includes meeting with and coaching/mentoring your current social
media contributors regarding content and strategy. Also includes
ongoing daily monitoring all of your posts for spelling, grammar
and content. Please note: I will be posting as your restaurant on a
limited basis, but I am not taking over your social media
marketing and doing it for you.
Social media is the number one daily activity among Americans,
topping time spent on email and Google. I will make ongoing social
media recommendations to keep your restaurant current, relevant, and
busy. Strategic, effective, grass roots social media campaigns lead to
free media coverage from both traditional and alternative media
sources (note jm Curley in DTX) and can lead to organic, regional and
national coverage if executed properly.
Services include 7-day/week monitoring of all of your social media
platforms, monthly analysis and continuous recommendations for
improvement. If you have existing vendor relationships, I will
collaborate with your current PR/Marketing affiliates to maximize the
effectiveness of your content and expand your reach.
A copy of my “Social Media Strategy” Guide is included with our
partnership and review will be included in strategy sessions with your
internal social media team and affiliates.
A discussion and copy of my jm Curley social media strategy is
included with our partnership. (jm Curley was named one of the “50

2. Coolest Small Businesses in America” by Business Insider when I
was managing the social media and promotions.)
• Boost your current social media campaigns by leveraging my
personal network and voice in the Boston restaurant community.
Improve your reach via Facebook, Twitter, Email, Instagram, and
all social media platforms that you employ. Includes retweeting
and “sharing” and “liking” Facebook and Instagram statuses and
commenting when appropriate without overdoing it.
• Increase your brand awareness by leveraging the Server Not
Servant blog and SNS Facebook Group when appropriate. I can
defend and promote restaurants in a way that restaurant owners
would like to, but can’t. (See Linclon Tavern “pizza box” incident
and Sycamore “reservations” incident blog posts.) Some of my
blog posts reach tens of thousands of people, including an
expansive network of Boston’s blogging and restaurant
communities. As Jim Hoben, owner of El Pelon stated; “An
affiliation with Server Not Servant is an insurance policy when we
need it.”
• Refer diners and private and corporate parties to your restaurant.
Every week I’m asked for restaurant referrals, and often asked
about restaurants that can accommodate large parties and PDR
requests. I often see posts on Facebook, Chowhound, and similar
sites looking for recommendations. If you have an events
coordinator, and/or a catering division, I’ll work with them to
make sure they’re capturing as much business as possible.
• Evaluate your current media relationships/strategy and recommend
improvements. I will increase your brand awareness by leveraging
my network of Boston-area restaurant contacts and media
connections. I am in frequent contact with hundreds of restaurant
owners, managers and workers via social media and in person. I
also communicate frequently with most of the relevant Boston
media members who cover restaurants, including all of the major
players and alternative media. I will forward press releases for
select events to personal media contacts if requested. It’s critical to
constantly cultivate, nurture and build our restaurant media
networks. The landscape and players are always changing.
• Analyze and evaluate your current strategy for responding to
amateur online review sites; Yelp, Chowhound, Urbanspoon,
OpenTable, Trip Advisor, City Search, Zagat, etc. Like it or not, a

3. lot of diners make decisions about where to go based on these
sites. Savvy restaurateurs pay attention and have strategies in place
to make the amateur ‘review’ sites work for them. I will work with
whoever is responsible for monitoring these sites at your
restaurant, and implement a strategy and protocol that works best
for your restaurant. A lot of restaurateurs and managers are not
aware of what the guidelines are for responding within each review
site, and have no strategy. (Chowhound changed their policy on
8/7/2014.) I will monitor incoming reviews daily and alert you to
what requires a response. I will also be available for ongoing
consultation and editing of specific public and private responses. I
am not taking over responding to your online reviews, but
coaching someone at your restaurant on how to do it.
• Scouring the internet and the city acting as a watchdog to defend
and promote your brand/business. I will be constantly seeking
ways to promote your restaurant and improve your operation. A
common complaint I hear from restaurateurs is, “I don’t have time
to keep up with all that stuff. It’s overwhelming.” I agree. This is a
7-day a week commitment from me. I read everything I can
locally, nationally and internationally about restaurants, and will
forward anything that I feel is relevant to your restaurant/business
and can help you. This includes online chats hosted by Marc
Hurwitz of Boston’s Hidden Restaurants. It also includes the daily
Boston Globe, Sunday New York Times, as well as every other
publication and site I can devour; Eater, Grub Street, WSJ,
Huffington Post, Yelp, Chowhound, Boston Magazine, BostInno,
Zagat, Thrillist, Urban Daddy, Twitter, Facebook, and everything
in-between. I often find great pieces on hospitality, training, and
co-branding opportunities with other restaurants. I will forward
everything I come across about your restaurant or about our
industry that you may want to forward to your managers or entire
staff. Great internal communication builds trust, and a lot of
restaurants are not doing nearly enough of it.
• Identify industry volunteer opportunities for your staff to connect
with industry brothers and sisters, build relationships, and help
your business build goodwill through neighborhood and
community involvement.

4. • Crisis management to defend and protect your brand. I’ll be
available every day of the week for consultation. Includes drafting
and editing content for crisis communications.
• Evaluate your current methods of gathering direct, candid feedback
from friends and guests, and make recommendations on how to
improve upon your current strategies. You can’t get honest
feedback unless you ask for it.
• Analyze your current communication strategies to inform guests
about events, and recommend improvements. This includes online
customer service via Twitter, Facebook, Instagram, monthly
newsletters, Eventbrite, email address gathering, comment cards,
POS receipts, etc.
• Evaluate current training materials and make recommendations for
improvement. Includes company-specific social media policies for
employees.
• Staffing referrals. I receive weekly requests from workers looking
for placements.
• Implement protocol for communicating and humbly sharing
stories, reviews and all media praising your restaurant. (Internal
and external.)
• I’ve come up with a list of 100 Service “Do’s” and “Don’t’s” that I
am always adding to from my experiences while working and
dining out. I will share this list with you and meet and brainstorm
with you and your management staff to refine the list and tailor it
to your restaurant. After we tighten up the list, I will also
participate in a staff training (“Hospitality Pep Talk”) to review the
list and discuss the critical differences between customer service
and hospitality. It’s important to have a fresh, outside voice to
reinforce your internal training strategies.
• Attend select special events hosted by your restaurant and help
promote them on social media before, during and after the event.
My participation at the events could include guest bartending,
judging, MC or hosting and FOH management. My attendance at
special events would include a comped ticket. I enjoy working at
off-sites, and would be game to pitch in when available. I’ve
bartended at a bunch of charity events, most recently at Silvertone,
Lovin’ Spoonfuls Tailgate at Sam’s, and pitched in at events like
the B&G OysterFest, Bacon & Beer Festival, jm Curley Revelry
for Charity Dinners, Future of Junk Foods w/Chef Sam Monsour

5. and Mark O’Leary, KO Pies McDundee events, El Pelon Hot Chili
Pepper Contest, guest chef events at BCAE and several others
around the city. I love participating in and promoting those events.
They’re also a great way to elevate your brand, co-brand with other
restaurants, and elevate your brand and visibility.
• Analyze your restaurant website, Facebook page and Twitter
profiles and recommend improvements. Refer web
designers/programmers if necessary.
• Brainstorming about co-branding with other restaurants in the
neighborhood and around the city. (Family meal exchange, cross-
promotions, Pop-ups, etc.)
• Attend trainings, pre-meal, tastings, and management team
meetings when appropriate to stay plugged in with staff, culture
and with what’s happening at the restaurant. Because I’m outside
the daily dynamics, I can offer an objective vantage point. I
believe that a fresh, objective, outside set of eyes and ears is
critical for ongoing assessments and continuous improvement.
Even close friends and regular customers are reluctant to share
candid observations because they’re too close to you as restaurant
owners/employees. Restaurant operators, managers and employees
are not seeing their restaurants as objectively as an outsider does.
I will dine at your restaurant at least once/month and promote food,
beverage, and hospitality via social media. I’ll also give you candid
feedback about everything that’s great, and specific, constructive,
honest feedback about what can be improved. Evaluations will include
staff, service, hospitality, ambiance, cleanliness, bathrooms, sound,
lighting, temperature, food, beverage, pricing, and anything else that
you’d like me to focus on. (Amount of monthly dining comp TBD
based on frequency desired.)
Compensation

6. • Three-month up-front minimum per restaurant based on the services
you choose. After 3 months, the agreement will be at-will, month-to-
month, with agreed-upon payment due at the beginning of each
month. If either party decides to terminate the relationship, it is agreed
that as much lead time as possible will be given.
• An adjustment will be made for multiple restaurants within a group.
Pricing will vary depending upon the size of the operation, # of
employees, services selected, etc.
• All above services are also available as “à la carte” items for one-time
fees without on-going monthly obligation.
• Special projects (see below) as agreed upon at additional cost.
I believe that the compensation I request is more than fair for the services I
provide. I don’t charge a lot for my services because I enjoy what I do and
love working with good people and businesses I believe in.
Additional Services
• Referral to Instagram consultant, a professional photographer with
21,000+ Instagram followers. I can coordinate a workshop for your
staff to coach them on all facets of Instagram.
• Draft and pitch potential stories to my alt and traditional media
contacts. (I can also collaborate with your current PR vendors.)
• Evaluate perception of current identity. Are your identity, brand and
mission clear to your employees and customers? Brainstorm
w/ownership, management and employees about current
vision/mission and refine/define it. Communicate internally and
externally.
• Assist w/recruitment of staff.
• Refer supplemental staff for special events (servers for weddings, etc.)
I have a list of great servers available looking for part-time work.
• Anonymous staff surveys/meetings to analyze perception and
effectiveness of management and ownership. Is your staff getting
enough training? How are internal communications? Does your staff
trust you? Do they believe that you have their back? How is their
relationship with their co-workers? How would they define their work
culture?

7. • Individual staff hospitality and competence assessments. Make
recommendations for elevating service, hospitality and technical
proficiency.
• Evaluate current staff retention strategies, including comparison of
Boston industry standards. (Compensation, benefits, training, etc.)
• Attend portions of management meetings to brainstorm about
anything you’d like.
• Attend staff training meetings to observe and give feedback.
• Referrals from my network to anyone who can help you in areas that I
am not qualified. (Craft beer consultation, Beverage program, P&L
analysis, Inventory + Ordering, Payroll Management, Sales reports,
Expense tracking, etc. )
Compensation (Additional Services)
• Hourly or flat rate agreed upon in advance.
I will be promoting and consulting for a limited number of restaurants, food
trucks, brewers, farms, vendors, special events, restaurant suppliers and
tertiary businesses, and I’m open to all opportunities. Thank you for your
consideration. Sincerely-Patrick
Patrick Maguire
617-510-5682
Patrick@servernotservant.com
“It’s not corporate, it’s personal.” –Sam Jackson chef/owner KO Catering
and Pies
“Great service is execution, great hospitality is a mindset, an awareness,
and a culture focused on making meaningful and memorable connections
with guests. Every guest has the potential to become an ambassador for
your restaurant.” –Patrick Maguire