Episode Summary

Episode 1: Pyramid — Why Promo Fails Without Identity

In this episode of The PAX Hospitality Podcast, host Leon Kennedy is joined by Loren Daniels, Tim Varney, and Michael Bascetta to explore one of the simplest yet most powerful frameworks in hospitality: the Pyramid.

What starts as a practical chat quickly evolves into a deep dive on why so many businesses pour money into marketing without first building the foundation that makes promotion actually work. We break down the four layers of the Pyramid — Identity, Product, Consistency, and Promo — and share candid stories from our own venues where getting the order wrong caused more problems than it solved.

From defining your “why” in a way that’s both clear and compelling, to making sure guests get the same experience every single time, our conversation highlights how the Pyramid can diagnose hidden gaps and redirect effort where it creates the most return.

Topics Covered:

  • Why Identity is the foundation — and why “clear and compelling” beats “clever” branding

  • How Product is more than food and drink: it’s every touchpoint of the guest journey

  • The role of Consistency in creating repeat trade and guest trust

  • Why Promo amplifies flaws if the bottom three layers aren’t strong

  • Why word of mouth still outperforms any ad campaign

And the 5 key takeaways?

1. The Pyramid Framework is built on four tiers: Identity, Product, Consistency, and Promo – in that order.

We emphasise that many operators start at the top with promo, but true success comes when the foundational layers are strong. Each layer supports the next, creating a structure that is both stable and scalable.

"If you start with promo before identity and product, you’re just amplifying confusion."

2. Identity must be both clear and compelling; it is the foundation for decision-making and alignment across staff and customers.

Without a strong sense of identity, businesses struggle to define who they are and why they matter. A clear and compelling identity guides product development, team culture, and customer connection.

"Identity tells your staff, your customers, and the public who you are and why you matter."

3. Product is not just food and drinks but the entire guest experience – from website to follow-up – and must fit both the market and mission.

Our conversation highlights that product encompasses every touchpoint of the guest journey. Achieving product–market fit means ensuring the service and offerings reflect the business’s purpose while meeting customer expectations.

"Product is everything – from the website to the follow-up email after a booking."

4. Consistency creates repeat trade by ensuring reliable execution through systems, training, and performance management.

Guests return when they know what to expect. Consistency is achieved through processes, reporting, and clear training that allow teams to deliver the same level of quality every time.

"Consistency is what generates repeat trade."

5. Promo amplifies what already exists; if the first three tiers are weak, marketing only highlights flaws. Word of mouth is the strongest marketing channel.

Rather than pouring money into ads or campaigns prematurely, we stress that word of mouth is the best proof of a strong foundation. Promo works when it builds on clarity, product excellence, and consistency.

"The most powerful marketing tool is still word of mouth."