If you’ve ever worked in the bar or restaurant industry, you know the grind is real. Long hours. Staffing headaches. Rising costs. And eventually…burnout.
Industry veteran and self-pour operator John Felico says burnout catches up with almost every operator—often long before they’ve built a business worth selling.
“I could count on one hand, of the thousands of people I’ve met, how many still own the same restaurant ten years later,” John shared during our recent Ask Me Anything webinar. “Burnout is real. You have to prepare for it.”
We hosted an Ask Me Anything just weeks after John sold Auggie’s Draft Room, his 24-tap self-pour taproom in St. Augustine, Florida. With 40 years in the hospitality industry and a fresh exit under his belt, there was no better time to dig into the lessons he’s learned—and the ones he’s passing on.
John shares many of these lessons in his book, Drafting a Dream, a playbook for operators looking to build a better business.
In this blog, we’re sharing some of John’s most powerful lessons from the Ask Me Anything and from his book—a lifeline for any operator feeling burnt out, overwhelmed, or wondering what comes next.
Build Your Business to Sell From Day One
Most operators only think about selling when they’re already exhausted or their business is on the decline. But according to John, that’s the worst time to sell.
Instead, he recommends flipping the mindset: build your business from day one as if you’re planning to sell it. Even if you never do, you’ll create a more efficient, organized, and profitable operation, one that could be sold at any moment.
“If you treat your restaurant so that it could be sold at any given time… it’ll be easy for you to put it up for sale.” – John Felico
Burnout Is Inevitable—Here’s How Smart Operators Plan for It
Burnout isn’t a maybe. It’s a matter of when.
Owning and operating a bar or restaurant takes a toll on everyone. The difference between struggling operators and successful ones comes down to preparation.
The reality is:
- Most restaurant owners don’t last 10 years.
- Most people only think about selling when they’re already burned out.
- And most buyers aren’t interested in a business that looks like hard work.
John’s Key Pillars for a Sellable Business
Keep your records clean
John emphasized the importance of having organized financials — clean P&Ls, bank statements that match, and no funny business. “You don’t want clawbacks,” he said. “You want to hand someone your books without needing to explain anything.”
Secure a strong lease
John recommends negotiating a 10-year lease, or at minimum, working with your landlord to extend terms before selling. Why? Longer leases open the door to SBA financing, and more financing options mean more potential buyers.
Build systems, processes, and checklists
A potential buyer should be able to walk in and see a business that runs itself. That only happens when systems are in place. “Make it look easy. Make it look fun,” John said. “People need to feel like they can step in and succeed.”
Don’t hide behind the business
Many owners run everything through themselves, but that makes their business harder to sell. “If it only works because you are there 80 hours a week, that’s not a business. That’s a job,” John said.
Use self-pour technology to lighten the load
Self-pour doesn’t just reduce your labor costs. It makes your business more attractive to buyers. With fewer staff and a smoother guest experience, you’ve created something a future owner can step into confidently.
“Self-pour makes the business less intimidating for a buyer,” says John. “They know they don’t need a big staff to run it.”
By operating as if you’re preparing to sell, whether that day ever comes or not, you’ll be more intentional with your decisions and better prepared for whatever opportunity comes next.
How to Market a Self-Pour Taproom Like a Pro
Marketing a self-pour taproom isn’t about flashy ad budgets or complicated strategies — it’s about consistency, creativity, and creating a space people want to talk about.
John will be the first to tell you: every market is different. What works in a tourist-heavy beach town might not work in a suburban neighborhood. But the fundamentals of good marketing? Those stay the same.
“Marketing isn’t complicated, but it’s consistent,” says John.
Here are the tactics that helped John turn Auggie’s Draft Room from a new concept into a must-visit local favorite.
1. Show Up on Social — 3x a Week
Don’t overthink it. You don’t need to go viral — you just need to show up.
John’s rule of thumb? Post three times a week on social media. Include photos of:
- Your team
- Your food or drinks
- Your customers enjoying the experience
Even if it feels like you’re shouting into the void at first, momentum builds over time.
Bonus Tip: John mentioned using ChatGPT to help brainstorm social captions if you’re stuck. Use your resources!
2. Make Your Space Instagrammable
Self-pour is already a great visual feature, but don’t stop there. Look for other ways to create moments people want to take a photo of.
At Auggie’s, John created multiple photo-worthy moments:
- A snow machine during the holidays (yes, in Florida)
- A wall of signed sports memorabilia
- Funny bathroom signage people couldn’t help but post
These little touches don’t just create a vibe — they create free marketing.
3. Reward the Locals Who Drive Word-of-Mouth
One of John’s best marketing moves? Offering an industry discount, 50% off food for anyone working within a two-mile radius.
This wasn’t about margins. It was about building goodwill with the people most likely to refer guests:
- Hotel staff
- Retail workers
- Service industry employees
“They were our biggest marketers,” John said. “The hotel staff would send people across the street to us constantly.”
4. Use Coupons Strategically
John’s advice here is simple: Forget the weak 10% discounts. They won’t move the needle.
Instead, use “Buy One, Get One” offers or higher-value deals that give people a real reason to try you. And focus on placement in local travel magazines or visitor guides if you’re in a tourist-heavy market.
John didn’t rely on marketing gimmicks—he focused on creating an experience worth talking about. And the result? A loyal local following, business tourists sought out, and a brand new owner happy to carry that momentum forward.
Maximizing Profitability: John’s Operational Playbook
John’s approach to profitability wasn’t complicated; it was disciplined.
He didn’t rely on luck. He didn’t rely on having the flashiest concept in town. He built Auggie’s Draft Room around operational fundamentals that every operator should focus on but many overlook.
“Great businesses run on systems, processes, and checklists.” — John Felico
Here’s what that looked like in practice and where every operator should focus to run a lean, profitable business.
The 4 Numbers Every Operator Needs to Watch
1. Ticket Time
Your food should hit the table fast — not just for the guest experience but for your bottom line.
John’s goal?
- Sweet spot = 7-11 minutes from order to food delivery.
- Anything longer slows down table turns and guest satisfaction.
“Slow ticket times kill the vibe and your profitability,” John said.
2. Ticket Average
The longer you’re open, the more this number should grow. This isn’t about raising prices overnight — it’s about refining your menu, upselling better, and giving guests more reasons to stay and spend.
When Auggie’s first opened, their ticket average was around $6 (it was a tourist-heavy beer bar with limited food). By the time John sold it, ticket averages had climbed to $40+ per check.
That’s a huge shift in profitability without needing more customers.
3. Food & Beverage Cost
- Keep product costs (beer, food, soda, etc.) under 30% to protect your margins and leave room for profit.
Self-pour helped dramatically here, keeping beverage waste low and driving incremental beer sales — even in a fast-casual burger environment.
4. Labor Cost
John’s labor goal: keep it under 22% of sales.
Self-pour technology was a major reason he could hit that number, reducing the need for a full bar staff and allowing him to run a quick-service model.
John’s Operational Philosophy
At the core of everything? Simplicity.
- Keep the menu simple so you can plug-and-play staff.
- Build checklists so the business runs without relying on “superstar” employees.
- Pay higher hourly wages (rather than tips) to attract better team members and reduce turnover.
How John Sold His Business (And How You Can Too)
When John decided to sell Auggie’s Draft Room, the process moved fast, but it wasn’t by accident.
He didn’t wait until he was burned out or desperate. He spent years building a business that could stand on its own. One with clean financials, strong lease terms, and simple systems any new owner could step into.
“We put it up for sale, and within an hour had three full-price offers,” John said.
That’s what happens when you build a business that works—with or without you.
If selling your business is something you want to do someday (or even if you’re not sure), take a page from John’s playbook. Build a business that’s organized, repeatable, and ready for what’s next.
At worst? You’ll have a smoother operation. At best? You’ll have options.
John wrote an article for Modern Restaurant Management that breaks down the 10 steps every operator should take before selling. From cleaning up your finances to negotiating with landlords, it’s a must-read if selling is on your radar.
Drafting A Dream
John wrote Drafting a Dream to help operators like you avoid some of the hardest lessons the industry throws your way.
Inside, he breaks down the 16 rules that guided his approach to running successful restaurants, plus the operational checklists and processes that kept things running smoothly.
Ready to Build a Business That Works For You?
Whether you’re feeling burnt out, thinking about selling, or just trying to run a smoother operation, John’s playbook is a must-read for any operator.
And if you’re looking for technology that helps you run leaner, smarter, and more profitably — we’d love to show you how self-pour works.
