NRA Show 2025: Jon Taffer on Tariffs, Managing Costs & Partnership with Craveworthy Brands
At the 2025 National Restaurant Show, hospitality expert and Bar Rescue host Jon Taffer and Gregg Majewski, CEO of multi-restaurant platform company Craveworthy Brands, discussed their observations and new partnership in this Hospitality Technology exclusive, revealing a shared vision rooted in high-touch guest experiences without letting technology get in the way of what matters most.
Drawing the Line: Front-of-House Tech
Taffer observed the growing number of robotics companies exhibiting at this year’s show.
“With our labor issues—finding people, dealing with turnover—training becomes very, very difficult,“ Taffer said. “…AI and robotics really are the future, and I think that’s what we’re excited about.
“But these are robotics and AI that, in my view, belong in the back of the house. We don’t want to lose connectivity with the guest to a circuit board. That’s very important. At Taffer’s Tavern, we did exactly that—put all the tech in the back of house. At the end of the day, we want to look our customers in the eyes. And technology can sometimes get in the way of that.”
Majewski and Taffer agree: while technology has a powerful role to play in the restaurant industry, it should enhance—not replace—the human connection.
“We don’t want technology to get in the way of our customers. It should be used where it belongs—and avoided where it doesn’t. Any tech that eliminates hospitality, I don’t want it,” Majewksi said.
“I’ve always resisted tech in the front of house,” Taffer added. “I don’t like anything that comes between us and our customers—or between our employees and making eye contact and building relationships.”
The full-service tavern concept now joins Craveworthy’s expanding portfolio of 17 brands, alongside recent additions like Ndamukong Suh’s Kinnamōns and Shaquille O’Neal’s Big Chicken. Craveworthy will help expand the brand’s national footprint through a franchise program rooted in a hospitality-first approach, culinary innovation, and ease of execution. With proven systems, streamlined models, and advanced technologies, it is an opportunity that targets both experienced operators and new entrepreneurs.
HT has previously featured the Taffer's Tavern concept; expect changes to the tech stack now that it is part of the Craveworthy Brands family, Majewksi noted.
Top Tip for Managing Costs
For many restaurant leaders, managing costs is a top concern for 2025. Taffer shared his advice:
"We do P&Ls on a weekly basis. Every Tuesday, a new P&L comes down. If your costs are out of line in week one, you still have three weeks to correct it. If you’re only doing monthly P&Ls, it’s too late. Staying ahead of it is critical—which is where the technologies Gregg and I are talking about come in. It’s just too easy today to stay on top of all those numbers.”
This data-driven discipline allows operators to make real-time decisions and maintain control over razor-thin margins.
Navigating External Pressures
Despite industry-wide pressures from tariffs, inflation and supply chain disruptions, Taffer insists on shielding customers from cost increases.
“You can’t worry about what’s out of your control,” he said. “Tariffs are a political nightmare and a political game. Let them play their politics—you run your business the way you need to. There will be no price increases in any of my restaurants right now because of things outside our control.
“I’m concerned the industry has gone a little crazy. We’ve kind of priced ourselves out. Everyone’s reacting—to tariffs, to inflation—and we’re starting to lose our price-to-value proposition,” Taffer said.
A Strategic Partnership Built for Growth
Looking ahead, Taffer is stepping into a new role—supporting Majewski and the Craveworthy team as they scale the Taffer's Tavern brand.
“This is a partnership with Gregg. Now, I’m in more of a support role to him and his team. We share a big vision for growth. We see opportunities in airports, in stadiums. It’s a good brand—I’ve done a good job building it, and Gregg’s going to take it even further.”
