Waiting tables or serving in the drive-thru is often seen as a first step into the workforce. But for some, it can lead to a six-figure career.
Facing a nationwide labor shortage, restaurant brands are stepping up efforts to attract and retain workers, offering competitive pay, career advancement opportunities, and generous benefits for those committed to staying long-term.
“One of the best things about our industry is the ability to move up—from server to manager, to regional vice president, and even COO or CEO,” said Brandon Coleman, CEO of Cotton Patch Cafe and former TGI Fridays executive, in an interview with Fox News Digital. “That kind of upward mobility is something unique to our industry.”
Bartaco President and CEO Anthony Valletta echoed that sentiment, noting the company’s goal is to design benefits that truly serve their diverse workforce. “You really have to think about benefit offerings now in a way that covers everyone,” he said.
Slower Job Growth, Tougher Competition for Workers
According to the National Restaurant Association, job growth in restaurants has slowed recently. The industry added just 6,500 jobs in June, marking the third straight month of slower growth. Despite projections of positive growth in 2025, employment in full-service restaurants remains below pre-pandemic levels.
Valletta says a key challenge is meeting the varied expectations of today’s workforce. “We lost a lot of employees during COVID. Some are coming back, but now you’re managing multiple generations, all wanting different things,” he said. “It’s not one-size-fits-all anymore.”
Brands Investing in Pay and Perks
To compete, restaurant chains are offering new incentives. Both Cotton Patch Cafe and Bartaco prioritize hiring people who are a cultural fit and back that up with strong compensation packages. Benefits can include instant pay, tuition assistance, 401(k) and retirement plans, fitness memberships, and language classes.
Salaries for those climbing the ladder can be eye-opening. A Chipotle executive told Business Insider that regional vice presidents there can earn up to $600,000 annually.
“If you’re not willing to increase pay, create profit-sharing programs, pay for tuition, or invest in training, it’s hard to attract and retain good talent,” said Coleman. “That [$600,000] salary is realistic because if you’re driven and willing to learn, you can advance quickly. That’s the amazing thing about this industry.”
Local Focus vs. National Scale
Cotton Patch Cafe, based in Texas and neighboring states, sees its regional model as an advantage. Coleman explained that being local allows senior leaders to visit stores more often and build stronger relationships with staff—something harder to do at a national chain.
Valletta agreed, noting that national brands also have to navigate complex state-by-state regulations, while regional chains can focus their efforts more effectively.
Retention Remains a Challenge
Despite these investments, turnover remains high. Cotton Patch Cafe reports about 130% hourly turnover, just below the national average. Bartaco’s management team typically stays for about 18 months, while hourly staff turnover is even faster.
Looking ahead, industry leaders agree they need to make restaurant work a sustainable, attractive career path, especially for younger workers like Gen Z.
“The industry will continue to face pressure from other entry-level opportunities,” said Coleman. “It’s our job to invest in technology, build a strong culture, and take care of our team members so we can compete for talent.”
Valletta added that true success lies in developing leaders, not just skilled operators. “We’ve trained a lot of great tacticians in this industry,” he said. “But leadership isn’t something you can just teach from a handbook.”