The Social Table. Ep2: Leading From The Front with Bethany Blues
- 11 minutes ago
- 3 min read
For the next episode of The Social Table, Double Up Social spoke with Jessica Nathan, Operations Director at Bethany Blues, a barbecue and bourbon restaurant group with locations in Bethany Beach, Lewes and Downtown Rehoboth Beach in Delaware.
Jess has spent her whole career in hospitality, starting out in fast food and restaurant service before building a long-term career in operations. What came through strongly in the conversation was her honesty about the industry. Hospitality can be rewarding, flexible and full of opportunity, but it is also hard work. As Jess explained, the further you move up, the more responsibility you tend to take on.
A big part of the discussion focused on what guests do not see. When people walk into a restaurant, they see the food, drinks, service and atmosphere. Behind the scenes, there may have already been staffing issues, equipment problems, kitchen pressures, customer feedback, prep challenges and a whole list of operational details that need to be handled before the doors even open.
For Jess, that is where preparation matters. The day is spent reviewing reports across all three sites, checking sales, comments and customer feedback, understanding what is coming up, then helping each team get ready for service. Once service starts, it becomes all about execution.
Staffing was one of the biggest challenges Jess spoke about. Not just finding enough people, but finding and supporting people who are excited to be there. She made an important point about hospitality teams needing to “check their baggage at the door”, while also recognising that managers still need to care about their people as people. That balance is not easy, but it is central to running a strong restaurant culture.
Culture was a major theme throughout the episode. Jess spoke about the importance of leadership teams being willing to work alongside their staff, not just direct them. At Bethany Blues, managers and owners are still busing tables, running food and helping wherever needed. That attitude builds respect and makes it easier for teams to follow the standards being set.
The conversation also covered brand consistency, particularly around Bethany Blues’ newest downtown location. Jess shared that they initially tried a slightly different look and feel, but it ended up confusing guests. People did not always realise it was part of the Bethany Blues brand. The team has since worked to bring the name, signage and atmosphere back in line, with one clear lesson: if your bar is a major part of the experience, do not hide it. Put it front and centre.
From a marketing perspective, Jess was clear about the role social media now plays in hospitality. Bethany Blues still uses some traditional advertising, but much more of the focus has shifted to social platforms. For her, social is where people discover restaurants, stay connected and build familiarity with the brand.
The content that resonates most is rooted in consistency and people. Guests want to recognise the bartenders, managers and familiar faces they see year after year. That sense of being remembered matters, especially in a beach town where locals and tourists return season after season.
Jess also said she would like to see more social content, more trends and more fun, staff-led moments. Her view is simple: people remember engaging content. Even if a post is silly, it can still make someone think of the brand and decide to visit.
The biggest takeaway from the episode was Jess’s advice for anyone building a hospitality business: you have to genuinely like people. Restaurants are places where people celebrate, connect, make memories and sometimes arrive needing a better day than the one they have had. Hospitality teams are there to create that experience.
As Jess put it, come in with a full cup.
At Double Up Social, we help hospitality brands build stronger social media strategies, create better content and turn online attention into real-world visits. If you would like to share your hospitality story on The Social Table, or you want support improving your social media, get in touch with us here.
Comments