ATLANTA, GA, September 12, 2023 /24-7PressRelease/ — Ascent Hospitality Management CEO James O’Reilly was a guest speaker at the recent FSR NextGen Restaurant Summit on Sept. 7, 2023. Joining fellow restaurant executives to speak on the “Off-Premises for Full Service” panel, O’Reilly shared his keys to successfully optimizing curbside pickup, drive-thru services, third-party delivery, as well as developing virtual brands to increase sales.

O’Reilly encouraged attendees to embrace off-premise dining, even for full service brands who have typically not offered it before. He emphasized the importance of reaching customers wherever they are and however they choose to dine.

“Off-premise dining is the new norm and part of the ever-evolving restaurant industry,” said O’Reilly. “While it presents unique challenges, the opportunities for growth are far greater for brands of all sizes.”

Having spent the last five years of his career building off-premise dining for full-service brands, O’Reilly is familiar with what it takes to adapt both front of house and back of house operations to deliver the same quality of food and service guests deserve, no matter where they dine. He cited effective staff training and smart technology as two important factors to be successful.

He also highlighted the impact of full-service restaurants adding a virtual brand to their offerings. With a significantly smaller investment than adding new restaurant locations, virtual brands can reach new customers with a tailored menu that focuses on doing a handful of menu items really well.

“With many diners now choosing to order through third-party delivery apps or picking up food to go, a virtual brand makes sense for many restaurants who want to increase revenue without increasing their footprint,” said O’Reilly.

To learn more about Ascent Hospitality Management, visit

About Ascent Hospitality Management

The Ascent Hospitality Management Group has aggregated legendary restaurant franchised brands and provided the leadership, talent and expertise for growth. The leadership team has decades of experience across global brands. Ascent Hospitality Management Group is on a mission to build an amazing workplace, create customers for life and become a franchisor of choice. Ascent Hospitality Management is a multi-brand restaurant company whose portfolio includes nearly 600 Huddle House and Perkins restaurants nationwide. To learn more visit

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