Laura Wilber, director of strategic partnerships at Dinova, joins Shawn Walchef at the CREATE Conference to share how consistently showing up helped her become a stronger storyteller and build deeper relationships across the restaurant industry. Wilber explains how Dinova connects restaurants with high-value business diners, why those guests can drive valuable early and midweek traffic, and why the best business relationships start with trust instead of a sale. This episode explores restaurant sales, business dining, relationship building, storytelling, and the value of getting comfortable being uncomfortable.
Showing Up Consistently Builds Confidence – Laura Wilber believes getting better at storytelling, public speaking, or any uncomfortable skill comes down to repetition. The more you show up and practice, the easier it becomes to move past the fear of putting yourself out there.
Business Diners Can Bring High-Value Midweek Traffic – Through her work with Dinova, Wilber helps restaurants reach business travelers using company-issued credit cards. These guests tend to spend more, are less price sensitive, and often dine early or midweek when restaurants can benefit from additional traffic.
Strong Business Relationships Should Start Before the Sale – Wilber focuses on getting to know people and building genuine relationships instead of forcing an immediate business opportunity. Her approach is simple: build trust first, and if there is a reason to work together, the opportunity will come when the timing is right.
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