June 2025

Monthly News & Updates

Chairman's Message

Aloha HRA Members and Friends,

As I write my final message as Chairman of the Hawaii Restaurant Association, I want to take a moment to reflect on what an incredible honor and privilege it has been to serve this community. Over the past year, I’ve witnessed the strength, resilience, and passion that define Hawaii’s restaurant industry—and I am deeply grateful for the opportunity to have worked alongside so many of you.

June brought one of our most anticipated annual events—the HRA Golf Tournament—and what a success it was! Mahalo to all our sponsors, staff, volunteers, and especially our dedicated restaurateurs and members who showed up with energy and aloha. Events like these are more than just fun—they bring our community together and directly support HRA’s mission to unify, strengthen, and advocate for our industry here in Hawaii.

This year also marked a major milestone for our organization with the launch of our first-ever HRA Food Service Expo, dedicated to showcasing local and national foodservice innovations while connecting operators, suppliers, and industry leaders. The strong turnout and positive feedback reinforced the importance of building platforms that support the future of food in Hawaii. None of this would be possible without the outstanding leadership of Sheryl Matsuoka, HRA’s President and CEO, whose vision, energy, and dedication have elevated our organization to new heights. With Sheryl leading the HRA team, the future is looking brighter than ever for Hawaii’s restaurant industry.

As I step down, I’m proud to welcome Mike Palmer as your next Chairman. Mike brings a wealth of experience, deep industry insight, and a strong commitment to HRA’s mission. I have no doubt he will be an excellent leader and continue building on the momentum we’ve created together. There is so much to celebrate, but we also recognize the challenges that lie ahead. Navigating economic shifts, workforce development, and policy changes requires us to lean on each other now more than ever. The spirit of collaboration and shared commitment is what makes our industry truly special. Let’s continue to lift each other up and push forward with unity and purpose.

Thank you again for your support, your trust, and your tireless contributions to our industry. Though my term as Chairman concludes, I remain committed to HRA’s mission and look forward to continuing to serve in new ways.

With deep gratitude and aloha,

Andy Huang



Chairman, Hawaii Restaurant Association

Chief Operating Officer – L&L Franchise Inc.

Cybersecurity Training: Protect Your Systems

Gain valuable insights into cybersecurity best practices by attending the Vulnerability Management series put on by non-profit CyberHawaiʻi.

Date: Tuesday, July 29, 2025

Time: TBD

Topics include vulnerability identification, prioritization, and risk management, as well as remediation and mitigation strategies.

Additional information about the second meeting will be provided to participants following completion of the first session.

Member Highlight: Norpac

Norpac Fisheries is making waves with impactful contributions to Hawaii’s fishing industry and community

Norpac Fisheries Export is proud to be part of the local Hawaii seafood business community. Founded in Honolulu in 1986, we have grown steadily based upon our understanding of local business needs, our reliability, and the consistency of our products. Norpac recognizes that businesses in Hawaii need reliable partners who understand our unique challenges in Hawaii and appreciate the kokua our customers have shown us over the last 39 years. 

We process our fish locally, with end-to-end logistics to supply our customers within Hawaii, as well as on the Mainland. With over 50 locally based employees and 39 years in the local business community, we have come to know and work with many great local businesses, working to meet their needs. 

We look forward to being part of the Hawaii Restaurant Association and the opportunity to get to know more of the local memberships. We encourage you to reach out to us, whether to learn more about our products, to tour our facilities, or to discuss your specific seafood needs. 

Contact Norpac Fisheries Export

877.855.7238

FSManagers@norpacexport.com

Subscribe to the Norpac Fisheries Export Newsletter

www.norpacexport.com

5 Tips for Building Your Restaurant's Brand Awareness 

The restaurant industry thrives on flavor, atmosphere, and emotion, but none of this matters if no one knows you exist. In a sea of restaurants fighting for attention, raising awareness is not only vital but also rather helpful. Beyond the front door, the name of your restaurant, its atmosphere, and the narrative it tells should echo.

Small Business Connection in Honolulu

Entrepreneurs and small businesses can get in-person support at Coworking Hub on the second Wednesday of each month from the City’s Resource Connector team. The next event is July 9th.

How It Works: A Resource Connector will listen and get to know you and your business. Then they will match your business with nonprofits and support organizations that are experts in their fields.

6 Collabs That Just Make Sense for Restaurants

How to Choose the Right Partnerships to Grow Your Brand and Fill Seats

Collaborations can be powerful, but only when they're aligned with your brand, values, and audience. The right partnership can help you boost sales, grow brand awareness, introduce new products, or even break into a new market. Collaboration is a crucial tool for restaurants looking to expand their impact without losing authenticity.

Highlighting labor priorities; teens, young adults drive summer hiring

New National Restaurant Association research projects that an increase in summer employment will—for the first time in 15 years—be fueled by more teens and young adults entering the labor pool.

According to the research, restaurants are expected to add 490,000 seasonal jobs this summer, and it’s a great way to introduce the next generation of the workforce to the restaurant industry, offer them lifelong skills, and show them the opportunities available for successful, long-term careers.

Restaurant jobs teach communication, adaptability, attention to detail, and teamwork – skills that set employees up for success, whether they stay in the restaurant industry or take these lessons into other professions. With 6.2 million teens in the labor force this Spring, restaurants are poised to benefit from a strong pipeline of talent.

How to Understand Gen Z Eating Habits

Authenticity and Tech-Savvy Preferences



Gen Z isn’t just eating out; they’re building relationships with brands that reflect who they are. Trend-driven yet deeply value-conscious, they want personalized nutrition, ethical sourcing, and innovative packaging. Gen Z is redefining dining, seeing your restaurant as an extension of their identity.

Downturn Dining Trends: Loyalty, Value, and Menu Innovation Are Key for Survival 

Rising restaurant prices and increased cost-of-living expenses are significantly altering dining out habits in the US, according to a new survey from Attest. Among the key findings affecting restaurants - Price Sensitivity: 86 percent of consumers in the US feel restaurant prices are higher than last year. This means diners are more price-conscious than ever.

How Do AI Images Threaten Restaurants? 

An upgraded AI function can now generate incredibly realistic images, including fake restaurant receipts. This new capability opens the door for unscrupulous individuals to try and scam restaurants out of free meals, gift cards, and more. AI can help you understand this emerging threat and learn how operators can protect their bottom line.

The Cost of Ignoring Market Trends:

What Restaurant Brands Need To Know

Missing a market trend doesn't just mean falling behind. It means losing real revenue. From external factors impacting guest traffic to rising operational inefficiencies, the cost of ignoring what's shaping consumer sentiment adds up fast. Being close to the market isn't just a nice-to-have; its a necessity for survival.