Robbie Schloss, founder of Castle Hospitality Group, joins Shawn Walchef on Digital Hospitality to share how he built Shore Club Chicago and scaled JoJo’s ShakeBAR. Robbie explains how nostalgia, immersive experiences, and over-the-top shakes turned JoJo’s into a social media sensation. He also breaks down why tech partners like Toast and F3 are critical for growth. From Winter Wonderland pop-ups to his “Robbie’s Recs” videos, Robbie shows how creative marketing, culture, and community can fuel both hospitality and expansion.

• Scaling Beyond Chicago – What started as a single beachside concept has grown into JoJo’s ShakeBAR, with nine locations across four states. By blending nostalgia-driven dining with themed pop-ups and consistent guest experiences, Castle Hospitality Group has shown that creative storytelling and solid operations can fuel rapid expansion.
• F3 as a Growth Partner – Technology alone isn’t enough. F3 acts as an embedded partner for Robbie’s team, handling everything from system installs and server setups to answering helpline calls in seconds. Their support gives managers confidence, ensures reliability across markets, and allows operators to focus on people, not problems.
• Storytelling that Sticks – Beyond giant shakes and Instagrammable moments, Robbie connects directly with guests through his unscripted video series, Robbie’s Recs. The off-the-cuff clips showcase menu items with humor and authenticity, humanizing the brand while driving digital buzz that translates into real-world traffic and loyal customers.

• Robbie Schloss on Instagram:https://www.instagram.com/robbieschloss_/?hl=en 
• JoJo’s ShakeBAR on Instagram: https://www.instagram.com/jojosshakebar/
• Shore Club Chicago on Instagram: https://www.instagram.com/shoreclubchi/
• Castle Hospitality Group: https://castlehgroup.com/
• F3Tech Online: https://www.f3tech.com/
• F3 Tech Instagram: https://www.instagram.com/f3inc/#
• F3 Tech Facebook: https://www.facebook.com/f3techinc
• Dan Diaz LinkedIn: https://www.linkedin.com/in/daniel-d-diaz/
• Dan Diaz Instagram: https://www.instagram.com/f3diaz/

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