We’re excited to introduce you to the always interesting and insightful Tony & Maria Pilato. We hope you’ll enjoy our conversation with Tony & Maria below.
Tony & Maria, looking forward to hearing all of your stories today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
Scaling Up the Elite Way: From Shared Space to Full Control
When people look at Elite Tabletops today, they might assume we found success overnight. But our journey—from a small, traditional tabletop advertising company to a dynamic brand offering custom tabletop solutions across multiple states—has been anything but quick or easy. The reality is, we scaled up by evolving everything about our business model, from our services and strategies to our mindset and mission.
The Early Days: Shared Tables, Shared Frustrations
We began with the conventional style of tabletop advertising: packing 20–30 local businesses onto a single tabletop in restaurants. It worked, but we began to notice the cracks in the foundation. This shared model created constant delays with ad approvals, clashing graphics, and frustrated clients whose messages were lost in the clutter. The process often took 6–8 months to complete. We knew we needed a change—not just for us, but for our clients too.
Pivotal Shift: Inventing Our Own Platform
The turning point came when we decided to reinvent the experience. We introduced Sponsored and Exclusive Tabletops, where one business now owns the entire tabletop—free from distractions or competition. These new platforms allow for clean, custom designs and drastically reduced installation timelines—from 6 months down to less than 6 weeks.
More importantly, we reduced the cost. What used to cost for a 3” inch ad on a shared table is now the same price for an entire table exclusively showcasing their brand for two full years. This not only made our product more effective—it made it affordable, accessible, and sellable remotely.
Adding More Value: The Rise of Custom Logo Tables
Our clients—especially restaurants—began to ask: “Can we just have your beautiful tables without the ads?” That sparked another leap forward. We introduced custom logo tabletops for purchase, giving restaurants the ability to proudly display their own brand on every table. Whether it’s a rustic diner or a modern café, we design each table to complement the environment and reinforce the brand.
We’ve also added affordable standard tables for purchase, creating options for any type of venue, with or without advertising.
Building the Brand
Scaling up wasn’t just about new products—it was about new systems. We established a solid online presence through a revamped website, active social media (Facebook, Instagram, TikTok), and video content that showcases real installations and transformations.
Maria Pilato is the proud Senior Executive of AZ Business Alliance (AZBA) to create a network of business connections and referrals. We developed polished rack cards, branded apparel, invitation letters, price sheets, and custom samples to show restaurants exactly what their space could look like.
Smarter, Not Harder
We also had to solve one of our biggest pain points: face-to-face appointments that led to costly travel, wasted time, and constant no-shows. By offering better pricing and clear visuals, we transitioned to remote selling. Now, most of our table advertising is sold over the phone—saving money, time, and increasing our sales volume.
We’ve also added social media shout-outs for businesses waiting for their tabletop installation, creating even more value in our program from day one.
The Human Touch
Lastly, we never lost sight of the relationships. We pride ourselves on providing a personalized experience—from custom samples designed specifically for a restaurant, to one-on-one attention that makes every client feel like our top priority. We’re not just selling tables. We’re helping restaurants tell their story and helping businesses stand out in a way that actually works.
In Summary: How Did We Scale Up?
We scaled by:
* Replacing a cluttered, outdated model with exclusive, efficient solutions
* Adding custom logo and standard tables for purchase
* Drastically cutting production time and cost
* Growing our online brand and social media reach
* Transitioning from face-to-face to remote sales
* Building stronger relationships and delivering more value
Elite Tabletops didn’t grow overnight. We grew by listening, adapting, and creating products that solve problems and elevate brands. That’s how we scaled up—and that’s how we’re continuing to grow.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I entered the tabletop advertising industry in 2008, bringing a passion for creative, high-impact branding solutions to restaurants and local businesses. While the traditional model of tabletop advertising—featuring 20+ businesses per table—served its purpose for years, we saw an opportunity to innovate and elevate the experience for both restaurant owners and advertisers.
At Elite Tabletops, we now offer a range of modern tabletop options tailored to meet the specific needs of our clients. Restaurants can choose from:
Fully Sponsored Tabletops – provided at no cost to the restaurant, featuring a single business displayed on the entire surface of the tabletop.
Exclusive Tabletop Advertising- provided at no cost to the restaurant, featuring a single business displayed on (2) 10” x 6” Ad spaces on each table.
Affordable Custom Logo Tables- professionally designed tables showcasing ONLY the restaurant’s logo and branding for a clean, cohesive look.
Our newer models solve key issues that restaurant owners and businesses have long faced. Unlike the outdated 6–8 month production timelines, we now deliver fully installed tabletop advertising in just 6–8 weeks.
More importantly, businesses can now claim entire tables exclusively for themselves for a fraction of the cost of otber professional advertising with visibility lasting up to two full years. This offers bigger, better branding with unmatched value.
What sets Elite Tabletops apart is our commitment to accessibility, innovation, and community. Unlike many competitors—who lack even a basic web presence—we’re active on social media, engaged with our restaurant partners, and proud to showcase the versatility of our tabletop solutions.
We’re not just in the advertising business—we build lasting relationships. We regularly attend business networking events at our partner restaurants, and we strive to create a true sense of family with every restaurant we work with.
We’re most proud of the way we’ve helped transform dining spaces and supported local economies through smart, eye-catching advertising. Whether you’re a restaurant owner looking for a fresh, branded look or a business seeking exclusive exposure, Elite Tabletops delivers powerful, practical results with a personal touch.
How about pivoting – can you share the story of a time you’ve had to pivot?
One of the most significant pivots we’ve made in our business came as a result of challenges we faced with the traditional tabletop advertising model—featuring 20+ businesses on each table. While it had worked for years, it began causing mounting frustrations: inconsistent sales, delayed production timelines, and diminishing client satisfaction. These issues not only impacted our customer experience but also led to lower renewal rates and reduced interest from restaurants we aimed to support.
We took a step back and truly listened to our clients. Their feedback highlighted pain points that could no longer be ignored—especially the long wait times to be featured on tabletops. From there, we made a strategic decision to pivot our approach and redesign our offerings.
We introduced two innovative solutions:
Full Sponsorship Tabletops, which allow a single business to sponsor and brand an entire table for up to two years.
Exclusive Tabletops, where one business exclusively sponsors a restaurant’s tables, with (2) 10” x 6” Ad displays on each table
This shift has resolved nearly every challenge we previously faced. Not only have we dramatically improved turnaround times and client satisfaction, but this new model has also generated greater interest from restaurants. Many are now excited to partner with us, thanks to the streamlined process and elevated branding opportunities.
This pivot made our business more sustainable and positioned us to grow in ways that better serve both our advertising clients and restaurant partners.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Three key factors have played a vital role in helping us establish a strong and trusted reputation in our market:
A Personal Touch:
As owners of Elite Tabletops, Maria and I are personally involved in every step of the process—from initial contact to final installation. We take pride in delivering exceptional customer service, knowing that each client we serve today could open the door to future partnerships at other restaurants. By building strong relationships and prioritizing satisfaction, we’ve earned the trust and loyalty of both restaurant owners and advertisers.
Consistent and Professional Branding:
We’ve made a strategic investment in developing a strong brand identity. From our business cards and rack cards to pricing sheets, apparel, and promotional items, everything is aligned with our bold brand colors and our tagline: “STYLE YOUR SPACE WITH EVERY TABLE.” This cohesive branding has significantly boosted our visibility, strengthened our credibility, and made Elite Tabletops instantly recognizable in the marketplace.
Community Engagement and Visibility:
We’re deeply involved in the communities we serve. Beyond just doing business, we actively support our partner restaurants, show up to local events, and remain present both in-person and online. We make sure local communities know who we are and what we offer, and that visibility keeps our brand top of mind. By staying engaged, we’ve built lasting relationships and a reputation for being both reliable and invested.
Together, these efforts have not only fueled our growth but also solidified our standing as a trusted, community-focused brand.
Contact Info:
- Website: https://www.EliteTabletops.com
- Instagram: https://www.instagram.com/elitetabletops/profilecard/?igsh=MXgxcDB1NXJ4aXVtNg==
- Facebook: Facebook/elitetabletops
Image Credits
Personal image attached with non personal images