You can still do many of the little things that cost little to no money. I can't believe he has that big sign available to him to use that can be seen from I-44 and he thinks he doesn't need it. Here is a Google Maps view. Zoom in on the tall signage seen just above the blue awning. The sign right below the VIP sign is his - but it advertises the last business that was there. https://www.google.com/maps/uv?hl=en...px8wEnoECAsQCQ

He laughs it all off with me and says, "It's all about the food." Then, in the next sentence complains about the lack of traffic into the restaurant. I say, "Jabbar!!!" and he just laughs again. I'm a regular and he knows who I am I'm sure. I'm never rude - only encouraging in my suggestions.
Such a shame because, as almost everyone says, the burgers are top-tier in the metro.