What about the restaurant owner who just doesn't like to do restaurant marketing?

That's all right as long as they want to make more money, then delegation becomes important. Whether a restaurant owner does the marketing or not, they can delegate the areas that need to be done that they don't like to do or that they don't have the time for. BUT, they still should supervise the restaurant marketing activities and make certain that everything is done.

Most restaurant owners don't open a restaurant because they wanted to do marketing. But the most successful ones quickly realize that marketing is the most important skill that they can acquire or encourage in their restaurant. And to get it done, they must undergo a transition from working "IN your restaurant" to working "ON your business".