You'll need to address his basics before you even start ORM with him. He needs to fix his attitude first, then the problems he has with running his business. So far I can assume he has problems with identifying his food and service with being sub par dog shit. This kind of client can go bad for you really fast, so always make sure he signs a contract before you start.
This client will expect the moon for less than a penny. You need to be cut throat clear about how you are going to help him go from scum lord to 3 star eat in pub (I don't see 5 star here). To be very fair, you'll need a list of his direct competition in the area, along with the top 10 places people love to eat. You will need to break down food pricing, promotions, etc in front of his face. Then go into the reviews and statistics about how not everyone does leave a review unless its a really good experience or a really bad experience. Then come in with "people check online right before they go out to eat." If he has the current mentality that I think he has (as long as you weren't exaggerating with your post) then he is going to be difficult grade client.
I'd charge him 1.5x the going rate for the clean up process, and set it over a 6 month subscription plan. For example if it takes you $600 monthly to help him clean up his mess, I'd go for nothing less than $1,500 monthly (paid out on the 1st week of the month unless he wants to be charged a late fee of $25 daily). With that kind of budget you can afford proxies, small adwords campaigns, social media services, and enough to keep for yourself. Now if the COSTS for servicing him go up, you'll need to take a word with him (like him hounding you day and night, and you are being demanded to deliver a $10,000 service for $5).
Also you are going to need references (fake it by searching sites etc). I highly doubt he is going to call these places and ask about you, even so you want to use psychology to hook the sale.
