On June 22, 2025, the United States Department of Homeland Security issued a National Terrorism Advisory System (NTAS) Bulletin that all retailers and hospitality operators should read carefully.
At the center of this advisory is the ongoing and intensifying conflict between the United States and Iran, punctuated by recent American military action that struck deep into Iran’s nuclear infrastructure. The operation, by all accounts, was surgical, strategic, and successful. But it likely will not go unanswered.
Iran remains the world’s leading state sponsor of terrorism. Its reach is global. And while American intelligence agencies are focused on the expected state-level responses, the more concerning risk for operators in the hospitality and retail sectors is the threat of asymmetrical retaliation—the kind that bypasses hardened government targets in favor of softer, more symbolic ones.
A Soft Target by Nature
Since 9/11, airports, stadiums, and convention centers have implemented robust physical security systems—metal detectors, bag checks, armed presence, and hardened perimeters. Hotels, restaurants, and retailers have not.
Retailers, restaurants, hotels, and other hospitality operators are open by design. They want walk-in/foot traffic traffic. They aim to make people feel at ease. That openness, unfortunately, can be exploited. And in moments of geopolitical volatility—especially when ideologically motivated actors are inspired to respond—it’s these soft targets that offer the path of least resistance.
The current DHS bulletin warns specifically of:
- Cyber intrusions targeting U.S. businesses
- Retaliatory violence inspired by edicts from Iranian leadership
- Domestic extremists who may leverage global tensions to justify local attacks
- Anti-Semitic or anti-Israel motivated violence against U.S. entities
This is not speculative. U.S. law enforcement has already disrupted multiple Iran-linked plots in recent years. The conflict has now escalated, and with it, the likelihood of attempts to harm, intimidate, or disrupt operations here at home.
What Should You Do?
- Heighten Awareness – Conduct situational awareness briefings with staff. Remind teams to report anything that looks or feels off.
- Review Your Emergency Action Plan – Revisit evacuation, lockdown, and threat response procedures. Every manager and supervisor should know the playbook cold.
- Coordinate with Local Law Enforcement – Reach out to your local police precinct or sheriff’s office. Let them know you’re aware of the advisory and ask what additional support or coordination may be available.
- Assess Cybersecurity Practices – Iranian actors have a history of attacking insecure networks. Ensure your systems—from point-of-sale to guest Wi-Fi—are locked down and monitored.
- Know Your Vulnerabilities – From loading docks and kitchen backdoors to unsecured storage areas and parking lots, take a walk of your property. Identify weak spots and shore them up.
- Avoid Complacency – No one wants to run a business on edge. But complacency is the enemy of preparation. Hyper-vigilance now is far less costly than crisis later.
Bottom Line
There is no evidence of a specific or credible threat to any one business, city, or brand. But the environment is undeniably more dangerous today than it was a week ago. And for those of those in industries where foot traffic is constant and visibility is high, awareness must be sharpened.
This is not about panic. It’s about posture. Operators who remain calm, alert, and prepared will be far better positioned to safeguard their employees, their guests, and their businesses if and when asymmetrical threats materialize.
If you see something, say something. And in the meantime, stay safe and stay sharp.
