Your guests define 'value' by the totality of the experience: the service, the décor, the food and its flavors and aromas and the cost: all details that create a memory. The most memorable experiences come from an organized, well-rehearsed and communicated performance. Great 'word of mouth' is built note by note, scene by scene, act by act, so that by the end of the visit your guest walks away 'wowed'. Or bored. Or, worse of all, disgusted. It's your choice.

This is the first in a series of profiles of heroes in our business, successful men and women who illuminate, exemplify or substantiate one of the Five Golden Rules of Method Marketing. They are people from whom I have learned and to whom I return for inspiration.

Christopher Myers is co-owner of Radius in Boston, considered by many, including the food critic of Esquire Magazine, to be one of the best restaurants in America. It has cultivated an unrivaled reputation for creating exquisite dining experiences. I interviewed Christopher to try and understand how he and his chef Michael Schlow do it.

"I start each day as if I know nothing so that I can push myself to keep my ears, eyes and heart open for new experiences and information. I search for immutable truth, kindness and honesty. If I have a credo, that is it.

"We have allowed service to die in America. Restaurants compromise. I will not. Part of my mission is to raise the level of respect for those providing service by those being served. A guest may have an attitude that 'because I paid for the meal, I can treat you anyway I want.' I believe if we provide hospitality with drive, purpose and excellence, we raise the bar for both guest and staff, so that no one is treated with disrespect. I remind the staff daily to pay attention to the level of service they receive when they spend their money, in whatever venue it may be. It helps them appreciate what we stand for."

Christopher Myer's point is that his staff discerns how awful service is in our country. This awareness instills pride in their standards and becomes a self-fulfilling prophecy. Radius is an employer of choice, because employees burn with the self-esteem associated with being part of such a special group.

Radius delivers in more tangible ways. They offer health benefits to everyone, even though they are a single operation. Why? Because it is the right thing to do. Christopher and his managers know his people's names, their lives. He helps them when it is necessary. He has been burnt. He may well be again. The beauty of this natural generosity of spirit is that he has created a business model, up front, to afford it. He has fiscal room to deliver on his promise with his staff. It is another way Radius remains the employer of choice and can pick from the cream of the service industry.

What about his promise to the guest? Radius will be a restaurant of exquisite service and food that serves as a place for you to "be" with the company you bring, with all the variety of intimacy that implies.

"We are a place where the prevailing spirit is 'To Serve'. It is not about the food, although we are mighty proud of ours. We intend to treasure each guest because that is the kind of place they want. Radius has a personality, but we adapt to the guest and their reality. We pay attention, being awake to the details, sensitive to the nature of each party. The guest wants to enjoy or immerse themselves in the company they have brought. They look to us to create an environment to enhance that relationship, whether it is romantic, business or the pleasure of friends and family. I am in the soul-feeding business"

What is the takeaway? You will be in business longer and make more money if your experience comes from a generous philosophy, backed up by impeccable standards, endless stamina, constant attention to detail and the willingness to change.

Next issue: Your Restaurant is the Center of the Universe

 

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Part I - Deliver on Your Promise
Part II - Deliver on Your Promise
Part III - Deliver on Your Promise
Part IV - Deliver on Your Promise
Part IV - Deliver on Your Promise