Setting the Table - the Transforming Power of Hospitality in Business

Pivotal Book:

Setting the Table - the Transforming Power of Hospitality in Business

Is the customer always right? According to Danny Meyer, one of America's leading restaurateurs, the answer is no--but "they must always feel heard."

In this landmark book, Danny shares the lessons he's learned while developing the winning recipe for doing the business he calls "enlightened hospitality." This innovative philosophy emphasizes putting the power of hospitality to work in a new and counterintuitive way: The first and most important application of hospitality is to the people who work for you, and then, in descending order of priority, to the guests, the community, the suppliers, and the investors. This way of prioritizing stands the more traditional business models on their heads, but Danny considers it the foundation of every success that he and his restaurants have achieved. He hired "genuine, happy, optimistic" people. They shared their good feelings with customers. And customers felt liked and valued. They became regulars --- and if the secret of a successful long-term enterprise is not Repeat Business, what is it?

Meyer makes a distinction between service ("the technical delivery of a product") and the "Enlightened Hospitality" at the core of his business strategy—both necessary for restaurant success. He notes that hospitality "is how the delivery of that product makes its recipient feel" and shares tips like hiring "51 percenters," or staff with "skills divided 51-49 between emotional hospitality and technical excellence," and the "Five As" for addressing mistakes: awareness, acknowledge, apologize, act, additional generosity. This honest, modest book will appeal most to foodies and aspiring restaurateurs but also offers insight for entrepreneurs in any industry.

For one thing, it is a business book that should be read --- like: today! --- by anyone whose livelihood involves face-to-face encounters with customers. For another, it is a hands-on, real-world book of practical philosophy that could knock a great deal of sense into those who believe that nice guys finish last and the only way to get to the top is to kick others off the ladder as you claw your way up.

None of this is original; these are lessons many people know. What is dazzling and inspiring about Danny Meyer is that he operates on what he believes. Sure, there's self-interest --- the more you give, the more you get --- but more to the point, there's a sense of a life well-lived. Of a business well-run. Of employees who feel trusted and respected. And, finally, of guests who can't wait to come back. This is the very definition of a "virtuous circle."

Full of behind-the-scenes history on the creation of Danny's most famous restaurants and the anecdotes, advice, and lessons he has accumulated on his long and ecstatic journey to the top of the American restaurant scene, Setting the Table is a treasure trove of innovative insights that are applicable to any business or organization.

Available from Amazon for $17.70 (reduced from $26.95)

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