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a customer, that comes from culture. So if the bartender looks at
the customers like, hey, we’re really busy, so just hang on and I’ll
get to you as soon as we can, versus somebody saying, “Hey, I see
you there. Let me just drop off this drink and I’ll be right back. So
think about what you’d like and I’ll be right back with you,” that’s a
very small difference in how that bartender chose to react, but it
makes a really big difference to that customer and how they feel.
They felt like they were heard. They felt like they were seen, that
they didn’t feel like they were being chastised for coming into this
busy bar, which is what we want. We want to have busy bars and
restaurants.

So when a host is at the host stand, and the host is in a good
culture and they feel like they have a say, they feel like they’re being
listened to, they feel like they’re part of something really cool and
special, when a guest walks in the front door, you could choose
to just smile at someone and say, “Hello, welcome.” Or you could
say, “Hi! We’re so excited to see you. Come on in.” Those are small
things when you think about it from the response of the host, but
they make a huge difference to the customer and how the customer
feels.

The culture is not just about how it feels to be an employee there,
but it seeps into – we’re doing hospitality here. We’re dealing Mike:
with food and drinks and things that people have this very strong I think great brands are just really specific. That’s one of the big
connection to. And so every part that goes into that, whether we’re things. It’s twofold, really. They’re really specific about what they
being friendly or not friendly, whether we’re being gentle or not want. They’ve really mapped out and said, being a customer here at
gentle, that impacts whether customers have a good experience or a place that is a great brand – I’m going to use Frontera. Frontera
not. It’s really the difference between great culture, good culture, Grill is a place in Chicago run by celebrity chef, Rick Bayless. When
and bad culture, because in a bad culture, obviously people are you go into Frontera, there is a very specific story that’s being
visibly being angry or rude and it’s very obvious. But there’s still a written around you. And you come in and you just think, I’m having
difference between a great culture where people are excited, where a great experience. It’s lively. The music is great. The service is great.
customers feel like, wow, I really stepped into something cool here. The food was good. Everything kind of like checked all my boxes.
What’s going on with this place? This is pretty awesome. And then But they’ve really crafted a story there. They’ve really put in: what
a good culture, where it’s like, all right, it was OK. Great cultures are does it feel like if you’re a customer here? How should it sound
the ones that grow brands and grow businesses, and good cultures if you’re a customer here? When you leave, what kinds of things
are just OK. do you say about your experience? And then they’ve been really
specific with making sure that all of the staff understands that, that
Nick: the host knows, that the bartenders know, that the bus people
I just got back from Las Vegas, from the Nightclub and Bar Show, and know, that the kitchen knows, that the servers know, and that they
I’d eat out at a nice place every single night I’m in Vegas, because understand that it’s a performance, really. What is it that we’re
they’ve got the best food and the best service. And I realized that three trying to do? So I think they get that right, the great brand. They
years ago when I was out there, something just clicked in my head. You really are specific and clear about what they’re trying to create, and
just get that wow experience. Everybody is so nice, and the culture, everybody can speak to it.
just exactly like what you’re talking about, is completely different than
where I’m at in Rockford, Illinois. You go to big cities, and it seems like And the second thing is sometimes we look at culture, and maybe
some of the big cities, big chains, and big restaurant groups have got there’s somebody out there who is reading and they think, culture
this down. But what I see it lacks – and even with me. I can even admit sounds great for this big brand, but I’m just running one location
that sometimes I lack paying attention to that, and that’s why I really here in Rockford. But don’t you still want to be the place in Rockford
wanted to get you on this interview. And I think it’s really beneficial that everybody talks about, that when somebody says, “I’m in from
for owners to read this because I think sometimes we forget about out of town. Where should I go to eat?” you’re the place they talk
the culture and our staff and the experience that people are having about because you nail it all of the time? That largely happens
inside the business, because that’s going to really be what brings them because of attention and saying every single day as a leader when
back more and more. Let me ask you this. What do great brands do you walk in, “I’m in charge of the climate. And I can’t necessarily
differently when it comes to culture? control what everyone does. That’s not possible, but I can control

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