On Saying 'No'.
Written by Olivia Harrison
When developing a concept for a new hospitality brand, one of the first things we help our clients do is figure out what they're going to stand for.
We often say, "you can't be all things to all people," and we mean it. You'll dilute your brand presence, you'll be unable to execute operations profitably, and you'll leave guests confused about what kind of experience they're supposed to be having without boundaries.
And yet — on the whole, the idea of saying 'no' to a guest is taboo.
Even The Fifteen Group team is conflicted. We recently had a friendly internal debate (a pretty much daily occurrence around here); we're proposing a unique menu for a client's rooftop patio, and someone who shall remain nameless, said, "but of course we're going to serve the same menu to anyone in the restaurant that asks for it." Why? For fear that some clients will be unhappy if they can't get the same offering anywhere in the restaurant. But making that concession takes away from the specialness of the rooftop offering. We're creating a bespoke menu that will play well with the mid-summer heat and fire-grilled tastes available from the rooftop charcoal grill. The same menu offering in the rest of the space won't pack the same punch, yet the thought of an unhappy guest leaves the team feeling conflicted.
Some of the best concepts I've been to in the last year have been ones that aren't afraid to stand for what they are. No to cutting pizzas on the customer's behalf, no to substitutions, no to more than two items on the menu, no phones allowed. The creation of boundaries as a result of saying 'no' can result in something truly unique and memorable. It allows the restaurant to curate an experience that the guest may never have chosen for themselves, but are encouraged to surrender to — if only for a couple of hours.
Please consider this my plea:
Restaurateurs — don't be afraid to stand for something you believe in. If you're executing something at a high level that is consistent with the concept you've created and the guest can see that, they will be understanding of—even excited — by the lines you've drawn. Treat it as an opportunity to educate the guest on what you're trying to do, and explain why something isn't available.
Guests — step outside of your comfort zone and give over control to a restaurant the next time you're told 'no'. I guarantee there's good thought behind why certain lines are drawn, and you may be pleasantly surprised by doing things differently.
Fifteen Group Clients (and coworkers) — don't be shocked the next time you hear a blatant 'no' out of my mouth. I promise, my intentions are good.