There are many choices in life, one road vs. another, good vs. great, mediocre vs. acceptable, truth vs. lies – we choose to move towards one or the other and live with those decisions. In business, those choices can lead to success or failure, prominence of subservience, profit or loss. At times the choices may seem insignificant but where customers are concerned – nothing is insignificant. The small decisions add up and establish the type of operation you choose to offer, the reputation you hope to gain.

Acceptance of anything less than exceptional is an admission that mediocrity, to you, is acceptable in certain situations. Is that what you believe? Is that how you want to be perceived? These are fundamental questions that require your consideration because they will establish your brand and what you might be willing to sacrifice.

So, when is good enough, good enough? At what point, under what circumstances will you choose to sacrifice your standards for time, cost, efficiency, or type of customer? Exceptional is either the driving force in what you do and who you are, or it isn’t. Your choice, your decision, your reputation.

It makes no difference the type of restaurant or your price point – exceptional can be found in everything from a hot dog to caviar – it is an over-riding attitude and a level of commitment to being great at what you do. Ah, you say -but I am just a hamburger and fries’ operation – how can this apply? Well, let’s look at that burger and dissect it from the perspective of exceptional. You can purchase decent quality pre-made patties that are perfectly portioned and delivered to your specifications or you can develop your own blend of ground brisket, chuck, and short rib. This uniquely flavorful, incredibly moist, fresh and custom blend will help your restaurant stand out as exceptional. It would be very easy to purchase typical buns from your commercial bakery of choice, or maybe a slightly different brioche type roll, but exceptional it is not. A custom roll that is formulated in partnership with an artisan bakery in your community, a roll that offers a flavor profile not to be found elsewhere is a statement. The roll is delivered fresh every day, sliced and grilled so that the bread is warm and crunchy and able to absorb the wonderful drippings from the custom blend burger. It will stand out as truly special. Everyone adds lettuce, onion and tomato but you choose to use those wonderful organic beefsteak tomatoes, crisp romaine leaves, and in-house pickled red onions. The cheese is from a local artisan – maybe even a rich bleu or 5-year aged cheddar – something that is truly special and all you. That side pickle comes from a local producer who ferments cucumbers with a unique blend of pickling spices and a hint of star anise, and the fries are waffle cut gaufrettes that add a splash of adventure to the plate. Yes, it’s just a burger plate, but one like no other. I guarantee customers will be lined up around the block because you chose to be exceptional.

You are a local coffee shop in a community that was starved for that third place between work and home. A place where people can gather to think, talk, relax, catch up, breathe, and clear their heads with a great cup of coffee or tea. You have all the right equipment and purchase your beans from a reputable one-stop wholesaler who carries a complete line of product for restaurants from cryovac strip loins and 109 ribs to dry goods, paper supplies, small restaurant equipment, and yes – coffee. Their breadth of knowledge about coffee is limited to what they read on the package label. The regular crowd steps through your door every day from 7 a.m. till 3 p.m. to grab a cup of joe and a pastry that you buy and resell from a local bakery. They wait in line, scroll through their messages on their iPhones, smile at your baristas and click 20% for gratuity on their $4 cappuccino. They grab their cup a few minutes later and rush out the door to their next wherever stop.

Everything is as it should be – a steady clientele, no complaints, the register is ringing, and you have settled into hundreds of transactions every day. The question is, WHY NOT BE EXCEPTIONAL? Why not buy the best coffee beans from that specialty roaster in Seattle? The one that uses single origin organic beans from a small plantation in Costa Rica – beans that have been reviewed as extraordinary. They live coffee, have visited the plantation many times, know the growers by name, and fully understand all the nuances of pulling out optimum flavor. Why not invest in training your baristas in the fine art of painting personal designs on the crema that encapsulates your espresso? Why not hire baristas who are fast and efficient but also personable and able to remember something about your regulars? Why not work with that local bakery to create a signature pastry that can only be found in your shop? Why not create coffee clubs, offer cup tastings when new blends are being introduced, and provide quiet areas where guests can either get away from the pace of life or engage in conversation with a friend? Why not change from being a coffee shop to becoming that third place, a special spot with extraordinary product, a great story, and refreshing experiences? Why not choose to be exceptional?

The difference between providing food and creating something memorable begins with an attitude and willingness to invest in the details; to be extraordinary with every aspect of the business/customer interaction. Transactional businesses will come and go whether you are offering fine dining or noodles and broth. The ones that choose to be great are the ones with staying power, the ones that people flock to and can’t live without. Invest in being exceptional and your guests will reward you with their business and ambassadorship.

PLAN BETTER – TRAIN HARDER – BE EXCEPTIONAL