Dirty Water Hot Dog Theory

Will Guidara, the famous restaurateur, author and advocate for the unreasonable hospitality economy, tells the story of how a New York City “dirty water hot dog” changed his restaurant forever. 

Guidara, at the time of the hot dog story, was the owner of Eleven Madison Park, already recognized as one of the top restaurants in the world. He overheard some foodies dining in his establishment saying their only regret was leaving NYC without trying an infamous street hot dog. Upon hearing this, Guidara describes how he ran down the block, found a vendor, bought a dog, then pleaded with his appalled chef to actually serve it in their fancy pants dining room.

As the story goes, the chef reluctantly cuts the dog in four, garnishes it with a swirl of relish, mustard, kraut and Guidara proudly serves it to his surprised guests. According to Guidara the customers went bananas with surprise and delight. How could a street dog cause this reaction?

Not long after Eleven Madison Park was voted the No. 1 restaurant in the world, Guidara attributes that result, not to the hot dog, but the spirit of acute listening and taking “wow” action. The dirty water dog incident resulted in the kitchen going into high gear, really listening and finding out ways to provide unreasonable service and experiences that astonish guests. 

Regardless of our industry or market, engaging team members to provide unreasonable service to a “customer of one” is a mindset and strategy worth pursuing! 

One unexpected outcome Guidara points out is that both employees AND customers were happier with this strategy. It requires energy and exceptional detail in execution, however the ROI data points out; if you can pull it off, you’ll become unstoppable… Even unreasonably successful.

I am going to work at adopting this strategy. How about you? 

Think Big, Start Small, Act Now, 

- Lorne 

One Millennial View: This demonstrates what a little eavesdropping and $1 to $3 dollars can achieve. Listening with unreasonable service intention can help determine if they don’t really need the wow of a full fireworks show, and instead, they’d simply rather light a cigar. 

- Garrett 

Edited and published by Garrett Rubis










































 

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