Hospitality may be described as the art of creating unforgettable experiences and, in the hospitality industry, when a perfect blend of elements occurs, it can orchestrate moments that remain in our hearts. While exceptional food and impeccable service are undeniably crucial, genuine hospitality transcends the culinary realm. It is the art of emotional engagement, forging heartfelt connections between guests and hosts. An attentiveness to guest preferences, needs, and desires is pivotal in tailoring experiences that resonate on a personal level.
In a Roots 2023 panel, a group of tastemakers and game changers explores the essence of hospitality experiences and how industry experts craft memorable moments that etch themselves into our memories.
The discussion was led by Morgan Tucker, vice president of marketing at Singer Equipment Company. Morgan is responsible for company positioning, brand direction, and market strategy. She provides foodservice expertise and consulting services for acclaimed restaurateurs, celebrated chefs, and industry leaders across the country.
Here’s more about what panel members had to say.
Brad Kilgore
Chef Brad Kilgore is a James Beard Award finalist. Named by Miami New Times as the best chef, he’s renowned for his collaborations with farmers and use of seasonal ingredients. Currently, he’s the chef of MaryGold’s.
Brad points out how not all guests have the same wants and tastes. One thing they have in common, though, is the feeling that they want to be comfortable, enjoying themselves as they spend their hard earned money—something they may not always experience during a fancy twenty-course meal. So, Brad seeks to create an environment of refined approachability—one where guests can engage in conversation with the restaurant team if they so choose.
As he looks back to when he was a younger chef, he realizes that he was cooking more to impress other chefs and to express his own creativity—perhaps propelled by the Instagram phenomenon—than his guests’ desires.
He’s now shifted to a more customer-centric style. For example, he may create his own version of a classic dish, and guests may say that it reminds them of a special dish that their mothers used to make. That intangible feeling of connection experienced by those guests will help them to trust him as a chef and, perhaps, the next time they visit Brad’s restaurant, they’ll be open to trying something new and exciting.
Aaron Bludorn
Chef Aaron Bludorn, the owner of Bludorn and Navy Blue, also believes in providing a refined yet welcoming environment—with the notion of offering comfort to guests taking a unique twist in his experience. Aaron opened his first restaurant shortly after the worst of COVID ended, and diners needed to learn how to become comfortable with coming back out to eat. Aaron’s goal, then, was to transport them into an experience where they could forget their worries while also acknowledging the need for safety with items like branded water toppers.
He points out how chefs never know what their guests have been going through, and he keeps that thought at the core of his philosophy as his restaurants have evolved and expanded. Aaron also realized that, during COVID, people didn’t have many options. So, he focuses on giving them to his diners, putting his ego aside to offer burgers, for example, on his French inspired menus. Working under French Chef Daniel Boulud served as an incredible opportunity for Aaron and, when he prepared meals in a pop-up in France, this collaboration inspired plenty of ideas.
Near the close of the Roots panel discussion, Aaron shared a saying of his partner’s: “Take care of those who are near, and those who are far will follow.” Taking care of them is about more than providing sustenance, though. It's about forging connections, making guests feel welcome, and ensuring they leave with cherished memories that linger long after the meal has ended.
Kevin Boehm
As a James Beard Foundation award-winning chef and cofounder of the Boka Restaurant Group, Kevin has opened forty restaurants over the past three decades with many of them in conjunction with his restaurant partner.
Each time a restaurant is opened, he ensures that a back story is created with language tailored specifically for them. Instead, for example, of saying that food isn’t ready yet, they might share that it will be coming out in waves.
Despite all his experience in the culinary industry, he still remembers a Wendy’s restaurant when thinking about stellar service. He was welcomed by a woman at the door and, when he went to order food, the man behind the counter explained the spicy chicken as if they were in an award-winning establishment. The greeter, who was taking on a maitre de role, would keep the pasta bar immaculate and top off glasses of water from a pitcher. Kevin complimented the manager, telling him that this was the greatest fast food restaurant he’d ever seen—and it ends up that it was the country’s number one Wendy’s.
Kevin used to keep track of guest preferences on a ledger to personalize their dining experiences. Now, there’s plenty of technology to use, but he believes it’s important to use it in ways that matter while not getting bogged down in the details. What’s important is to have relevant data and people who can understand its value—perhaps to remember a diner’s peanut allergies or to pair a guest visiting from Minnesota with a server from the same state.
Vance Henderson
Hendrick’s Gin Brand Ambassador Vance Henderson is a creative mixologist and brand activationist who is always on top of consumer cocktail trends. He refers to the timeless Maya Angelou quote as a guiding light: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
His role is to create experiences that transport guests in ways that are true to a brand’s unique voice. He believes that intentionality and mindfulness are important throughout the process as the host pays meticulous attention to the smallest details, anticipates guest needs before they arise, and goes the extra mile to ensure every aspect of their visit is memorable.
When this is done, the word spreads. He recalls a previous Roots conference where guests were fed a delicious “hot dog”—made of carrots—and he shares that story with others. When he was at the international Tales of the Cocktail conference, cucumbers appeared in food and drink in outrageously creative ways— and the inspiration for this was the carrot hot dog. So, Vance says, you never know how far the word will spread, where it will go, and whom it touches.
Vance believes that hospitality teams need to push themselves to go beyond their comfort levels and for culinary leaders to expand opportunities, including to people of color and women.
Transcending the Confines of a Plate of Food
While culinary excellence is unquestionably a cornerstone, it is not the sole defining factor of a remarkable hospitality experience. In the world of hospitality, there is no one-size-fits-all formula for the perfect experience. Instead, it’s a magical blend of passion, attentiveness, and genuine care that sets the stage for memorable moments.
It’s time to celebrate the art of hospitality where every detail matters and every guest is treated like family. Whether it’s a warm smile, an attentively crafted meal, or an unexpected gesture of care, the hospitality industry continues to redefine what it means to create unforgettable moments that touch the soul.