It was five in the evening, and I sat down in the airport terminal, close to tears…
I needed to take my mind off of my troubles so I bought, as many a stressed Seattleite has done, a cup of coffee…
I bought a cup of coffee from a place multiple New Yorkers have raved about…Dunkin Donuts
I took a discerning sip, hoping to glean some kind of notes of almonds or blackberries…or something…I cooled the scalding hot coffee down for a second before swishing it around on my palate – ready to listento what it said…
And then I heard a one word description…
“jalapenos”
I’d been suckered…fooled…tricked and swindled…I knew what the result was going to be before I tried the coffee, but I was hoping for a personal miracle…I was hoping I’d be different…
Over time, I’ve been the butt of a number of these culinary swindles — I went to a sake bar on the LES that seated three people at a table large enough for two gnome children, threw our food at us rudely, and then complained to me about their meager tip before asking me to “never come back here okay”…
I went, on the raving recommendation of a friend of a friend who went years ago – loved the place and recommended it heavily…had I checked out the reviews it received – I would have been wary prior to eating there…
But I have also had more pedestrian experiences where the total bill didn’t reflect the actual value of the meal I ate… Where for months I regretted spending that amount of money on the food because it honestly wasn’t worth the dollars spent…
Pedestrian experiences where I wondered why I’d bought that five dollar super-tanker mocha with three syrups from starbucks -when all I really wanted was a shot of coffee that didn’t taste like someone brewed stale toast and burned it…
Times where the food was so underwhelming, so unimaginative and boring that I thought I might vomit it back up while I was in the bathroom and it would have at least been a story to tell…
If I could get this lesson across to budding restauranteurs I would…
Your food is likely not imaginative enough, likely not cool enough to keep people coming back. It’s why the industry is so fickle. Restaurants that make it long term are the restaurants that are not only profitable, but that also surprise the customer and leave the customer feeling like there was a substantial amount of value created…
I think I can count the number of times the experience while eating out – from food to conversation – has been worth the money I spent. These were times when the conversation was excellent and the food and waitstaff were superb as well as the ambience worth the money I spent. The only times I’ve ever felt like it was worth it was when I felt like my life had been enriched by the experience that I’d just had.
And while I don’t think its’ possible to have a life-altering experience every time you go to your local taco stand – the food and service should always make you feel like the money you are spending is worth it…



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