In Business Good is not Good Enough

In the hospitality industry, whether it be in a café, bar, or restaurant, the drive to achieve better is a foundation of successful. The terms “good,” “very good,” and “exceptional” are frequently used to categorize and evaluate performance or quality. While these terms are often used interchangeably, they represent distinct levels of achievement, each with different results. Understanding the nuances between these standards is crucial for anyone striving to have a stand out business in hospitality or any other business.

Being “good” in a café, bar, or restaurant setting signifies a solid level of competence and reliability. It means meeting expectations and consistently delivering satisfactory results. For a café owner, a good café provides decent coffee, a pleasant environment, and friendly service. Customers know they can rely on getting what they expect—good food or drink served efficiently.

Good performance in this context would be:

Consistency: Reliable delivery of expected food and beverage quality.

Competence: Staff have adequate knowledge and skills to perform their tasks.

Reliability: Dependable and predictable service.

However, while being good is commendable, it often represents the baseline of what is acceptable. It is the starting point, not the destination. In a competitive environment, being good is not enough to stand out or achieve significant success.

“Very good” elevates the standard from competence to proficiency. It indicates a higher level of skill and effectiveness. In this category, a café, bar, or restaurant does more than just meet expectations; it often exceeds them. For instance, a very good café might offer artisanal coffee, freshly baked pastries, and a warm, inviting atmosphere that encourages customers to linger.

Very good performance would likely include:

Exceeding Expectations: Delivering food and drinks that are better than your immediate competition or expected.

Proficiency: Demonstrating increased mastery, such as a barista who has mastered coffee art with flare.

Positive Impact: Making a connection with customers elevating their satisfaction and the experience they have.

Being very good often involves going the extra mile and adding value beyond the basics. It is the level where a café, bar, or restaurant begins to be recognized for its expertise and contributions. However, to thrive in our current economy you must strive to reach the pinnacle of performance ……what lies beyond very good.

“Exceptional” is the epitome of excellence in the food and beverage industry. It signifies not just exceeding expectations but redefining them. Exceptional cafés, bars, or restaurants set new standards and are referenced as a must visit. An exceptional restaurant, for example, might create unique, memorable dining experiences with innovative dishes, magical service moments and vibe that is refenced as the benchmark every time you go out.

The hallmarks of exceptional performance include:

Innovation: Introducing new ideas, methods, or dishes that transform the experience.

Mastery: Achieving the highest level of skill and understanding in food, beverage and service. (do not confuse this with price, formality or pretence)

Lasting Impact: Creating an enduring mark on the customer such that they feel compelled to tell the world about their experience.

Exceptional moments, and connection will not always be achievable but if the feel like they could happen at any minute you will be given the credit even when they happen on the adjacent table. It requires a combination of dedication, focus and often, a bit of serendipity. Places that achieve this level are always training their staff to seize opportunities to surprise customers with spontaneous and unscripted hospitality.

The better you know your customer Avatars the better you know where it will most be appreciated to be exceptional. High end restaurants that strive to be excellent everywhere are unviable and nearly extinct. So you need to figure out where your people can deliver exceptional whilst always maintain very good. It might be: Siobhan your Irish waitress loves to sing, Tim the barman is an accomplished juggler, Emanual who has a gorgeous French accent and endearing innocence. Employing people capable of exceptional is an art in seeing and inspiring your people and trusting them to create magic. They are unicorns but they often only shine when you appreciate their gift and you have everything else in the business running at “very good”