I had a cup of coffee with a reader of this newsletter recently, and he gave me insight into one of the secrets of creating a great "ShowTime". As the song suggests, it's about soul. We are not just merchants, but evangelists, as well. We have the opportunity to touch people's lives in a very primal way. I am not suggesting that we break out religious vestments or engage in ritual group hugs, but let us recognize the fundamental truth of the business we are in: the memory business. Memories are about feelings. They are rarely accurate in any scientific regard. How many of you react to mystery shop reports with exasperation, because they are so 'subjective'. That is the point. Experiences and the memories they evoke are subjective and bless them for being so. Buy into that, and you have a whole new way to present and differentiate your restaurant. It's all about soul, about presenting your restaurant experience as a reflection of you: your passions, your values, your eccentricities, your knowledge and your heart.

As an example of this, my friend, Anthony, took me around his modest, bustling operation. His passion was manifest everywhere: on the menus, on the walls and in his staff. He shows the art of local artists. That is unusual, but not unique. What made it special, was that he included his own paintings as a part of the exhibition. I love that. It helps that he has talent, but it was the idea of putting himself out there for all to see that made it so appealing. His feeling for his restaurant is infectious; his exuberance wraps itself around you. I felt like running around the neighborhood, shouting, "Have you been to this place yet? Come on!"

There are those of you who live within the strictures of a franchise or chain. It may not permit you to present your artwork, but I dare say most companies would be delighted if you translated their mission statement or list of values into tangible expressions through the food, the service or the ambience. That's where your soul invigorates and animates what might be, in lesser hands, another meal at a chain restaurant.

So, I am sorry to have to break it to you, but you are not in an ordinary business. You've gotten yourself involved with something unpredictable, theatrical and filled with feeling. Might as well get used to it and realize that we can make other people's lives happier. Ain't that great?

Have any questions about this issue? Please feel free to email me at rick@rickhendrie.com , or call me at 617-547-5123 or 617-335-1011. I'll do my best to help you out