Setting the Table: The Transforming Power of Hospitality in Business

by Danny Meyer

I will throw myself into a new venture only when certain criteria are met: I am passionate about the subject matter (i.e., early American folk antiques, modern art, jazz, barbecue). I know I will derive some combination of challenge, satisfaction, and pleasure from the venture. It presents meaningful opportunities for professional growth for my colleagues and me. The new business will add something to the dialogue in a specific context, such as luxury dining (Gramercy Tavern), museum dining (The Modern, Cafe 2, and Terrace 5 at the Museum of Modern Art), Indian dining (Tabla), barbecue (Blue Smoke), or burgers and frozen custard (Shake Shack). Financial projections indicate the possibility of sufficient profit and returns on our investment to warrant the risk we’re undertaking.