Setting the Table: The Transforming Power of Hospitality in Business

by Danny Meyer

Soon thereafter, American Express invited me to do a test radio spot that would be broadcast in the Boston area. They hoped it would defuse the still explosive situation with Boston’s merchants. They assured me that the spot would raise the profile of Union Square Cafe. But mainly they wanted me to tout the Amex card for bringing my restaurant “a higher quality, higher-spending customer than any of the credit cards.” I said, “No thanks.” That message would sound offensive to those guests of ours who chose to use other charge cards. But I made a counteroffer. “What I would do, and do very proudly,” I said, “is talk about American Express’s incredible generosity in supporting Share Our Strength. For your company to be partnering with our industry for the purpose of fighting hunger is an extraordinary story, one you should be proud of, and I’d be delighted to tell it.”

freaking amazing story