Sustainable Gastronomy Day

The best marketing isn’t a campaign—it’s a culture. A few years ago, my wife and I pulled off something rare for parents of three kids with full-time jobs—a quick two-day getaway. On our way back to Charlotte, North Carolina, we stopped at a small restaurant in Spartanburg, South Carolina. It wasn’t planned. No hype, no expectations. Just a roadside meal to break up the drive. And yet, it’s one of the best restaurant experiences of my life. Here’s the funny part: I don’t remember the name of the restaurant. I can’t tell you what I ate. I can barely picture the space. What I do remember is how it made me feel. It was like walking into a room full of family you hadn’t seen in years—excited, safe, completely welcome. The staff was warm and genuine, the guests seemed happy just to be there, and the energy of the room was magnetic. That experience—more than the food, décor, or service scripts—is what made it perfect. When people ask me, as a restaurant professional, to name my most memorabl...