Avoid Amy's Baking Company Freakout: Five Tips From PR Guru Larry Carrino
3. Be honest with customers and yourself.
Is the fish a day-boat catch? Do you really have those micro-greens grown to your exact specifications in some urban box garden? If so, feel free to tout their bona fides. If you're using frozen fish to make ceviche, guess what? That fish ain't fresh and neither is that dish. Don't BS the customer. They know more about food than ever before and if a savvy diner doesn't catch you, a critic probably will. Serve the best product you can and be honest about what you serve.
4. Don't believe your own press.
Buying into your own hype leads down a very unpleasant road, and not just for those who work for you. Let the media crow and the fans cheer, but keep your ego in check. When you have "arrived" and need learn nothing more and all you must do is bask in the adulation, sure in the knowledge that everything you touch is gold -- things are destined to take a turn for the worse.
5. Don't drop the check with the goddamn coffee.
It's a small thing but man, oh man does it say "Here's your hat, thanks for coming." You know, I was going to order some Sambuca after the coffee but now? Forget it. It's called hospitality for a reason, folks.