Entrepreneur -- If you ask Bar Rescue host Jon Taffer, he'll tell you he's not in the food and beverage business. He's in the "reaction business." It's a concept he wrote about in his book Raise the Bar: An Action-Based Method for Maximum Customer Reactions (New Harvest, 2013).
"A plate of food hits the table, lands right in front of you," Taffer explains. "One of two things happens. Either you sit up and look at it and react to it, or nothing happens. If nothing happens then that restaurant is stuck in mediocrity forever.
"The cook in the kitchen might think he's making an entree. He's not," Taffer continues. "That's not product. He's making a human reaction. ... The product is the reaction."
Read the rest of the story here: http://www.entrepreneur.com/video/247368
