They Fired the Staff, and It Cost Them the Brand

There was a breakfast and lunch place I used to frequent in my old neighborhood — the kind of spot so popular you had to get there early or wait an hour for a table. The food was great, but that wasn’t really what people were there for. The place had a wonderful vibe, a big, cheerful personality that came directly from the servers and everyone else working there.

So when they opened a second location in my new neighborhood, I was thrilled. I made plans to meet a friend for lunch right away.

The place was almost empty. I learned why within about ten seconds of walking in: there wasn’t a waiter to be found. They’d eliminated table service entirely. You scan a code for the menu, order and pay on your phone, and a runner drops off your food. No hosts, no servers, no personality standing between you and the transaction.

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