Editor’s note: This is part 1 of a two-part series on hospitality. 

“Giving with the intention of receiving really isn’t giving. It’s trading.”
— Robin Sharma 

There is a word in the Japanese language that captures the idea of giving without expectation—of giving to someone with your heart. The word is Omotenashi. In simple terms, it means kindness with no pretense—caring for someone, even a stranger, with the utmost respect. 

In an industry built on profit, how do we give without expecting anything in return? We work in a business where everything hinges on the customer’s expectation of receiving a quality product and exceptional customer service in exchange for money. But what if there is something more? Something that can be gained beyond monetary service? 

To explore this concept, we need to reshape the idea of hospitality. We need to be different, to stand out. And to do this, we must go beyond the basic tenets of good customer service. 

When you go to a friend or loved one’s home, and you’re greeted with a warm, genuine smile, and you sit down at the kitchen table and talk over some homemade stew and crusty bread—it’s the best meal you’ve ever had. And it’s not necessarily because it’s the best food. It’s because of how someone is making you feel—loved and cared for and fully seen. 

This is the magical feeling we’re trying to create when a customer walks into our establishment. But this can be challenging in an industry where lines of customers waiting for beer is the norm. 

To reinvent hospitality, we must get back to basics. The first areas to address are our space and our people. 

Where to Begin? With a Broom, of Course 

First things first: our space should be clean and tidy. I’m not talking about an overhaul. I’m talking about picking up a broom and cleaning—scrubbing, touching up paint, dusting off lightbulbs, and wiping the dried beer buildup from under the tap counter. This includes clearing out old, unused items such as the broken wrench you are keeping as a backup hammer or the limited-edition six-pack of beer someone gave your staff two years ago.

At Atlas Brew Works, we clean and organize our space and equipment with the goal of utmost efficiency. And we keep it that way by having a weekly walkaround with the staff so that they take ownership. We also give the walkaround lead to someone different each week. 

The staff doesn’t have to wonder what belongs where. Think about coming home to discover your housemate has already cleaned up the kitchen. How much easier was the next meal to prepare? How much better did the food taste? Did it feel like a sunny Friday shift beer after a 10-hour workday? That’s the freedom to move without hindrance. 

When customers walk into a taproom that is spotless and organized, they feel secure in the knowledge that they won’t be just getting a good product—they’ll be enjoying an experience. This allows them the freedom to make choices and enjoy themselves. I compare this to the feeling of walking into a clean hotel room with crisp white sheets and fresh towels after traveling all day. You immediately exhale. You are in a safe, comfortable space. 

When customers enter a clean, well-organized, fully stocked taproom, they are immediately at ease. They know their every need will be taken care of. They feel like the taproom was set up this way just for them, because it feels personal. 

Building the Team 

People love to say that it’s hard to find good help, and it is, as it should be. Someone who brings both real-world experience and a great personality is the proverbial unicorn in the hospitality industry. If you hire someone purely for their experience, you might also inherit their old habits and previous training. If you hire for personality first, then you have the opportunity to create a unicorn of your own. Their personality is what will ultimately define how customers see your brand. 

Finding the right people can be exhausting, but there’s no better feeling than giving someone a job and developing them into a high performer. Finding someone who has the ability to listen, be present, be empathetic, and carry just enough urgency to care is the ultimate goal. Once you have this person, you can teach them about beer and good service.

When Atlas first started, much of our labor force was friends and family who volunteered. Most of them (including me!) had no idea what they were doing. But we knew how to treat people, or at least how to treat people on behalf of Atlas. This support came from a foundation of love for what we were building—and that is what reached the customer. 

As we grew and opened new locations, we did not always follow this practice of hiring based on personality, and we paid for it. For a time, one of our locations struggled with customer service. Every time I walked into the taproom, it felt like a wet blanket had been thrown on me. People did not look like they wanted to be there. Serving customers appeared to be a chore.  

We ended up having to start over. Since then, we have changed our hiring practices to focus more on personality rather than placing such a high priority on experience. We now conduct lengthy interviews to get to know the applicants and do reference checks to ensure we know who we are hiring and that they not only want to be there but are also excited about it. 

A recent hire at Atlas absolutely lit up the room with her positive attitude during her interview. She was the definition of bubbly. She was genuinely interested in our company and asked many questions and listened intently to the answers. She did not have any experience in hospitality. Fortunately, she did like craft beer. After only six months on the job, she is now a floor manager. 

When you put a higher emphasis on personality, you have the opportunity to build more than a staff. When staff have mutual respect for one another and feel part of something bigger than themselves, it shows, and it reflects back to customers. 

When customers come to a taproom and see a team who genuinely care for each other and the establishment, it shines through the service. And when they are greeted and treated as if they are a part of that family, it is an unexpected surprise that will change their whole experience. 

Next: The Art of Selflessness in Hospitality, Part 2