What Creates a Great Restaurant Experience?

We are, first and foremost, in the business of people. It’s easy to get caught up in food trends, interior design, or prime locations, but hospitality is about human connection. A great experience isn’t just perfection on a plate. It’s countless small things, done exceptionally well, coming together to create balance, that’s where true perfection lies. But it all starts with concept. People come for the show, but stay for the feeling. But behind every great show, there has to be a reason for people to come in the first place.

There’s an old belief – location, location, location. I don’t buy that. Today, it’s concept, concept, concept. The more time you spend understanding why you’re doing it, what you want to do, who it’s for, and how you’ll make it happen, the more you’re able to create something with a unique voice. Something authentic. Something people will travel for.

But concept alone isn’t enough. The best restaurants come alive because of their people and their atmosphere. People, people, people. It’s the team that creates the ambiance. The right welcome sets the tone. It’s not about systems and scripts - it’s about emotional intelligence. Knowing when to engage, when to step back, and how to make every guest feel they belong. The true goal is to create an ambiance where people feel they belong.

Food, of course, is important. But it’s not the most important thing. Many of my favourite restaurants don’t serve the “best” food – but they serve good food at good prices, in an environment where you feel comfortable, looked after with a smile, and made to feel special.

A great restaurant touches every palate and budget. It should serve many occasions – romance, celebration, business, or a casual night out. Generosity should be felt in every detail, and guests should leave feeling they got more than they expected. Otherwise – why do it?

Remember, everything dates – design trends, menus, even service styles. But romance never does. That feeling of being transported, cared for, and delightfully surprised.

But beware of becoming robotic. Systems defend your operation, but they can also kill spontaneity. There must always be surprise, delight, and genuine care. Management must act like a conductor, feeling the rhythm of service and ensuring the experience is anticipatory, not reactive. In the end, the only reason restaurants fail is they don’t focus enough on the guest experience.

George Goring once told me he slept in every room of his hotel, every year. He knew the details that mattered. The view from the window, the softness of the sheets, the noise from the street. That level of obsession is the difference between ordinary and extraordinary. That’s how you create something exceptional.

You need to experience your restaurant from the very beginning to the very end, just as your guests do. Only then can you truly understand - and tell its story. And you need to tell it well. Hospitality isn’t a recipe business. It’s a storytelling business.

The greatest experiences are made by those obsessed with their concept and those who dare to imagine something better every single day.

Mikko Jäppinen on Lontoossa asuva ravintola-alan ammattilainen, jolla on 20 vuoden kokemus luksushotelleista ja huippuravintoloista kansainvälisesti.