CEO Kevin Brown on How a Culture of Caring Is the Key Ingredient to Lettuce Entertain You’s Success.

Lettuce Entertain You, a premier name in the restaurant industry, operates an impressive portfolio of over 130 unique dining experiences across various cuisines and price points. Founded in 1971 by Rich Melman, the company has redefined the landscape of hospitality by emphasizing innovation, quality, and exceptional customer service. Under the leadership of Kevin Brown, who has been with the company for over 40 years and currently serves as CEO, Lettuce Entertain You continues to thrive by cultivating a Culture of Caring among its employees and creating memorable dining experiences for guests. This discussion delves into the values and strategies that have propelled Lettuce Entertain You into a hospitality powerhouse, highlighting insights from Brown’s extensive experience in the industry.

How do you describe Lettuce Entertain You?

Kevin Brown (KB): At its core, we are fundamentally a restaurant company. However, I believe we encompass much more than that. Our diverse portfolio spans various cuisines, price points, and dining experiences—ranging from Spanish and French to casual Italian and sophisticated American fare. We strive to offer unique experiences that cater to a variety of tastes while emphasizing exceptional quality. The breadth of our offerings means that whether a guest is looking for a casual lunch or a celebratory dinner, they can find something distinctive that meets their needs. 

The longevity of your organization is remarkable, particularly in a competitive industry such as the restaurant sector. What factors do you attribute this longevity to?

“Our guiding philosophy is straightforward: we consistently prioritize our guests in all our decisions. We strive to encourage people to explore new offerings without overwhelming them.”

KB: For instance, we maintain a commitment to providing excellent food at outstanding value, accomplished through rigorous testing of our menu items in terms of taste, portion size, and pricing—all aimed at exceeding guest expectations. Furthermore, we adapt to changing market trends, ensuring that our concepts remain relevant and exciting over time.

Can you provide a specific example that illustrates your commitment to crafting unique dining experiences?

KB: One notable concept we developed was Scoozi, an Italian restaurant located in a spacious venue characterized by a vibrant atmosphere. The design featured a big, open layout with a bow truss ceiling, making it a visually impactful space. We offered engaging features such as risottos being served for half an hour and a wood-burning oven for pizzas—a rarity at the time. The atmosphere was lively and fun, and the overall experience resonated with diners, encouraging repeat visits despite its unique location far from the main dining areas. This concept embodied the idea of creating an adventure in dining that left a lasting impression.

KB: Another example is The Omakase Room at Sushi-San. This is a unique dining experience. It’s a ten-seat, 18-course omakase restaurant led by two Master Sushi Chefs, Kaze Chan and Shigeru Kitano. From the design of the space to the curated playlist to the interactions between our master chefs and each guest, it’s all part of a carefully orchestrated experience that’s designed to truly delight all the senses.

You’ve said before that value extends beyond mere price points. Can you elaborate on this concept?

KB: Indeed, value embodies the entirety of the guest experience—this includes the quality of food, the level of service, the ambiance of the restaurant, and the personalized attention returning guests receive. Our servers are trained to foster genuine relationships with loyal patrons, enhancing their overall experience and ensuring every visit is memorable. We utilize a tasting sheet during our test kitchen evaluations, which ranks dishes based on taste, portion size, cost, and ultimately, value. This framework helps us ensure our guests consistently receive high-quality experiences that exceed their expectations.

How do you balance creativity in menu design with customer preferences?

“Creativity in menu design is an important factor in keeping the dining experience fresh and exciting. We conduct thorough market research and engage our guests through feedback mechanisms.“

KB: This allows us to introduce new concepts that are innovative yet approachable, enabling us to cater to diverse palates while maintaining a focus on quality and guest satisfaction. For example, when developing the Big Bowl concept (Chinese and Thai), we envisioned Asian cuisine paired with a Western atmosphere, making it comfortable and relatable for our American clientele. This approach has often led to success because we strive to present dishes in a familiar context.

Within your diverse portfolio, what are the unifying themes that connect all your restaurant concepts?

KB: We hope our commitment to delivering consistently quality experiences is a hallmark of our brand. Guests trust us to provide reliable service and satisfaction, which we maintain through effective management and operational excellence. Our reputation is built on the understanding that when you dine at a Lettuce Entertain You establishment, we’re going to provide an experience that reliably meets or exceeds your expectations. Part of that experience is related to the quality of our food and the ambiance of our venues–but even more, it’s about how we make you feel as one of our guests.

How do you cultivate a company-wide culture of hospitality in front- and back-of-house operations?

“Hospitality is fundamentally rooted in the principle of caring. We make it a priority to ensure our employees feel valued, supported, and empowered. If our servers feel cared for, they are more likely to provide exceptional service to our guests.“

KB: This foundational belief enables them to give their best. By investing in employee wellness and fostering a supportive environment, we cultivate a positive work culture where everyone is motivated to succeed, which translates directly into the experience we provide for our guests. 

Our training program emphasizes empowerment, encouraging employees to proactively identify and address guest needs. We focus on foundational skills such as attentive service and product knowledge, but we also instill a sense of ownership and pride in their roles. Each team member is encouraged to take the initiative, whether that means suggesting personalized menu items to guests or addressing issues before they escalate. We conduct regular training sessions that involve role-playing scenarios, allowing staff to practice real-life situations they may encounter. This hands-on approach not only builds confidence but also helps to reinforce the importance of hospitality in every interaction. Additionally, we prioritize continuous learning; our staff members are encouraged to provide feedback, share best practices, and contribute ideas for further enhancing our dining experience. 

How does Lettuce Entertain You foster a Culture of Caring among its employees, and why is this important for overall guest experience?

KB: Our Culture of Caring is fundamental to our operational philosophy. It is essential that our employees feel valued, supported, and empowered, as this directly impacts their ability to provide exceptional service to our guests. By prioritizing employee wellness and fostering a supportive environment, we cultivate a positive workplace where team members are motivated to give their best.  Our two founders both had mothers who were servers in restaurants. This personal history instilled in them a strong sense of empathy and dedication to treating our staff well.

“We believe that if our team feels cared for, they will mirror that attitude towards our guests. This culture drives both employee engagement and guest satisfaction, creating a cycle where everyone benefits from a caring and collaborative atmosphere.“

Immersive dining experiences have gained considerable popularity in recent years. How does this trend impact your business model?

KB: While immersive dining has surged in prominence, I believe that successful experiences must strike an effective balance between novelty and quality. Our objective is to create captivating environments that excite and engage guests while remaining true to the fundamental values of hospitality we cherish. For instance, while elements of entertainment, such as unique decor and interactive presentations, may enhance the experience, the core focus remains on delivering exceptional food and service. We’ve also observed that guests respond favorably to experiences that are not just about entertainment but also about creating shared memories—such as celebrating milestones or trying new dishes together. Therefore, we continually evaluate our concepts to ensure that their immersive aspects enhance rather than overshadow the essence of dining at our establishments.

What guidance would you offer to the next generation of hospitality leaders?

KB: I encourage aspiring leaders to gain practical, hands-on experience in hospitality, as the skills acquired in this field will be invaluable in any career path. Furthermore, it is essential to embrace the essence of hospitality—building connections with guests and creating memorable moments through exceptional service. Understanding the importance of teamwork is also critical, as success in hospitality often hinges on cohesive collaboration among staff.

“I would stress the necessity of resilience and adaptability, particularly in today’s fast-evolving hospitality landscape, where the ability to respond to guests’ changing expectations is key to sustained success.“

How do you define success?

KB: I define success through the lens of guest satisfaction and the creation of lasting impressions that encourage patrons to return. Ensuring guests leave happy is paramount, but inspiring repeat visits through exceptional service and experiences is our ultimate goal. Success is also reflected in the health and wellbeing of our staff, as a motivated and engaged team is essential for delivering outstanding customer experiences. 

“Ultimately, success is about forging long-lasting relationships—both with our guests and our employees—that contribute to a vibrant and thriving business. “

Kevin Brown emphasizes that at the heart of Lettuce Entertain You’s success lies a steadfast commitment to quality, guest satisfaction, and the intrinsic value of genuine hospitality. By prioritizing employee wellbeing and creating engaging dining experiences, the organization has crafted a unique and resilient business model. As it looks to the future, fostering a culture of caring and empowerment will continue to be pivotal in shaping the next generation of hospitality leaders and innovators. With a focus on creativity, adaptability, and the guest experience, Lettuce Entertain You sets a benchmark for excellence in the hospitality industry.