Service is a dance that requires partnership. A diner orders a meal from a waiter. A customer asks a salesperson for a pair of shoes in their size. A passenger requests a seat assignment from an airline booking agent. The sequence of service is the required steps of giving and receiving in business transactions. Unlike any ballet, however, plenty of participants are unaware they contribute to the outcome of the service dance. When one half of the partnership is belligerent, demanding, and unmindful of their contributions to the equation beyond the financial, often times the dance becomes contentious.
Customers may have a very clear opinion of the responsibilities of the service giver–complaining about customer service is de rigueur on sites like Yelp–but its rare for the patron to see past their financial role in the dance. The Red Door Cafe is a small restaurant in the Pacific Heights neighborhood of San Francisco where each and every potential diner is made aware of their role in their service experience and the owner challenges every diner to take responsibility for their part in the service exchange.
Wake up and smell the coffee
My good friend and fellow service provider, Michael Procopio suggested I check out the small restaurant when I recently visited San Francisco. “The lines will be insane,” Michael said. “But you have to go. Really. You must.”
Upon reading up on the Red Door Cafe on Yelp, you’ll see 5 star reviews from diners who rave about incredible food, great service, and an untraditional setting for breakfast. But it isn’t until you arrive at the restaurant and take a good look through the big glass windows that you start to really understand that you are regarding a very unique establishment.
The 12-seat restaurant opens at 10 am, but you’ll more than likely find a line has formed outside on the sidewalk by 10:15. Unlike a typical queue for breakfast, however, the diners-to-be aren’t reading newspapers while they wait. Customers giggle and laugh as they cuddle tattered, plastic baby dolls and sip coffee from Easter egg colored bowls.
A sign in the window spells things out for the curious diner right away: This isn’t a restaurant, it’s an experience. Look around and you’ll quickly start to get an inkling that this place is different. Inside, you’ll see diners cavorting with plastic trolls and headless dolls. If you look close enough you’ll note the risqué, plastic items sold at most sex shops next to the salt and pepper shakers on every table.
Ahmed–known to his regulars as A.D. or Absolutely Delicious–is the gregarious owner/bouncer/server/host of The Red Door Cafe. He’s the man to speak to if you want to put your name on the clipboard wait list.
“I don’t let everyone into my restaurant,” A.D. says as he sashays outside to eyeball you and other potential diners. “You have to prove why I should let you in, honey.”