Simon Devlin

uh, to start with as well, where people that love their wine, you know, they'll open the menu. There'll be two different prices on there as well. You know, there'll be the member price, the wine club member price, and then there'll be the normal price. Right. And there'll be quite a difference in, in those prices. So they're like, Oh, Oh, how do I get that? Right?

uh, to start with as well, where people that love their wine, you know, they'll open the menu. There'll be two different prices on there as well. You know, there'll be the member price, the wine club member price, and then there'll be the normal price. Right. And there'll be quite a difference in, in those prices. So they're like, Oh, Oh, how do I get that? Right?

Oh, you need to be a member of the wine club. You know, we're about to do a founding membership for the embassy where it'll be for probably two or three years and I'm in the middle of creating that stack. I'm trying to work out what to put in and what to leave out, you know. But that just changes the business of the restaurant business, you know, because –

Oh, you need to be a member of the wine club. You know, we're about to do a founding membership for the embassy where it'll be for probably two or three years and I'm in the middle of creating that stack. I'm trying to work out what to put in and what to leave out, you know. But that just changes the business of the restaurant business, you know, because –

Oh, you need to be a member of the wine club. You know, we're about to do a founding membership for the embassy where it'll be for probably two or three years and I'm in the middle of creating that stack. I'm trying to work out what to put in and what to leave out, you know. But that just changes the business of the restaurant business, you know, because –

going back to our model of experience, return path and offer, is we do experience incredibly well. So only people that have the service gene will work in this venue. So they will be automatically engaging with people. But how do we get them to consistently come back? And that is you must have that systemized return path. And that systemized return path must include a membership.

going back to our model of experience, return path and offer, is we do experience incredibly well. So only people that have the service gene will work in this venue. So they will be automatically engaging with people. But how do we get them to consistently come back? And that is you must have that systemized return path. And that systemized return path must include a membership.

going back to our model of experience, return path and offer, is we do experience incredibly well. So only people that have the service gene will work in this venue. So they will be automatically engaging with people. But how do we get them to consistently come back? And that is you must have that systemized return path. And that systemized return path must include a membership.

I think with retail and hospitality, I've got a book coming out. Can I plug it? Yeah, let's go for it. Okay, so that framework, the Experience, Return, Path and Offer, the first book is actually on retail and it's called The Two-Legged Stool, Why Your Retail Business is Destined to Fail.

I think with retail and hospitality, I've got a book coming out. Can I plug it? Yeah, let's go for it. Okay, so that framework, the Experience, Return, Path and Offer, the first book is actually on retail and it's called The Two-Legged Stool, Why Your Retail Business is Destined to Fail.

I think with retail and hospitality, I've got a book coming out. Can I plug it? Yeah, let's go for it. Okay, so that framework, the Experience, Return, Path and Offer, the first book is actually on retail and it's called The Two-Legged Stool, Why Your Retail Business is Destined to Fail.

And it's because so many businesses, if they're just concentrating on the offer, which a lot of businesses do, they'll fail in the first 12 to 18 months, right? Because if they don't have the experience and engagement- People come and they'll come back. Exactly, right? Like, ah, what's this? You know, great. You know, they concentrate on the offer. We sell cigars at this price.

And it's because so many businesses, if they're just concentrating on the offer, which a lot of businesses do, they'll fail in the first 12 to 18 months, right? Because if they don't have the experience and engagement- People come and they'll come back. Exactly, right? Like, ah, what's this? You know, great. You know, they concentrate on the offer. We sell cigars at this price.

And it's because so many businesses, if they're just concentrating on the offer, which a lot of businesses do, they'll fail in the first 12 to 18 months, right? Because if they don't have the experience and engagement- People come and they'll come back. Exactly, right? Like, ah, what's this? You know, great. You know, they concentrate on the offer. We sell cigars at this price.

This is what our store looks like. It's beautifully merchandised all around. That's the offer, right? Yeah. The experience is the rocket fuel that makes people truly engaged, but it's the return path that gives you the rivers of gold. You know, that is the – yeah, that's the whole thing. So the two-legged stool is you've probably been to a restaurant before. You had incredible experience.

This is what our store looks like. It's beautifully merchandised all around. That's the offer, right? Yeah. The experience is the rocket fuel that makes people truly engaged, but it's the return path that gives you the rivers of gold. You know, that is the – yeah, that's the whole thing. So the two-legged stool is you've probably been to a restaurant before. You had incredible experience.

This is what our store looks like. It's beautifully merchandised all around. That's the offer, right? Yeah. The experience is the rocket fuel that makes people truly engaged, but it's the return path that gives you the rivers of gold. You know, that is the – yeah, that's the whole thing. So the two-legged stool is you've probably been to a restaurant before. You had incredible experience.

You know, the food was amazing. Maybe the wine list was amazing. You know, the staff were fantastic. On the way out, you said, you know, thank you so much. And the maitre d' of the owner said, yeah, please come again. Mm-hmm. And like, you've never come back. Two years later, like, let's go back to that place.

You know, the food was amazing. Maybe the wine list was amazing. You know, the staff were fantastic. On the way out, you said, you know, thank you so much. And the maitre d' of the owner said, yeah, please come again. Mm-hmm. And like, you've never come back. Two years later, like, let's go back to that place.

You know, the food was amazing. Maybe the wine list was amazing. You know, the staff were fantastic. On the way out, you said, you know, thank you so much. And the maitre d' of the owner said, yeah, please come again. Mm-hmm. And like, you've never come back. Two years later, like, let's go back to that place.