Michael interviews Stephen Logue, an economist and former FMCG marketer who became marketing director at Berni Inns, founded a research-led consultancy, and later owned restaurants.
Logue explains how market research identified five consistent drivers of restaurant success—cleanliness, service, atmosphere, food quality, and value for money—and how redesigning and standardizing Berni Inns (including work with Conran) lifted sales and won a Catey.
He argues hospitality underinvests in service, emphasizing “hire character, train skills,” building staff confidence and self-belief, and using tools like mystery visits and customer research.
He shares “runners and riders” concept testing, a successful Greek concept at Meadowhall, lessons from Wetherspoon’s standards and value focus, and the financial importance of repeat customers. Logue now supports independents via pro bono work and promotes simple cost control, menu margin analysis, and clear service promises.
Connect with Stephen Logue:
https://www.linkedin.com/in/stephen-logue-47227757/
https://www.hospitalityblueprints.com/
https://youtu.be/2_E_EBbdXpU?si=_0cECaQouijt_8LS
