Mark and Brian Canlis, owners of the world-famous Canlis restaurant in Seattle, WA, share their secrets of insanely good customer service. They discuss personalized experiences, remembering customers' cars, building a fun and inclusive culture, the importance of empathy in leadership, effective communication using the Story Brand framework, the power of repositioning in marketing, and choosing successful imagery on websites.
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Quick takeaways
Making the customer the hero of the dining experience leads to exceptional customer service.
Shifting from positioning themselves as the hero to positioning themselves as the guide creates deeper connections with customers.
Deep dives
The Power of Customer Service at Canvas Restaurant
Mark and Brian Canvas of Canvas Restaurant in Seattle prioritize customer service as the forefront of their business. They understand that each customer wants their dining experience to be special and memorable. Regardless of the occasion, whether it's a birthday celebration or a last meal with family, Canvas Restaurant goes above and beyond to ensure that every guest feels valued and cared for. Their staff is carefully selected for their ability to empathize and serve, creating a vulnerable and trusting environment. By treating every customer as a hero and putting their needs first, Canvas Restaurant has built a reputation for delivering exceptional dining experiences.
The Importance of Being a Guide, Not a Hero
Canvas Restaurant shifted their perspective from positioning themselves as the hero to positioning themselves as the guide. They understand that their role is to help their customers have a memorable dining experience rather than centering the focus on their own achievements. By embracing this shift, Canvas Restaurant has been able to connect with their customers on a deeper level and create a sense of trust. This change in perspective has allowed them to better communicate their value and differentiate themselves in a competitive industry.
Embracing Change and Evolution of the Business
Canvas Restaurant recognizes the need for constant growth and evolution in order to stay relevant and successful. They understand that being stuck in old ways and refusing to change doesn't lead to progress. By embracing change and being open to repositioning their brand, they have been able to stay on top in the industry for over 65 years. They continually update their marketing collateral, ensuring that it communicates their values and resonates with their target audience.
The Impact of StoryBrand in Transforming the Business
Implementing the StoryBrand framework has had a significant impact on Canvas Restaurant. It has allowed them to refine their messaging, improve their conversion rates, and attract more customers. By following the brand script, they have seen impressive results in their marketing efforts, such as an 85% conversion rate in their live training events. The framework has provided them with structure and clarity, helping them effectively communicate the value they offer to their customers.
Customer service matters more than ever in our super-connected world. One customer experience for your business — good or bad — may end up influencing thousands of people. In the Season 2 opener of Building a Story Brand, Donald Miller sits down with Mark and Brian Canlis of the world-famous Canlis restaurant in Seattle, WA. These brothers deliver unforgettable customer experiences night after night, year after year. They share exactly how they put their customers first — through radically unique approaches to hiring, team morale, profit, and more. Listen and get inspired to take your business' customer service to the next level. http://buildingastorybrand.com/
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