HUNGRY. Espresso: Rory Sutherland - The Marketing Model you SIMPLY NEED to know about
Aug 14, 2025
Dive into the SCARF model, uncovering how status, certainty, autonomy, relatedness, and fairness drive human behavior and affect decision-making in dining. Explore strategies to enhance customer experience in hospitality through personalized service and autonomy, backed by compelling real-world examples. Discover the psychological tricks behind customer satisfaction and loyalty that can transform your approach in the food industry.
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People Care About SCARF Needs
- Humans value non-quantifiable needs like status, certainty, autonomy, relatedness, and fairness as deeply as material goods.
- Designing for these psychological needs often matters more than minor improvements in product quality.
Communicate Precise Delays
- Give people predictable information to reduce anxiety and increase satisfaction.
- Tell customers precise delays rather than vague problems so they can decide what to do next.
Fix Small Service Gaps Creatively
- Rory and Daniel discuss restaurants handling expectations badly by serving menu items known to be unavailable.
- Will Guidara fixed small service gaps by appointing specialists like a coffee sommelier to outperform peers.
