Espresso: Rory Sutherland - YOU MUST KNOW The Peak End Rule

0:00Morning, morning, or welcome. Yes, I have grown a tash, I have got a nose ring and I am covered in tattoos. I am your barista for the day. Welcome to Espresso short, snappy Espresso short podcast episodes. I've literally downloaded all the wisdom from all the founders and all the brands like Gurd, Tills, Coconut Collaborative, Candy Kittens, Little Moons, Planet Organic and I've distilled it into this micro, short, snappy wisdom to give you a mahoosive edge on the day to kickstart your day. So look, without further ado, let's get cracking and enjoy this espresso shot. One of the things that I liked about it was that I think if you want British people sweet or healthy, there is one actually somewhere in Cambridge Circus, I think there's one, quite a big one.

0:47Yeah. By the way, did you read the book Hospitality Beyond Reason by Will? No, I need to read that. That's the standing book. If you want me to put you in touch with him for an interview. Oh, that'd be amazing. One of the most interesting things he did, which is the kind of thing I absolutely love. So he had this restaurant, 11 Madison Park, which at one point actually became i think the highest rated restaurant in the world i'm always a bit skeptical about that because i mean damn the difference between number 75 and number one is going to be pretty kind of trivial but um one of the things he did which i really admire him for which is effectively a kind of game theory approach a gamesmanship approach now he went as a sort of competitive review to the probably Chez Panisse or something like that with the French Laundry.

1:37I can't remember. But one of the best restaurants in New York, and surprisingly, he was doing this as a kind of competitive assessment. The experience was fantastic. And then he notices the killer thing, okay? At the end of the meal, what you got was a cup of filter coffee. Okay? That was it. And so he immediately goes back to his restaurant and goes, don't try and beat them on what they're good at find their little weak spot and um uh he um did something absolutely brilliant which is he had already a waiter i think or possibly a chef who was absolutely obsessed with coffee and said from now on you're the coffee sommelier okay your job is to offer people completely different blends of coffee espresso you know whatever coffee you want uh you know we'll buy the machinery and this will be you know one of the best cups of coffee you've had now from the peak end rule of daniel kahneman you know the idea being that how an experience ends has a disproportionate effect on the memory of your experience so if you listen to a wonderful symphony but at the end there's a scratch on the record and it gets stuck your memory will be disproportionately compromised yeah and similarly if you have a great meal that it ends with shit coffee quick one guys espressos have got a brand new sponsor unleashed unleashes inventory management software that talks directly to your finance and econ software we use unleashed daily islands i bloody love it we've got our admin time in half saving approximately 30k a year why use it save money save headaches save stress get granular clarity on your margins no way your stock is don't miss availability look your favorite brands literally use unleashed as their backbone candy kins tiny rebel trip always religiously look there's a link in the show notes please feel free to book a call with josh and his wonderful sales team at unleashed they're amazing even nothing comes of it and even better news you'll get your first month free if you reference hungary thank you and then he went one step further which is he appointed a beer sommelier now i've noticed this if you happen not to want to drink wine at a fancy restaurant you're treated like shit because they come and top up all your friends fucking glasses and who do you want another bottle of this if you're ordering wine you're treated like a god if you want a beer you're basically neglected you can you have another beer please right and he actually appointed the guy as the kind of beer sommelier then you know now what was fantastic about this was that it must have coincided with that period of extraordinary kind of effusion of brilliant american craft beers and the beer makers were so bloody chuffed that a really serious restaurant was taking beer seriously they were basically kind of always delivering bottles of their finest craft double ipas you know not quite for free but i mean they were absolutely overrun now i don't know if there is an indian restaurant somewhere in smithfield which i think it closed down because probably because of crossrail but they had a really serious approach to beer and it's often totally neglected and i think you know i thought that book what's his name will can you remember his name uh i can't remember his surname it's definitely called hospitality beyond reason um a fantastic book by the way anybody anybody in the customer service business should read it and um uh that point of actually saying okay where are we falling short and beer is a fantastic example uh where most great restaurants i think fall really really short he's like looking at the problem that's what we're talking about with james dyson looking the problem from the wrong way around wrong way around and and i interviewed charlie mcveigh do you know charlie mcveigh yeah and you have to remind me i know the name so he did he he he basically took well exactly what you're saying right so he built built business called i interviewed him funnily enough above a pub the ring in um southwark great pub um and he had he created a business called the draft house which he sold to brew dog but basically your brew dog was 2009 camden town was 2012 charlie set this up in 2006 when craft beer wasn't the sort of you know a profulsion has got now right so but he was like and god does it deserve it i mean god yeah but he looked he looked at it and they're like right we're gonna put the beer first yeah and then the foods the food second right so they had this whole smorgasbord of different craft beers which back you know this almost coming up 20 years ago 15 20 years ago it was like what are you doing he tried to sell italian food nah and it just didn't work and their first pub was in absolute disarray because it's they got the bit right about the a beer, it's almost, he wanted beer, everyone behind the bar, to be more of a beer sommelier, versus, versus, you know, back in the day, it was like, you know, pour a fucking pint, and then, here's your packet of scratchings, or whatever, right?

6:35A little blah, blah, blah, yeah, where it's like, yeah, supping ale, session ale, he almost created like the Apple Genius bar, for beer, for booze, yeah, for booze, which is amazing. Thank you so, so much for listening, it honestly means the world to me, I hope you enjoyed your morning coffee, and go and have an amazing day, let's be having you if you want the full episode it will be in the show notes a link will be in the show notes for the full episode thank you so much please say friends as well means the world to me