Not only is it about business one minute at a time, but the similarities between the operations and desired output from a restaurant and its customers are similar to what we want to achieve in the advertising and client relationship.

Having grown up in a family run restaurant environment, I’ve learned that the synergy within a team to achieve the best output possible is invaluable. While the two sectors are vastly different in essence, I believe there are a few things advertising can actually learn from this similarly high-pressure field.

Now, let’s think about the restaurant environment. There is the kitchen, with the head chef and his team (think creative), there is the front-of-house manager and team (customer facing) and then there is support such as operations and accounts (production, traffic).

Of course there are the basics; great service, value for money, an inviting ambience, stylish décor and of course, what they came for in the first place, the food. Altogether, these elements must work in harmony to deliver on the overall experience. But is one element in isolation enough? Well, you have to ask yourself, ‘If I went to a restaurant and had a great meal but it took 2 hours to get to my table, the chairs were uncomfortable and the music was too loud, will I go back? Will I become a regular?’ Probably not.

Most successful restaurants understand the importance of a holistic experience and will therefore do their utmost to ensnare every sense. As you walk into the establishment, the air conditioning, music (the genre and volume thereof) as well as the level of professionalism of the maître d’ and waiters set the tone for the next two hours. It takes a great deal of care to get the details just right to afford the patron an unforgettable dining experience.

It is my experience that the one defining factor that makes some restaurants so successful is that they operate like a family run business (in some cases they are one). The ultimate result being that they run like well-orchestrated theatre – everything you experience adds up, each individual element complements the next to give you that ‘I’ll definitely be back’ feeling.

Every aspect of the restaurant must be aligned internally and play its part in effectively delivering on the restaurant’s brand promise. As a restaurant owner, it certainly won’t make sense to have a five star chef if the floor manager doesn’t know how to sell the food, or create a comfortable environment for the customer. On the flip side, one can’t have a fantastic salesman upfront who creates a perfect ambience, but when the food is presented, it looks shocking, tastes dreadful and costs an arm and a leg.

It is the seamless flow across the departments provided by a cohesive and passionate ‘family’ unit that can deliver an amazing dining experience and ultimately a profitable eatery. Likewise, an agency needs to operate like a family, working together with joint goals as if the longevity of the business depended on it, because let’s face it, it does. If teams within an agency are working in silos or if relationships between co-workers are strained, the level and quality of output will ultimately be affected.

And it’s not just about doing the job 9 to 5, ticking the boxes and clocking out for the day. The maître d’ and waiters at the establishment have an important role to play – they have to be proactive and act as ‘lifeguards’, that is to say they have to be vigilant about the activities in the restaurant and monitor the guests at all times, with the aim of anticipating a customer’s every need. Agencies won’t go wrong if they too adopted these principles. Being proactive entails agencies knowing the industry and that of its clients in order to spot the trends or opportunities and advise their clients accordingly. I’ve yet to meet a client (or a patron) that does not appreciate this approach.

With that in mind, much of this can be said when building a client’s brand, because a brand is much more than just a name or a logo. A brand has to be developed by creating a collection of favourable experiences, thoughts and feelings that a person then associates with that company or logo.

That’s how restaurants cultivate regulars – passion, teamwork, professional service, recommendations and an enjoyable atmosphere, not to mention the main reason for their visit; the great food. Agencies win clients by doing very much the same; offering their knowledge and guidance and delivering the high quality work that the client ordered.

The two industries are more similar than you’d think; the creative director’s kitchen can get as hot as the chef’s, and client satisfaction should be at the order of the day. Agencies, like restaurants, may do various things to differentiate themselves, but it’s the level of professionalism, the knowledge of the industry and the quality in delivery that will keep clients coming back.