The Competitive Moat That AI Can't Replicate
The Restaurant That Refused to Take Bookings Online
Let me tell you a story about a restaurant owner who became obsessed with human connection.
He didn’t want people booking online. He wanted them to call. He wanted the ritual of a human voice, the small exchange about an anniversary or a first date, the warmth of being recognised. His team thought he was losing his mind. Online bookings were standard. Everyone did it. Why make customers work harder?
One of the managers finally asked him a pointed question: Have you ever actually made a reservation with us?
He called the restaurant. He was put on hold for thirty minutes. When someone finally answered, they were apologetic but firm — the restaurant was fully booked. No warmth. No conversation. Just a long wait and a closed door.
In trying to humanise the process, he’d made it worse.