Do you have a restaurant and think you're selling food? You're mistaken...

Yes, it sounds exaggerated. But before you raise an eyebrow, read a little more.

In many food businesses, all the communication revolves around the product—photos of dishes, tempting descriptions, seasonal ingredients. And of course, it makes sense: if you have a restaurant, the first thing that comes to mind is selling food.

But... is that really the only thing you're offering?

Gastronomy is much more than a well-served dish. It’s a service. And like any service, what matters is not only what is delivered, but how it is delivered. Because the dining experience begins long before the first bite, and continues long after the check is paid.

There’s food everywhere. Experiences? Not so much.

You might have the best menu in town. But if the service is cold, the reservation system is a mess, or the menu is a barely readable PDF... chances are the memory that customer takes with them won’t have the warmth of home-cooked food or the aroma of fresh coffee.

That’s what sets a restaurant apart from a supermarket: the service.

And if we dig deeper, every service has certain characteristics that make it unique:

• It’s intangible. You can’t touch it or save it for later.

• It’s simultaneous. It’s produced and consumed at the same time.

• It’s variable. Each experience is different.

• It expires. If it’s not delivered at the right moment, it’s lost.

So, what does it mean to market a service?

It means shifting from simply showcasing dishes to designing experiences.

It means understanding that customer service isn’t an extra—it’s part of the product.

It means knowing that a satisfied customer might return, but a delighted one will recommend you.

Here are a few simple ideas that make a real difference:

• Design warm and professional service (both online and in person).

• Make it easier to book, order, or ask questions.

• Get to know your customers, listen to them, remember their preferences.

• Solve problems with empathy.

• Be detail-oriented. Always.

People make the difference.

In gastronomy, the most valuable resource isn’t just the recipe, the location, or the aesthetics. It’s the people.

The ones who serve. The ones who cook. The ones who design every touchpoint with the customer.

And yes: also the ones who sit at the table. Because without them, none of this makes any sense.