The chief executive of a breakfast and lunch chain generating $1 billion annually dedicates time each month to a practice increasingly rare in modern business: personally handwriting congratulatory messages to cooks and dishwashers marking significant employment milestones of 10, 20, or 30 years. Managing an organization of more than 15,000 employees, Tomasso has composed over 500 such notes, viewing this modest investment as yielding substantial returns.
"I have tremendous respect for individuals who identify their calling, embrace it wholeheartedly, and pursue excellence within that role," Tomasso explained to Fortune. "Those who aspire to become the finest dishwasher possible deserve recognition and appreciation for their loyalty, tenure, and meaningful contributions to our organization."
Tomasso's leadership philosophy stems from a formative experience early in his professional journey. At 26, he received a handwritten note of appreciation from his CEO at Hard Rock Café—a correspondence he has preserved. Upon assuming the CEO role himself in 2018, Tomasso committed to implementing this same people-centered approach.
"I make a conscious effort to minimize the hierarchical implications of my title when engaging with team members," Tomasso noted. "I regularly take lunch in the employee break room, which consistently surprises new hires when I simply sit beside them and share a meal. It's unfortunate that such interactions are considered unexpected."
This straightforward practice exemplifies a fundamental leadership principle: authentic connection creates meaningful impact.
"Our responsibility is cultivating an environment where employees feel valued and appreciated. They then elevate their performance beyond expectation," Tomasso shared on LinkedIn. "And they consistently exceed any standard we could set."
The Lasting Impact of Personal Recognition
Despite technological advances that have accelerated business communications and reduced personal touchpoints, numerous business leaders maintain that handwritten expressions of gratitude remain unparalleled in their effectiveness.
Geoffroy van Raemdonck, CEO of Neiman Marcus, has long championed this practice. Prior to the pandemic, he sent three to five handwritten thank-you notes daily. While the transition to remote and hybrid work environments has led him to incorporate text messages, emails, and brief phone calls, his commitment to genuine acknowledgment persists.
"Exceptional mentors taught me the profound impact of sending thank-you notes," van Raemdonck told Fortune in 2023. "The moment of expressing gratitude holds particular significance for me, as I understand the value of receiving acknowledgment firsthand."
Mike Wirth, Chairman and CEO of Chevron, similarly prioritizes sending traditional, paper-based messages of appreciation to employees throughout the multinational energy corporation.
"I reflect on my early career experiences and recognize that receiving a letter from a CEO who understood my work would have been extraordinarily meaningful," Wirth shared on the How Leaders Lead podcast with host David Novak. "I strive to remember what it felt like to occupy the positions I now visit, positions I once held myself. I want to ensure our people know their contributions are valued."
This commitment to handwritten communication transcends generational boundaries. OpenAI CEO Sam Altman, for instance, frequently abandons digital tools when confronting complex challenges.
"I conceptualize writing as externalized cognition. When facing particularly difficult problems or experiencing uncertainty, I have found no more effective method than sitting down and compelling myself to articulate my thoughts in writing," the 40-year-old explained on the How I Write podcast.
"I am a strong advocate of taking extensive notes, then physically separating pages to review multiple perspectives simultaneously. I can discard unsuccessful approaches quite literally by crumpling and discarding pages when complete."
As artificial intelligence continues to transform communication paradigms in professional environments, the deliberate act of putting pen to paper may increasingly demonstrate that authentic human connection transcends mere operational efficiency.