Chances are you remember your first “real” job after college—the one you worked hard to land, the one you hoped would kick-start your career. But the roles that truly shape you often aren’t the ones on your résumé. They’re the service jobs: waitressing, hosting, bartending. The jobs that quietly taught you how to understand people long before you ever set foot in an office.
During a late-night rush, you’re not thinking about how these experiences translate to a future career. You’re thinking about the next customer waiting for their drink or whether you’ll walk out with decent tips. But those shifts were masterclasses in anticipating needs, managing expectations, and adapting in real time.
Serving in a restaurant and building a brand share the same truth: People have endless choices and little patience. The brands that win—just like the servers who stand out—listen closely, react quickly, and make every interaction feel personal. They read the room (or the data), respond with empathy, and understand that trust is earned through consistent, thoughtful moments.
A CUSTOMER-CENTRIC APPROACH
I worked at East Side Mario’s, a Canadian casual dining chain, throughout my teens and college years. The company is known for well-trained staff, efficient service, upselling, and high throughput. Their “Seven Steps of Service” protocol seems simple, but when a seven-table section turns into 25 guests with different needs and expectations, executing those steps becomes an exercise in proactive, critical thinking.
Inevitably, something would go wrong—a dish that didn’t taste right, drinks delayed by a busy bar, or a shortage of “homeloafs” threatening the bottomless bread promise. In those moments, guests needed someone who understood how disappointing a disrupted night out can feel. That’s where I learned one of my guiding mantras: kill ’em with kindness.
Acknowledge the frustration. Empathize. Fix the problem. Then offer something extra. Back then, that might have meant paying for dessert out of my own tips or adding a discount to the bill.
That same mindset is essential in B2B branding. People want brands they can love and trust—brands that simplify decisions by consistently delivering reliable, delightful experiences. They know hiccups will happen; what matters is how you respond.
BRANDS ARE PEOPLE BUSINESSES
Creating exceptional experiences across both B2C and B2B means understanding who your customers are, what they expect, and how to anticipate their needs. It means remembering that behind every transaction, decision, or data point is a person.
In marketing—as in hospitality—success is about making each interaction feel intentional and memorable. And in today’s digital world, your brand shows up everywhere: in ads, on social media, across your website. Every touchpoint is a stage for a great experience.
Marketing is, in many ways, waitressing at scale. Instead of reading tables, you’re reading audiences. Instead of serving meals, you’re serving experiences. And every detail matters. A great experience isn’t luck—it’s designed, refined, and delivered with care.
If you’ve ever worked in a restaurant or behind a bar, you already understand people more deeply than you might think.
And if you haven’t, a few shifts in the service industry might teach you more about empathy, communication, and experience design than any textbook could. Even singer-songwriter Lana Del Rey took a break from recording her latest album to spend time serving—because once you learn how to make people feel seen, that skill becomes universal.