10%, that's it!

Canada's Restaurant Guy, Jay Ashton

let me tell you what I’ve learned after visiting 10 cities in the last 12 weeks. I’ve walked through kitchens, sat in dining rooms, and had countless conversations with operators, chefs and numerous people in our industry. The one thing I keep noticing, the one thing that separates the winners from everyone else, isn’t some revolutionary idea or secret sauce. It’s this: they do 10% more than the next person. That’s it. Ten percent more posts, more articles, more content, more advertising, more service, more orders, more likes, more events they attend. Just 10% more effort, focus, and intentionality, and you’ll beat the crap out of everyone else in your industry. You don’t need to do everything differently. You need to do a little bit more and do it consistently.

It’s not about doubling down on everything or burning yourself out. It’s about small, incremental improvements that, over time, create a massive difference. That 10% edge makes you stand out in the crowded, competitive, and chaotic world of restaurants and hospitality. Whether it’s one more Instagram post, an extra push for reservations, or giving a little more attention to a guest’s experience, this principle works because it’s practical and achievable. You don’t have to reinvent your business; you just need to show up and do a little more than the person next to you. That's 10%!

Imagine this: If your competitors are doing “good enough,” you’re doing “just a little better.” That small edge the extra mile, the sharper menu design, and the slightly faster table turns, sets you apart. It’s the secret sauce that keeps customers coming back, makes your team proud, and builds a reputation that no one can touch. The beauty of 10% more is that it’s scalable. Whether you’re a mom-and-pop diner or a high-end Michelin hopeful, this principle works. It’s about mastering the art of incremental excellence.

Let’s start where it matters most: your guests. In an industry built on experiences, it’s often the smallest gestures that create the biggest impact. A warmer welcome, fist bump or a handshake can transform the entire dining experience. Most restaurants greet guests with a simple “Hi, how many?” Going 10% further means adding genuine warmth: “Welcome! How’s your evening going so far?” It’s a tiny tweak, but it shifts the energy entirely. Thoughtful touches like remembering a regular’s favourite drink or dropping off a complimentary dessert on a special occasion don’t just create happy customers, they create loyal advocates or I'd like to call them Fans! Over-delivering on expectations turns a meal into a memory. A perfectly plated dish is great, but pairing it with a story, why you chose those heirloom tomatoes, how your chef’s grandmother inspired the recipe, makes it unforgettable.

Marketing is where the battle for attention is won or lost. Social media, email campaigns, and digital engagement are no longer optional, they’re your lifeline. But most restaurants approach marketing with a “check-the-box” mentality. They post because they feel they have to, not because they see the potential. Doing just 10% more here can make all the difference. Food photos are great, but they’re table stakes now. To stand out, you need to tell stories. Instead of just posting a picture of your new risotto, share the inspiration behind it. Did the recipe come from a late-night experiment in your kitchen? Did your chef fall in love with the dish on a trip to Italy? Stories create emotional connections, and connections build loyalty. Most restaurants respond to online comments with a generic “Thanks!” You can go 10% further by making it personal. “Thank you, Sarah! We’re so glad you loved the truffle fries—they’re one of our favourites, too. See you soon!” This level of engagement shows your audience that you’re not just listening—you care. And while others stick to Instagram and Facebook, you’re experimenting with TikTok trends, diving into YouTube shorts, or trying AI-powered tools to refine your campaigns. Being an early adopter gives you an edge. It’s not about doing everything—it’s about being 10% smarter in where and how you show up.

Your staff are the lifeblood of your business. When they feel valued, supported, and empowered, they’ll naturally go 10% further for your guests. That ripple effect can transform your entire operation. Celebrate small wins. Did the kitchen crush a busy Friday night without a single misfire? Shout it out. Recognition doesn’t cost a dime, but it builds morale and loyalty like nothing else. Invest in your team’s growth. Host short workshops on upselling, wine pairing, or plating techniques. When your staff feels equipped and confident, they’ll deliver at a higher level. Take the time to hear what your team needs—better tools, clearer processes, or even just a pat on the back. Being heard is often the most powerful motivator.

The restaurant industry is brutal when it comes to margins. But the 10% principle applies here, too. Small improvements in efficiency, consistency, and waste reduction can make a big difference. Over-portioning by one ounce per plate might not seem like a big deal—until you realize it’s costing you thousands of dollars annually. By fine-tuning these details, you can save money without sacrificing quality. Look for inefficiencies. Could your reservation system be faster? Could your kitchen layout be optimized? Incremental improvements free up time and energy to focus on what matters. Small changes, like training servers to time courses more efficiently or refining your POS system, can shave minutes off your table turnover without rushing guests. That means more revenue without more stress.

The beauty of the 10% mindset is that it doesn’t just apply to your restaurant—it applies to everything. In life, as in business, doing just a little more can lead to transformative results. Waking up 10 minutes earlier might give you the quiet time to plan your day. Spending an extra 10% of time reading, learning, or reflecting creates space for growth. Whether it’s with your team, your family, or your friends, giving 10% more of your attention, time, or care deepens bonds and builds trust. That side hustle you’ve been putting off? The project you’ve been too scared to start? Commit to 10% more effort than you thought you could give. You’ll be amazed at where it takes you.

The difference between ordinary and extraordinary isn’t 100%. It’s not even 50%. It’s the 10% effort you choose to give when others stop. That 10% is the edge. In the restaurant industry, in business, and life, it’s the difference that makes all the difference.