The Disney Secret to Customer Retention: How Chef Mickey’s Kept Guests Coming Back Again and Again

The Disney Exec Who Whined About Me (And Got Shut Down)

Back when I was at Disney, leading the design and operations of Chef Mickey’s—the flagship character dining destination—my team and I weren’t just competing with Universal or SeaWorld. Nope. Our real competition? Other Disney restaurants.

That’s right. Crystal Palace. Cinderella’s Royal Table. The Beauty and the Beast restaurant. We had to outshine them all.

And let’s be clear: We weren’t just slinging Mickey-shaped waffles and calling it a day. My mandate to the team? Be #1. Stay #1. And the only way to do that wasn’t just by serving decent food (no one goes to Chef Mickey's for five-star cuisine), but by winning guests back again and again.

The Battle for Guest Loyalty

Here’s the thing most businesses don’t get—you’re never just competing with “the other guys.”

Your customers have choices. A lot of choices. And even if they’ve done business with you once, that doesn’t mean they’ll come back.

At Disney, we had guests who could eat anywhere on property. If they didn’t feel a special connection to Chef Mickey’s, they’d book their next meal at Cinderella’s Castle instead. Or worse—they’d leave the parks and eat somewhere in Orlando.

So my job wasn’t just to serve breakfast. It was to make Chef Mickey’s the kind of place families would never forget.

Innovation Over Imitation

That’s why my team and I created experiences, not just meals: ? We invented the Character Celebration—a lively, interactive moment that brought the whole restaurant to life. (Of course, others copied it.) ? We invented the autographed check presenter—so every kid left with a keepsake from their favorite character. (Yep, copied too.) ? I designed the specialty drink and signature cup that every child got. Because when kids drink their juice out of a Chef Mickey’s cup at home, where do you think they beg to go next trip?

Why? Because we weren’t in the restaurant business. We were in the guest retention business.

And let me tell you—not everyone was happy about it.

The Disney Exec Who Couldn’t Handle Change

One day, in a Disney executive meeting, a high-ranking suit started whining about me.

You know the type—loves meetings, hates innovation.

His complaints? ??? “Vance is changing too much.” ??? “He’s making things too complicated.” ??? “Why can’t we just do things the normal way?”

Now, I was used to pushback. But before I could even open my mouth, my old boss’s boss—Lee Cockerell himself—shut him down.

Lee turned to this guy, with the whole room watching, and said: “Instead of complaining about Vance, why don’t you try being half as smart as he is?”

Silence. End of discussion.

Because Lee understood what I understood: You don’t keep customers by being normal.

You keep them by being memorable. By making their experience so unique, valuable, and engaging that they can’t imagine going anywhere else.

And that’s exactly what YOU need to do in your business.

How to Create a Business People Won’t Leave

Whether you run a restaurant, a cleaning service, a financial firm, or a plumbing business, the same rule applies: If you’re forgettable, you’re replaceable.

Want to boost retention? Start here:

?? Handwritten Notes: When’s the last time you got a handwritten thank-you card? Exactly. People don’t throw them away, and they make customers feel valued. Yes, it takes time. That’s why no one else does it.

?? Unexpected Bonuses: NOT a discount. People expect discounts. Give them a surprise upgrade instead. If you’re a home service provider, throw in a free add-on. If you sell products, include a bonus item they weren’t expecting.

?? Branded Keepsakes: Not a cheap pen. Something useful. A high-quality item that keeps you top of mind. A financial planner could give out leather-bound notebooks. A home service business could gift branded towels or mugs. The key? Make it feel special.

?? Proactive Follow-Ups: Don’t only check in when you need another sale. Send a quick message just to see how they’re doing. It costs nothing and builds a relationship.

The Bottom Line

Most businesses focus so much on getting new customers that they forget the real goldmine is keeping the ones they already have.

At Disney, I didn’t have the luxury of ignoring guest retention. We had to win them back every single time.

And in your business, if you want long-term success, you need to think the same way.

Because the businesses that win? They don’t just make a sale. They make an impact.