Do you have Hospitality in your DNA?

Dave Nitzel

Dave Nitzel is one of the top speakers of BCB 2023. Together with his co-author Dave Domzalski he wrote the book “Hospitality DNA”. Angus Winchester met him for an interview for us.

One of the biggest lessons in life you come to understand over time is that ‘some things can be taught but other things can only be learned’ and nowhere is that truer than in hospitality. Its easy to teach someone how to shake and stir and what the difference is between Mezcal and Tequila and the steps of service but it’s nearly impossible to pass on your experience on how to give a guest a feeling of being special. For years I have been saying that “I can teach a monkey how to shake a drink, but I can’t teach it how to make the guest feel special”.

Yet one of our Main Stage presenters is ripping up that concept with a bold new book – and talk – that combines deep reference with an analytical mindset and challenges the idea that you cannot learn about hospitality from a book. It’s a brave idea so I sat with co-author Dave Nitzel from the USA and asked him about his talk and the concept behind it.

Angus Winchester: Why do you think BCB visitors should attend your session on “The Inception Archetype”? 

Dave Nitzel: This learning is an output of three years of research we did on global industry leaders. The Inception Archetype is a unique way to pull together your brand, your customers, and your staff in a way perhaps you haven't considered previously. This will not only be a talk, but I will coach our attendees through the process of archetype building and implementing the practice through employee training.  The best part is this is something everyone can do once oriented to the process. 

Angus: Your amazing book talks about the “Hospitality HELIX”, but could you simply explain what the HELIX is?

Dave: It was a three-year research project of industry award-winners from around the globe.  We went on a quest to really define what it means to have Hospitality DNA. Our discovery was five core elements that we found to be pervasive in our interviewees.  Keeping with the DNA theme, we named the five core elements the HELIX, which is an acronym for Humble Nature, Explores Pursuit, Lifetime Experience, Indomitable Spirit, and Xtraordinary Culture.  A science-like theme provides the structure. If you see me at BCB, please stop me and ask me about it; look for the lost-looking American.

The authors of "Hospitality DNA": Dave Nitzel and Dave Domzalski 

Angus: You interviewed some amazing people for your book, but did anyone stand out and why?

Dave: Honestly, everyone stood out. Dave and I were constantly awestruck at the talent and thoughtfulness of the interviewees. The industry is full of such amazing talent; our only regret is we couldn't get to more people. What's so fascinating is how everyone could be so very different with such divergent goals and objectives while at the same time sharing such similar DNA.  There are stories of success, failure, tragedy, and great heartbreak we're still taking in all that we learned, even while coaching out the content.

Angus: There is not a single cocktail recipe in the book yet many influential thought leaders in the bartending world are urging bartenders to read it - why do you think that's the case?

Dave: Firstly, we really appreciate all the kind words and reception the book has received, it means more than you know. The feedback we're getting is that the industry is thirsty for meaningful ways to improve upon itself. People want and deserve to have wonderful careers, profitable businesses, and personal well-being.  Hospitality in all its forms is a top three industry in the world in terms of revenue while employing millions. Imagine the amount of frustration and struggle where failure rates are upward of 60% with another 20% struggling to break even. There's not a lot of business content out there specific to the indie bar and restaurant scene. For Dave and me, business-focused books specific to our industry are our attempt at making a difference and we're thrilled people are appreciative of the effort.

Angus: Many bars today seem to be concentrating on the products they sell with ever-increasing creativity, innovation, and boundary-pushing being paramount - where do you think the balance lies between what you sell and how you sell it?

Dave: We don't see them as competing interests necessarily. Innovation and creativity are enjoyable exercises which is why they draw natural attention. The real grind is in the 'who' meaning the guest and the staff.  Too often we leave the employee out of the experience equation. Hyper-successful operators are really clear on the 'who' and 'how' of their business. Once we have great clarity on that, we can explore more deeply what we sell and how we sell it. Hospitality is a people business, that should dominate our attention, products are a complementary component.