Patch Blog: The X-Factor at San Marino Seafood

is a star player in San Marino. I could spend this whole article talking about the freshness and quality of the food but in this article I want to explore the X-Factor of San Marino Seafood so that other businesses can learn from a working business model.  

What do I mean by X-Factor? It's that magic, slightly intangible quality that makes one business really stand out. A business with the X-Factor attracts customers and clients in an almost magnetic way and really has its own style; it's not a cookie cutter reproduction of everything else out there. It is, as Seth Godin would say, a purple cow.

I have visited San Marino Seafood a total of three times but every time I have felt the power of the X-Factor.  

Let's take a look at some of the many things this restaurant is doing right. Please note the principles, ideas and concepts discussed in this article can be applied to any business NOT just restaurants.

• Consistently good quality, fresh food
• Clear vision that resonates throughout the business
• Welcoming environment
• Service, service service....

Consistency is critical in business.  To gain the customers trust it's important to maintain consistency so that they feel comfortable referring your business to others. Consistency is also a key ingredient in The Success Equation I have defined; this equation works equally well in business and personal situations.

Clear Vision + Consistent ACTION + Passion = Success

Speaking of passion... San Marino Seafood was born from passion--a passion for fresh seafood--and it is the clear vision of the restaurant to "provide real 'fresh' fish and seafood to the local community". This type of clear vision drives how they run their business. It's obvious in the way the food is served, prepared and also showcased that this is their vision. As a business it is vitally important to have a simple clear vision that you can articulate. Like San Marino Seafood, your vision should be simple and compelling; it helps you set and maintain the quality and standards that will make you really stand out.

Whatever business you are in it takes (on average) 25-28 interactions with the same prospect, customer or ideal client BEFORE they will purchase from you.  

Why so many?  The old estimate was 5-7 and that still stands for significant interactions like 1:1 conversations but in today's marketing world--actually in the world in general--we are communicating in many ways and not all rank as high on the interaction scale. Also it takes longer to gain people's trust in today's world compared to even a few decades ago. We have become more cautious and in general a little more jaded.  

San Marino Seafood welcomes you in with its environment.  The restaurant states itself simply and clearly. Its vision of "real 'fresh' fish and seafood for the community" is obvious when you walk through the door. The fish is proudly center stage.

I believe the X-Factor for San Marino Seafood (along with all the points above) primarily comes from the service. The service is genuine, personal and every single interaction I have had with a server there has felt like a real connection, which to me is important. A restaurant can have amazing food but without great service find itself with empty tables. San Marino Seafood doesn't have great service; it has phenomenal service from every single employee. The servers are genuinely interested when they ask you, "How is everything?" No matter who your primary server is you are taken care of by everyone and that feels like pampering. The servers work as a team.

So what is the secret to this incredible service?  I asked my server and without hesitation she told me that it stemmed from hiring great people. Hiring outgoing, genuine, people. Sounds a lot like starting with "fresh" fish!

When you cook if you start with low quality ingredients it shows in the dishes you create. San Marino Seafood starts out with high quality ingredients for its menu items and for its service and it really shows.