One of my first jobs was as a bus boy at a New York Deli Restaurant. I was 14 years old and the gentleman who hired me made it very clear that my job was to make sure that customers had a great time-more than just good food, people were buying the whole experience of eating in a deli (like the Stage or Carnegie in New York). Greeting guests, bringing them sour pickles, answering questions about what I liked to eat and offering up some free cookies towards the end of the meal didn't seem like much in the grand scheme of things but in the context of this restaurant, it drove their business with hour long wait times.