Danny Meyer, the prominent restaurateur known for shaping American hospitality and founding Shake Shack, reflects on a career marked by both notable successes and significant missteps in his forthcoming memoir, "What Could Possibly Go Right?", set for release on September 29. With a career spanning more than four decades, Meyer has played a pivotal role in New York City’s dining scene, establishing acclaimed establishments such as Eleven Madison Park, Gramercy Tavern, and The Modern, while also mentoring chefs like Tom Colicchio and Daniel Humm.
Meyer’s hospitality philosophy centers on attention to detail and what he calls “enlightened hospitality,” an approach prioritizing employee well-being as the foundation for exceptional customer experiences. This concept has gained recognition beyond the restaurant industry, with companies like Delta Air Lines and Marriott International adopting his methods. Despite his reputation for impeccable service, Meyer openly discusses numerous failures and lessons learned throughout his career, emphasizing persistence and optimism in leadership.
Among the challenges Meyer recounts is the unsuccessful launch of cold-pressed juice bars within Equinox gyms and the extended operation of Tabla, a New York restaurant blending Indian flavors with French techniques, which ultimately proved unprofitable. He also acknowledges hesitations in making tough decisions, attributing delays in saying “no” to a desire to please others. “I’m a people pleaser,” Meyer admits. “It’s taken me much longer to arrive at ‘no’ than it should have.”
Shake Shack, which has grown to more than 700 locations worldwide and generates over $1.45 billion annually, has been a particular focus of Meyer’s reflections. He discusses the company’s adoption and subsequent abandonment of fresh-cut fries after negative feedback from food critics and customers. Additionally, Meyer highlights the controversial elimination of tipping at Union Square Hospitality Group restaurants in 2015, a move designed to equalize wages between front-of-house and kitchen staff. Despite industry praise, the policy faced backlash from employees and diners, leading Meyer to reinstate tipping after pandemic-related closures.
Meyer also addresses broader societal challenges, including the company’s delayed response to harassment claims during the #MeToo movement, returning $10 million in federal COVID relief funds after criticism from independent restaurateurs, and confronting issues of racial justice following the killing of George Floyd.
The memoir offers personal insights as well, revealing Meyer’s upbringing in St. Louis, complicated family dynamics, and early uncertainties about his path. He describes confronting his father’s struggles with alcoholism and how his own risk aversion was shaped by witnessing two business bankruptcies. Despite these challenges, Meyer’s commitment to hospitality remains steadfast.
Peers in the restaurant world offer varied perspectives: while Keith McNally critiqued Meyer’s restaurants as “soulless,” he also expressed admiration privately, and Tom Colicchio called Meyer “one of the greats,” acknowledging past disputes but recognizing Meyer’s enduring influence.
In 2022, Meyer stepped down as CEO of Union Square Hospitality Group but continues as founder and executive chairman, as well as chairman of Shake Shack. His current ventures include expanding new restaurant concepts like Ci Siamo and overseeing investments in startups such as Salt & Straw and Resy.
Reflecting on his ongoing engagement in the industry, Meyer described his continued drive as having “another song up my sleeve.” Even in dining experiences outside his own empire, such as at the Upper East Side restaurant Elio’s, he prioritizes the joy of sharing meals with company over critiquing the details.
Meyer’s memoir offers a candid look at the complexities of building and sustaining a hospitality empire, underscoring resilience, adaptability, and a deeply personal connection to the craft of service.