As restaurants and bars prepare to re-open after the coronavirus pandemic halted normal business, easing customers’ fears and optimizing the dining experience is front of mind. But instead of working to provide superior customer service, one thought leader says they should, instead, focus on customer tolerance.

That’s the advice from Marc Gordon, The Customer Experience Expert, an internationally recognized speaker in the field of customer experience. Though Gordon has helped businesses in a variety of fields, he has some specific tips for how those in the food industry can support their customers during this tumultuous time.