Danny Meyer’s New Memoir Reveals the Cost of Hospitality’s ‘Enlightened’ Mistakes

Key points

• Meyer’s new book, 'What Could Possibly Go Right?', publishes on September 29 and focuses on his 41-year career in hospitality.
• He details the 2013-2014 failure of switching Shake Shack to fresh fries, which resulted in limp potatoes and angry customers before reverting to frozen.
• The memoir discusses the 2014 decision to eliminate tipping, which raised menu prices by 20-25% but led to staff quitting and lawsuits over price-fixing.
• Meyer admits to being a 'people pleaser' who often said 'yes' too quickly, citing the ill-fated expansion of a Roman-style pizza place called Martina.
• The book addresses slow responses to #MeToo complaints and the George Floyd protests, acknowledging blind spots in race and social justice.
• Meyer’s wife, Audrey Heffernan Meyer, described the writing process as therapeutic, revealing the depth behind his public cheerfulness.

Background

Meyer previously gained fame for his 2006 guide 'Setting the Table,' which popularized the concept of 'enlightened hospitality.' He is widely regarded as an industry guru, with corporations like Delta Air Lines and Marriott International hiring his company to train employees. His career includes launching iconic New York venues like Eleven Madison Park and Gramercy Tavern, as well as scaling Shake Shack into a global brand with over 700 locations. This new memoir joins a genre of restaurant mogul memoirs, contrasting with the more raw tone of Keith McNally’s recent book.

Why it matters

The memoir offers a rare, unvarnished look at the challenges of scaling hospitality brands while maintaining ethical standards. It highlights the tension between idealistic management philosophies and practical business realities, providing lessons for leaders in service industries. Meyer’s admission of past failures, particularly regarding tipping and social justice, reflects a broader industry reckoning with labor practices and corporate responsibility in the post-pandemic era.

What to watch

Meyer plans to continue expanding his restaurant portfolio, including new locations in Brooklyn and Detroit, and will oversee investments through Enlightened Hospitality Investments. He also intends to spend more time in nature and as a grandfather, though he remains actively involved in his business ventures.