04/06/2026
In the world of hospitality, the old adage “the customer is always right” has been gospel for decades.
We don’t agree with the shortened version of “the customer is always right” that allows businesses to wildly lose their identity to please the bigger numbers. At Clean Cravings, we believe in “The Customer is Always Right, in Matters of Taste,” which is the widely accepted full version of a phrase popularised by Harry Gordon Selfridge. The “matters of taste” qualifier is significant—it emphasises that while we should never judge a customer’s personal preferences, it doesn’t mean they are immune to being wrong about business policies, facts, or prices.
The idea that businesses should cater to every whim, is deeply wrong, and often make us compromises our identity and values.
At clean cravings, we embrace the idea that trying to please everyone dilutes our essence. True hospitality isn’t about submission; it’s about authenticity. Just like in the restaurant industry, where attempting to please all leads to a menu devoid of uniqueness, we understand that our mission is to serve dishes that reflect our passion and vision, not to simply mirror what others expect.
Nietzsche reminds us that to preserve our essence, we must accept the possibility of disapproval. It’s through your choices that you define yourself. A restaurant that says yes to everything has made no choices; it doesn’t truly exist.
When you walk into Clean Cravings, we want you to feel like you’re stepping into a place with a distinct personality—a home filled with a defined taste and clear identity. If our offerings don’t resonate with you, that’s perfectly okay. We’re here to invite those who appreciate our approach to join us on this journey.
We don’t seek universal approval; we seek our own truth, and it’s this authenticity that attracts the right guests for us. Embracing our identity means recognising that we won’t appeal to everyone—and that’s not a failure, but a testament to coherence.
And to those who don’t vibe with us? They’ll find their place elsewhere. It’s not a tragedy; it’s honesty. 💫
