BITE-SIZED (what’s inside)
LESSON LEARNED
Reimagining the ordinary
The most interesting businesses don’t invent entirely new categories.
They take something everyone thinks is ordinary…
and reimagine it.
A taco stand becomes a cultural movement.
A deli family reinvents gas stations.
A work shoe becomes something people are proud to wear.
I’ve been thinking about that a lot lately.
Because the difference between average and exceptional usually isn’t invention.
It’s imagination applied to something people stopped paying attention to.
Restaurants are full of these opportunities.
The host stand.
The server interaction.
The way the line hands off food.
The way we take care of our bodies during long shifts.
Most of the time we accept these things as “just the way it is.”
But the operators, chefs, and builders who move things forward ask a different question:
What if this could be better?
Not louder.
Not trendier.
Just… better.
THE PLAYBOOK
Reimagine one thing
This week I want you to try something simple.
Look at your shift, your job, or your life and pick one thing that feels ordinary.
Then ask yourself:
How could this be easier?
How could this be more thoughtful?
How could this make people feel better?
Examples:
If you’re BOH
Could your station be organized in a way that saves everyone time?
Could your handoff be cleaner so the next cook wins?
If you’re FOH
Could you guide guests through a menu instead of just taking orders?
Could you remember one name or detail that makes someone feel seen?
If you’re an operator
Could one small process make your team’s day easier?
You don’t need a huge innovation.
Sometimes a 10% improvement changes everything.
DINE & GRIND
Alex Canter
One conversation that stuck with me recently was my episode with Alex Canter.
Alex comes from a family that’s been running Canter’s Deli in Los Angeles for generations. Instead of protecting that legacy by freezing it in time, he’s doing something more interesting:
He’s asking where hospitality can show up next.
One of the ideas he’s exploring is reimagining something as ordinary as a gas station.
Think about that.
Most people see a gas station and think convenience, fuel, maybe a snack.
Alex looks at it and sees a chance to apply hospitality thinking to a place nobody expects it.
Better experience.
Better food.
Better design.
That mindset is what keeps industries evolving.
CULTURE
Evil Cooks
When we were planning the launch for the ROVR Mid, we wanted to shoot with people who embody that same idea — taking something familiar and making it culture.
That’s why we worked with Evil Cooks.
They’ve built a following in LA not by following rules, but by leaning into craft, identity, and authenticity. The energy they bring to tacos, to their brand, and to the community around them is exactly the spirit we love in hospitality.
During the shoot we shot vintage walls, ran around the restaurant, and tried to capture that feeling of pride that comes from doing the work your own way.
Honestly, it was one of the most fun shoots we’ve done.
But it’s not just us…check out Evil Cooks getting some serious love in the LA Times.
ON THE PASS
ROVR Mid
After years of development, we finally launched the ROVR Mid.
It’s built off one of our most popular models, but we pushed the design further — better support, durability, protection, and comfort for long shifts.
And something pretty cool happened already:
One of the colors sold out almost immediately.
That never stops feeling surreal.
What it tells me is that people are proud to wear the gear they work in. And that means a lot to us.
Grab Climbing Ivy if you still can!
THE CHALLENGE
This week, try this:
Look at something in your life or job that feels ordinary.
Then ask:
How could this be better?
Not perfect.
Not revolutionary.
Just better.
Sometimes the smallest shift in thinking is where the biggest ideas start.
Until next time,
Daniel
P.S. If this newsletter made you think about hospitality a little differently, forward it to someone who cares about the craft.