STK ensures a strong culture in new restaurants by doing three weeks of classroom and on-the-floor training of all service staff so they understand and can speak intelligently about the company, as well as do their jobs. ![]() Sales go up, energy goes up, socialization goes up and it’s that continual spiral.” people tend to eat faster and drink more. “When you build the energy in a room two things happen,” he said. The music is controlled by a DJ who helps build energy, Segal said. Servers are trained to read tables to figure out what kind of night out customers have planned, and groups of men are seated near groups of women to encourage socializing. STK’s “Lil’ BRGS” are Waygu beef on a sesame seed bun topped with truffles, foie gras and a special sauce. Steaks are served in small, medium and large sizes, which Segal said has helped attract female customers, who now make up 55 percent of the clientele. Instead, STK offers sleek lounges, cool lighting and a central bar. ![]() Gone are the wood-paneled, dark, masculine dining rooms. “It’s a reinvention of the American steakhouse that seems to resonate in all the cities that we go to,” Segal said. Jonathan Segal, director, president and CEO of STK parent The One Group Hospitality Inc., said the restaurant succeeds because it doesn’t just provide customers with dinner and drinks, but with an experience.
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