Does any of this make any sense at all to you? It really should. Whatever business YOU'RE in . . . it's show business. Any time your employee's interact with or can be seen by customers, they're onstage.
Exceeding your customers' expectations means maintaining professionalism, cleanliness and friendliness beyond what's already expected, and giving “that something extra". You have to show that you'll go the extra mile to make customers (guests) happy, even if that means you open the doors 10 minutes early or close 20 minutes late. If you can satisfy your customers (guests) with their experience, they'll come back. And if that means it costs a few extra dollars, that great service will overcome all else.