Purple Goldfish Hall of Famer–Besito

Hall of Fame Class of 2012–Besito

Dining out continues to be a bit of a luxury these days. Whether it’s fast food or a sit down restaurant, the fact is that not every household can afford the perk of eating outside their home. Perhaps that’s why when I go out to dine with my family, I’m forever looking forward to those little extras some restaurants will give that ultimately make me want to return to them. From fortune cookies to flying peanuts, it truly is the small touches that make restaurants stand out from their competition. So is the case with today’s Hall of Famer, Besito– a New York restaurant. They like to throw in churros and worry dolls for every patron–and customers love it.


Besito means “little kiss” in Spanish. It also happens to be the name of an authentic Mexican restaurant based in Roslyn, New York. According to their website, each of the now six Besito restaurants is a love story. Their locations are an extension of the connection and respect they feel for one another and the food they share with their customers. It’s a beautiful sentiment that extends from their foundation as a business all the way out to what they feed to their customers and how their customers are treated.


It makes sense that a restaurant would throw in additional food as a “thank you for coming.” At Besito, a churro which is a warm, long spirals of fried dough rolled in cinnamon sugar is delivered in a white paper bag ready for you to take home (you’ll be too full to eat it after your delicious meal–trust me). Along with your churros, a tiny “worry doll” is included to be put under our pillows to take away worries. Both items are deeply rooted in culture, giving that little extra to customers in a very unique way.


Why did you go into business? This is one of those questions that is incredibly important for you to answer, but many business owners aren’t sure how to respond. Besito came about through a love of food and culture. That culture is extended beyond a patron’s single stop at one of their six restaurants, spilling over into a memorable adventure for however long that worry doll lies under said patron’s pillow. 

Today’s Lagniappe (a little something extra thrown in for good measure) – Ready to make your own worry doll who can help take all of your worries away while you sleep? Here’s a video on how to do just that. Don’t worry–they’re quite simple to create.

Top Restaurant Examples from Purple Goldfish including Five Guys, Rainforest Cafe and Maggiano’s

Dining out is the ultimate experience. A number of factors ontribute to the overall experience. More than just the food, things like service, surroundings and ambience impact this highly sensory experience.

Here’s a slideshare showcasing the top restaurant examples from the book, What’s Your Purple Goldfish – 12 Ways to Win Customers and Influence Word of Mouth:

BEST IN CLASS – Five Guys Burgers and Fries

five guys best in class


“We figure our best salesman is our customer. Treat thatperson right, he’ll walk out the door and sell for you. Fromthe beginning, I wanted people to know that we put all ourmoney into the food.That’s why the décor is so simple — redand white tiles. We don’t spend our moneyon décor. Or on guys in chicken suits. Butwe’ll go overboard on food.” – Founder Jerry Murrell

Here are the rest of the examples by category:

#1. Throw-ins (value) – little extras that are included with your product or service. They help you stand out in a “sea of sameness.”

Besito in New York provides diners with two throw-ins at the end of the meal. Churros and Worry Dolls.

#2. In the Bag / Out of the Box (value) – little unexpected things that are added as a surprise.

Maroni Cuisine has a little extra that you can take home. Diners receive free jars of Maroni pasta sauce after their meal.

#3. Sampling (value) – give your customer an additional taste by offering a free “little extra” on the house.

Maggiano’s Little Italy lets diners who pick a traditional pasta for their meal, pick another type that they get to bring home and sample.

#4. First & Last Impressions (value) – you have two chances to make an impression. When your customer comes through the door and right before they walk out, hang up or log off. These “little extras” make you memorable and more importantly talkable.

Lolita’s of Boston provides diners with a tequila flavored shaved ice upon entering and some cotton candy upon finishing their meal.

#6. Pay it Forward (value) – give a “little extra” back to the community.

 Mission Chinese in SFO and NYC donates 75 cents per entree to the local food bank to pay it forward.

#7. Follow-up (maintenance) – make the “little extra” follow up or say thanks to your customer.

 Capital Grille goes the extra mile for a birthday.

#8. Added Service (maintenance) – the “little extra” that’s an added unexpected service.

Boston’s Taranta uses squid ink toplace QR codes on platesusing fresh locally sourced seafood.

#9. Convenience (maintenance) – what “little extra” can you add to make things easier for your customers.

 AJ Bombers offers free peanuts…shot to customers in metal WWII bombers.

#10. Waiting (maintenance) – all customers hate to wait. If it’s inevitable, how can you do a “little extra” to make it more bearable.

French fries and three dipping sauces are a welcome little extra while you wait for your food at Stripsteak at Mandalay Bay.

#11. Special Needs (maintenance) – acknowledging that some customers have needs that require special attention.

Rainforest Cafe goes above and beyond for customers with food allergies.

Today’s Lagniappe (a little something extra thrown in for good measure) – Interested in learning more about What’s Your Purple Goldfish. Here’s a downloadable executive summary of the book on Slideshare: