You wouldn't have the same art on the walls at every restaurant or the same waiter uniforms. Neither should you have the same service style at every restaurant.
I learned that you shouldn't take your most esoteric concept and fit it into the largest space with the highest fixed costs. It puts too much pressure on the restaurant to hit grand slams every day when there just aren't enough people who want to watch that sport.
In an age when so many groups are rolling out restaurants faster than your local baker makes donuts, my goal is that each restaurant feels hand-crafted. That they have their own soul.
In one respect, it's easier to open a restaurant in New York because you get more media attention than anywhere else. Almost everyone will try a new place once, irrespective of the reviews, because it's a spectator sport.
A restaurant is a compendium of choices that the owner has made. If you look around a restaurant, everything represents a choice: the kind of salt shaker that's on the table, the art on the walls, the uniforms on the waiters.
A great restaurant is one that just makes you feel like you're not sure whether you went out or you came home and confuses you. If it can do both of those things at the same time, you're hooked.