danny meyer, owner of the union square hospitality group, has been running some of new york city's most successful restaurants for more than two decades. >> if i had to pick between being the best or the favorite, i'd go for the favorite. >> there are probably places out there that have better technical service than we do. but we believe that it's the whole experience. >> reporter: mark maynard is david's managing partner for the blue smoke restaurants. >> i really don't believe that most of what we do is so unique to restaurants. so whether you're a consultant or a retail store or a plumber, you should be able to treat your customers in a certain way. >> they believe their extra emphasis on hospitality distinguishes their restaurants. and they say i pays off. >> it pays off hugely to offer great hospitality. as a matter of fact, if you look at the zagat survey, every single one of our restaurants in a city of 26,000 restaurants, is among the top 50 of new york's favorite restaurants. i didn't say new york's best restaurants. >> so what's their secret? how do they know what their custom