. >> mark maynard parisi is the manager for the smoke restaurants. >> i don't believe that most of what we do is to unique to restaurants, so whether you are a consultant or 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 it pays off. >> it pays off hugely to offer great hospitality, and as a matter of fact, if you look at the zagat's survey, every single one of the restaurants in a city of 26,000 restaurants is among the top 50 of new york's favorite restaurants. and i didn't say new york's best restaurants. >> and what is the secret? how do they know what the customers are really thinking? >> well, it is a good question. i am looking at the guest's eyes and if they are looking at each other, we are doing a great job. if they are looking around, we are not doing a great job. if the food is taking too long or someone's glass of water is empty, they are going to look around. so, that is the first thing we look at. and then usually from that, we get clu