Hobby’s Delicatessen has been part of my family for generations, long before I was born. My dad, grandparents, and in-laws were regulars, and now my husband and I carry on the tradition, enjoying Hobby’s with our young adult children for everyday meals and special holidays.
Hobby’s isn’t just a restaurant—it’s a place built on consistency, care, and community. And the part that amazes me? It’s been in business for over 100 years. In today’s world, that kind of longevity is almost unheard of.
Naturally, I wanted to understand why.
What keeps people coming back? What’s the difference between a place that lasts five years and one that earns trust across generations?
So, I asked Marc Brummer—whose family has been running the family business. What he shared wasn’t flashy. It wasn’t complicated, yet it was honest—and it captured the secret sauce to Hobby’s success that others can learn from too.
Let’s get into specifics. Because if you want to earn long-term customer loyalty, not just short-term attention, there are some powerful lessons here.
Hire for the Smile (Yes, Literally)
Marc Brummer said something I won’t forget:
“I hire by the smile. If you don’t smile in your interview, you don’t get hired here.”
It’s not about having a perfect grin or being overly cheerful. It’s about the energy someone brings into the room.
A smile signals warmth. It says, “I’m here. I care. I want to contribute.”
And that matters. Because you can train for tasks, but not for attitude. You can teach someone how to handle a register, prep an order, or clean a counter. But you can’t teach someone to care about the person in front of them.
That’s why Marc starts there.
Even if the job is behind the scenes, that spirit flows through the team and into the customer experience. Customers can feel it, even if they don’t know how to name it.
It’s a reminder that culture begins with who you bring in.
The smile isn’t the goal. It’s a signal. And at Hobby’s, it’s step one to building customer loyalty that lasts a lifetime.
Leadership You Can Feel—Even When Things Go Wrong
Hiring right lays the foundation. But it’s how you lead that sets the tone.
When I asked Marc what happens when something goes wrong at Hobby’s—there’s a mistake with an order, a guest is unhappy—his answer was immediate:
“We own the place. So it’s up to us to make sure the customer experience is right.”
That kind of accountability is essential—and it matters more than most realize.
Marc and his brother Michael aren’t watching from behind the scenes. They’re right there. Talking to customers. Fixing problems. Owning every part of the experience, especially when it’s not perfect.
This isn’t about control. It’s about presence. It’s about showing your team and your customers that you care enough to be part of the day-to-day. That if something doesn’t go right, you’re going to address it—not deflect it.
People remember how you handle the tough moments even more than the easy ones. That’s where trust is either lost—or earned for life.
Customer Experience Isn’t a Department—It’s a Feeling
Hobby’s is one of those places where you walk in and immediately feel like you belong. That’s not by chance. It’s by design.
Marc talked about making people feel comfortable. Not as a hospitality tactic, but as a real intention: you treat people like family. You listen. You remember names. You connect.
And customers don’t forget that. Especially in a world where service can feel increasingly automated or transactional.
Loyalty is emotional. It’s built not just on what you deliver, but how you make people feel in the process. At Hobby’s, people feel seen and appreciated. They come back not just for the food—but because they feel like they’re part of something that matters.
That emotional layer? That’s what turns a one-time customer into a lifelong regular.
Consistency Builds Trust—Not Algorithms
One of the most overlooked parts of loyalty is repetition. Not in a boring way—in a reliable way.
Over the past 100+ years, Hobby’s has evolved, of course. But they’ve never strayed from their core values. The experience, the care, the pride in doing things well—it’s all still there.
They don’t reinvent themselves every few years. They don’t chase trends. Instead, they double down on what works: good people, honest food, strong relationships, and consistency in how people are treated.
And while there’s a lot of excitement today around automating customer experience or using AI to personalize interactions, Hobby’s reminds us that loyalty doesn’t come from a formula—it comes from how you show up. Every day. For years. With care.
Technology can support your business. But it’s not the foundation. The foundation is trust—and that’s something only humans can build.
If you’re looking to build a brand or business that earns real loyalty, remember this: innovation is great, but consistency builds trust. And trust is what keeps people with you—not just today, but ten, twenty, even fifty years from now.
Final Takeaways: How to Earn Customer Loyalty That Lasts
100 years of loyalty doesn’t come from luck. It comes from choices—repeated, intentional, and human.
So if you’re working on customer experience, team culture, or building something that lasts, here’s what Hobby’s can teach us all:
Hire right
Look beyond the resume. Choose people who bring care and warmth into the space—even before they speak. Energy is contagious.
Lead right
Be present. Take ownership. Especially when things don’t go to plan. Your customers will remember who stepped in—and who didn’t.
Serve right
Customer experience is how you make people feel. Focus less on scripts, more on genuine connection.
Stay consistent
Loyalty isn’t built in a moment. It’s built through a rhythm of care. Keep showing up. Keep doing it right—even when no one’s watching.
That’s how you earn loyalty—not for a quarter, but for a century.
