THE RELEVANCE CODE
by Robert Ancill
The Relevance Code: Decoding Customer Behavior, and Why People Come Back by Robert Ancill challenges one of the most deeply held assumptions in hospitality and foodservice, that excellence alone drives success. While great food, service, and brand matter, they are no longer enough to guarantee customer loyalty or consistent performance. Instead, Ancill introduces a powerful new lens: customers make decisions based on relevance, how well an experience fits their needs in a specific moment. At the heart of the book is the concept of the "situational customer," recognizing that the same individual can have completely different expectations depending on context, timing, and priorities. A guest seeking speed at lunch may seek connection at dinner; a traveler may value comfort one day and efficiency the next. By understanding these shifting situations, operators can move beyond assumptions and begin to decode the real drivers of customer behavior. Drawing on deep industry insight, Ancill provides a practical framework for identifying the moments that matter most, aligning offerings with real customer needs, and simplifying decision-making across the business. Rather than focusing on isolated elements like food or service, The Relevance Code shows how success comes from understanding how all aspects of an experience come together in the mind of the guest. This book is essential reading for restaurant operators, hotel leaders, and hospitality professionals who want to build businesses that are not only well-executed, but truly meaningful to the people they serve. In a rapidly evolving and competitive landscape, the advantage no longer belongs to those who are simply the best, it belongs to those who are the most relevant.
What readers are saying
“Robert Ancill’s The Relevance Code takes on a question every serious foodservice and hospitality leader should be asking: why do people choose one experience over another, and what brings them back? At The Culinary Institute of America, we think a great deal about that question. Culinary excellence will always matter. But the next generation of food leaders also needs to understand behavior, culture, operations, business models, health, sustainability, and the expectations people bring with them when they walk into a restaurant, a food hall, a campus dining room, a hotel, or any other hospitality environment. That is where Robert’s work is especially relevant. He pushes the reader beyond familiar assumptions about customer behavior and offers a more disciplined way to think about choice, loyalty, and relevance in today's context. The value of the book is not only in the ideas, but in the way those ideas are connected to the real operating world of hospitality and foodservice. For educators, operators, entrepreneurs, and industry leaders, The Relevance Code is a useful contribution. It reminds us that successful food businesses are not built by looking at food, service, brand, or experience in isolation. They are built by understanding how all of those elements come together in the mind and life of the guest. Robert has written a thoughtful and practical book for leaders who want to build hospitality businesses that are not only better run, but more meaningful to the people they serve. ”
— Michiel Bakker President, The Culinary Institute of America
“I have been very fortunate to know and observe Robert Ancill over many years while we have both been operating in the hospitality industry. I have also been fortunate in some instances to be working side by side, both nationally and internationally (which he was a great initiator for my international expansion). His quest for challenges are second to none. I have seen firsthand his continued relevance and thoughtful perspective on guest behavior and brand strategy and a hunger to challenge and test things. The Relevance Code explores a topic that is increasingly critical to our industry, understanding what makes a business truly meaningful to its customers. This work offers timely perspective for operators and leaders focused on staying competitive in a rapidly evolving environment. ”
— Philip Gay (Previous CFO California Pizza Kitchen, CEO Grill Concepts & Industry Advisor)
“The Relevance Code captures what operators see every day but rarely define this clearly. Customers are not consistent, and this book explains why. The concept of the situational customer and aligning to the moment is immediately practical. It changes how you think about your offer, your operation, and where to focus. This is a framework you can apply, clarifying decisions, simplifying execution, and strengthening customer return. A valuable read for anyone operating at scale.”
— Gagan Batta CEO, Batta Brothers, Multi-Unit Franchisee
“The Relevance Code captures a shift in customer behaviour that many businesses are experiencing, but few have clearly defined. Robert challenges the long-held assumption that performance alone drives choice, and instead reframes relevance as the true driver of return. His concept of the situational customer brings clarity to the complexity leaders are navigating today. What makes this book stand out is its ability to translate that thinking into a practical framework. It provides a lens through which leaders can better understand changing customer behaviour, align their offer more precisely, and make more focused strategic decisions. A timely and valuable perspective for anyone responsible for driving customer engagement and long-term growth. ”
— June Lawlor FRSA Non-Executive Director & Senior Advisor, June Lawlor Associates