Endorsements
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 Codeis 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 hospital
Michiel Bakker
President, The Culinary Institute of America
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
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 CEO Grill Concepts, CFO California Pizza, and Senior Industry Advisor
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.