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“When your food gets to your

customer’s table, do they

put their phone down, stop

conversation, and sit up? If

they barely acknowledge

the arrival of their food or

drink—if they are not excited

about the prospect of your

product—then you’re not

doing something right.”

Taffer hasn’t just kept his

industry and business

experience to himself after

all this time. After 30 years

of seminars and 1000s of

speeches over his career,

Taffer has become the voice

of the hospitality industry.

Four years ago, he did five

events on a “Rescue” tour,

where he shared information

pertinent to those businesses

in need of dire help. Tickets

were 300 bucks a head and

each event sold out—quickly.

This is how Taffer Virtual

Teaching (TVT) was born.

He knew if he had a venue to

share his wealth of knowledge

people would take part,

but avoiding use of the word

“training” was at the top

of his priority list.

“Training is a dirty, boring

word. When you tell your

employees they have training,

they stop paying attention.

‘Online training’ sounds even

worse,” he said.