A Lesson in Service

By: Peter Madden

“Of course.”

So said my friend—and unofficial Mayor of Rittenhouse Square in Philadelphia—in response to a fairly outrageous question I had about how to “wow” a prospective client flying in from Paris to our HQ for a pitch.

But that was Carol Serena. The GM of the jewel in Stephen Starr’s restaurant empire, Parc Restaurant, the highest-grossing establishment in his Philly portfolio. Sadly, Carol passed away just a couple of short weeks ago—far too young, with too many friends to count, leaving a large hole in our city as a result.

The Philly hospitality community—and Philadelphia in general—has lost one of the brightest stars in our universe. Far too soon. In a town known for toughness, a blue-collar attitude, and generally “challenging” perspectives on life, Carol was the kind of person you could always rely on for a kind word, a big smile, and boundless energy.

I’m sure behind closed doors, there were plenty of eye-rolls, sighs, tough love for the team, and “are you kidding me’s” when it came to ridiculous guest requests. But when Carol was front and center at her restaurant, she understood the business of show. As the General of Parc, she approached things with an unwavering concierge spirit.

Which brings me back to my request of her. This particular prospective client—being Parisian—was flying in for a formal conversation with me and my team. I thought—and always think—“What can I do to leave a lasting impression, one that will really resonate?” For this very high-end group, I knew that bagels, OJ, and coffee weren’t going to cut it. So I decided to bring Parc—and the City of Lights—to my HQ. And Carol was ready.

The morning of the big pitch, I watched her steadily guide a team through my office, setting up an incredible display of seafood towers, lamb chops, and more, while a DJ friend spun French house music on two turntables. Carol—of course—pulled the whole stunt off as if she had prepared for months! And while she paid close attention to the proceedings here, I’m certain there were a few hundred “to-do” items on her list back at the restaurant. Still, she had full focus on my little “show” and merrily joined in as if my agency getting the client was as important to her as it was to me.

And that was Carol. Putting others before herself, always saying YES when it would surely have been easier to say NO. No complaints, no excuses—just fully invested in making the experience for us and our guests everything it could be. I think we can all learn from that approach, regardless of the business we’re in.

Ultimately, food—even the greatest meals—comes and goes. Does it leave an indelible impression? I don’t think so. It’s the people who make their mark.

And Carol Serena made one hell of a mark. One that isn’t going anywhere anytime soon. She was one-of-a-kind and will be sorely missed.

My thoughts are with the entire Parc family, and I’m sure there will be many efforts made to honor her memory.