Understanding the Six Human Needs: The Key to Creating Memorable Hospitality Experiences.

In the highly competitive world of hospitality, delivering exceptional food is no longer enough to ensure success.
Memorable restaurant experiences are shaped by how guests feel, and this requires an understanding of the fundamental human needs that drive behaviour. According to psychologist Chloé Madanes, six primary needs, Certainty, Uncertainty, Significance, Connection, Growth, and Contribution. These motivate our choices and interactions. By recognising and addressing these needs, restaurateurs can create deeper connections with their guests, enhance loyalty, and elevate the overall dining experience.
Human needs are commonly used to refer to the drivers of people’s actions, the motives behind human behaviour. As we have alluded to in many prior articles, in today’s competitive landscape and the cutthroat business of restaurants, great food is not enough to guarantee success. It has, in many ways, only become a passport factor. Great restaurateurs are well aware of the fact that they do not serve food; they serve people. It is, therefore, more about how they make their guests feel. To understand the delicate ingredients that move their guests, restaurateurs need to be aware of both their conscious and subconscious biases and behavioural traits.
According to psychologist Chloé Madanes, our behaviour is motivated by the fulfilment of six human needs. These are not desires but profound needs that motivate the choices we make. It’s one way of examining human psychology and behaviour, akin to Maslow’s hierarchy of needs, albeit through a slightly different lens. Popularised by Anthony Robbins, a behavioural influencer, these needs dictate our behaviour in a social context and are thus of particular value in the restaurant space. We all share the same needs, although the order in which we prioritise them varies from person to person and from time to time. Restaurateurs who understand and apply this knowledge in their engagement with guests and staff can have a dramatic impact on how people feel about the restaurant in all the ways that truly matter outside of its ability to serve good food.
These six human needs include:
Let’s take a closer look at these needs and how they potentially relate to the restaurant industry.
Certainty,
We all have a need for certainty. It’s our very basic need for food, shelter, and safety. Certainty drives interesting behaviour, such as watching the same movie more than once. We do this because we are 100% certain of the outcome. We know how it made us feel the first time and want to experience that same feeling again. Certainty is also the core motivator for frequenting the same restaurant. You had an incredible experience on your prior visit: you loved the food, the service, and the atmosphere. Overall, you felt it was great value. To ensure you have the same sense of value again, visiting the same restaurant makes sense. This is why consistency in restaurants is of the utmost importance. Many savvy restaurateurs, therefore, strive for consistently good service and offerings, as it is much more effective in the long run than being occasionally great.
Uncertainty,
If we knew exactly what every outcome would be, our lives would become unbearably monotonous. Routine is good up to a point, but our emotional wellbeing depends on some level of uncertainty, variety, and unpredictability to keep us excited about life. We all love surprises, and this is no different for a great restaurant. While a prior great experience may prompt a repeat visit, we would be reluctant to return if the experience became routine. A new menu launch, a chef’s recommendation, or a dish we haven’t tried before adds a touch of spice and excitement, keeping us intrigued.
Significance,
We all fear not being enough. To this end, we have a deep-rooted desire to be recognised and respected. We want to feel that we matter and that we bring value to others, and, most importantly, we want others to recognise that value. This need for significance relates to Maslow’s "Esteem." A warm handshake at the door, a greeting by name, or a personal touch like “Congratulations on your birthday!” or “Happy anniversary!” fosters this feeling. These personalised gestures can be managed effectively through a Point of Sale (POS) system. Comments like “We have your favourite corner table ready for you” or “Alexia has asked if she could serve you again tonight” create a sense of significance, reinforcing the guest’s importance.
Connection,
This relates to Maslow’s "Love and Belonging". Our innate need to connect and belong to a group or community. Humans are social creatures, hardwired to seek connection and thrive in tribes or “families.” A restaurant that fosters a sense of belonging, even if guests don’t interact with others, significantly increases its probability of success. People go to restaurants to socialise, to be entertained, and to connect with others. This social element is critical, as people attract people, and a restaurant that feels vibrant and communal is more likely to succeed.
Growth,
We have an innate need to grow, emotionally, intellectually, and spiritually. This aligns with Maslow’s idea of "self-actualisation". Growth often comes from imitation or mirroring the behaviour of others, a process made possible by mirror neurons in the brain. At a restaurant, observing others ordering, interacting, or trying new dishes offers an opportunity to grow socially and culturally. Experimenting with foreign cuisines or creative chef specials provides a learning experience in a familiar, comfortable setting.
Contribution,
Giving fosters connection and provides a sense of fulfilment. Tipping in restaurants is a form of contribution that allows guests to share their joy and feel good about helping others. Interestingly, research has shown that restaurants with a no-tipping policy are often rated less favourably, as guests perceive service to be less motivated or that meal prices include a premium. Studies have also found unique ways to increase tipping, such as leaving a mint with the check or creating personal connections with guests. Contribution, whether through tipping or other forms of generosity, strengthens the guest’s emotional connection to the restaurant.
Understanding and addressing the six primary human needs allows restaurateurs to go beyond serving food and create meaningful connections with their guests. By focusing on how people feel and fostering loyalty through tailored experiences, restaurants can build lasting relationships and stand out in a competitive industry. Emotional connection, above all, is the key to memorable hospitality.
Information Reference Index:
Six Human Needs Psychology.
Maslow's Hierarchy of Needs.
The Importance of Emotional Connection in Hospitality.
Creating Meaningful Guest Experiences Through Psychology.
The Science of Connection and Belonging.
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