Don't say this if you want a 7-figure team. #restaurantleadership #trcmethod #restaurantculture

15 Jul 2025 · 0 min

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Donald Burns (TRC method) advises restaurant leaders on language to shape culture. In this excerpt he labels certain words "taboo," advising teams to say "gus" instead of "customer," use "team" instead of "staff," and avoid words like "try," "maybe," or "tribe." The focus is on precise, confidence-building terminology to support high-performing (7-figure) teams.

We call them taboo words in the TRC kind of world. We do not use customer. We always say gus. We don't say staff. We say team. Never use the word try. That's the worst word in the world. Hey, Donald. I'm gonna try. Oh, my God. I'm gonna have a heart attack when I hear. Anytime I hear someone say the word tribe. No, we don't try. We don't try. Or maybe. Yeah, maybe. Yeah. You know, and I know I should cost out my menu. You should.