SATISFACTION GUARANTEED

A journalist examines the business philosophy and history of a legendary Midwestern delicatessen.

Maynard is the former Detroit bureau chief for the New York Times and author of other business-focused books such as The End of Detroit: How the Big Three Lost Their Grip on the American Car Market. She began writing about Zingerman’s to understand how a delicatessen located in a small Michigan town could command a global following and emerge more prosperous than ever in a food-service industry ravaged by the pandemic. Research into the 40-year-old company and interviews with its founders, Paul Saginaw and Ari Weinzweig, revealed that part of its success involved a philosophy that focused on three bottom lines: “great food, great service, and great finances.” Their famously pricey products, such as the signature “overstuffed” sandwiches and artisanal pastas, all speak to the "authenticity" that made customers look beyond price tags and embrace the "Zingerman's experience.” Commitment to brand integrity emerged after early commercial success in the 1980s led investors to call for expansion outside Ann Arbor. Instead, Saginaw and Weinzweig opted to focus on socially conscious growth that hinged on doing good for employees and the local community. Both engaged in what they called “visioning”—determining an inspiring, strategically sound plan that could be communicated to others—and stressed the importance of service on every level, starting at the top. The deli quickly grew to include a plethora of other ventures, including a food rescue program for the needy, mail-order services, a bakery, and a diner. Ultimately, though, it was the company’s ability to remain agile and innovative and move swiftly into online retail that allowed it to not only overcome the lockdowns and employee layoffs caused by the pandemic, but to thrive. Maynard's book will certainly appeal to Zingerman’s aficionados, but it will also interest those seeking to succeed in the challenging, ever changing world of gourmet fare.

Thoughtful reading for foodies and entrepreneurs.