How Emotions Win Customers
Cassell's Hamburgers is something of a Cinderella story. Founder Al Cassell launched the iconic lunch counter in Los Angeles in 1948. Famous for grinding beef daily, Al's passion for great burgers and homemade mayonnaise lived for years. But by 2012, struggling owners decided to sell off Cassell's rights, recipes, and equipment. It seems there was no magic touch that could save this beauty. Jingbo Lou had other ideas. As a Chinese exchange student, Lou came to the U.S. to study at the University of Southern California and developed a passion for architectural restoration that grew out curiosity for American culture: "As an immigrant to this country, my very big task is to learn the culture," Lou says. "I really fell in love with the history." J Lou put this love to work bringing Cassell's back to life in a salvaged, crumbling 1920s inn called the Hotel Normandie. J Lou recognized a hotel/restaurant combo was a chance to cater to...