Serendipity 3 owner Stephen Bruce has been running his restaurant for 57 years, an impressive feat for any Manhattan businessman.
Not only has his restaurant stayed open, but there’s a line of customers outside everyday. Serendipity 3 is so famous, a John Cusack movie was named after it.
The secret to Bruce’s success is unusual. While most companies try to be cost-efficient for customers, Bruce strives to be the opposite. Some of his products, like a $69 hot dog and a $1,000 sundae, are so expensive that they’ve earned a spot in the Guinness Book of World Records.
We asked Bruce how he’s turned outrageous prices into a goldmine: