Samuel Boisvert Discusses Sprezzatura In Service

The North American hospitality landscape is currently navigating a transition from traditional white-tablecloth formality to a more nuanced style of service. This shift is frequently described through the lens of ‘sprezzatura,’ an Italian concept that the Cipriani hospitality brand defines as nonchalant artistry and grace.

The objective is to conceal the rigorous effort required to maintain high standards, presenting an experience that appears effortless to the guest. Samuel Boisvert, the Director of Hospitality at Cotogna, offers a perspective on this evolution based on his background in both the Montreal and San Francisco markets.

Boisvert, who previously managed the popular Café Mano Cornuto in Montreal, moved to the West Coast in early 2025. His role at Cotogna, a venue with a rating of 15/20 on Gayot’s scale for its food quality, involves adapting service philosophies to fit local expectations. Rather than strictly adhering to rigid traditions or speed, Boisvert advocates for a hybrid approach that prioritizes studied carelessness.

Managing high-stakes dining pressure

Operating a high-volume restaurant in the current economic climate presents significant operational challenges. San Francisco’s fine dining service trends indicate a move toward louder, more relaxed atmospheres where guests feel safe rather than judged.

However, operational demands remain intense, as staff must manage complex dietary restrictions on nearly every ticket while maintaining a calm demeanor. Additionally, consumer research highlights that 33.2% of Canadian consumers and nearly 30% of US consumers now prioritize sustainability.

Boisvert notes that the stress inherent in these environments must be contained by the leadership team to prevent it from affecting the guest experience. He explains, “Restaurants can be very stressful environments. It is important to keep a cool head and focus on the final goals to get through service.”

This compartmentalization is necessary to maintain the illusion of ease that defines modern service. To achieve this, management often needs to intervene directly on the floor rather than directing from a distance.

Boisvert suggests that hands-on leadership helps stabilize the team during peak hours. He states, “Remaining firm and focused while helping the team and assisting them directly is a great way to gain respect and achieve results.”

Bridging cultural service styles

The service culture in Montreal differs significantly from that of San Francisco, shaped by deep historical roots and a specific social approach. Montreal’s hospitality culture is often characterized as professional yet warm, prioritizing authenticity over prestige.

This contrasts with the shifting dynamics of US dining hubs. In the 2025 North America’s 50 Best Restaurants list, Montreal secured six spots, including the number two ranking, highlighting its status as a distinct premier dining destination.

Boisvert aims to translate the energetic flow of Montreal dining for a California team. He describes the desired atmosphere as: “Creating an energy in the restaurant and within the team that carries a flow throughout the evening; a certain sense of urgency, but kept under a cool surface of grace and efficiency.”

This approach seeks to inject vitality into the service without compromising the relaxed nature of the West Coast. Implementing this style requires balancing efficiency with the perception of leisure.

When done correctly, it enhances the workflow and the guest’s perception of the environment. Boisvert adds, “This is a great quality to the ambiance and workflow of a restaurant, especially when done authentically.”

Redefining the casual aesthetic

Industry terminology often struggles to categorize venues that blend high-end food with relaxed service. A Milwaukee dining concept recently described sprezzatura as the ability to make something difficult appear effortless, applying an anthropological perspective to service.

Similarly, Montreal’s food scene is celebrated for its killer natural wine bars that eschew formality for intimacy. Boisvert argues that the traditional labels of formal and casual are increasingly obsolete.

He comments, “Casual is a pejorative term, while formal seems boring to me.” The industry is moving toward a middle ground where technical precision exists without the stiffness associated with fine dining.

The goal is to foster interactions that feel genuine rather than scripted. Boisvert emphasizes, “The fine line of professionalism and attention to details while remaining authentic, humble, and having true interactions with the guests and other team members is what brings this ‘je ne sais quoi’ to the table.”

California’s agricultural depth

Relocating to California provides hospitality professionals access to a vast array of produce, which influences menu development and wine pairings. The Michelin Guide’s 2025 trends highlight innovative ingredient use as a key differentiator for the region’s top restaurants.

Furthermore, events like the Maison Louis Jadot barrel tasting in Beverly Hills demonstrate the strong connection between California’s wine culture and European traditions. Boisvert observes parallels between his new environment and the Mediterranean.

He notes, “California is one of the most fascinating places in North America when it comes to food. In a way, it shares a lot of similarities in the dining culture and agriculture with Tuscany.”

The continuous growing season in California allows for a diversity that can challenge chefs accustomed to stricter seasonal limitations. Boisvert explains, “The beauty of this state is the number of different climates, which allows a great diversity throughout the year, with the local produce, which can sometimes challenge traditional cooking but also give it an interesting depth.”

Tailoring the guest narrative

Personalization has become a cornerstone of modern service, with venues designing spaces and experiences to cater to individual preferences. The upcoming Bar Coto is designed to encourage impulsivity, allowing guests to use the space as they see fit.

This aligns with design trends seen in places like Bar Sprezzatura, where the interior uses soft velvets and lighting to create a seductive, specific atmosphere. Boisvert compares the customization of service to the fitting of a garment.

He states, “Each guest is unique. The same pair of dress pants will fit two people in two different ways.” This philosophy requires staff to adapt their approach based on the cues provided by the guest.

This adaptability extends to the sensory experience of food and wine, which is subjective. Boisvert points out, “The same Barolo will taste different to two people. The same goes for hospitality. There is no secret; you have to adapt every time.”

Fostering authentic loyalty

Building a loyal team is essential for maintaining consistent service standards. Partnerships such as the one between Cotogna and the Touring Professionals Alliance illustrate how restaurants can engage with the broader community to build morale.

Additionally, brand consistency, like that seen with Meletti Coffee liqueur being used across multiple locations, reinforces a sense of shared identity. Boisvert suggests that an environment rooted in honesty fosters better retention and performance.

He says, “The key lies in creating an environment that is true to yourself and the team. When people feel part of a bigger project, they not only remain loyal but also put more of themselves into their work.”

When staff feel authentic in their roles, that sentiment is transferred to the guest interaction. This shift from transactional to relational service is a key driver of guest loyalty.

Boisvert notes, “This is reflected in the interactions with the guests, which aren’t formal forced moments anymore, but more part of a relationship, a conversation.”

Hospitality in other sectors

The principles of high-touch service are increasingly being applied outside of the restaurant industry. Bar Sprezzatura in San Francisco exemplifies how a specific service philosophy can define a business’s brand identity.

This trend is also visible in global brands like Cipriani, which utilize the concept of effortless living to market residential and lifestyle products. Boisvert anticipates that this integration of hospitality into other business models will continue to grow.

He asserts, “I see fine dining hospitality becoming an important part of many businesses that have nothing to do with restaurants. The world is craving social interactions and community, and restaurants and cafes are one of the last pillars of these values.”

As remote work and digital transactions increase, the value of quality in-person interactions rises. Sectors such as retail and professional services may soon adopt these dining room strategies to differentiate themselves.

Boisvert envisions a future where: “I think that stores, law firms, mechanic shops, and others will start integrating a new sense of hospitality in their day-to-day operations. By having a foot already in the door, people who practice true hospitality are already a step ahead.”

The evolution of service standards reflects a broader cultural desire for authenticity and connection in daily interactions. As hospitality professionals like Boisvert adapt European philosophies to North American contexts, the definition of luxury continues to move away from rigidity toward intuitive, personalized care. Ultimately, the successful application of sprezzatura offers a model for any industry seeking to combine high performance with a human touch.