Now I understand why some of the restaurants with the best food and atmosphere don't make it ("Maitre d'Online," Strategies, May 24).

Equal service for all is how a restaurant can assure repeat customers and referrals. Don't they understand that one unhappy customer will cost them more in lost business than the one happy customer can give them?

Singling out the creme customers is being shortsighted. I depend on repeat and referral business to be successful, and it is free advertising. I have learned you cannot tell which customers will be your best.

Don't take any chances. Treat all your customers as if they are your best.

Jay Cohen

Pompano Beach, Fla.

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