4. Or, is this the time that McBride should consider a total overhaul of the hotel opening process? If yes, what should he change, and how should he go about doing it? What's different about experimenting in a service business? I disagree that McBride should consider a total overhaul of the hotel opening process, because the Ritz Carlton is already a crown jewel of a business, and just like you shouldn't try to improve a Michelin-starred dish, you shouldn't change your approach in the hotel opening when you already have a great and successful opening process. This is because it would be experimenting in real-time with guests, and if it doesn't turn out anything but better, it would mean that people would be unimpressed or upset with the new method, and this could lead to lower reviews and ratings of the hotel by its guests