The third rule really gives the bouncers the most power. Dalton is basically saying, look, if someone isn't responding to "nice", they probably won't respond to anything, and it's time to move to plan B.
Some people just don't respond to nice. This holds true with drunk customers, in personal relationships as well as service staff such as bartenders, waitstaff or clerks, who've checked out of their jobs.
My wife once asked me to run out and grab a loaf of French bread that we needed in a pinch for dinner.
I rushed out to a local bread store and got there at 7:02 pm. The store closed at 7:00, but the door was still open, so I walked in and noticed some French bread loaves leaning on the wall in a vertical wooden bin behind the counter like they do in France.
I breathed a huge sigh of relief and said something like, "Oh, thank you, that's great, I'm so glad you still have some bread here."
The girl behind the counter didn't even look at me.
I stood there for a few seconds and walked closer to the counter. She looked up and said, "Sorry were closed."
I said, "No problem, I just want to buy that bread right there. Here's the money."
She said, "No, we give that bread to homeless people."
I go, "I understand, I'd just like to buy it with this money here... Can I just buy it?"
The bread was like $1.50.
I would've just given her the money and let her figure it out later, but she was incredulous. She said something like, "No, we've already closed out the register."
I literally was speechless and walked out. I haven't gone back to that bread place since.
In the food and beverage industry, this is just plain waste. Its as bad as unused hotel room inventory, or seats on a plane that are unfilled after takeoff. Either way, the inventory is irretrievably lost.
Noble as it is, you're not in business to give food to homeless people.
I worked for many years as a bartender. Occasionally a customer would order a beer and then decide he changed his mind before we actually handed it to him.
Well knew we'd probably sell it, so the beer went in the ice. If by chance we had the beer left over at the end of the night, guess who gets an ice cold free beer?
Right, it's going to the regular who happens to be there at the bar and who wants it. Bigger tip for the bartender. Also, customers never forget this type of gesture.
The cost to the restaurant is essentially zero, or close to zero (less than a dollar) and the customer will most likely pay for it in future visits many times over.
More importantly, the bartender was being nice, both to the guy who made the mistake and the customer who got the free beer at the end of the night. Instead of one customer being happy, that mistake actually made two customers happy.
That's the 2x power of nice, baby.
As the Peter Drucker quote goes, "The purpose of a business is to create a customer."
So, remember to be nice.