That costs money in training time, blunders, and attitude problems. They need to know what's expected of them and what's in it for them. Customers should receive good value for their money, courteous treatment, and reasons to return. Especially in a small market, repeat business is the only way to succeed. Treat customers shabbily and they'll find reasons to be elsewhere.
Place is where it happens, the restaurant facility.
It needs to be clean, accessible, and comfortable. And, this is hard to define tightly, it needs to be appropriate. You don't have a formal dining room with lace tablecloths and serve burgers. You don't have counter service and serve ultra-fancy French food. It needs to be easy for customers to do what they do.