Currently, consumers are becoming increasingly demanding, seeking not only good service but also a more personalized and humanized experience. Additionally, there is a noticeable high turnover rate among restaurants and bars in Rio de Janeiro, with a significant number of establishments closing their doors, even with good food. This study conducted a case study on Bar Jobi to understand and identify the methods of service marketing, relationship marketing, and above all, hospitality that it uses to remain open for such a long time and maintain a loyal clientele. To analyze these points, a qualitative, exploratory, and descriptive research approach was made, and seven interviews were conducted with the owners and customers of Bar Jobi.