William H Bender, FCSI - One Simple Word - BRAND

Hospitality Management - One Simple Word B-R-A-N-D

Hospitality Management

One Simple Word B-R-A-N-D

February 17, 2016

Presented by: William H. Bender, FCSI


@WmBender


A PDF of this PowerPoint is a available:

http://www.slideshare.net/WilliamBender

So I encourage you to take the time you normally use for writing notes to think of a question for me.


WHAT IS A FOODSERVICE CONSULTANT?

Generally speaking, a foodservice consultant: • Is an independent professional advisor

• Works on a defined scope of work and related fee • Works as an advocate for their client in achieving their goals

Design and implementation of foodservice facilities

and/or Management Advisory Services (MAS)

As independent professionals their primary focus is the welfare of

the client organization that they serve.


•Accoun(ng&Finance •ArchitecturalDesign•BeverageSystemdesign •BusinessStrategy•CapitalBudge(ng •CodeCompliance•ComplianceCer(fica(on •ConceptDevelopment•ContractManagement •CulinaryDevelopment•Dietary&Nutri(on •Distribu(on/Procurement•DueDiligence •Energy&Environment•EquipmentSurveys •Execu(veCoaching•FacilityAssessments •FeasibilityStudies•FinanceRaising •FoodProduc(onSystemsDesign•FoodSafety&Hygiene •Franchising•HumanResources •Imagineering•InteriorDesign •ITSystems,Sourcing/Mgt•KitchenDesign •LaundryDesign•LEEDPlanning/Design •LegalAdvice/Li(ga(onSupport•MgtRecruitment&Development •Marke(ng&Promo(on•MasterPlanning •MenuDevelopment/Engineering•Opera(ngProcedures&Systems •Opera(onsReview&Re-Engineering•OperatorRFPSelec(on/Monitoring •QualityManagement•RevenueGenera(on •SpacePlanning•StrategicFinancialAnalysis •Sustainability•Training •WasteManagementDesign•WorkshopsandEduca(on •Worksta(onErgonomics/Design

Specialties:


Mission Statement:

To promote professionalism in foodservice and hospitality consulting while returning

maximum benefits to all members.

www.fcsi.org



1967 - First Gratuity .50¢


The trades pay off!



SYR-O-MATIC



In 2016 the average 14-year-old has a vocabulary of 10,000 words

In 1950 the average 14-year-old had a vocabulary of 25,000 words


Projected for 2016:

Fascinating Foodservice Factoids


Projected for 2016:

Fascinating Foodservice Factoids

Hospitality Management - One Simple Word B-R-A-N-D Fascinating Foodservice Factoids


Restaurant Management is now the top 3 of statewide career paths

1/3 of all Americans will at some time in their life work in the foodservice industry






www.chipotleeffect.com


A mark burned on the skin with a hot iron, formerly used to punish and identify criminals, now used on cattle to show ownership.

Webster's New World Dictionary

What is a Brand? Bill Main, FCSI


Your business is your Brand

~ Harry Beckwith The Invisible Touch

www.beckwithpartners.com



A brand is nothing more than words in the mind. The power of a brand lies in the meaning of the word in the mind.

~ Al Ries The 22 Immutable Laws of Marketing


An Orange …is an Orange …is an Orange

Unless that orange happens to be a Sunkist, a name

80%of consumers know and trust.


Baby Food!

What comes to mind when I say Gerber?


What business is Starbucks in?

The coffee consumption experience business.



Branding

The whole process of branding is to differentiate your product in the marketplace and to get consumers to identify it as different, better and special. ~ Sergio Zyman

The End of Marketing As We Know It


Branding is creating

waves of lust for our products and services

~ Tom Peters The Circle of Innovation


What is the definition of LUST?






@RSMIndex


The Power of A Brand lies in its ability to influence Purchasing Behaviors

~ Al Ries The 22 Immutable Laws of Marketing



LifeLong Guest Value?

Mon Tue Wed Thu Fri Sat Sun Total

William Bev $1.95 $3.90 $1.95 $3.90 $3.90 $1.95 $1.95 $19.50Food $3.45 $3.45 $2.50 $9.40

Pamela Bev $1.65 $3.30 $1.65 $3.30 $1.65 $3.30 $1.65 $16.50Food $2.50 $2.50 $2.50 $7.50

Office 2 Pot $1.50 $1.50 $1.50 $1.50 $1.50 $7.50

Add on $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $8.75$69.15

Current CurrentWeek Annual

$69.15 $3,595.80

Past 15 Past 15Week Annual

$34.58 $1,797.90

Projected Loyalty

W.H. Bender

$98,884.50LifeLong Value

Past Brand Loyalty15 Years

$26,968.50

20 Years$71,916.00


Four Ways to Build Sales

•  Trial •  Frequency (Loyalty) •  Check $ Average •  Party Size

Want to know the Best Kept Secret of the industry?


Guest Loyalty •  Easiest •  Fastest •  Less Expensive •  Guests KNOW you •  Most Valuable Asset

#GuestExperience

What most restaurants don't know is that improving customer loyalty by 5% doubles their bottom line.


• Consumers want engagement & value • Had to reinvent our brand (Relevant) • Menu, Simpler, Make it easy to READ

We found out we were being Tweeted Every 11 Seconds, A Social Strategy, “It’s Incredible, not Like anything

I have seen in my career

DineEquity CEO Julia Stewart:







Brand Identity (Who you want to be)

Brand Image (Who you are in the mind of the Guest)

Brand Promise (Knowing)

(Doing)

Brand Delivery


Create rehearsed choreography in your Sequence of Service


◆  Service is theater ◆  Train, or “choreograph,” the sequence of

guest interactions ◆  50% of a guest’s expectations is shaped

by a 3-second first impression


Restaurant Sequence of Service

95,550,000 or... Let’s start at the end!



Sequence of Service Impact Guests Guests Steps Weekly Annual

# Units Day Week of Service Service Interactions Service Interactions

1 300 2,100 35 73,500 3,822,000

5 1,500 10,500 35 367,500 19,110,000

10 3,000 21,000 35 735,000 38,220,000

25 7,500 52,500 35 1,837,500 95,550,000

The opportunities to mess up are endless


Guests Guests Steps Weekly Annual # Units Day Week of Service Service Interactions Service Interactions

1 250 1,750 20 35,000 1,820,000

5 1,250 8,750 20 175,000 9,100,000

10 2,500 17,500 20 350,000 18,200,000

25 6,250 43,750 20 875,000 45,500,000

Sequence of Service Impact


Managing a Great (Successful):

3. Day

2. Shift

4. Week

1. Individual Guest Experience


Shift

Day

Shift Shift Shift Shift Shift Shift

Shift Shift Shift Shift Shift Shift Shift

Day Day Day Day Day Day


Week

Week

Week

Week

Period

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Shift

Day Day Day Day Day Day Day


Guest Experience

Team Member Experience


Closing Thoughts

1. View yourself as a professional and “Your Own Brand.”

2. Be proud of the foodservice industry.

3. Continue to educate yourself.

4. Keep your life balanced.

5. Make some friends and have some fun.


@WmBender

408.784.7371

William H. Bender

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W.H. Bender & Associates

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W.H. Bender & Associates

William H. Bender W.H. Bender & Associates

@WmBender

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William H Bender, FCSI - One Simple Word - BRAND