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Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management
One Simple Word B-R-A-N-D
October 26, 2016
Presented by: William H. Bender, FCSI
Hospitality Management - One Simple Word B-R-A-N-D
@WmBender
Hospitality Management - One Simple Word B-R-A-N-D
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.
Hospitality Management - One Simple Word B-R-A-N-D
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.
Hospitality Management - One Simple Word B-R-A-N-D
•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:
Hospitality Management - One Simple Word B-R-A-N-D
Mission Statement:
To promote professionalism in foodservice and hospitality consulting while returning
maximum benefits to all members.
www.fcsi.org
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
1967 - First Gratuity .50¢
Hospitality Management - One Simple Word B-R-A-N-D
The trades pay off!
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
SYR-O-MATIC
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Projected for 2016:
Fascinating Foodservice Factoids
Hospitality Management - One Simple Word B-R-A-N-D
Projected for 2016:
Fascinating Foodservice Factoids
Hospitality Management - One Simple Word B-R-A-N-D Fascinating Foodservice Factoids
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
www.chipotleeffect.com
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Your business is your Brand
~ Harry Beckwith The Invisible Touch
www.beckwithpartners.com
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
An Orange …is an Orange …is an Orange
Unless that orange happens to be a Sunkist, a name
80%of consumers know and trust.
Hospitality Management - One Simple Word B-R-A-N-D
Baby Food!
What comes to mind when I say Gerber?
Hospitality Management - One Simple Word B-R-A-N-D
What business is Starbucks in?
The coffee consumption experience business.
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Branding is creating
waves of lust for our products and services
~ Tom Peters The Circle of Innovation
Hospitality Management - One Simple Word B-R-A-N-D
What is the definition of LUST?
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
@RSMIndex
Hospitality Management - One Simple Word B-R-A-N-D
The Power of A Brand lies in its ability to influence Purchasing Behaviors
~ Al Ries The 22 Immutable Laws of Marketing
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Four Ways to Build Sales
• Trial • Frequency (Loyalty) • Check $ Average • Party Size
Want to know the Best Kept Secret of the industry?
Hospitality Management - One Simple Word B-R-A-N-D
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.
Hospitality Management - One Simple Word B-R-A-N-D
• 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:
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
Brand Identity (Who you want to be)
Brand Image (Who you are in the mind of the Guest)
Brand Promise (Knowing)
(Doing)
Brand Delivery
Hospitality Management - One Simple Word B-R-A-N-D
Create rehearsed choreography in your Sequence of Service
Hospitality Management - One Simple Word B-R-A-N-D
◆ 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
Hospitality Management - One Simple Word B-R-A-N-D
Restaurant Sequence of Service
95,550,000 or... Let’s start at the end!
Hospitality Management - One Simple Word B-R-A-N-D
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Managing a Great (Successful):
3. Day
2. Shift
4. Week
1. Individual Guest Experience
Hospitality Management - One Simple Word B-R-A-N-D
Shift
Day
Shift Shift Shift Shift Shift Shift
Shift Shift Shift Shift Shift Shift Shift
Day Day Day Day Day Day
Hospitality Management - One Simple Word B-R-A-N-D
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
Hospitality Management - One Simple Word B-R-A-N-D
Guest Experience
Team Member Experience
Hospitality Management - One Simple Word B-R-A-N-D
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.
Hospitality Management - One Simple Word B-R-A-N-D
@WmBender
408.784.7371
William H. Bender
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W.H. Bender & Associates
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Hospitality Management - One Simple Word B-R-A-N-D
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William H. Bender W.H. Bender & Associates
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