Part 1 Understanding Hospitality

Transcription

1 Part 1 Understanding Hospitality presented by Bill Marvin The Restaurant DoctorK EFFORTLESS, INC. PO Box 280 Gig Harbor, WA USA (800) Copyright 2012, Effortless, Inc., all rights reserved

2 Bill Marvin, The Restaurant DoctorK, is the leading authority on how good restaurants can become great. He helps independent operators create organizations that can prosper in tough times and bring out their workers' natural ability to consistently deliver exceptional service. Bill is president of Effortless, Inc., the founder of Prototype Restaurants, a consulting and management group, and the managing editor of Hospitality Masters Press. He began his foodservice career washing dishes (by hand!) when he was 14. He has had the keys in his hand, his name on the loans and the payrolls to meet. Bill s hands-on management experience includes restaurants, hotels, clubs and institutions. He has earned the designation of Certified Speaking Professional from the National Speakers Association. He is a lifetime member of CHART and was in the first group certified as Foodservice Management Professionals by the National Restaurant Association. Bill is a prolific author with a dozen books in print. He is also a thought-provoking speaker and a personal coach. His weekly e-letter is read by thousands of independent operators around the world. His current project is A Place of Hospitality, a certification and support system designed to put hospitality back in the hospitality business. Why Lofty Goals Are Not Enough FIND YOUR LARGER PURPOSE A purpose is not the same as a goal Goal: What s the next step? Purpose: What s the point? A PURPOSE IS IMPERSONAL The focus is not on what you DO or what s in it for YOU but on the greater benefit that others derive from your doing it. Without a larger purpose, you don t have (or need) a leader PURPOSE DOESN T COME FROM ASKING, HOW DO WE DO THIS BETTER? Are we doing the right thing in the first place? What larger contribution could we make? THE POWER OF THE IMPERSONAL PURPOSE It is compelling It draws followers It changes the way people feel about what they are doing CREATE COMMUNITY TO BE SUSTAINABLE YOU MUST EXECUTE WELL AND BE A VIABLE BUSINESS SEEK ALIGNMENT, NOT AGREEMENT The most powerful force on earth is a shared purpose Without a shared vision, you can t create a cohesive culture You are the chief dreamer, resident compass and traffic director Be in alignment with your guests, too! YOUR LEGACY WILL BE DETERMINED BY WHAT YOU DO FOR OTHERS Bill Marvin, The Restaurant DoctorK Copyright 2012, all rights reserved EFFORTLESS, INC. PO Box 280 Gig Harbor, WA USA (800) bill@restaurantdoctor.com

3 Why Good Service Is Not Enough WHAT IS HOSPITALITY? Generously providing care and kindness to whoever is in need The reception and entertainment of guests, visitors or strangers with liberality and goodwill Receiving and treating strangers and guests in a warm, friendly, generous manner Service Procedural Monologue Executing Systematic Hospitality Personal Dialogue Embracing Organic SERVICE is about efficiently doing what is expected. HOSPITALITY is about doing what is UNexpected and uniquely personal to the guest in that moment. BUT WHAT IS HOSPITALITY? Service is about DOING Hospitality is about BEING You know how to teach people what to DO How do you train people how to BE? Unfortunately... you can t teach hospitality like you teach job skills Fortunately... you don t have to. It is an innate quality. Unfortunately... while the ability to be hospitable is innate, you CAN squash it! THE FEELING OF HOSPITALITY REFLECTS THE CLIMATE CREATED BY THE LEADERSHIP Your most important responsibility is to nurture a feeling Bill Marvin, The Restaurant DoctorK Copyright 2012, all rights reserved EFFORTLESS, INC. PO Box 280 Gig Harbor, WA USA (800) bill@restaurantdoctor.com

4 How Hospitality Impacts Your Restaurant THE BAD NEWS: The chains can probably out-perform you THE GOOD NEWS: Performance is no longer a differentiating factor THE GREAT NEWS: You don t have to be the best, you just have to be their favorite! Favorite is about what you do FOR them FOR means hospitality is present DEFINITION: Hospitality is receiving and treating guests and strangers in a warm, friendly, generous manner. What s missing? HOSPITABLE PRACTICES: The Unexpected Extra Never Say Never Remember Names Remember Likes and Dislikes Joint Ventures Community Support Guest Appreciation Staff Recognition HOSPITALITY IS ABOUT GIVING The more you GIVE, the more you GET! The Silver Bullet is not a thing The Silver Bullet is Bill Marvin, The Restaurant DoctorK Copyright 2012, all rights reserved EFFORTLESS, INC. PO Box 280 Gig Harbor, WA USA (800) bill@restaurantdoctor.com

5 Re-Thinking Restaurants WHAT IF we suggested you could actually trigger a contagious resurgence of hospitality in your own community by delivering the experience of heart-felt caring to every restaurant patron, every time? WHAT IF we told you we had developed an elegantly simple system that provided the logic, methodology and support structure that enabled you to operate with effortless excellence? WHAT IF we assured you this approach would give you and your staff a fulfilling sense of purpose and the joyful experience of enriching the lives of the people you serve? WHAT IF we made this program so irresistible and so easily affordable that hospitality could truly become your competitive point of difference in the market? Would you think, "These people must be crazy!"... or would you ask, "How can I become part of this?" A Place of Hospitality is a certification and support program that helps independent restaurateurs... re-discover their roots hospitality itself! enjoy more balance in their lives put the joy back into serving the public level the playing field when competing against the national chains develop a sustainable, steadily growing business model built not on discounts and hype but on personal connection and service to the community do all this in a way that will be both operationally practical and extremely profitable! Certification as A Place of Hospitality recognizes those independent restaurants who have not only made a deep commitment to provide exceptional personal hospitality to every guest... but who have succeeded at it! This certification cannot be purchased and you cannot pay to keep it you either deliver every day or you lose it! The Missing Link It always seems ironic that the competitive element most responsible for success in the hospitality business... and the piece most visibly absent... is hospitality itself! You can be adequately fed and reasonably served in most restaurants, but how often do you experience heart-felt caring and personal connection that warm fuzzy feeling that tells you the staff is truly delighted you are there and it really matters to them that you have a great time? We re out to fix that to make hospitality the rule rather than the rare exception, to allow independent restaurants to rekindle their love of serving others and build their businesses (at full price) with the enthusiastic support of their patrons.

6 The Ripple Effect Human beings tend to treat others the way they are treated and it has to start somewhere. Who better to trigger a resurgence of hospitality in the world than the hospitality industry itself? Where better to start than your restaurant? When guests feel well- and personally- served, they leave feeling better about life in general and are naturally more considerate of others. Hospitality has a way of paying itself forward. Niceness begets niceness. Courtesy brings more courtesy. When you are focused on nurturing relationships with your guests rather than simply trying to sell more stuff, your patrons trust you. When you become their favorite place they will return more often, recommend you to their friends and become fiercely loyal fans. They will stick with you through tough times and rarely quibble about price! The result is higher sales, lower marketing costs, a happier staff and better tips. It is truly a win-win-win situation. What's the Point? In addition to the task of re-kindling hospitality in the community, the point of becoming certified as A Place of Hospitality is to grow your business... not from endless hype and discounting, but from the voluntary, enthusiastic support of the neighborhood... and it works! Certified restaurants have consistently generated higher guest satisfaction scores in our online feedback system. Here is the comparative performance for three months earlier this year. While the scores for all Gold Group members (black line) were exceptional, certified operations (orange line) consistently out-performed them. Strong Grades Build Strong Sales A study by the Harvard Business Review documented that sales grow exponentially as scores exceed 4.5. Happier guests spend more money... because they WANT to! Certified restaurants all reported 2011 sales 10-15% above their revenue in 2010 a few reported their best year EVER so even in a depressed economy, it appears that hospitality is good business. In fairness, we won't attribute the increase solely to their certification these are all exceptional operators. But they did say they felt their increased focus on hospitality was a big factor in their sales growth. (It certainly didn't hurt!) Getting Started The support resources that make certification as A Place of Hospitality practical are part of membership in the Gold Group. Here's just some what you'll have access to as a member: Weekly Electronic House Call e-letter The Restaurant Doctor's weekly e-letter with ideas you can use in your staff and management meetings. Monthly Interviews with Industry Experts An audio chat with industry leaders on topics ranging from marketing to management and menu design. Monthly Roundtable TeleConference Members get together on the phone to share ideas and discuss items of mutual interest or concern. Monthly Home Remedies Newsletter A four-page newsletter with insights, trade secrets and best practices in a short, easy-to-digest format. FREE Telephone Consulting Pose your questions directly to recognized industry experts without a meter running. Online Staff Selection System A proven system to make the process easier and more effective so you'll get the right people... the first time! On-Demand Video Training 24/7 access to online training resources typically only available to national chain operators. Real-Time Online Guest Feedback System Know almost in real time what your patrons think about their experience of doing business with you. Food Cost Control System Know your food cost every day... without taking an inventory. (You'll sleep better at night!)... and there are many more resources in development

7 Since You re Wondering... Gold Group membership is currently about $50 a month. The program is constantly evolving so realistically, that amount may change as we refine the structure and add additional resources to the program. But unlike most other industry support programs, A Place of Hospitality has a larger purpose than maximizing the amount of money we can pry from your clutching fingers each month! To stay true to our mission of being irresistible and easily affordable, we must offer you as MUCH as we can for as LITTLE as possible! How's THAT for a fresh approach? You can test drive the program risk-free for 90 days and prove to yourself that there is, in fact, a painless process that can help you accomplish "impossible" results and put the passion back into your work at the same time. Then perhaps you will choose to pursue certification as A Place of Hospitality and discover the transforming power of hospitality in your own life! Why not give it a try? You ve got nothing to lose but your struggle! Get full details and join the Gold Group at Look under Getting Started. Questions? Bill Marvin, The Restaurant DoctorK Chief Instigator PO Box 280 Gig Harbor, WA (800) (253) Bill@RestaurantDoctor.com This is the promise a certified Place of Hospitality makes to the public: Do you have the courage to be this good? RESOURCES: Restaurant Doctor Website: A Place of Hospitality: