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Restaurant Critic & Food Blogger
The Secret Formula for Business
I must be crazy but I shake my head in bewilderment of what fast food or family style fast food restaurants are not doing to increase their market share and retaining devoted customer base.
In the age right now, the generations are changing, no longer are the baby boomers are the market being catered too. The Millennial generation is setting the trends of what they want, how they want it and what they are looking for in terms of service.
Business is just in a fog? I thought there are marketing companies that can be contracted to advise these businesses what happening in the marketplace. I guess these marketing companies haven't changed either or they're too expensive to be hired as an accountant?
Instead, businesses are investing millions of dollars making their place look good or attempting to show a new image. That's fine and dandy but they fair to instruct the employees how to maintain the premises, like using clean towels to clean tables or pickup paper napkins on the floor only when told by the public. This must be a 24 hours task, not when they feel like it, especially those franchise operations where the owner is never present. Let's say the owner invested thousand of dollars to represent the brand, why does he have to be at work overseeing the operation? Well, they need to but their view is that the brand will sell itself no matter how the premises looks. That's a salesman mentality. Then with that why are franchise operations closing all over?
The key to success is customer service 24/7, teach employees about pride working for the organization and first impressions are important (radically), whether its how you greet the customer to where a customer sits in a nice atmosphere that clean and not sticky. Management must stress the importance that that first 7 seconds are very important and the customer will make a judgement whether to come back. That's the key, do you know how much businesses will be able to save on non essential items that they deem as important? Millions of dollars.
Product development means nothing if the customer is treated rudely or the employee has an attitude or the place is a filthy mess? It means nothing. So all the research and development goes down the tubes.
Years and years ago my family owned a Carvel store and we'd get visits by quality control mNgers ensuring operations is functioning and pointing out product presentation, sanitation practices being followed and employee attitudes and greeting. Today, I doubt if businesses have it, it cost money and they can't be bothered. I guess they are playing the numbers game.
Of 2,400 locations, maybe 2% are poor but they don't realize that that 2% is talked about and slowly becomes 5%, then 10%. then 25% then eventually another business takes over and is #1.
Business, please listen to Chef Woo Can, just because you have money and just because your relying on a couple of sales executives to increase profits, your missing the boat by not following or coming to reality of what's really needed:
1. Customer service training
2. Franchise contract MUST require Owners to be present 24/7.
3. Standard Operating Procedure for quality and sanitary control implemented at the highest standard, 24/7.
4. Bathrooms MUST be immaculately clean. 24/7
and then you might see an increase in sales.
By Chef Woo Can at www.chefwoocan.com