Swinging for the Fences - Part IV

In my series on the parallels between Major League Baseball and the catering game, I've examined the roles and responsibilities of the owners, the managers, and the players. With the playoffs underway and the World Series quickly approaching, it’s time to look at the fans, the paying customers, and see where they fit into this equation.

Simply put, the fan is king!

The only obligation the fan has is to enjoy the game on their own terms (providing they’re not celebrating by tipping cars and throwing bottles). And, as we see every year during the World Series, it is perfectly acceptable for fair weather fans to cheer right alongside the diehards. An organization would be foolish to discourage the enthusiasm of any fans.  I am always perplexed that along with the standard promotionals such as “Bobble Head Day” or “Ice Cream ‘Sunday,’” ballparks include the self satisfied announcement of “Fan Appreciation Day.” What, one whole day to appreciate the fans? Imagine how badly a hospitality company would fare if it only appreciated its guests on special days.  It would ruin us.  

Caterers must realize that, just as in baseball, clients may change allegiances at any time based on whim, whimsy, fickle, or folly. The client may determine that their caterer is not worthy because of a small PR mistake or because of repeated poor performance. Sometimes, the client is influenced by the preferences of others in the community. Or they lose faith, maybe rightly so, when their team trades all its core players as the Red Sox did this summer. Clients lose confidence when their caterer seems to have a revolving door of Chefs, account executives, and key staff. Really, anything can cause a client’s loyalty to waver.  That is their prerogative.  It is up to the caterer to find innovative ways to keep hitting home runs and keep fans engaged.

Baseball and Hospitality are both games of business. However, we – the owners, managers, coaches, players, and staff - must never forget that the game is, in the end, about ensuring entertainment and celebration for our fans and clients. Without that fun, the money never flows.

By the way, my favorite team was knocked out of playoff contention weeks ago but I’m one of those eternal hopefuls chanting the phrase “Wait ‘til next year.”  A similar determination drives me in catering.  Every new event, every new inquiry, every newly-met prospective client is a chance to be the hero who clinches the Series with a grand slam, thereby winning a fan for life.

Swinging For the Fences - Part III

In our series exploring the parallels between Major League Baseball and the catering game, we've covered the subject from the perspective of both the owners and the managers. The MLB season is now in the midst of what are commonly referred to as the “Dog Days of August” and it’s time to turn our attention to the people who really make it happen.   Assuming that the management has put all of the pieces of the team puzzle in place, at this stage, the game is strictly in the hands of those on the field: The Players. 

By mid August, the end of the regular season looms and the playoffs are in sight. This is when would-be contenders fade fast and the most resilient, talented, and disciplined teams surge ahead. Players are responsible for staying healthy, making smart behavioral choices, narrowing their focus, and playing harder than ever. Ball teams are made up of power hitters, speedsters, dependable fielders, and domineering pitchers; each player working to maximize his individual success and that of his team. The same can be said of catering companies. Here, salespeople, cooks and chefs, operations staff, and event servers must work in harmony for the benefit of the clients and the team.

Catering company employees are responsible for keeping their energy high, approaching each event enthusiastically, and staying alert to handle any curveballs.  In order to achieve success, the entire staff must be dependable and work together trustingly.  Chefs rely on smart work from the sales team.  Servers depend on good decisions by the operations team.  Sales people must trust their event staff to serve their clients well.  If the entire team can work together, the caterer will be hitting home runs.  If resentment and egos get in the way, there can be no hope of becoming the champions.

Success all boils down to player execution. Home run titles, strike out records, MVP and Cy Young awards are fantastic but it is a World Series trophy that sums up the success of the team.  Likewise, reaching personal sales goals, moving up to Sous Chef, or learning a new service style is valuable for personal growth but catering companies are judged based on whether or not they hit it out of the park on event day.

And who does the judging?  The Fans.  But that’s for next time….

Swinging For the Fences - Part II

At the start of the MLB season, we looked at the parallels between the roles and responsibilities of baseball team owners and those of catering company owners. We are a third of the way into the season and, for some teams, careful preparation has paved the way for exceeded expectations.  On the other hand, some of the teams who had high hopes during the preseason are struggling just to play .500 ball. Is it because of the chilly weather of April? Injuries? Poor recruitment decisions? Bad coaching? The classic case of unexplained slumps by otherwise dependable stars?  There could be any number of factors contributing to a team’s poor performance, but now is the time for managers and coaches to assess their team’s status and, if necessary, make significant changes.

Department managers of catering companies are similar in many ways to baseball managers and coaches.  (Of course, sometimes the department manager is the owner.  Sometimes, as Mike Roman says, the catering owner/manager is also: dishwasher, driver, chef, furniture mover, plumber, psychiatrist, and more!)

Both baseball managers and catering company managers must:

• Evaluate and hire the best players.  The talent pool is wide and deep; it is up to managers to recruit those who will make the best team.
• Manage an eclectic group with varying competencies and experience.  A locker room, like a sales office, kitchen, or staffing office, holds a lot of different personalities and skill sets.  Good managers know how to set a tone that fosters teamwork and encourages big wins.
• Drill players continuously on the sport's fundamentals.  Just because we've reached the big leagues, it doesn't mean we can skip batting practice.  Catering managers must make sure salespeople are strengthening their negotiating techniques, cooks are fine-tuning their knife skills, and servers are refining their hospitality skills.
• Eliminate those who don't produce or who cannot blend with the program.  Sometimes, regardless of how well-liked or seemingly talented a player is, they just don't blend with the team.  It falls to manager and coaches to cut these people so they can take their talents somewhere they can be successful.
• Be ruthless when examining systems.  Be willing to throw out the old and bring in the new.  "That's the way we've always done it" is one of the worst things a manager or coach can say.  Instead, do what needs to be done to win, even if it's new or unfamiliar.

Two months into the baseball season, managers and coaches should re-evaluate what is working on their teams and what needs tweaking.  Thankfully for caterers, our season goes long past October and it’s never too late for our department managers to emulate the successful techniques of World Series-winning coaches.

Next at bat: The Players followed by The Fans.

In the Media: The Independent Restaurateur

Many thanks to The Independent Restaurateur for sharing my recent interview with FoodserviceRadio.net.  These hiring and management tips apply to every segment of the hospitality industry!

On the Air

I was recently interviewed by Bob Ryals, the host of "Business of Foodservice" on FoodserviceRadio.net, for my thoughts on hiring and managing staff.  We talk about the best ways to hire the right people and how to develop a staffing program renowned for "Ninja Service."

Listen now!

Your Strong Suit

A perfect staff uniform is essential to your company’s success.  Long before clients and guests enjoy a first sip of wine or taste of hors d’oeuvre, they form an impression based on the image of your staff. When the planner, chef, and server are carefully attired, neatly groomed, and professionally poised, clients relax and guests trust that they are in good hands.   

I recently consulted with a company whose strong sales team generated smart proposals and whose Chef was quite talented. Clients seemed fairly pleased with their overall performance but the company failed to win repeat business or client referrals. The reason became clear almost at once and was easy to remedy.

The Problem

The staff’s appearance was in complete disarray. Their uniforms were not standardized and their general presentation was sloppy.  Additionally, the staff arrived to event sites in common street clothes. It was not unusual to see servers enter a client’s home wearing any combination of leather wrist bands, tank tops, hoodies, eye-catching jewelry, open toed sandals, or tennis shoes. One memorable outfit was composed of a Foo Fighters tee-shirt, bathing suit, and flip flops! With tuxedo bags slung over shoulders, these young men and women often juggled lattes, cell phones, cigarettes, and bags of fried food.

The Solution

The company’s management did a complete makeover of its staff wear so that servers and chefs appeared starched and polished in standardized uniforms. Even the sales team was coached by an image consultant. Servers and chefs were instructed to arrive to events in full uniform, properly groomed, with straight posture and a friendly smile. No cigarettes or fast food were permitted once in uniform. Numerous staff members later volunteered that they felt new pride in their jobs and believed that their uniform helped them reach this professionalism.  Within no time, the company tracked a significant increase in repeat business and referrals.

Proper attire and focus on image reflect care and respect for all concerned.  When clients and guests see how much care your company puts into presenting a polished appearance, they will feel confident in your attention to all the other details that combine to make a great event.  As much as good food and flawless event orchestration contribute to the overall catering experience, don't forget that presentation will prove your strongest suit.  So, regardless of your company's style or mission, a thorough review of uniform policy is beneficial.  Even if the preferred choice of ensemble is a colorful tee with a swimsuit!