Posted by Chef Mark on December 19, 1998 at 10:38:12:
In Reply to: Re: How important is the retail presentation area if the products are perfect? posted by Donna chief cook and bottle washer on December 19, 1998 at 08:55:19:
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: Why do you think food chains are so successful? Do you know that once a month they are visited by their head office who does an 8 hour inspection on everything from food presentation, sanitation, cleanliness, uniforms, etc.
: I totally agree with Gerard about quality. These food chains spend 4-8% (gross sales)on marketing.
: What is your part in your business? Management, cooking, etc?
: When I had my very busy Dairy Queen, I would pick up a mop, broom, clean bathrooms, wash windows, as well as count the money! This worked for me. The staff didn't mind doing the job the next time. I think you set the example. Sometimes it is difficult to do all the jobs right, but what is more important-product, windows, bathroom, customer service, parking lot, floors, attitude? If you can answer one of these, then you shouldn't go into business, as, all these things have the same importance.
: Sounds like you have "burn out" before you even get started.
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: : : Years and years of working for others, working one on one and developing the skills and now it's finally come time for independence. The storefront is in a good location in a market area of customers with demanding tastes. The clients are supportive. The retail menu, specialty offerings, and advance orders are well-established and ready for expansion. The reputation of the owner is excellent among peers and the staff is hard-working and very skilled. The problem is this: How important is it to devote time and money and staff to constantly cleaning storefront windows, changing window displays, keeping the front retail area freshly painted and clean? Funds are limited and it seems the customers in a walk-in and take-out place wouldn't expect much in the way of ambiance as long as the products are perfect. It's hard to find anyone on the staff who wants to take time from working on their skills in the back room to mundane things like cleaning the retail area.
: : How important is cleanliness? Ask Ray Kroc...cleanliness was and is one of the driving principals behind the success of the McDonalds empire!
: : Perception is fact, so if customers percieve that you have a dirty store, it won't matter one bit that your product is perfect. They will not return.
: : Of course the employees don't place an emphasis on cleaning...obviously you don't either!What is important to you will also be important to your employees. Not only that, but as the store gets dirtier and dirtier,equipment gets clogged with dirt and grease and begins to break down, costing you lots of money to repair and replace.
: : It is helpful to think of cleaning as preventative maintenance rather than a chore, and take pride in the fact that not only do you have the best product around, but the cleanest store around!
: : Good luck!
: : Mark
As for my part in the business, I spent 5 years working for Domino's pizza, another 2 for Little Caesars, the next 2 with Paragon steakhouses,followed by a 3 year apprenticeship with a locally renowned chef followed by 2 years as a sous chef with another locally renowned chef. I am now currently the executive chef for a fine dining seafood house in the Detroit area.
I am well versed in the ways of the major chains and spent many nights scrubbing decks,ovens,walls,bathrooms, parking lots and offices. I learned from these experiences that a clean store is a happy store, and spend a good deal of my time setting the example for my employees.
That is exactly the point I was making when I suggested using Ray Kroc as an example. Am I burned out?? Not by half! I'm just beginning! Thank you for expanding on and helping me make my point to Sandy who seemed to not realize the importance of keeping the place clean. It has always beenimportant to me.
Also chief cook and bottle washer,
Chef Mark