Success in the world of tabletop and hospitality solutions is more than meeting industry benchmarks—it’s about crafting a compelling narrative that resonates with discerning clientele. In this vibrant realm, where every dish is a story waiting to be told and each table setting an opportunity to paint a masterpiece, individuals like Tanya Vaughn-Goggans and MaryAgnes Palumbo emerge as architects of an unforgettable dining experience. They transcend mere figureheads, serving as adept storytellers who intricately weave the threads of culinary artistry and hospitality finesse.
5. n the compe ve landscape of the HORECA (Hotel,
IRestaurant, and Catering) industry, leadership quali es
play a pivotal role in shaping trends, driving innova on,
and determining the overall success of establishments. As
leaders navigate through challenges and opportuni es,
their quali es profoundly influence the direc on and
evolu on of the industry.
Leaders in the HORECA industry have the ability to foresee
future trends and posi on their establishments
accordingly. Whether it's an cipa ng changes in consumer
preferences, embracing sustainability, or adop ng cu ng-
edge technologies, visionary leaders set the tone for
innova on and guide the industry towards new horizons.
Their foresight influences the development of trendse ng
concepts and experiences that cap vate consumers.
In an industry as dynamic as HORECA, adaptability and
resilience are cri cal leadership quali es. Leaders who can
navigate unforeseen challenges, such as economic
downturns or global crises, play a pivotal role in
determining how the industry responds and evolves. Their
ability to pivot, innovate, and persevere influences trends
such as the rise of resilient business models, crea ve cost
management strategies, and adap ve guest experiences.
Leaders who priori ze a customer-centric approach shape
trends centered around guest sa sfac on and loyalty. By
understanding and responding to customer needs, these
leaders drive trends like personalized service, menu
customiza on, and experien al dining. In a world where
consumer preferences con nually evolve, customer-
focused leaders create establishments that resonate with
the diverse tastes and expecta ons of their target
audience.
The HORECA industry thrives on diversity, and leaders who
champion inclusivity contribute to trends that celebrate
cultural diversity, employee empowerment, and
community engagement. Inclusive leadership fosters a
collabora ve and crea ve environment, influencing trends
such as diverse menu offerings, cultural events, and socially
responsible prac ces that resonate with an increasingly
diverse and conscious consumer base.
Filled with a treasure of inspiring stories, CIO Women
Leaders sheds the spotlight on the Most Influen al
Leaders in HoReCa Industry, 2024, with the quali es that
are the driving force behind the trends that shape the
HORECA industry.
Visionary thinking, adaptability, customer-centric
approaches, innova on, and inclusivity are just a few of the
quali es that influence how the industry evolves and
responds to the ever-changing demands of the market.
With a plethora of excep onal quali es, these leaders
con nue to be the catalysts that set the trends and define
the future of the industry.
Flip through the pages and have a deligh ul read!
The Resilient Palette
RobertS.
6. C
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Taste Makers and Tabletop Visionaries:
Tanya Vaughn-Goggans
and MaryAgnes Palumbo's
Foodservice Influence
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16
Exploring Fundamentals
Effec ve Marke ng Strategies for Horeca
Businesses
The Role of Customer Experience
in Horeca
Comprehensive Aspects
22
9. Alison Zarrella is a solutions-driven marketing executive with
over 16 years of experience in the global markets of the Horeca
industry.
Pilar Arizmendi is a hospitality executive with an MBA and over
25 years of experience in sales, marketing, public relations,
advertising, as well as hotel operations.
Rachel oversees HEI’s team of regional leaders across all
disciplines while also interacting directly with portfolio hotel
asset managers and ownership representatives.
Tanya and Mary transcend mere igureheads,
serving as adept storytellers who intricately
weave the threads of culinary artistry and
hospitality inesse.
Tara Bryan, the Senior Culinary Director, embodies this ethos of
constant evolution, driven by a commitment to pushing
boundaries in an ever-changing industry.
Alison Zarrella
Vice President of
Integrated Marketing
Pilar Arizmendi Stewart
VP of Sales & Marketing
Rachel Moniz
Chief Operating Of icer
Tanya Vaughn Goggans
Marketing Director
and
MaryAgnes Palumbo
Vice President
National Accounts
Tara Bryan
Senior Culinary Director
The Venetian Resort
Las Vegas
venetianlasvegas.com
Palladium Hotel Group
palladiumhotelgroup.com
HEI HOTELS INC.
heihotels.com
RAK Porcelain USA
rakporcelain.com/us-en
JEAN-GEORGES
MANAGEMENT
jean-georges.com
Brief
Company Name
Featured Person
11. Taste Makers and Tabletop Visionaries:
Tanya Vaughn-Goggans
and MaryAgnes Palumbo's
Foodservice Influence
S T O R Y
12. The RAK Women Who ROCK the Industry
uccess in the world of tabletop and hospitality
Ssolu ons is more than mee ng industry
benchmarks—it's about cra ing a compelling
narra ve that resonates with discerning clientele. In this
vibrant realm, where every dish is a story wai ng to be told
and each table se ng an opportunity to paint a
masterpiece, individuals like Tanya Vaughn-Goggans and
MaryAgnes Palumbo emerge as architects of an
unforge able dining experience. They transcend mere
figureheads, serving as adept storytellers who intricately
weave the threads of culinary ar stry and hospitality
finesse.
Tanya is the adept Vice President of Marke ng at RAK
Porcelain USA and a visionary professional with a proven
track record of steering marke ng ini a ves to new
heights, armed with an innova ve mindset and a keen
understanding of industry trends.
In her role, Tanya cra s and executes comprehensive
marke ng strategies that not only elevate brand awareness
but also contribute significantly to the company's bo om
line. Her strategic planning extends to digital marke ng,
brand posi oning and customer engagement, ensuring RAK
Porcelain maintains a strong presence in the industry.
Her passion for crea vity, coupled with a results-driven
approach, has made Tanya an invaluable asset to the RAK
Porcelain USA team.
As Vice President of Na onal Accounts, Hospitality and
Gaming, MaryAgnes brings a unique blend of leadership,
nego a on skills and market insight to the forefront. Her
ability to cul vate and nurture rela onships with key
stakeholders has been instrumental in securing and
maintaining na onal partnerships that drive RAK
Porcelain's growth and market share. With a wealth of
experience and a keen eye for business development,
MaryAgnes plays a key role in fostering strategic
partnerships and expanding RAK Porcelain's footprint
across the na on.
MaryAgnes's commitment to excellence extends beyond
the boardroom, as she works relessly to ensure that RAK
Porcelain's products meet and exceed the expecta ons of
na onal clients. Her collabora ve approach, combined
with a focus on customer sa sfac on, has posi oned RAK
Porcelain as the preferred choice for na onal hospitality
accounts seeking premium tableware solu ons.
Let's explore the Art of Hospitality by Tanya and
MaryAgnes, accentua ng Innova on, Cra smanship and
Culinary Excellence!
Integrity and Innova on
In the dynamic world of marke ng, Tanya stands out as a
visionary. "When you show up with integrity, your
character speaks for itself within this industry," says Tanya.
Her understanding of building strategic partnerships and
ensuring that your brand represents the highest level of
integrity will con nue to propel RAK Porcelain's brand
awareness to new heights and drive profitability.
"The commitment to authen city has been pivotal in
building meaningful rela onships, aligning with the very
essence of the hospitality industry," she says. By staying
true to her core values, Tanya not only makes impac ul
decisions but also leaves a posi ve impact on others,
defining success at the intersec on of integrity and
innova on.
MaryAgnes's success is rooted in genuine connec ons.
"Our industry is truly built on rela onships," MaryAgnes
affirms emphasizing the importance of a posi ve a tude
and respect. Drawing inspira on from her father's
kindness, she adds, "At the end of the day, we are in the
people business, and I treat others how I like to be treated."
MaryAgnes's approach transcends posi ons, focusing on
building las ng connec ons. Her commitment to
authen city and respect defines her career, proving that in
the world of na onal accounts, genuine rela onships are
the key to sustained success.
Diversity and culture shape
the evolution of global
cuisine and ultimately, our
guests' palates and their
expectations of an elevated
dining experience.
“
“
14. Beyond the Name
Tanya shares the significance of brand integrity. "Brand is
not only the name associated with the product but the
percep on that your customers have of that product and
service," Tanya emphasizes. She understands that
delivering products with a high level of quality is not just
about the immediate transac on. "If you are not providing
innova on with a high level of quality, then you will not
only diminish the integrity of that product, but the trust
that your customer has in you as a valued partner," she
cau ons. For Tanya, maintaining integrity is pivotal not only
for product success but also for fostering enduring
customer rela onships. "We understand brand integrity
and we at RAK Porcelain are se ng the new standard of
excellence for quality, integrity and service and that is a
brand that I am proud to represent.”
MaryAgnes finds excitement in innova on within the
HoReCa industry. "It is so exci ng to work for one of the
most innova ve factories in the HoReCa Industry,"
MaryAgnes exclaims. She thrives on mee ng evolving
customer needs, assuring clients that RAK Porcelain
remains a dependable source of inven ve solu ons.
"Customers know that they can depend on us to come up
with solu ons that will excite their guests while
maintaining the high quality and standards that set us
apart," she affirms. MaryAgnes brings a commitment to
innova on and quality that defines RAK Porcelain's
presence in the dynamic landscape of the Hospitality
Channel.
The Power of Teamwork
"Working as a team and collabora ng with others leads to
greater success," asserts MaryAgnes. In the intricate realm
of Na onal Hotel & Resort Account sales, she navigates the
lengthier process with finesse. Recognizing the stakes
involved as a na onal hotel chain introduces a new
product, MaryAgnes emphasizes, "Having strong and
trus ng rela onships with the stakeholders, as well as a
strong team to help support all the details, is what truly
makes the difference." Her dedica on to teamwork and
rela onships proves instrumental in ensuring the success
of pivotal Na onal Hospitality Account ini a ves.
Cra ing Trends, Fostering Innova on
In RAK Porcelain USA, staying abreast of hospitality
industry trends is a comprehensive process that
encompasses both internal and external dimensions.
Internally, a culture of con nuous learning flourishes
through training, workshops and cross-func onal team
strategic planning, fostering innova on. Externally, industry
insights are gleaned through subscrip ons to publica ons,
forum par cipa on and ac ve engagement on social
media. Par cipa on in trade shows and conferences
facilitates direct interac on with industry peers, unveiling
trends and nurturing partnerships. A proac ve approach
involves regular market research, customer feedback and
compe ve analysis, ensuring alignment with evolving
preferences. Research and development drive innova on in
materials, design and technology, establishing the company
as the industry pioneer.
Maintaining robust customer rela onships and ac ve
par cipa on in customer and industry events enable RAK
Porcelain USA to remain a uned to the ever-evolving
needs of customers. Direct affilia on with the world's most
innova ve ceramic factory, coupled with open lines of
communica on within the team, fosters agility. MaryAgnes
highlights this nimbleness, sta ng, "Working directly for the
most innova ve ceramic factory in the world and having an
open line of communica on with our team at the factory
allows us to be extremely nimble and help to create the
vision our customers have for their needs." This
commitment to adaptability and customer-centric
innova on solidifies RAK Porcelain USA's posi on as a
leader in the industry.
Empowerment and Cohesion
Tanya and MaryAgnes jointly emphasize the core belief
that "leadership starts within." They iden fy integrity,
insight and inclusiveness as the founda onal quali es of
MaryAgnes brings a unique
blend of leadership,
negotiation skills and
market insight to the
forefront.
“
“
16. Communication, trust and integrity are all part of the
recipe for a successful partnership, but the key for me
is honesty.
“
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17. C
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effec ve leadership. Both advocate for sharing knowledge
and experiences to empower individuals and foster
organiza onal growth.
In their collabora ve approach, Tanya and MaryAgnes
stress, "The stronger we can make each other as a team,
the stronger we are as an organiza on." This shared
commitment to internal strength highlights their
dedica on to building a cohesive and empowered team at
RAK Porcelain.
An cipa ng Tastes
In the dynamic landscape of global cuisine, Tanya
emphasizes the profound impact of diversity and culture.
"Diversity and culture shape the evolu on of global cuisine
and ul mately, our guests' palates and their expecta ons
of an elevated dining experience," she notes.
Tanya underscores the need for a keen understanding of
how globaliza on, fueled by travel, social media and
celebrity chefs, influences culinary trends. "The guests are
becoming more savvy," she adds, highligh ng the
importance of an cipa ng ever-changing needs. RAK
Porcelain's diverse dinnerware solu ons, ranging from the
extra fine Le Ballet Bone China, to the Rak Earth Collec on,
reminiscent of terra co a, reflect a commitment to
mee ng a variety of culinary needs.
MaryAgnes delves into the global perspec ve that shapes
the industry. "Interna onal style and design trends carry
over throughout all aspects of our industry," MaryAgnes
observes. As a passionate traveler, she explores diverse
hotels worldwide to stay abreast of emerging tabletop and
service trends.
MaryAgnes emphasizes the importance of avoiding
pigeonholing looks or items for specific cuisines. "So many
chefs are crossing the boundaries these days with color,
material, texture, or even using different vessels for that
unexpected surprise at the table," she notes, highligh ng
the need for adaptability in the ever-evolving culinary and
hotel scene.
Success Beyond Norms
Tanya recounts several pivotal moments in her career
where innova on was the key to success. "There have been
mes in my career where we had to 'step outside the box'
of normal processes to get the job done," she reflects.
"However, crea vity is where I thrive and look forward to
marrying innova on, great business acumen, and process
orienta on to con nue to drive compelling marke ng
campaigns that represent our brand and build our
profitability.
Reciprocity in Partnerships
In the world of business partnerships, MaryAgnes
emphasizes the crucial role of honesty. "Communica on,
trust and integrity are all part of the recipe for a successful
partnership, but the key for me is honesty," she asserts.
MaryAgnes priori zes transparent communica on ensuring
that both par es have a realis c outlook on factors like
meframe, pricing and selec on. She sets the expecta on
for reciprocity, sta ng, "I will always let a partner know the
realis c outlook and I expect the same from them." This
commitment to honesty forms the cornerstone of
successful and sustainable partnerships in the ever-
evolving landscape of the industry.
18. Eective Marketing
Strategies for
Horeca Businees
he Horeca (Hotel, Restaurant, and Catering) sector is vibrant
Tand compe ve, demanding strategic marke ng approaches
to stand out in a crowded market. In this ar cle, we delve
into the fundamentals of effec ve marke ng strategies for Horeca
businesses, exploring key principles that can drive visibility,
customer engagement, and sustained growth.
Define Your Brand Iden ty
Dis nc ve Branding: Establish a unique and memorable brand
iden ty that sets your Horeca business apart. Consistent branding
across all touchpoints – from signage and menus to online
presence – creates a cohesive and recognizable image that
resonates with customers.
Storytelling: Cra a compelling brand story that communicates
your values, mission, and the experience you offer. Storytelling
creates an emo onal connec on with customers, fostering loyalty
and making your Horeca business more than just a place to eat or
stay.
Leverage the Power of Digital Marke ng
Responsive Website: A user-friendly and visually appealing website
is essen al for Horeca businesses. Ensure your website is
responsive, easy to navigate, and showcases your offerings,
ambiance, and contact informa on effec vely.
Social Media Presence: Harness the reach of social media
pla orms to connect with your audience. Regularly update your
profiles with engaging content, high-quality visuals, and
promo ons. Pla orms like Instagram, Facebook, and Twi er can be
powerful tools for building a community around your brand.
Op mize Local Search and SEO
Google My Business: Ensure your Horeca business is listed on
Google My Business with accurate informa on, including opening
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20. hours, loca on, and contact details. This enhances local
search visibility and provides poten al customers with
essen al informa on at their finger ps.
SEO Strategies: Implement search engine op miza on
(SEO) strategies to improve your Horeca business's online
visibility. Op mize website content with relevant keywords,
encourage customer reviews, and focus on local SEO to
capture the a en on of nearby patrons.
Engage in Email Marke ng
Building a Subscriber List: Develop an email subscriber list
by encouraging customers to sign up for newsle ers,
promo ons, and updates. Use incen ves such as exclusive
discounts or early access to events to en ce visitors to
share their email addresses.
Targeted Campaigns: Create targeted email campaigns
based on customer preferences, behavior, and
demographics. Personalized emails featuring special
promo ons, new menu items, or upcoming events can
keep your audience engaged and drive repeat business.
Collaborate and Partner with Influencers
Influencer Marke ng: Collaborate with influencers in the
food, travel, or lifestyle niche to reach wider audiences.
Influencers can create authen c content that showcases
your Horeca business to their followers, leveraging their
credibility and influence.
Local Partnerships: Forge partnerships with local
businesses, event organizers, or community groups.
Collabora ve efforts can include joint promo ons,
sponsorships, or par cipa on in local events, expanding
your Horeca business's reach within the community.
Implement Loyalty Programs
Rewards for Repeat Business: Create a loyalty program
that rewards customers for repeat visits. Whether through
points-based systems, exclusive discounts, or
complimentary items, loyalty programs incen vize
customers to choose your Horeca business over
compe tors.
Personalized Offers: Tailor loyalty program offers based on
customer preferences and behaviors. Personaliza on adds
value to the customer experience, showing that your
Horeca business recognizes and appreciates individual
patronage.
Host Events and Promo ons
Themed Nights or Special Events: Host themed nights or
special events to create excitement and draw in new
customers. Whether it's a live music night, a themed menu,
or holiday celebra ons, events provide a unique
experience and generate buzz around your Horeca
business.
Limited-Time Promo ons: Introduce limited- me
promo ons or exclusive offers to create a sense of urgency
and encourage immediate customer ac on. These
promo ons can be promoted through various channels,
including social media, email newsle ers, and on-site
signage.
Collect and U lize Customer Feedback
Feedback Channels: Ac vely seek customer feedback
through channels such as surveys, review pla orms, or
social media. Pay a en on to both posi ve and nega ve
feedback to understand customer preferences, iden fy
areas for improvement, and showcase posi ve
tes monials.
Adapt and Improve: Use customer feedback to adapt your
offerings and improve the overall customer experience.
Whether it's refining menu items, adjus ng service
processes, or enhancing ambiance, con nual improvement
based on customer insights is key to sustained success.
Conclusion
Effec vely marke ng Horeca businesses requires a holis c
and customer-centric approach. By defining a strong brand
iden ty, leveraging digital marke ng tools, op mizing local
search, and engaging in strategic partnerships, Horeca
establishments can build a loyal customer base and stay
top-of-mind in a compe ve market. The key lies in
understanding the preferences of your target audience,
adap ng to industry trends, and consistently delivering
excep onal experiences that keep patrons coming back for
more.
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25. The Role of Cuomer
Experience in Horeca
n the vibrant world of Horeca (Hotel, Restaurant, and
ICatering), the customer experience stands as a cornerstone
that defines success. This ar cle explores the mul faceted
aspects of customer experience in Horeca, emphasizing the
cri cal role it plays in establishing brand loyalty, a rac ng new
patrons, and ensuring sustained success in a compe ve industry.
Ambiance and Atmosphere
Interior Design: The physical environment, including interior
design, ligh ng, and decor, significantly influences the overall
ambiance. A carefully curated ambiance creates a welcoming and
immersive experience, se ng the stage for memorable
moments.
Music and Acous cs: The right choice of background music and
acous cs contributes to the overall atmosphere. Whether it's a
lively, energe c vibe or a relaxed and in mate se ng, music
enhances the dining or lodging experience and influences how
customers perceive the ambiance.
Quality of Service
Hospitality and Friendliness: The way staff members interact
with guests shapes their percep on of the establishment.
Genuine hospitality, friendliness, and a en veness contribute to
a posi ve customer experience, fostering a sense of welcome and
apprecia on.
Promptness and Efficiency: Timely and efficient service is
paramount in Horeca. From quick and accurate order processing
to swi room service, ensuring that customers' needs are met
promptly enhances their overall sa sfac on.
Culinary Excellence
Menu Innova on: Culinary offerings should go beyond mee ng
basic expecta ons. Menu innova on, crea ve presenta ons, and
a diverse range of op ons cater to varying preferences, ensuring
that every dining experience is unique and deligh ul.
Quality of Ingredients: The use of high-quality, fresh ingredients
is non-nego able. Guests appreciate the effort and commitment
A
r
t
i
c
l
e
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26. to delivering excep onal flavors, and this commitment
contributes significantly to the overall impression of the
Horeca establishment.
Seamless Digital Experience
User-Friendly Websites and Apps: In an era of digital
engagement, Horeca businesses must provide a seamless
online experience. User-friendly websites, mobile apps for
reserva ons, and clear online menus enhance convenience
and accessibility for customers.
Efficient Booking Systems: Streamlined booking systems
for rooms, tables, or event spaces contribute to a posi ve
digital experience. An efficient reserva on process reduces
fric on and sets the stage for a smooth arrival, crea ng a
posi ve first impression.
Personaliza on and Special Touches
Tailored Services: Personaliza on goes beyond
remembering names; it extends to understanding and
an cipa ng customer preferences. Offering tailored
services, such as room ameni es or special menu items
based on previous visits, enhances the sense of being
valued.
Celebratory Gestures: Acknowledging special occasions,
birthdays, or anniversaries with personalized gestures
creates memorable experiences. Whether it's a
complimentary dessert or a room upgrade, these
though ul touches contribute to posi ve word-of-mouth
and customer loyalty.
Community Engagement and Local Connec on
Community Involvement: Horeca businesses that ac vely
engage with the local community build a posi ve brand
image. Par cipa ng in local events, suppor ng charitable
ini a ves, or collabora ng with nearby businesses fosters a
sense of connec on and loyalty among patrons.
Showcasing Local Culture: Incorpora ng elements of the
local culture, whether in menu offerings or decor,
resonates with guests seeking an authen c experience.
Embracing the unique aspects of the community adds
depth and authen city to the overall customer experience.
Effec ve Communica on
Transparency and Clear Informa on: Effec ve
communica on involves providing clear and transparent
informa on. This includes transparent pricing, concise
menus, and mely updates on any changes or special
offerings, fostering trust between the Horeca
establishment and its customers.
Responsive Customer Support: Responsive and a en ve
customer support, whether in person or online, is
essen al. Addressing inquiries, feedback, or concerns
promptly demonstrates a commitment to customer
sa sfac on and reinforces a posi ve brand image.
Post-Visit Engagement and Feedback Loops
Solici ng Feedback: Ac vely seeking feedback from
customers demonstrates a commitment to con nuous
improvement. Post-visit surveys, online reviews, and
feedback forms provide valuable insights and opportuni es
to address any areas for enhancement.
Post-Visit Offers and Loyalty Programs: Following up with
guests a er their visit with special offers or invi ng them to
join loyalty programs creates a las ng connec on. These
post-visit engagement strategies encourage repeat
business and enhance customer reten on.
Conclusion
In the Horeca industry, customer experience is not just a
transac on; it is a journey that encompasses every
interac on, from the ini al online search to the post-visit
engagement.
By priori zing ambiance, quality of service, digital
convenience, personaliza on, community engagement,
effec ve communica on, and post-visit engagement,
Horeca businesses can cul vate an environment where
patrons feel valued, appreciated, and eager to return.
The comprehensive aspects of customer experience
outlined in this ar cle serve as a roadmap for Horeca
establishments aiming not only to meet but to exceed
customer expecta ons, fostering loyalty and sustained
success in a compe ve landscape.
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27. In the HoReCa world,
every meal is an opportunity
to create memories
