Welcome To The 3XService, Restaurant Life

Welcome to the
3XService,
Restaurant Life!
December 10, 2019
Presented by:
William H. Bender, FCSI

Welcome to the 3XService, Restaurant Life
1967 - First Gratuity
.50¢

The trades pay off!

SYR-O-MATIC
Name the System

Norman Brinker

WHAT IS A FOODSERVICE CONSULTANT?
• An independent professional advisor
• Works on a defined scope of work and related fee
• Works as an advocate for their client
in achieving their goals
Design and implementation of Foodservice Facilities
and/or
Management Advisory Services (MAS)
As independent professionals their primary focus is
the welfare of the client organization that they serve.

• Accounting & Finance • Architectural Design
• Beverage System design • Business Strategy
• Capital Budgeting • Code Compliance
• Compliance Certification • Concept Development
• Contract Management • Culinary Development
• Dietary & Nutrition • Distribution/Procurement
• Due Diligence • Energy & Environment
• Equipment Surveys • Executive Coaching
• Facility Assessments • Feasibility Studies
• Finance Raising • Food Production Systems Design
• Food Safety & Hygiene • Franchising
• Human Resources • Imagineering
• Interior Design • IT Systems, Sourcing/Mgt
• Kitchen Design • Laundry Design
• LEED Planning/Design • Legal Advice/Litigation Support
• Mgt Recruitment & Development • Marketing & Promotion
• Master Planning • Menu Development/Engineering
• Operating Procedures & Systems • Operations Review & Re-Engineering
• Operator RFP Selection/Monitoring • Quality Management
• Revenue Generation • Space Planning
• Strategic Financial Analysis • Sustainability
• Training • Waste Management Design
• Workshops and Education • Workstation Ergonomics/Design
Specialties:

Management Advisory Services
ü Operations Best Practices
ü Management Coaching & Training
ü Guest Experience Design
ü Brand Development
ü Profitability Performance
ü Expert Witness & Litigation Support
ü Go To Market - Industry Influencer

Welcome to the 3XService Restaurant Industry
1. Your Career…, Planning Starts Now!
2. Research Restaurant Facts, Data, Concept –
What Segment? What Menu?
3. Building a Strong Personal Brand
4. Questions

Projected for 2019:
Fascinating Foodservice Factoids

• Guest Profile – Psychographic Data
• Local Market – 3 to 5 miles
• Population
• Traffic Generators
• Traffic Patterns – Time of Day
• Major Employers
• Small Businesses

https://www.hayward-
ca.gov/discover/for-the-
media/brand-kit

Concept Components
1. Menu (Products)
2. Facility Design
3. ServPoints™ –
People
Human Capital

² Trial – New Guest or FTG
² Frequency (Loyalty)
² Check Average
² Party Size

Guest Loyalty
• Easiest
• Fastest
• Less Expensive
• Guests KNOW you
• Most Valuable Asset
#GuestExperience
What most restaurants don't know is that improving
customer loyalty by 5% doubles their bottom line.
#ServPoints
#3XService

Guest Experience
Team Member Experience
Company Culture

1. What is concept (theme) going to be?
2. What type of location?
3. How will the Guest Experience and
(ServPoints™) be designed?
4. What is the Menu Theme (flow)?
5. What will the Price Points and Check Avg. be
for the target market?

1. Number of Items on Menu
2. Center of Plate Item - Portion
3. Plating Presentation
4. Perceived Value Price Point – Gross Margin
5. Cost of Goods
6. Cooking Time - Speed of Service
7. Brand differentiators
8. Packaging - Ecology
9. Take Out – Mobile – One Hand – Delivery
10. Catering Opportunities

1. Menu Section Name
2. Menu Item Name
3. Menu Description
4. Menu Pricing
5. Brand Signature Item
6. Nutritional Information
7. Supply Chain Sourcing (Local)
8. Truth In Menu
9. Menu Engineering
10. Boxing, Highlighting, Icons

What business is Starbucks in?
The coffee consumption
experience business.

1. Menu, Signature Food & Beverage, Variety
2. Product – differentiator
3. Menu Prices, Value for Money
4. Food Safety, Cleanliness, Sanitation
5. Supply Chain Transparency
6. Bright and Inviting Exterior
7. Environment/Atmosphere – Facility, Design, Décor,
Materials, Color, Equipment, Sight Lines, Comfort
8. People – Team, Friendly Service (ServPoints™)
9. Speed of Service
10.Quality of Food/Beverage

! Service is theater
! Train, or “choreograph,” the sequence
of guest interactions
! 50% of a guest’s expectations is
shaped by a 3-second first impression

Sequence of Service Impact
Guests Guests Steps Weekly Annual
# Units Day Week of Service Service Interactions Service Interactions
1 300 2,100 35 73,500 3,822,000
5 1,500 10,500 35 367,500 19,110,000
10 3,000 21,000 35 735,000 38,220,000
25 7,500 52,500 35 1,837,500 95,550,000
The opportunities to mess
up are endless

A brand is nothing
more than words
in the mind.
The power of a
brand lies in the
meaning of the
word in the mind.
~ Al Ries
The 22 Immutable Laws of Marketing

Branding
The whole process of branding
is to differentiate your product
in the marketplace and to get
consumers to identify it as
different, better and
special. ~ Sergio Zyman
The End of Marketing As We Know It

Closing Thoughts
2. Be a Professional in and Student of the Foodservice Industry.
3. Plan, Plan, Plan, THEN – Execute!
4. Keep your life balanced.
5. Lead with Passion, make some friends and have FUN.
1. Create and BE Your Brand – Different, Better, and Special

whb@whbender.com
Questions or Information?
William H. Bender
W.H. Bender & Associates
@WmBender @whbenderfcsi @WHBender

@WmBender
408.784.7371
Contact Information
@whbenderfcsi
Blog – WHBender.com
William H. Bender
W.H. Bender & Associates
WHBender
Apple FaceTime
Skype ID WHBender
www.whbender.com
whb@whbender.com
1430 Norman Avenue
San Jose, CA 95125-5217
We’re based in San Jose, California - Learn how we can assist you create or improve your
business. There is no charge for the first call and we love Silicon Valley Technology!
Get Social and Network with Bill Today to Get Started.
@WHBender

Welcome To The 3XService, Restaurant Life

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