W.H. Bender, FCSI Presentation: One Simple Word B-R-A-N-D Howard Community College Nov 5, 2018 William H. Bender, FCSI is the Principal of W.H. Bender & Associates a Restaurant and Foodservice consulting firm based in San Jose, California. William specializes in Restaurant Operations Best Practices, Emerging Brand Development, Profitability Improvement, and Management Development. His firm provides Management Advisory Services to Casual Dining, Quick Service, Fast Causal and Fine Dining restaurants.

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Hospitality Management
One Simple Word
B-R-A-N-D
November 5, 2018
Presented by:
William H. Bender, FCSI

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WHAT IS A FOODSERVICE CONSULTANT?
Generally speaking, a foodservice consultant:
• Is 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.

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• 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:

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Mission Statement:
To promote professionalism in foodservice and hospitality
consulting while returning maximum benefits to all
members.
www.fcsi.org

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1967 - First Gratuity
.50¢

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The trades pay off!

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SYR-O-MATIC

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In 2017 the average 14-year-old has
a vocabulary of 10,000 words
In 1950 the average 14-year-old had
a vocabulary of 25,000 words

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Projected for 2017:
Fascinating Foodservice Factoids

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77% of the CEO’s of the top 100 restaurant
chains believe that institution of an in-house,
professional training program is essential to
maintaining competitiveness in the 21st century
Restaurant Management is now the
top 3 of statewide career paths
1/3 of all Americans will at some time in their life
work in the foodservice industry

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www.chipotleeffect.com

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A mark burned on the skin with a hot iron,
formerly used to punish and identify criminals,
now used on cattle to show ownership.
Webster's New World Dictionary
What is a Brand?
Bill Main, FCSI

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Your
business
is your
Brand
~ Harry Beckwith
The Invisible Touch
www.beckwithpartners.com

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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

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An Orange
…is an Orange
…is an Orange
Unless that orange happens
to be a Sunkist, a name
80%of consumers
know and trust.

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Baby Food!
What comes to mind when I say Gerber?

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

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LifeLong Guest Value?
Mon Tue Wed Thu Fri Sat Sun Total
William Bev $1.95 $3.90 $1.95 $3.90 $3.90 $1.95 $1.95 $19.50
Food $3.45 $3.45 $2.50 $9.40
Pamela Bev $1.65 $3.30 $1.65 $3.30 $1.65 $3.30 $1.65 $16.50
Food $2.50 $2.50 $2.50 $7.50
Office 2 Pot $1.50 $1.50 $1.50 $1.50 $1.50 $7.50
Add on $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $8.75
$69.15
Current Current
Week Annual
$69.15 $3,595.80
Past 15 Past 15
Week Annual
$34.58 $1,797.90
Projected Loyalty
W.H. Bender
$98,884.50
LifeLong Value
Past Brand Loyalty
15 Years
$26,968.50
20 Years
$71,916.00

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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

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Branding is creating
waves of lust
for our products and services
~ Tom Peters
The Circle of Innovation

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What is the definition of
Food LUST?

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• Consumers want engagement & value
• Had to reinvent our brand (Relevant)
• Menu, Simpler, Make it easy to READ
Media & Advertising:
We found out we were being Tweeted every 11 Seconds,
Social Media Strategy, “It’s Incredible, not like anything
I have seen in my career.”
Former DineEquity CEO Julia Stewart:

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@foodablelabs

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Sentiment Engagement
Mobile
Digital InfluenceSocial Restaurant Visits

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The Power of
A Brand lies
in its ability
to influence
Purchasing
Behaviors
~ Al Ries
The 22 Immutable Laws of Marketing

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Four Ways to Build Sales
• Trial
• Frequency (Loyalty)
• Check $ Average
• Party Size
Want to know the Best Kept Secret of the industry?

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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.

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Brand Identity
(Who you want to be)
Brand Image
(Who you are in the
mind of the Guest)
Brand
Promise
(Knowing)
(Doing)
Brand
Delivery

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Guest Experience
Team Member Experience

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Create rehearsed
choreography in your
Sequence of
Service

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◆ 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

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Restaurant
Sequence of Service
95,550,000
or... Let’s start at the end!

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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

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Managing a Great (Successful):
3. Day
2. Shift
4. Week
1. Individual Guest Experience

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Shift
Day
Shift Shift Shift Shift Shift Shift
Shift Shift Shift Shift Shift Shift Shift
Day Day Day Day Day Day

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Week
Week
Week
Week
Period
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Shift
Day Day Day Day Day Day Day

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Closing Thoughts
1. View yourself as a professional and be “Your Own Brand.”
2. Be proud of the foodservice industry.
3. Continue to educate yourself.
4. Keep your life balanced.
5. Make some friends and have some fun.

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@WmBender
408.784.7371
William H. Bender
Contact Information
@whbenderfcsi
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William H. Bender
W.H. Bender & Associates
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San Jose, CA 95125-5217
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Questions or Information?
@whbenderfcsi
William H. Bender
W.H. Bender & Associates
@WmBender