Through the Window | by Roy T. Bergold Jr.
Since this is the July issue and we celebrate one of the most important holidays in our country’s history, a history built on a document summarizing the ideals and goals of our Founding Fathers, I thought it would be appropriate to take a shot at formulating a Quick-Serve Owner’s Creed. Something we can point to when our motives are in question or we just need to reassess the reasons we are doing something.
It’s particularly important in today’s business environment to write down what we believe in and try to live by. This is my attempt. Use it as a guide to do yours. Change it as you see fit. But be sure to communicate your creed to your people so they understand your motivations and goals.
My Crew. I believe they will do honest work for honest pay. They’re sincere, dedicated people who want me to succeed. They want to be treated fairly and with respect, no matter their position. They enjoy their job and like to interact with my customers. I owe most of my good fortune to them and will try to do what I can to help them.
My Food. I’m using the best ingredients I can afford, and I’m serving the hottest or coldest and tastiest menu that I can. I’m providing variety without trying to serve items I have no expertise in. My cooks are trained in their methodology in the best way I know how. “Fresh” is my key word. Nothing sits around longer than it should. My food is the best it can be.
My Company. I believe my licensing company is doing everything it can to help me to be successful and profitable. Its representatives listen to my ideas and use them. They’re totally sympathetic to my problems and try to help me resolve them. They rejoice in my victories and commiserate in my failures. I wouldn’t be where I am without their cooperation.
My Marketing. The way I market my store, both from major media and my own in-store activities, is the best I can do. My advertising is truthful and in no way misleading. And my promotions are simple, fun, and gratifying for my customers. My store looks colorful and attractive. People want to spend time in my restaurant.
My Cleanliness. From my kitchen to my rest rooms, everything sparkles. Serving counters, tables, floors, and even the ceiling is clean. My crew looks neat and pressed, and my manager looks like a manager. Spills are dealt with immediately. My parking lot is picked up and cans are regularly emptied. My windows are not covered with materials. You can actually see out of them. My restaurant looks great.
A Fair Profit. I know the importance of sales, but I also understand profit. My prices are in line, and I feel good about what I’m earning. I share with my manager and crew. I want them to feel a part of what is going on. I think my company takes a fair share and is concerned about my bottom line. My expenses are accurate and in order.
My Vendors. I trust that they’re treating me fairly. I believe their prices are in line. Their deliveries are on time, and they’re respectful of my busy business hours. Counts are accurate and drivers are courteous to my crew. Dealing with them is easy.
Fast, Friendly Service. My crew is trained to give the best service we can. The customer is greeted, served accurately, and thanked. We go the extra mile in making sure that we are as fast as we can be without being brusque and friendly without being overbearing.
My Manager. I treat my manager fairly and make him/her a part of the business. I ask for ideas and credit him/her with successes. I make sure he/she is happy.
My Value. I serve a fair product for a fair price. I make sure that portions are accurate and satisfying. I make sure I’m competitive with my menu and in line with competitive pricing. I’m always concerned about what the customer gets for what he pays.
My Fellow Licensees. We are a community of business people concerned about each other’s success. After all what happens at one of my fellow licensees has a direct effect on my success. I want everyone’s stores to run as well as mine, and I will help in any way I can to make that happen. From providing crew help for a grand opening to just being there to talk, I’m always available.
My Customers. Customers know what they want and need. I’m here to provide that. I stay on top of changing technology and methodology to make sure I’m in line with my customers. I talk to them and pay attention to the research available to make sure I’m satisfying them.
Me. I know who I am and what I can do—and what I can’t do. I have established goals that can be met. But I also have stretch goals that will take some work but will provide a great sense of accomplishment. I’m ethical and fair. I’m honest but forthright. I can take criticism and act on it. I listen and truly pay attention. I like who I see in the mirror every morning.
Well, that’s my creed—what I believe in order to run a restaurant. I’m sure I have forgotten something or not quite said it right. Use what you want, but as I said earlier, be sure to communicate your version to your people. Give each of them a paper copy. And live by it.
A Peaceful Life, and Happy Trails.