Training

Nine inspiring quotes from Springboard Ambassadors

Thinking about those two days with my BaxterStorey colleagues while we were training to be Springboard Ambassadors, I can't help but be inspired by some of the things they said during their presentations. Here's a few of my favourites:

Presenting to a group of women returning to the world of work:
"Leaving my son with someone else to care for him while I returned to work was one of the hardest things I've ever had to do. But I wanted to do the best for him and I needed to continue my career. Soon after joining BaxterStorey, I began to feel valued for being me and not just because a nappy needed changing."

Presenting to a group of 16 year olds:
"As a young lad walking into a kitchen for the first time, I was feeling very nervous. A Sous Chef came over and introduced himself with a firm handshake. We went on to become lifelong friends and he was best man at my wedding."

Presenting to a group of 16 year olds:
"I joined BaxterStorey as an assistant serving coffees. Seven years later I am a Manager in a prestigious law firm in charge of a team of 20 staff."

Presenting to a group of 16 year olds:
"We'll dress you, we'll feed you, we'll pay you. All we ask is that you turn up with bags of enthusiasm and we'll teach you the rest."

Presenting to a group of women returning to the world of work:
"I know as mothers and ladies you are multi-taskers who will do anything for your children and your families. You make them tea or coffee, you give them a cookie and you clear up after them. If you can do that, then I know you will be excellent at Hospitality."

 Presenting to group of unemployed people at a job centre:
"For me, this was the first job I had where I didn't feel like a number. We called our new payroll system 'People Matters' because to us, people matter."

Presenting to a group of women returning to the world of work:
"When I re-visit a unit or site where I've helped out before, I am welcomed back with hugs from the team. It's like being part of a family."

Presenting to a group of 15 year olds at school:
"You might prefer to be revising for that dreaded exam coming up. Or maybe you want to put that off for as long as possible so you came to hear me. Well, if you give me 10 minutes of your time, it just might change your life."

Presenting to a group of undergraduates in their final year of college:
"Why do so many great companies choose BaxterStorey to provide their catering? Because I believe you get out what you put in. And we cook amazing food. Food for intelligence. Food for performance. Food for health and wellbeing. The recipe for our success is very simple. And you can be part of that."

So many great reasons to get into Hospitality. For me, it took only one and it has rewarded me ever since.

Passion, Debate and Dutch Courage


I was delighted to be asked to participate as a judge in the annual Passion4Hospitality Student Debate which took place yesterday. Hosted by the Institute of Hospitality at the Victory Services Club, the stinging cold on the commute into London soon gave way to some very hotly contended verbal jousting by the brightest minds in hospitality academia today. The format seemed simple enough: eight teams of three presenting to five judges covering two topics in the hope of winning one prestigious trophy. Bring it on.

The challenge however, turned out to be as perplexing as the format seemed simple. In retrospect, I guess the real eye opener for me was seeing how many different ways a single specific topic could be interpreted and presented. Some picked up on a key word, some focused on financials, others on culture and history. All in all, it was an amazing array of thought processes to convey a message whether one was for or against the given argument.

As the day progressed, we picked a winning team from Heat One in the morning who would then go head-to-head with the winning team from Heat Two in the afternoon. The final debate took place in front of the Student Conference guests with the victors being chosen by a straightforward show of hands from the audience.

At this point, you will not be surprised if I say the winning team showed immense character, intellectual prowess and grace under pressure. But you might sit up and take notice if I said that English was not their mother tongue since they had flown in from the continent especially to take part. That really was the measure of commitment and professionalism on display as the team from The Hotelschool in The Hague raised their trophy aloft, leaving London Metropoliton University to be content with the runners-up position.

From left: Maria-Cristina Oprea, Anne Overwater, mentor & lecturer Glen Hepburn and Boudewijn Metzelaar.
Reflecting on the day I applaud every participant for their pluck and commitment in taking part. Win or lose, they will have learned something truly special about the nature of their character and that is more valuable than any trophy or certificate. 

My favourite quote of the day which I posted on Twitter shortly afterwards:


To read all about the debate click here for the Institute's article or check out this great post by Ioannis S. Pantelidis, the team mentor for University of Brighton who came so close on the day.

Our 'Honourable Chairman' of Judges, Russel Kett FIH presides over a tightly fought contest. 
In the meantime, I think the last word should go to Peter Ducker FIH, the Chief Executive of the Institute in his very kind note to me where he said “... the enthusiasm and engagement we saw yesterday suggests that the future of our Industry will be in safe hands.”

You can't argue with that. 

 Unless it becomes a topic for next year's debate, perhaps...





Menu Engineering: 14 Principles for Selling Great Desserts


This post is part of a series to help you build a winning menu that will engage with your customers, assist your team and most importantly, drive your bottom line.

Before you start building your dessert menu, start with this in mind: What if you had to offer desserts to a family of six (perhaps your own family..)?

Now, go round the table and try and guess their choices… What would Granny have? (Something soft, perhaps some ice cream.) Or that teenage daughter watching her waistline? (How many calories are in sorbet Mum?) What about Dad? (Creme Brûlée… I like what I know.) Or Mum? (Ooh chocolate, ‘cos I deserve a treat!) Or Granddad who’s kinda stuck in his ways? (I like me custard, does it come with custard?) 

As you can see, a picture of what might be on you dessert menu starts to take shape...

With this in mind, here are my topmost guiding principles in creating a powerful Dessert Menu that will generate sales:

Keep it to eight items
The more choice you have the more wastage you have.
Rotate your dessert list on a fortnightly or monthly basis
Achieving consistency takes a little time, so changing your menu too often can have a negative impact on quality.

 Daily Specials
If you have a lot of regular diners, then offer one or two daily specials. These then tie in with the seasons and annual celebration days such as Shrove Tuesday.

 Think contrast
...creamy vs crunchy, gooey vs brittle, warm vs frozen, perfumed vs tangy

 Portion Control
- To ensure you control your food cost, items served in ramekins, glasses or coupes should be encouraged, especially if you are on a tight budget. And since everyone pays the same, they should get the same.
- For pies, tarts and gateaux, use one of these. They’re available in different denominations.
- If you’re following the latest trend of rectangular shaped bakes (what Patissier's sometimes call a tranche) then use a ruler (or scale) to ensure portion control.

 - Bottom line? The trick is to leave your guests full, but wanting more...

 Garnish, not garish
Creme Brûlée: Clever use of Caramel to add lift.
Get rid of that stupid out-of-season strawberry or mint garnish on everything. It costs you on every single plate you send out and doesn’t have the impact you think it does. Clever use of Chocolate, Caramel or even Tuille Biscuit can be far more dramatic.

Take a blank canvas
Invest in some great plates. I mean, really great plates. You can add a premium for this and it will have the impact you were looking for with that stoopid strawberry thingy.

Artistic flair
Dusting your plate with cocoa powder or icing sugar is a quick and dirty way to making a dessert look artistic. You can even cut out a stencil of your logo and use that. (Make sure the waitstaff know to serve any dusted part of the plate AWAY from the guest to avoid getting it on their clothes.)

Keep your reader informed
Don’t forget to mention if a dessert is Gluten Free, Low Calorie, Fat Free; Contains Nuts or any other dietary information that your guests should know about.

All good things
And if it takes time to prepare (such as a souffle), let them know in advance on the menu as well.

Create the experience
Never miss an opportunity to celebrate a guest’s birthday with a candle in their dessert. (More on this to follow in a separate post. Yeah, it's THAT important.)

Sell the Experience
If any of your desserts have a story, or an inspiration, or a unique selling point, then tell it. People are intrigued by this and will give it a go to see for themselves.

 Don't ignore Cheese
In my experience, the type of person who orders cheese tends to be a good spender, especially when it comes to wine. If you offer a great cheese selection, you will encourage them to come back often more. At whatever level you decide to pitch it, make sure your cheese is fresh and preferably at room temperature, biscuits crunchy and fruit/celery washed.

 A sale is a sale, even if it's half a sale
And if your guests are wavering, make sure service staff know to remind them that all of your desserts come with two teaspoons should they like to try one to share. It may even lead to coffee or digestif sales…

 Apply these guiding principles to your dessert menu philosophy and you will have a range of products and services that your Service Staff can believe in and SELL. 

 In my next post, I will be looking at the dishes that all good dessert menus should have. 


Menu Engineering: Emotion is an Ingredient


This post is part of a series to help you build a winning menu that will engage with your customers, assist your team and most importantly, drive your bottom line.


Using emotional touch points to describe your food is a sure-fire way of engaging your customers. They know chefs are passionate. They know it’s hot in the kitchen and tempers flare. They know chefs are great in bed. (I made that up. Patissier's are.) So why can’t we display some of that raw emotion on our Menu. After all, it’s a key ingredient in what inspired any dish in the first place; a memory, a concept, an occasion, or as a tribute or even to emulate perhaps.

If you ask any Chef what his all-time favourite dish is, invariably it’ll be something cooked by his Mother or Grandmother. Or where does he like to eat out on his night off? Again, I would lay good money on the choice being Indian or Chinese. So why on earth does that same Chef insist on handing us a shopping list of ingredients in any restaurant worth wearing a tie to. 

You know the Carte I’m talking about; weighted sheet, off-white, textured, say 200gsm and sparingly held together in some kind of bamboo or leather contraption. 5 Starters, 5 Mains, 4 puds and trolley of cheeses, at a supplement. Naturellement. And don’t be surprised if you find the price spelled out in longhand at the bottom. There is after all empirical evidence this will increase sales. Your eyes wander down the page and we’re back to that seemingly random list of things: 

Scottish halibut, fregola, blood orange, sea kale

Marcus Wareing
“What the hell is fregola?” “Sshh, the waiter’s coming?” That particular dish is taken from one of Marcus Wareing’s menus at The Berkeley. You can see the rest of it here. (And for the pedants: Times regular, 17 point and very sparing on the capitalization.)

Now, what’s worth mentioning at this point is - and I want to make this very clear - there is NOTHING WRONG with that style of menu. OK? I am not saying it is wrong. For Marcus Wareing, it is the culmination of many, many well thought out decisions and it works for his business. What I am saying is that we can’t ALL be Marcus Wareing and we don’t ALL have two Michelin stars to back up those little words he sprinkles sparingly around the page. 

So how should ‘the rest of us’ describe our menu choices? Let’s go back to that chair you are sitting in where your customer normally is. Now, imagine a very suave Italian (or French) Maitre d’Hotel describing the dish above to the lady next to you. Actually, if you’ve seen this in real life, it’s a thing of beauty - these guys really know how to turn on the charm. The Halibut could be described as ‘very light’ or ‘beautifully fresh’ (say it with the accent) or even ‘incredibly delicate’. The Fregola is from Sardinia, so again our Italian friend would invoke the beautiful sea breeze where his Mother used to make such a delicate pasta. The blood orange adds ‘zing’ and the sea kale gives it a beautiful ‘finishing touch’. Now you tell me... what have we learned about this dish? Nothing. Except my dining partner now wants to go to Sardinia with Señor Sassi and orders the fish just to make him happy. Sold! And the side to go with it.

If only we could take all that flirtatious charm and sprinkle it on every guest. Oh wait... by invoking the emotive power of language on our menu, WE CAN. 

 So the next time you are writing your menu Chef, try to imagine standing AT THE TABLE and explaining the dish IN PERSON. Yeah. Use those words.

In my next post, I will share some of the winning words and phrases that have proven to drive sales in my business.

Google: Your People Skills

So, according to an article in the New York Times, the "people analytics" teams within Google decided they would trawl through 18 months of personnel files, staff feedback and management meeting notes, feed the answers into an algorithm to distill the data down and have finally come up with an eight-point plan to becoming a great manager within the Googleplex.

Although a noble (if extraordinarily over-engineered) piece of navel gazing, the results were not as pioneering as Google perhaps hoped for. I suspect the boffins would have arrived at the same conclusion had they fed the twenty best-selling business motivation books into the same algorithm... especially with such familiar sounding mantras floating to the surface as "have a clear vision and strategy"; "be a good coach" and other nuggets of obviousness.

Cynicism aside however, I think this scientific study based on empirical evidence does confirm what we suspected all along: that great management is about having great people skills. All-to-often managers believe that having a superior knowledge and experience of the tasks they set their subordinates will be enough to turn them into great managers. If this were the case, then why don't we see Premier League managers run onto the pitch to replace an injured team member in the dying minutes of a huge game. Simply because their job is to manage, not to play.

To be a great manager, you must hone your skills in getting the best out of your people. What sort of skills am I referring to? Skills in listening, coaching, mentoring, leading (by example), communicating, mediation, fostering trust, showing empathy, instilling discipline. The list goes on. In short, you have to be 'in tune' with each team member and with the team as an entity.

Put the whole together and it sounds intimidating. If this is the case and you don't know where to start, then start small by beginning with yourself. Follow these basic principles and you will quickly see results:

Get your office in order.

  • Turn up on time.
  • Be smartly dressed.
  • Keep your language in check.
  • Think twice about everything you say and do.
  • Get your office in order.
  • File everything (and keep it that way).
  • De-clutter your desk (and keep it that way).
  • De-clutter the workspace (even that dirty old radio someone thought was a good idea).
  • Keep your door open whenever you can.
  • Smile, spend time with your people and be receptive.
  • Listen actively.
  • Reflect on the consequences (before as much as after.)


Guess what? On a subliminal level, you are now moulding your people. If you extol these virtues diligently, you will quietly influence your team to follow suit thus creating a more professional environment. Now just build on that with the eight-point Google plan, or better still, seek out training and experience opportunities within your organisation to further understand this vital area in team leadership.

The Profit's In The Pudding. 

How often have you requested the bill at the 'end' of your meal, without being asked if you would like a dessert by your waiter?

It never fails to surprise me that any restaurant, especially an Indian or Chinese one for example, would pass up the massive opportunity to tap into the profitability that desserts - and liqueur coffees, cognacs or malt whisky - can be to their bottom line.  

Let's think for a moment about the costs involved in selling a steak or even a chicken tikka masala: 
• You have to invest heavily in a marketing campaign to get the customer in the door. 
• You have to invest substantially in the fixtures and fittings to get the venue right. 
• You have to invest in your linen, menu printing, crockery, cutlery and glassware to get the presentation right. 
• You have to ensure great ingredients to get the product right.  
• And you have to invest heavily in your team and your training to get the customer experience to the right standard. 

All this to sell that main course before simply allowing a lazy or incompetent waiter present the bill and letting them walk away without a further sale.    

With just a tiny addition to one or two of the above investments, your ability to sell a dessert makes the enterprise far more profitable, since the hard work has already been done in getting the point of sale already. 
 
With this in mind, lets think about the additional costs of tagging on that dessert on their bill:
• other than an engaging dessert menu, no extra marketing is needed since you all ready have your clientele 'in situ'. (Although more diners will be attracted on the promise of a decent pudding selection to round off their meal.)
• the fixtures and fittings have been admired so nothing extra required there. 
• The additional linen, menu printing, crockery, cutlery or glassware required is negligible since it was required anyway and therefore already in place.  
• There is an added cost due to the extra ingredients required, however this is instantly converted to profitable revenue with each sale. (In fact I would almost consider this an investment  - chefs will disagree, unless they gratefully count the cash at the end of the night.)
• The service staff are already in place. (And with these happier customers consequently paying bigger bills (and therefore leaving bigger tips), they will be highly incentivised to take on board the small additional training required to make that sale.
• And I have yet to meet a chef who does not want to do more with their knowledge and skill in the area of patisserie. Development in this key area could be just the incentive they need to stay longer with your team. 

If you want to enjoy your 'just desserts' through increased dessert revenue, here are three simple rules:
• Mobilise your team: if they believe they have a fabulous product, they will sell it.
• Sell the experience: an engaging menu that tells a story will pique the imagination. (Perhaps you recently served a celebrity... Share that story and people will want to try the dish they had.) 
• Keep it simple: reasonably priced, homemade, classic puds served elegantly will always win through.