Master the fundamentals, Sullivan tells UK operators

The sell-out event, hosted by Peach Factory and sponsored by Coca-Cola and Ecolab, saw Sullivan urge 250 senior-level delegates to embrace change and use the challenging economic times to sharpen up their businesses. “We need to do all the things in a downturn economy that we didn’t have time to do in an upturn economy.”

He also outlined strategies to help operators take advantage of the upturn in spending when it comes, including keeping a tight grip on costs, investing in training, scrupulous cleaning—“It’s been proven time and time again that you sell more in a clean restaurant”—and pruning under-performing staff.

Above all, businesses need to hire the right people in the first place, Sullivan argued. Spending time and resources in recruitment will pay off handsomely in the long term if it reduces employee turnover, eases headaches caused by poor performance and leads to good staff driving sales. “Now is the time to create an environment in which low performance is not an option,” he said. “Too many businesses hire easy and manage tough. Reverse that: hire tough and manage easy.”

The workshop gave delegates numerous tips for using staff to lift sales and manage costs, like holding regular pre-shift meetings to motivate and inform all team members. “The pre-shift meeting is the lynchpin,” he said. “It can be rough and unsteady and it won’t seem right at first—but it’ll soon become part of your culture.”

Sullivan challenged businesses to increase their customer numbers and average spends, and to play to their strengths. “It’s not enough to be pretty good at everything anymore—you have to be really good at something.”

He emphasised the importance of marketing to businesses—“It should be a philosophy, not a department”—and urged eating-out market to connect more intimately with their local communities. Social media and networking websites had meanwhile transformed the disciplines of marketing, he noted. “Marketing is a conversation now,” Sullivan said. “It’s not just what you say to other people now—it’s what other people say about you.”

Rounding off the workshop, a question and answer session brought queries on dealing with customer complaints and the relative value of vouchers and meal deal offers in keeping sales moving in a sluggish market. “In general, the companies that have gone big on vouchers have found it hard to ease people off them,” Sullivan said.

Companies attending the Sullivan UK workshop this year included: McDonald's, SSP UK, Punch, Whitbread, Wagamama, TGI Fridays, Bay Restaurants, Orchid Group, Krispy Kreme, Fullers, Geronimo, Masala World, Peach Pub Co, Young & Co, McMullens, Las Iguanas, Glendola, Ponti's, Giraffe, Leon, Ping Pong, Gusto, Camino, Ed's Easy Diner, Cougar, Ever So Sensible, Little Gems, Underdog and Salisbury Pub Co.

Copies of Jim Sullivan's best-selling book Multi Unit Leadership are available from Peach Factory, priced £15 (plus post and packaging). Bulk discounts are available. To place your order email or telephone Christine Martin on 01704 550383 or christine@peach-factory.com

More about Jim Sullivan can be found at Sullivision.com. Jim is also a regular columnist for Peach Report, see http://www.peach-factory.com/Jim_Sullivan/