“A good manager has to focus on not hiring clones, people just like one’s self. You need people who know what you don’t know.”
—Mary Angela Miller

In a year plagued by a topsy-turvy economy, supply surprises and sales setbacks, foodservice directors and onsite professionals met at the FM IDEAS conference in San Francisco to collaborate on organizational goal setting and strategic planning for an uncertain future. Surrounded by the urban comforts of a newly renovated JW Marriott, FM IDEAS attendees directed their attention to “Positioning Your Organization for the Future.”

At the event's opening reception, FM Editor-in-Chief John Lawn encouraged the group to optimize this “practical and professional development opportunity.” The assignment proved easy, the two-day program being packed with sessions offering expert insights and innovative approaches to operating a successful onsite operation. To guide the way, the Food Management staff assembled a team of leading “indicators” to help attendees identify paths and develop concrete strategies through a shaky business climate.

The Only Constant is Change

Jon Luther, Dunkin' Brands executive chairman, opened the program with a success story. Charged with turning around two mature, but moribund, brands, Luther recounted the transformation of both concepts into top performers in a span of five years. With a mantra of flexibility and adaptabilty, he guided the reset of Dunkin' brand relevancy: re-crafting Dunkin' brand identity around its coffee tradition, executing a powerful, forward-thinking vision, and instilling Dunkin' values throughout the organization. At the end of his presentation, Luther underscored that a conversion to operational excellence takes courage and dedicated leadership, along with a solid plan, sound preparation and a secure infrastructure.

“Trust comes from true leadership. You can always recover from the truth.” —John Luther	“For onsite operators, the ability to connect directly with customers can be a real competitive strength.” —Michele Schmal
“Flavor is not an isolated dimension—it’s a total experience and a huge opportunity for onsite menus.” — Victor Gielisse, CMC	“Part of the mission of sustainability must be for us to protect the best of American agriculture.” —Fedele Bauccio
Food Management’s IDEAS ‘09 Conference attendees gathered at the JW Marriott hotel in downtown San Francisco to explore opportunities, network with peers across the segments and learn from top industry speakers.

Turning to closer examination of what today's customer wants, Michele Schmal, Vice President of Product Management for the CREST suite of services at The NPD Group, highlighted consumer and foodservice trends with strong potential for onsite application.

Dissecting “What's Hot, What's Not and What's Next,” Schmal noted “growing chains pave the way” as weakening consumer confidence gives foodservice brands with an established value proposition and an ongoing customer relationship a powerful advantage. Schmal sees a good growth prospects for onsite operators who take advantage of their unique opportunities to connect directly with customers and exceed their expectations to build similar relationships and loyalty.

“A great leader is one who can provide a sense of real direction to one’s department, staff, customers and administration.”
—FM Editor John Lawn

While value means different things to different people, quality and taste lead the list of criteria for selecting a commercial eatery. In onsite operations, taste falls behind convenience and price. Schmal pointed to making improvements in food quality and flavor as another opportunity to attract clientele. Singling out popular “growth” products adaptable to onsite menus and signature presentations, Schmal listed burgers, specialty coffees and iced tea, breakfast sandwiches, tap and enhanced waters.

Keys to Tasteful Transitions

Returning to the FM IDEA podium, Victor Gielesse, a Certified Master Chef and associate vice president of the Culinary Institute of America, tackled the topic of harnessing flavor for pleasure and profit. “Flavor presents a huge opportunity for onsite menus,” said Gielesse. He cautioned, however, that flavor is not an isolated dimension; it's an amalgam of stimuli and emotions that chefs must learn to orchestrate and integrate into a satisfying customer experience. To impress his point, Gielesse led the group through an interactive sensory session. Offering several strategies for improving flavor on onsite menus, Gielesse stressed that tasting with your chefs is the key to creating a successful menu.