In the hospitality industry, every business’ main focus is to provide and enhance guest experiences by delivering better service than the competition. But what if…
Think concepts like employee engagement and company culture are nothing more than a PR move for big companies?
Think again. More and more businesses are investing considerable time and resources into developing their employees’ soft skills and creating a more welcoming, comfortable atmosphere for their employees.
Recently the Business Roundtable, a group of chief executive officers from major U.S. corporations, issued a statement that redefines the very “purpose of a corporation.”
America’s new corporate mission statement essentially reads like every New Year’s resolution anyone, anywhere has ever written. The largest companies in the world essentially pinky swear that from now on they won’t be purely driven by profit, and that they promise to invest more in the community and their employees.
Here’s a snippet from their revised “Statement on the Purpose of a Corporation.”
“We commit to:
Investing in our employees. This starts with compensating them fairly and providing important benefits. It also includes supporting them through training and education that help develop new skills for a rapidly changing world. We foster diversity and inclusion, dignity and respect.”
Clearly corporate America is pushing its softer side and proving to the public that it’s not all about making a profit — people matter too.
This shift in the corporate mindset and priorities has even trickled down to the Quick Service Restaurant (QSR) space.
Here are just a few reasons why some of the world’s biggest QSR brands are future-proofing their business by improving their employee experience.
The turnover rate in the fast food industry is staggering.
As much as 50% of the staff at any given fast food restaurant will turn over each year, costing the industry 3.4 billion in recruiting and training.
It should also be noted that turnover rates can vary widely, and can go as high as 100% or more.
In the past, low pay and little to no employee benefits led to a palpable lack of employee loyalty in the fast food industry.
If QSRs are serious about reversing this trend, they need to also get serious about investing in their staff in the form of benefits, opportunities for growth, and building a company culture to keep their team members happy.
Consumers have been conditioned to accept customer service at QSRs that’s just ok. Getting our hands on something deep fried in less than five minutes was worth it. But now, the competition is just so steep, that QSRs can no longer afford to deliver a ho-hum guest experience.
In addition to public rivalries and smack talking (ahem McDonald’s and Burger King), QSRs are hoping to out-do their competitors with good old-fashioned customer service.
That’s why Chick-fil-A has gotten so much positive press just for training their employees to say “my pleasure” instead of “you’re welcome.”
It also explains why McDonald’s has been experimenting with offering table service at select locations.
Finally, it’s also why more and more QSRs are adopting a team app and building a mobile-first, digital workplace for the frontline employees. More on that later.
In the QSR world, good service has officially become just as important as quick service.
In order to build a thriving company culture, employees need to feel connected to the company’s core values. Here’s how one popular pizza chain used an employee app to do just this.
As part of their commitment to improving the employee experience, MOD Pizza uses a team app to encourage employee engagement and promote their four core values — grit, growth, generosity, and gratitude.
Here’s what MOD Pizza’s Director of Operations had to say about how their digital workplace has improved the employee experience for their frontline teams.
“Beekeeper helps the squad feel connected on busy days across a wide geography. Sharing pictures and wins keeps them coming back for more. I use it to share progress towards goals, recognition stories, and quick changes that deserve immediate attention.
- Aaron Johnson, Regional Director of Operations, MOD Pizza
The impetus to improve company culture isn’t all just about creating warm, fuzzy PR moments. There’s actually very practical business benefits to having a happier, more connected team — especially in the food service industry.
Fostering a more positive, communicative atmosphere can dramatically improve overall retail operations and increase profits.
Miscommunication in the food service business can lead to costly mistakes. Here are just a few examples of how poor communication can negatively affect restaurant operations:
Domino’s Pizza in Switzerland needed to overcome communication challenges such as:
So, they turned to Beekeeper to help them improve their employee experience, and make life easier for their HR leaders at the same time.
Through successfully leveraging Beekeeper’s suite of operational communication features, Domino’s was able to:
“Connecting our corporate desk employees directly to team members across all locations increased motivation tremendously. Whereas before managers could not congratulate employees directly on strong sales numbers, our leadership teams can now validate crew members with a photo and a positive message.
- Claudia Scherrer Domingos, Head of HR, Domino’s Pizza
If QSRs want to truly stay competitive, they need employees who are genuinely happy to help people. And that means going the extra mile to create a comfortable work environment for your team and a company culture your employees will thrive in.