Posted by Pamela Wong
Business has been challenging for the fast food and restaurant industry. These establishments have had several difficult quarters, according to the most recent data compiled by the American Customer Satisfaction Index™ (ACSI). In 2008 and 2009, industry sales dropped 4.1 percent as consumers cut back on eating out and on the amount of money they spent when they did.
Generally, ACSI found that large fast-food companies weathered the hard times better. But I know of at least one small business that defies that trend and stayed on top: K&N Management, a 2010 Baldrige Award winner, which owns four Rudy’s “Country Store” & Bar-B-Q and three Mighty Fine Burgers, Fries, & Shakes casual-dining restaurants in the Austin, Texas, area.
Gross profits for Rudy’s “Country Store” & Bar-B-Q have surpassed the industry standard of 40 percent in every year from 2001 to 2010, reaching nearly 47 percent in 2010. Mighty Fine Burgers, Fries, and Shakes has exceeded the industry standard since 2008, with a gross profit of 44 percent in 2010.
K&N’s customers rate their satisfaction with food quality, hospitality, cleanliness, speed of service, and value at least 4.7 on a 5-point scale. This outperforms the best competitor. Overall customer satisfaction ratings are over 4.7 for both, also beating the best competitor.
How does K&N earn such high marks? Founder and co-owner Ken Schiller says a key practice is to treat customers just like guests in your home. K&N even uses the term “guest” instead of “customer.” When guests enter the restaurant, they are greeted immediately. They notice a sparkling clean operation and how quickly the line moves.
At the counter, the team member determines if this is the guests’ first time to visit. If it is, the team member takes time to tell them how the restaurant works and offers tasting samples.
In Ken Schiller’s words, “Rudy’s or Mighty Fine is represented by that one person who serves [the guest] that day, and that’s why our mission statement is ‘to guarantee that every guest is delighted because of me.’”
K&N’s focus on its customers is succeeding. More than 97% say they will come again, and the restaurants’ gross profit shows that they are.
K&N’s community service also is worth pointing out. In 2010, the company contributed over $365,000 to charitable organizations, and the 450-plus team members volunteered more than 1,600 hours.
A great role model, don’t you agree?
Business has been challenging for the fast food and restaurant industry. These establishments have had several difficult quarters, according to the most recent data compiled by the American Customer Satisfaction Index™ (ACSI). In 2008 and 2009, industry sales dropped 4.1 percent as consumers cut back on eating out and on the amount of money they spent when they did.
Generally, ACSI found that large fast-food companies weathered the hard times better. But I know of at least one small business that defies that trend and stayed on top: K&N Management, a 2010 Baldrige Award winner, which owns four Rudy’s “Country Store” & Bar-B-Q and three Mighty Fine Burgers, Fries, & Shakes casual-dining restaurants in the Austin, Texas, area.
Gross profits for Rudy’s “Country Store” & Bar-B-Q have surpassed the industry standard of 40 percent in every year from 2001 to 2010, reaching nearly 47 percent in 2010. Mighty Fine Burgers, Fries, and Shakes has exceeded the industry standard since 2008, with a gross profit of 44 percent in 2010.
K&N’s customers rate their satisfaction with food quality, hospitality, cleanliness, speed of service, and value at least 4.7 on a 5-point scale. This outperforms the best competitor. Overall customer satisfaction ratings are over 4.7 for both, also beating the best competitor.
How does K&N earn such high marks? Founder and co-owner Ken Schiller says a key practice is to treat customers just like guests in your home. K&N even uses the term “guest” instead of “customer.” When guests enter the restaurant, they are greeted immediately. They notice a sparkling clean operation and how quickly the line moves.
At the counter, the team member determines if this is the guests’ first time to visit. If it is, the team member takes time to tell them how the restaurant works and offers tasting samples.
In Ken Schiller’s words, “Rudy’s or Mighty Fine is represented by that one person who serves [the guest] that day, and that’s why our mission statement is ‘to guarantee that every guest is delighted because of me.’”
K&N’s focus on its customers is succeeding. More than 97% say they will come again, and the restaurants’ gross profit shows that they are.
K&N’s community service also is worth pointing out. In 2010, the company contributed over $365,000 to charitable organizations, and the 450-plus team members volunteered more than 1,600 hours.
A great role model, don’t you agree?
No comments:
Post a Comment