Upload
detroit-regional-chamber
View
756
Download
0
Tags:
Embed Size (px)
Citation preview
Extreme Customer Service
Robert “Bob” FishCo-founder & CEO, Biggby Coffee
QuickTimeª and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Just B
Yourself
Personal History– Born Augsburg Germany– Lived in Europe 12 yrs
• Germany• France• England
– Father worked for Ford– Mother was German– Michigan was home base– Went to MSU
• Hospitality Business– Paid for school
• By working at a Restaurant• Later owned it !
History
• First location – East Lansing March 1995
• 35 coffee shops– In the greater Lansing Area
History
• Second location– Downtown Lansing
• October 1997
History
• 1998 – People begin to ask?– I visit Mary Ellen Sheets – Takes a year to put Franchise Docs together
– Franchise fee $20,000– Total cost to build out approaching
$250,000
History
• First Franchise Sold in 1999• East Lansing (Grand River and Hagadorn)
– Former Employee
• Okemos (Jolly and Okemos)– Former Customer
History
• 2000 – 7 units• 2002 – 14 units • 2004 – 26 units
• 2006 – 53 units• 2008 – 99 units• 2009 – 111 units
Today
• Locations in– Michigan– Ohio– Wisconsin– South Carolina– Alabama
Today• We have a new name • Franchise fee is $ 30,000• Cost to open $300,000 (+/- 10%)• We have added
– Drive thru– Fireplaces– TV’s– Soft seating
Today• 1,600 Jobs• 78 new ‘small business owners’• $ 40,000,000+ in combined sales• Sales Growth of 40% +• We were ranked 255 out of the ‘Top
500’ franchises by Entrepreneur Magazine– Up from 289
Today• Support of select Industries for 2009
– Construction $ 4,000,000– Dairy $ 1,500,000– Small Equipment $ 2,000,000– Distribution / Transportation $ 9,000,000– Manufacturing (Roasting) $ 3,400,000– Advertising and Marketing $ 2,000,000 – Sell coffee in 250 grocery stores
Success…depends on• Knowing…
– Who are you?– Where are you going?
• Ability to…– Communicate (internally and externally)– Focus (knowing what is important)
The first step…
• Operating Philosophy (1997)
The first step…
• Perception by customers that we respect their time and move them as quickly as possible
• Every customer leaves the store in a better mood than when the customer arrived
• Recognize each customer as an individual
• Consistently produce a high quality beverage
Favorites…http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman
http://beta.twiddeo.com/457 Lk Lansing Jane
http://www.biggbybob.com/2008/07/something-dorky.html Allendale
http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce
http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons
http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog
PERC
• Gave us the ability to…– Focus– Communicate internally
• Helped us understand…– Who we are?
The second step…
• Business Philosophy (1999)–Core values
7 core values
1. Simplicity through systems• Having a system makes it teachable
• Systems are the common thread that hold all of us together
• Reliance on systems is what has allowed BIGGBY COFFEE to grow aggressively
7 core values
2. Top line driven• Revenue solves all problems• To focus on the top line, is to focus on the
customer• There is no bottom line, without a top line
7 core values
3. Energy, Excitement, and Enthusiasm• Energy – drive, stamina, and intensity, with
pluck
• Excitement – animated, dramatic, and passionate, hullabaloo
• Enthusiasm – zealous conviction in what you are doing ….it’s contagious.
7 core values
4. Always have Faith, Confidence, and Courage
• Faith – truth, assurance, and belief
• Confidence – self reliant certainty with spirit
• Courage – adventurous and brave fortitude
7 core values
5. Maintain long term sustainability through profitability
• Profitability ensures sustainability
• Sustainability implies long term
• Every penny counts
7 core values
6. Engaging the community …Giving is getting
• “It is in giving that we receive”
• Engaging your community, is an investment in where you live, work, and play
• ROI – Return On Involvement… it’s ten-fold
7 core values
7. Dedication & Dependability• Dedication -- single minded adherent commitment
• Dependability – steadfast tenacious responsibility
7 core values• S Simplicity through systems• T Top line driven …Revenue solves all problems• E Energy, Excitement, and Enthusiasm• A Always have Faith, Confidence, and Courage• M Maintain long term sustainability through profitability• E Engaging the community …Giving is getting• D Dedication & Dependability
Favorites…http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Damanhttp://beta.twiddeo.com/457 Lk Lansing Janehttp://www.biggbybob.com/2008/07/something-dorky.html Allendale http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce
STEAMED• Helped us understand…
– Who we are
• Gave us the ability to…– Focus– Communicate internally and externally
2008 - 2013
• VISION:– BIGGBY COFFEE will be the largest franchise
chain of specialty coffee shops in the USA
• MISSION:– Create one new BIGGBY COFFEE fanatic per
day, per store who will actively promote us to others.
Mission and Vision Statements• Helped us understand…
– Who we are– Where we are going
• Gave us the ability to…– Focus– Communicate externally and internally
Fourth Step
• Culture (2007)
Culture• One of the most difficult concepts to understand
and articulate in any organization• Has to be consistent inside and outside the
organization– Employees– Customers– Operators– Corporate Office– Vendors
Culture
• Have Fun• B-Happy• Make Friends• Love People• Make Great Coffee
Culture• One of the most difficult concepts to understand
and articulate in any organization• Has to be consistent inside and outside the
organization– Employees– Customers– Operators– Corporate Office– Vendors
Culture• Helped us understand…
– Who we are
• Gave us the ability to…– Communicate internally and externally– Focus
PERC, STEAMED, MISSION, VISION, and CULTURE…Merge
• Can stand alone or be used simultaneously• Permeate all aspects of BIGGBY COFFEE
– Marketing• Outdoor• Print • Web• PR• Social Media
PERC, STEAMED, MISSION, VISION, and CULTURE…Merge
• Operations– Manuals – Training– Coaching– Inspecting
PERC, STEAMED, MISSION, VISION, and CULTURE…Merge
• Store Design– Color– Music– Furniture– Layout
PERC, STEAMED, MISSION, VISION, and CULTURE…Merge
• Menu– Color– Names– Beverages– Mix
• Appears to be just another method of message delivery…except these three things – 1. Gives personality (like a person)– 2. Allows for interaction (dialogue)– 3. Consolidates communication channels
• Customer, Staff, Operator, Corporate
Social Media
• Social Media has two vulnerabilities…
– It must feel earnest, real, and truthful…
– It is always on…
Truth
• I gave up my corporate office to spend more time in the stores…
• I tell the story of my travels on my blogwww.biggbybob.com
BIGGBY BOB
• I also share my adventures on...
BIGGBY BOBBIGGBY BOB
• Other places you can find BIGGBY…
» www.biggby.com
» www.bhappylounge.com
» BIGGBY Guuru
BIGGBY BOB
http://beta.twiddeo.com/424 B yourselfhttp://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Damanhttp://beta.twiddeo.com/457 Lk Lansing Janehttp://www.biggbybob.com/2008/07/something-dorky.html Allendale http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html brucehttp://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballonshttp://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog
http://www.biggbybob.com/2008/10/hoppy-kidz.html hoppy kidzhttp://www.biggbybob.com/2008/04/kazoo-story-or-2.html Kazoo Dylan
http://www.biggbybob.com/2008/03/biggby-coffee-essay.html http://www.biggbybob.com/2008/03/dont-forget-to-fly-plane.html
Favorites…
Questions?
Thank You
Our three CEOs from Inside the CEO Mind come together to answer your questions in our next session.
Coming up next at 9 a.m.