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February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
2014 New Markets Summit
“Using Media and Strategic Marketing to Reach Diverse Markets:
Who is Hearing Your Message?”Patricia Harris, Mc Donald’s CorporationCarolyn Brown, Black Enterprise MagazineMarty Greenbaum, Greenbaum Marketing
Gerry Fernandez, Multicultural Foodservice & Hospitality Alliance
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
PAT HARRISGLOBAL CHIEF DIVERSITY OFFICER &VP, GLOBAL COMMUNITY ENGAGEMENT
IFA Annual Convention
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
14,000+Company‐ownedand franchised restaurants in the U.S.
34,000Company‐owned and Franchised restaurants in 119 countries around the globe
1.8 MillionApproximately 1.8 million employees worldwide in our company‐owned and franchised restaurants
69 MillionServing 69,000,000 customers every day
Greetings!
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
PersonnelManagerSupervisor
Compensation Analyst
AdministrativeExecutive Assistant
1977‐1985
Affirmative Action Director
Consultant
Diversity ManagementDepartment Director Home Office Director
Staff Director
1989 ‐ 1997
1985‐1989
1976 ‐ 1977
Diversity & InclusionVice President
Assistant Vice President1997 ‐ 2006
Global Chief Diversity Officer 2006 ‐ 2013
I My McJob! Global Chief Diversity Officer &VP, Global Community Engagement
2013 –present
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
“ At McDonald’s, Diversity & Inclusion is everybody’s business! … and it’s about moving from awareness to action, seeing differences as strengths, and respecting and valuing everyone; in all communities on both sides of the counter around the globe.”
~ Pat Harris
Global Chief Diversity Officer &VP, Global Community Engagement
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Sr. Leadership Commitment
& Accountability
D&IEducation
EmployeeBusiness Networks
3 Global Success Factors
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Don ThompsonPresident & CEO
Tim FentonCOO
3 Global Success FactorsSr. Leadership Accountability
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Asia Pacific Middle East Career Development APMECDBlack Career Development BCDHispanic Career Development 1 HCD 1Hispanic Career Development 2 HCD 2Lesbian Gay Career Development LGCDWomen’s Career Development WCD
Intercultural Learning Lab IL2
3 Global Success FactorsDiversity & Inclusion Education
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
3 Global Success FactorsEmployee Business Networks
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Diversity & Inclusion Timeline
1957‐2009
None Of Us Is As Good As All Of Us
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Franchise Associations
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
The Story Begins …
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
3‐Legged Stool – The Company
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
3‐Legged Stool – The Supplier
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
“Franchising is the backbone of our business. We franchise restaurants because we know it’s the best way to stay connected with our customers, so we really are relevant.”
‐ Don Thompson, President & CEO
3‐Legged Stool – The Franchisee
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
14,000+Company‐ownedand franchised restaurants in the U.S.
U.S. Restaurants
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Owned & Operated By Independent Business
Men & Women
89% U.S. Restaurants
Franchisees
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Owned & Operated by Women & Minorities
45% U.S. Restaurants
Franchisees
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
NBMOA NextGen
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Thank You!
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Political
Social
Morale
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Business Case
• Brand Expansion• Financial Goals• Competitive Advantage• Demographic profile “fit”• Cultural / Lifestyle “fit”
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Rafael Alvarez, CEO
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Who lives in the neighborhoods where you need to grow?
Atlanta San Francisco Denver
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Recruitment Process
BrandPositioning
FranchisingCommunications
LeadGeneration
SalesStrategy
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Brand Positioning ‐ Consumers
• Budgets / resources• Company culture
– Management / ownership– International
• Competitive positioning• Market opportunities
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Brand Positioning ‐ Development
• Budgets / resources• Growth market opportunities• Internal influences• Social / morale influences
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Communications
• Emotion vs. intellect• Community pride• Job creation• Long‐term goals attainment• Lifestyle enhancement
Lauren Little, the owner of Edible Arrangements franchises in Avondale and Mandarin, pauses
after wrapping a fall fruit creation.
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Lead Generation
• Is targeting cost effective? Cost per deal?• Identifying the opportunities to reach prospects in a certain community
• Assessing the opportunities• Creating a strategic plan
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Lead Sources – National & Int’l
• Online– Lead aggregators / portals
– PPC– SEO & SEM
• National Media– Special editions
• Public Relations• Associations
– Cultural– Business
• International Business Brokers
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Lead Sources ‐ Local
• Franchisee Referrals– Friends & Family– Customers– Referral programs
• Public Relations– Local ethnic media
• Community Involvement & Sponsorships
• Economic Development Centers
• Community Leaders
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Website Strategies
• Increase Organic Search Competency– Relative content– Market driven content
• Conversion strategy– Landing pages
• Share success stories• Include testimonials of “like” candidates
• Dedicated website– Imagery– Language– search
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Sales Strategy
• Modified sales process– Discovery days in the market
• Dedicated recruitment person or pre‐qualifier
• Providing more resources to Area Developers
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
MFHA’s Cultural Intelligence Platform
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Who We Are
MFHA is an educational non‐profit that delivers multicultural solutions and services to our members that help them maximize business
opportunities in the workplace and marketplace.
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
What We Do
• EDUCATE We provide cultural intelligence and professional development training to drive business results.
• ADVOCATE We promote the career and business opportunities that exist with member companies for minority talent.
• CONNECT We help industry professionals connect with each other for informal mentoring and networking at our events and activities.
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Our Business Model
Workforce Customers
Community Suppliers
••••
•Better Dining Experience•Better Lodging Experience• Improved Industry Image• Increased Business
• Increased MBE Volume•Wider Participation•Reduced Costs• Product Innovation
• Improved Image•Quality Relationships• Strategic Partnerships• Cultural Understanding
Increased ProductivityRecruiting / RetentionImproved CommunicationPeople Development
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
CI Defined
Cultural Intelligence (CI) is having the knowledge, skills, and abilities necessary to
effectively engage people from different cultural backgrounds to deliver better business results.
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February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Difference in Values Latino Values Northern European Values
Interdependence Independence
Family First Me First
Family helps Family Helping self helps family
Humility Self-Expression
Work Hard Work Smart
Sacrifice Pay Your Dues
Stability What’s New? What’s Next?
Respect for Authority Challenge Authority
Modesty Toot Your Horn
God Loves the Poor God Loves the Rich, Too
I Accept Life’s Problems I Solve Life’s Problems
Whatever God Wants The Sky is the Limit
I Hope to Achieve I Believe I Will Achieve
Give Respect Earn Respect
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Benefits of CI
• Increase sales and reduce costs• Improve customer service• Deliver better results with multicultural teams• Drive positive employee engagement scores• Gain wider access to multicultural markets
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Benefits of CI
• Culturally Intelligent managers & organizations attract better quality talent
• Engage and retain multicultural employees more effectively
• Increase innovation and flexibility• Reduce multicultural risk
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February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Benefits of CI
• Engaged employees give 40‐80% more discretionary effort in their jobs than low commitment employees.
• Moving an employee from a low to high commitment level reduces their turnover rate by 80%.
Source:2013 Gallup Business Journal, Inc.
54
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Why It Is Important
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
The Business Case
• Changing Demographics• Globalization of All Segments• Purchasing Power of Multicultural Markets • Talent Pipeline Fast Becoming Multicultural• Growth of Multicultural Brands
56
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Population Projections
2/12/2014 57
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Buying Power Growth• In the past decade, the buying
power of the multicultural market has surpassed the majority market buying power
• The buying power of people of color is growing at a faster rate than Caucasians (213%)
Segment 2010 BuyingPower
1990-2015Growth
RateHispanics/
Latinos$1 trillion 605%
African-Americans
$957 billion 294%
Asian-Americans
$544 billion 571%
Native Americans
$68 billion 362%
Source: Selig Center for Economic Development
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Cultural Intelligence Competencies
• Cultural Self Awareness • Cross‐cultural Communication• Conflict Management• Authentic Coaching • Empathetic Engagement
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Cultural Intelligence Solutions
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
CI Product Offerings
• Cultural Intelligence Assessments• Business Case for Cultural Intelligence• 3‐D Cultural Intelligence Experience
– Asian, Black, Latino
• Attracting Multicultural Talent• How to Effectively Engage Multicultural Talent• Multicultural Sales & Marketing
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Examples
• Culturally Intelligence outreach in the community:– General Mills with MLK Strategy– Sodexo holiday recognition tied to job openings– Darden strategic service on CBO boards– MGM Resorts hosts annual report to the community
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Chipotle
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Chipotle
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
CI Recruitment
• How you should recruit people of color.– Recruiters need MC training– Strong home grown strategy; direct & specific messaging
– CBO strategy; HBCU’s, HACE, HSI etc.– Clear career progression chart w/ testimonials– Focus on key functional groups– Intern strategy
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Keys To Success
• Talent matters: Engage your best & brightest• Have a plan that is tied to specific delivers value
• Visibility and accountability drive results• One size does not fit all – be flexible and culturally relevant
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Thank you!
[email protected]/mfhaCIfacebook.com/mfha.net
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February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Q&A
Thoughtful Discussion
Where Do We Go From Here?
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Thank you for attending
February 22‐25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
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