GenZ Leaders for a Tech Enabled Generation
Fred LeFranc, a prominent consultant in the restaurant industry, shared insights on leadership, technology, and trends during a podcast at the Prosper Forum event. As the founder of Results Through Strategy, LeFranc has built a reputation for helping brands rejuvenate and get back on track.
LeFranc emphasized the importance of organizational assessments, which involve evaluating both the skills and culture of a company. He noted that many businesses are facing a "Whitewater World" - a dynamic environment that requires nimble adaptation. According to LeFranc, the companies with the healthiest cultures were the ones that emerged strongest from the COVID-19 pandemic.
On the topic of technology, LeFranc stressed that it should be used to amplify a company's existing strengths rather than as a quick fix. He praised brands like Chick-fil-A and First Watch for their effective use of technology to enhance customer experience. LeFranc also highlighted the importance of data analytics, particularly the use of Customer Data Platforms (CDPs) to capture and utilize customer information effectively.
Looking at current industry trends, LeFranc pointed out the success of brands like Cava and the surprising resurgence of older chains like Chili's. He attributed Chili's recent success to their strategy of offering affordable meal deals that compete with quick-service restaurants while providing a more elevated dining experience.
LeFranc emphasized the importance of understanding the emotional aspect of the dining experience. He stressed that the ultimate goal should be for guests to leave with a desire to return, not just feeling satisfied. This focus on emotion, according to LeFranc, is often overlooked in many restaurant training programs.
Finally, LeFranc cautioned against operational decisions that might hinder staff's ability to provide excellent service. He used an example from Chili's, where reducing support staff and increasing server responsibilities made it difficult for servers to execute popular tableside preparations effectively. This underscores the need for restaurants to consider how operational decisions impact the overall guest experience.
