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Engagement Summaries |
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Strategic Branding Advice
and Learning System Build Hospitality Company's Guest Loyalty
& Profits
How An Integrated Business, Brand, And HR Strategy Produced Across The Board Results
In The First Year!
The Situation: |
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• Industry is over built and demand is flat
• Company focused on acquiring properties - no focus on building brand
equity
• Existing tactics increase guest volume but reduce operating margin
• CEO and CMO frustrated that guests find them "nothing special"
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The Challenge: |
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• Drive consistent, profitable growth
• Rapidly build brand equity
• Identify a strategy that maximizes consistent revenue growth while
minimizing capital investment • Reduce
employee turnover and
related costs |
The Solution |
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• Have the most profitable guests define the brand drivers and the
specific experience they value
• Make serving guests fun and engaging for front-line employees
• Use executive coaching to give managers leadership skills that
motivate employees to delight profitable guests
• Train employees to consistently deliver the experience profitable
guests value
• Audit every aspect of the project to ensure brand consistency
• Rigorously analyze results for impact on loyalty, revenue and profit
• Implement an integrated Human Resources system that recruits,
compensates, and communicates with employees to build brand
equity, guest loyalty, and employee loyalty
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The Results: |
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• 17% same-store revenue growth
• 64% improvement in guest loyalty
• 31% reduction in employee turnover
• 200% improvement in employee loyalty
• Winner of over 60 industry awards
• Significant reduction in capital investment required to grow profit
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