Brand Standards
Most large caterers have Brand Standards setting out the standards which they wish to achieve within their business. Whether that business is a fast food outlet like McDonalds or a four star hotel such as Hilton, they all have guidelines which define their brand.
These guidelines can be extremely comprehensive covering all aspects of their business from how many times the telephone can ring, how to make a bed, what information you need from a customer, what information you need to pass on to a customer, to which ingredients should be used in a dish, where those ingredients must be sourced, how the dish is cooked and how the dish should be presented and served.
The aim of these Brand Standards is to promote consistency and control, ensuring that if you eat in any branch of a Hilton Hotel, you will receive the same standard of service. This is the optimum way to manage customers’ expectations.
Establishing Brand Standards in your business allows you to:
- Control costs
- Improve sales techniques
- Ensure company procedures comply with legislation
- Set out defined standards of service
- Audit units to ensure the standards are being delivered
- Ensure every member of staff are fully aware of the expectations of the company
- Identify training needs
- Develop existing staff
- Give structure training of new employees
Brand Standards are not just for large corporate companies, this structure is proven to reap rewards for businesses of all sizes.
