Your employees are your brand

What is a QSR brand? Is it your logo and advertising? Or is it your food?

Your brand is the sum total of the entire customer experience: your advertising, your social media activities, the customer service you provide, your community involvement, the restaurant design, the cleanliness of your washrooms… and the quality of your food. Every one of these factors can and will influence the opinion of your customers.

But there’s another aspect to your brand that’s as important as the food: your employees. Many QSRs make sizable investments in-store décor but don’t invest in comprehensive employee training.

QSRs are typically staffed by students working part-time positions. Managers may sometimes not see the value in training them because there is often high staff turnover. However, a well-trained and motivated employee is more likely to remain loyal and not look elsewhere.

The fact is that students are eager to learn and want to do well: there is a sense of well-being and satisfaction that comes from positive achievements.

QSR employees are often provided with basic training on how to assemble the food and serve customers. They may recognize that customer service is important, but not what to do… or why.

They’re told “what” to do, but the “why” is missing from the equation.

• Do your employees understand your brand values and what you stand for as an organization?
• How to they fit into – and contribute to – the delivery of your brand values?
• Do they understand how their contribution helps the company, and how it helps them personally to grow?

Educate your employees on how the skills they learn at your restaurant are life skills and are transferable. They will help them throughout their career and life.

Finally, remember that continued positive reinforcement is not just important but crucial: recognize and reward your employees successes and good work. Do it both in the moment – a quiet “you did a great job with that customer” goes a long way – and in a more formal manner with a rewards program that has achievable goals and rewards.

The end result: you’ll improve employee satisfaction, retain your best employees longer, and enhance your customers’ experience of your brand.

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