Hospitality Industry Resource Center Reference Library

   How's Your Image?
Blueprint For Success - Creating A New Image

By Ray Ford--Hospitality Industry Resource Center - As you prepare for all the challenges that we will face in the new millennium, we suggest that now is a good time to take an honest look at yourself, your business & your image.

"Coffee stained flip-down trays in airplanes make passengers think the engines don't work"

That's what an airline executive recently told a high ranking official of another industry.

Most of us have heard the analogy that sez, "The best way to judge the kitchen for cleanliness in a restaurant is to check the bathrooms."

These comments show how quickly people connect one aspect of an operation with another. That's why it's important to look at little things that mean a lot in terms of impression made by your patrons.

Use This Checklist To Take A Snapshot Of Your Image

Here's a checklist of questions you might ask about your operation:

How are your phones being answered? Does someone pick up the phone by the third ring? Do employees give their name when answering so callers feel they're dealing with a person rather than an institution?

How are your guests greeted when they enter the facility? Are they acknowledged promptly - or are they made to wait until someone gets good & ready to approach them?

Have you coached your staff to use non-sexist communication? Example; Do some of your male workers still call women "girl" or "hon"?

When the staff greets your guests, do they convey positive body language? Do they smile, for example? Studies show that the most important thing in determining whether you impress others favorably is how often you smile.

Is your company logo current? Does it represent today's culture or give the impression that your company is behind the times?

Does your printed material covey a positive image consistent with your logo & business? Do your flyers, posters & print ads convey the image you want to represent your business, entertainment concept? Do your radio ads reflect the same? How could they be improved?

Do you have an email address? A Web site? If so, are you affectively using these important tools for the new millennium? And do you promote your Internet presence in your flyers, business cards, menus & other printed materials?

Do you often check the appearance of your building & parking area? Does the building exterior need repair? Does the parking lot need better lighting? Should it be repaired or re-striped? Are the shrubs & lawn well-maintained? How much wear does your carpet show?

Remember what Andre Agassi said in those Canon Camera TV ads.........

Source: The 4-Part Manager's Survival Guide, "Bar/Nightclub Management & Marketing" , a   powerful tool for creating traffic & increasing sales using proven marketing, promotions & improved operations techniques.

About the author: Ray Ford has been in the entertainment, food & beverage business for over 20 years. FORD Management Services specializes in creating new concepts, upgrading existing businesses & provides consulting & marketing services. The company also hosts the Hospitality Industry Resource Center online.  Contact us using this convenient form.

We’ve just scratched the surface here. If you want to learn more, I’d like to invite you to read more articles on "Success Management Systems" by jumping to our Manager's Pages here.