Operations Manual Content
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Professionalism and Continuity
Imagine you are on vacation and eagerly stop into your favorite restaurant, a franchise location, for dinner. You walk in the door and immediately, you are disappointed. There’s no friendly face to greet you at the door or the restaurant looks untidy. The wait staff is stressed out because they are understaffed, and they look disheveled. The lack of consistency in your favorite restaurant has tarnished your enthusiasm for the brand. Since Wingstop is continually expanding to many locations in the United States and other countries, a familiar and consistent look from one restaurant to the next is extremely important. To ensure this continuity, WRI has established a dress code that must be followed at all times to present a professional Wingstop image in all locations. One of the mandatory operating requirements at Wingstop Restaurants, Inc. is to consistently and strictly adhere to the established uniform and hygiene standards - no exceptions or variations. At various times a WRI representative will visit your restaurant, and will notice if your staff is not up to par. (Excerpted from the chapter: Crew) It’s a Consumer’s Paradise The 21st century has seen an explosion of quick service restaurants. And since the first Wingstop opened its doors in 1994, the growth of QSR’s that specialize in wings is staggering. Wing Zone, Wing Hut, Wing This and Wing That. Although we all know that Wingstop rules, the fact is, the growth in our competition has accelerated, and continues to grow. And as a result of that growth, there’s been a consumer revolution! The expanded marketplace offers many choices, so consumers are no longer dependent upon a single business for their products or service. It also means they have become less patient with sub-standard service and are less willing to compromise. In addition to top quality and better prices, consumers expect excellent service. So, if some of your guests are lured to the newly opened “Wingding” with a coupon or other special offer, they will come back if their experience at your restaurant is consistently superior. (Excerpted from the chapter: Hospitality) From Regular Guest to Wingstop Fanatic Everybody Knows Their Name On Jim’s third visit to your Wingstop, Mike, behind the counter, says, “Hey Jim! The usual with a Coke, to go? So, how’s it going today?” In his book, Secret Service, John DiJulius uses the term, the ‘Norm Factor,’ named after a favorite regular on the old “Cheers” TV sitcom. It reminds us of the loyalty of regular guests in the Cheers bar. Norm came to Cheers night after night for more than just his favorite cold beer, which was served to him before he even reached the barstool. He also came for the familiarity of the bar, the friendly faces, conversation, and the warm greeting. Whenever he entered the bar, everyone, including the bar staff and other regulars, shouted, “Norm!” Everybody knew his name. DiJulius describes the ‘Norm Factor’ as “great customer service that creates an emotional bond with the customer.” It’s this emotional bond that transcends the product or service, and will turn a 1st timer into a Wingstop Fanatic. When you and your crew know your guests’ names, their visit becomes more than just picking up wings; it has become more personal and enjoyable. The guest has another reason to remain loyal. He’s more likely to bring in friends to show off his special status. And, it gives you a competitive edge because you extend the lifetime value of the guest in a way that requires no discounting or special offers. (Excerpted from the chapter: Hospitality) |