My favorite workdays are the days I get to have one-on-one prep calls with our Hospitality Hangout podcast guests.
Of course, my main objective on each call is to uncover the content and stories we’ll discuss during the episode. But I’d be lying if I said I didn’t also ask the questions that I personally want answered, both as a marketer and a consumer.
How often do you get the opportunity to talk shop with the amazing leaders running the restaurant brands we know and love? So naturally, my own experiences come into play. And, as you’ve probably guessed, my personal experiences at this stage of life have a lot to do with parenting.
I have a few reliable questions and conversation starters in my bag of tricks. Sure, there are the softball questions:
“What’s new?”
“What keeps you up at night?”
“What does your tech stack look like?”
But one of my favorites is: “What are you doing for your community?” That question always leads to the best conversations.
Whether it’s a single-unit restaurant, an emerging brand or a multi-unit franchise operation, there is one thing every operator agrees on: the importance of engaging with and supporting the local communities and neighborhoods they serve.
Back in my restaurant marketing days, I was always thinking about school and sports fundraisers, local organizations and even the offices and administrative workers who were our customers.
How could we give back? How could we open our doors to provide not just a meal, but a unique experience? How could we bring our business to them? And, because restaurants are still businesses, how could we connect with our community, introduce ourselves to new customers and hopefully turn them into regulars?
But as I’ve become fully immersed in the foodservice industry, I’ve discovered another kind of community: the peer-to-peer support that exists among restaurant operators, technology companies and suppliers. And you know what? We really love helping each other.
Something that has always stood out to me is not only how often I hear, “How can I support you?” but how many real stories I hear about that support being put into action.
Now, humor me as I share my own personal story of community in action.
(And the crowd goes, “Ahhhhhh, now we see where she’s going with this…”)
As my weekly readers know from my recent summer POV’s, Pen Pals and Meatballs, my older son, Zach, has been at sleepaway camp this summer.
In addition to the sports, activities and crafts, one of the most special nights of camp is the final banquet. While many camps turn banquet into a preteen/teen “formal” night, our camp does things a little differently.
The oldest campers choose their favorite QSR or FSR restaurant brand and transform the dining hall for one night. Some campers decorate the space, while the others create a menu inspired by the brand’s classic food items.
The younger kids play “mock restaurant,” too, creating menus and food from ordinary objects and craft supplies found around camp. Think play kitchen, but for the 7-to-10-year-old crowd.
Most people hear this and think, “What a cute activity!”
My mind immediately screams, “OMG, FUTURE RESTAURANT WORKERS!!!”
Because yes, one of my greatest passions is sharing with anyone who will listen that hospitality offers a real career path. A path that might start with a job as a server or bartender and lead all the way to the C-suite or boardroom.
Let the headline read: Being a server is more than a paycheck.
You see a dining hall filled with 700 campers. I see a room filled with future foodservice and hospitality employees, leaders and guests.
So, when I was given the opportunity to help camp with banquet, my answer was a very quick, “Tag me in, coach!”
Last year, my first “assignment” was Shake Shack. I emailed Rob Lynch, who quickly connected me with the wonderful Luke DeRouen and his team. Not only did they help make the campers’ burger and crinkle-cut french fry dreams come true, but they also generously gave every camper and counselor a coupon for a free ShackBurger.
The impact?
At least from the stories shared with me, many international counselors and local campers had their very first Shake Shack burger. This year, when the returning international counselors arrived back in the States, what was their first request for their day off? Shake Shack.
And when campers have sleepovers and bunk reunions throughout the year, where are they held? You guessed it. Shake Shack.
Then, this year, I got the call that the campers had chosen Chili’s.
George Felix immediately showed up and connected the camp with his team James Bulter and the incredible Casey Wright who helped transform the dining hall into a one-night-only Chili’s pop-up!
If you could have seen the show of hands when the campers were asked how many of them would be requesting a trip to Chili’s in the weeks following camp, you would have seen a sea of raised arms.
Cute stories, Julie…but what’s your point?
These two brands (along with LVRB/Wingstop and Mike Axiotis, and Raising Cane’s, who were also previous camp banquet themes) didn’t just help someone within their professional community…(In this case, me)…they reached an extended community filled with first-time guests, returning customers and future hospitality workers. They created a memorable brand experience that will continue and has continued long after the dining hall decorations came down.
Peer support. Community engagement. Brand loyalty.
That’s a triple dipper right there.
(See what I did there?!?!)
I’m proud to be part of an extended work family that rises to the occasion when someone asks for help. But knowing that the future of our industry, whether as employees, leaders or lifelong guests, had the opportunity to experience these brands in such a memorable way? Well, that fills my cup.
And to all future Hospitality Hangout podcast guests: When I ask about your community relationships and engagement during our prep call, just know that I may or may not have a hidden agenda involving a future camp favor.
Consider yourselves warned.
