The pursuit of customer satisfaction
It’s tempting to see Guest Editor Mike Roberts’ new LYFE Kitchen and its array of socially responsible attributes as a departure from his old job as Global President and COO of McDonald’s.
But Roberts will have none of that.
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How to build a lasting identity
By the time Mike Roberts and crew teamed up with the branding guru Adrienne Weiss, president of Adrienne Weiss Corporation, they had been pitched over 600 names for their fledging concept.
They considered YPC, Your Personal Chef. City Acre was tossed around. The Lifted Fork seemed okay. But none of them hit all the notes. None of them were big enough.
Weiss has helped shape the branding for heavy hitters like Disney, the NBA, McDonald's and Build-A-Bear Workshop.
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How to develop a successful business plan
In his book “War in a Time of Peace: Bush, Clinton, and the Generals,” Pulitzer Prize-winning journalist David Halberstam asserted, “…if one of the news magazines had wanted to run on its cover the photograph of the man who had played the most critical role in achieving victory [in the Gulf War], it might well have chose [John] Warden instead of Powell or Schwarzkopf.”
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A career-advancement plan
At LYFE Kitchen's first unit in Palo Alto, California, HR director Chuck Conine started a benefit program for employees. It fit perfectly with the brand: each month crates of fresh fruits and vegetables would be delivered to the restaurant for the employees to take home.
Soon after it started, though, one employee mentioned that it would be a lot better if the crate was delivered to her home. So the company changed its delivery and now 90 percent of employees have the produce delivered home rather than to the restaurant.
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How to find the right location
When I worked at McDonald's, [unit] volumes on the low side were a million," says Jim Rand. "On the high side they were $5 million. The point of differentiation was the quality of the real estate."
Rand, a 32-year veteran of McDonald's who eventually held the title of global chief development officer, was brought into LYFE Kitchen in 2010 to help devise the upstart's real estate strategy.
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