The Chief Mile Owner is the leader of the organization and sets the culture relative to how the business is viewed by the public. Being the Chief Mile Owner for your restaurant business is a unique opportunity to leverage your business experience, determination and ability to adapt and be the champion of one of the most beloved brands on the planet….YOURS! You are an ambitious leader and the Own Your Mile philosophy will help turn your team and your customers into your most rabid fans.
As Chief Mile Owner you have an infectious attitude and set the tone with your energy and focus for serving your community and delivering an over the top experience, which is of course a huge part of your restaurant’s marketing strategy. Marketing is not a department, however. The Chief Mile Owner recognizes that every communication and touchpoint is marketing and rolls into the restaurant strategy. Thus, the Chief Mile Owner is ALWAYS MARKETING.
The following are some nuggets that contribute to the overall mindset that The Chief Mile Owner has to have in order to thrive in this hypercompetitive environment. Take a few minutes to review and see where you stand. If you do not have all the characteristics right now, that is OK. You know what is needed and The Own Your Mile System is all about continuous learning and refining of your skills.
As champion for The Stand Alone Brand The CMO has the following characteristics:
Is Self-Aware
The competition is always looking for ways to put you out of business. The competent Chief Mile Owner proactively protects his/her turf against competition; but more than other restaurant competitors it is the fight against complacency. One of the myths of business is that sales make up for a multitude of sins. In sports, wins have a way of fooling organizations into thinking that there are no problems. In business, great sales can be indeed be a curse. Don’t let awesome sales lull you into a false sense of security. Increased sales mean more opportunities for customer service issues or complaints. Always, Always, Always look for ways to improve the customer experience; even when (especially when) sales are good.
Is Always On The Lookout For Growth Opportunities
Because the Chief Mile Owner is growth oriented he/she is on the lookout for every internal and external opportunity to touch more potential customers (See my blogpost Think Global But Act Local).The CMO also has her ear to the ground and is the “first to know” because of the readiness to network and build connections with the greater community, establishing deep relationships that will help stay up to date on new road construction, office or housing developments or new regulations or taxes that impact your mile.
Is Digitally Aware and Fluent
The goal of The Chief Mile Owner system is to train you and coach you so that you are able to make brand building decisions. As everyone’s life seems to be a study in connectedness, the Chief Mile Owner needs to know how to reach the customer where he/she is. This means thoughtful and engaging communication through social & digital platforms.
As I mentioned earlier with being self-aware, part of the struggle is embracing what we don’t know. This is a good opportunity to get smart on the digital and social media landscape. There will always be a shiny new platform or technology that is being offered and we can always use a true subject matter expert in our corner to help guide us to the right decision. I feel a lot more comfortable, however, when I am not flying blind. You have two choices here. You can either immerse yourself with learning digital and social because these are the platforms where folks can be reached; or you can entrust this to someone on your internal team to help guide you through this. One excellent way to level up your knowledge of digital marketing is to join Skillshare.
Click Here to get more information on their courses.
Is Fundamentally Sound and Obsessed with Flawless Execution
I gave up searching for perfection a long time ago, but I have not given up my relentless pursuit of delivering an awesome experience. Consistent attention to detail and a focus on the small things will create many happy customers. That consistency can turn an average product into category leader.
Whether it is a philosophy on service, training or a specific delivery of service, every stand-alone brand has a strong foundation. It is important to understand that your fundamentals can carry you through when other companies, especially the bigger, more established brands are fumbling through different messages and competing strategies.
Is Nimble and Ready to Kick In the Door When They See A Small Opening
Change is constant. Even more now than ever. If you are able to stay nimble and ready to change, you will be able to thrive in these challenging times. While many restaurants struggle to get back to normal in the aftermath of the Covid-19 crisis, one restaurant operator was ready when the opportunity presented itself and it has paid off.
Square One Burgers a Gourmet Burger restaurant that has two locations in Florida, including Fort Myers and The Villages. Because the owners have a growth mindset, they were always experimenting with new cocktails to increase sales. When the Governor of Florida allowed restaurants to offer cocktails with to-go orders, Square 1 was able to utilize a bunch of new cocktails for guests. The owners needed additonal restaurant supplies for new offerings, so put the cocktails in Mason Jars they purchased from Amazon, which added another personal touch to the order. Focusing on the guests made it easy for this restaurant to take advantage of sales opportunities and Square One Burgers is well on its way to a recovery.
Again, it is important to understand that marketing not a department. It is an all-encompassing philosophy of winning the battle for the customer every single day.
CHIEF MILE OWNER TAKEAWAYS: