How Your Restaurant Can Attract and Retain Good Employees
March 24, 2019
Restaurants in America are struggling to find and retain good help. While the quality of hire is important, time to hire is also a factor for the fast-paced restaurant industry so fast casual, table service, and quick service restaurants can effectively serve their customers. There are several factors that restaurant owners must consider to attract and retain good employees, but the last one just might surprise you the most.
Finding good employees isn’t as hard as you might think. With today’s tight job market you must look at the obvious items such as pay, benefits, flexible work schedule, company culture, etc. However, the best employees you will find in the market are those who already work for your restaurant brand. Depending on your type of restaurant, there are some unique considerations to explore in retaining the talent you already have and then empowering them to help you fill additional staffing needs you may have to keep up with your brand’s growth.
The best employees you will find in the market are those who already work for your restaurant brand.
Fast-casual restaurants are known for good quality fresh food, served fast. However, their environment still allows their customers to calmly sit down to enjoy their meals. Retaining employees means you must create a brand culture where employees want to stay. A brand that they can get behind and become a part of something great. When it comes to hiring and retaining the right kind of employees as a Fast Casual restaurant there are five top priorities for employers:
1. Pay – A fair wage is critical in this space. Most employees are younger and starting their own families. Pay needs to be enough to help them live. The earning potential with tips is somewhat limited in this restaurant environment. Pay your staff well.
2. Schedule – With starting a new family and many staff members breaking out on their own, flexible work schedules that work well with school and family is important.
3. Growth Opportunities – Grow your people. Fast-casual is a unique space within the restaurant industry. Invest in your people and treat them well so they don’t want or need to leave to find other growth opportunities. If they leave, be sure they leave well equipped to represent your training commitment and your investment in their professional development.
4. Career Path – This is one of the harder requirements needed to attract and retain great employees. Building a management mentor program or manager in training program along with several different levels of management could be a way to create a career path for your team. This allows staff to see what their options are within your company before the exit strategy ever comes to mind.
5. Cultural Alignment – This is all about brand. Be the kind of company that employees want to be part of.
Flexibility and culture are very important factors needed to attract and retain employees
It seems that in the fast-casual restaurant setting pay can affect your employee’s performance the most. However, flexibility and culture are very important factors needed to attract and retain employees. In fact, when it specifically comes to hiring quality staff employees who feel aligned with your brand’s culture are those who get excited about work every day. They are those employees who are most engaged. Never forget to keep an eye on your current staff and their career aspirations. Be keen on helping them get to where they want to go in their career and you will retain and attract better employees over time.
Table Service Restaurants
Table service restaurants offer more of a formal setting where patrons can pre-plan reservations for sit down meals. Most customers are higher end and statistically more educated. Attracting and retaining employees to this type of restaurant brand requires a bit more planning and employees often want these three things:
1. Earning potential – Most restaurant workers that come to a table service setting are in it for earning potential. They are after the more service-oriented setting that enables them to work hard for better tips from patrons.
2.Brand culture – Create a brand that delivers a clear message of quality. Brand culture is what drives spending for these higher-end establishments. Spending drives the opportunity for your employees.
3.Benefits (health, dental, vision, 401K, etc.) – These are more senior workers, usually, and they are aware of what the job market can offer them. Standing out with a great benefit or compensation package is a great way to attract and retain employees.
Quick Service Restaurants (QSR)
As the last type of restaurant employer, we come to quick service restaurants or QSRs. More often than not this is an area where the conflict between the generations can be found. More often than not these type of employers attract the younger employees. Millennials can often be found in these types of establishments as young managers. Attracting and retaining employees in this space seems to be done easier with strong multinational brands that present these top three values to their employees:
1. Growth Potential – QSR is a fast-paced beast all on its own. McDonald’s has been one of the most successful examples of innovating growth potential for its staff. Their mentoring programs and management training are some of the best in the world. McDonald’s managers are also paid well and recognized for going above and beyond in their individual stores.
2. Employee Recognition – You see it on every employee badge as you walk into most QSR spaces. If someone is new the employer calls it out. If someone is a trainer, they are considered the experts even though they might be young and obviously inexperienced.
3. Brand Culture – QSRs are nearly always large, global brands. They have a clear brand message and brand culture that people want to engage with. Those who seek out opportunities with these brands are doing it to be part of a big industry brand.
There are many things that drive higher employee retention as well as others that make it easier for your restaurant to hire. However, the one consistent tactic across the entire industry is connected to your brand. Brand culture, being something that others can’t live without helps you attract, hire, and retain the best employees in the space. This goes back to the idea that people don’t really care until they know you care.
Being something that others can’t live without helps you attract, hire, and retain the best employees in the space.
Team culture, benefits, pay etc can affect employee performance. Employees who perform at peak performance exhibit more self-confidence and they attract others like them. If your employees are weak, then what you will attract is more weakness. Drive and expect optimal performance from all employees at all times and always offer fair earnings for those who deserve it. The end result will be a restaurant brand that has good employees, increased quality of hire, and lower employee turnover.
Chief Marketing Officer, Longitude°
Jeremy is an author, speaker, and partner at Longitude°, with well over a decade of experience and expertise in brand strategy, business development, customer behavior insights, and marketing. His career has centered around helping leaders build influential brands by telling more compelling stories in order to connect on a deeper level with their audience.