Page 96 - BWA FEB 2013

96 | Business World Magazine | February 2013
He did, however, look intently into tech-
niques that could assist in distinguishing his
restaurant from other environments imbued
by edible enjoyment. Poulton’s perspective
on this subject offers food for thought for
everyone in business.
CREATING THE BRAND
Upon assuming control of the restaurant,
Poulton oversaw improvements in customer
service efficiencies, kitchen functions and
took an unwavering stance on standards re-
lated to product quality, not just in aspects
of the menu, but the manner in which guests,
and staff, were treated within the restaurant.
Those determinations were anything but
kneejerk reactions, because Poulton invested
a healthy measure of time and energy formu-
lating a strategy.
Overarching those determinations
were his answers to such questions: What is
our product? Who are our guests? What is it
that they expect from us? How we will fulfill
those expectations?
In searching for the answers, he con-
templated the choices he made about where
he might go to have his car washed, or where
hemight purchase clothes, or buy cold cuts. If