This is a slight departure from my other posts. In this post, I am identifying and emphasizing a critical business management style as demonstrated by a current business – a local Florida restaurant focuses on their people and their customers and it drives consistent success.
As published in “Southwest Florida Business Today,” August 2021
Effectively managing people demands an unwavering obligation to take care of your work force like they are family. You must hire well, train, coach, reward, and motivate. And you must be there, all the time, visibly “walking the talk” to back it all up. Easy, right? Nope. It takes a huge commitment of time, patience, and most of all, rock solid consistency. It is not for the faint of heart. But it pays.
One of the best examples I have seen is the Doc Ford’s family of restaurants of Southwest Florida. Their employees are dedicated to delivering a great experience for their customers. And they go above and beyond to make sure they achieve it. It’s their culture. This did not happen by accident. It is the result of the owners’ steadfast commitment in an industry where it is very, very difficult to sustain lasting popularity and relevancy. But they have done it successfully for years.
To illustrate this, I arrived by boat at the Doc Ford’s in Fort Myers Beach on a very busy Sunday in season. All of the dock space appeared to be taken. However, a dock hand jogged down the ramp, waved, and called to me, “Are you here for lunch?” I nodded. “Just a minute, please,” he replied. He hustled down the dock and moved at least four boats to create a space just big enough for me to fit in. Then he helped me dock the boat. He smiled and said, “Welcome to Doc Ford’s.” Many places would have just said, “Sorry, we’re full.” That’s extra effort.
Marty and Brenda Harrity are two of the restaurant’s owners. They believe that it’s all about the people. Marty readily admits that he’s not a culinary expert, “…but we hire the best chef, ask for a fresh, appealing menu that is aligned with our theme, and then we allow the chef culinary freedom to develop interesting specials.” It works.
Brenda’s role is “director of hospitality.” Think about the message that title alone sends. Both Marty and Brenda talk about how selective they are in hiring, and then training their staff. All of the servers get comprehensive instruction and must pass written tests before they can go on the floor. When a server finally starts, it’s just a few tables, with experienced staff assigned nearby, ready and willing to help if needed.
I had the pleasure of spending an hour with the management team recently at their staff meeting. It is an impressive group. To a person, they are passionately devoted to both their guests and their employees. You can feel their enthusiasm and energy. I heard phrases like “coaching,” “elevating people,” and “high energy.” And they live it. They have a “Doc Ford’s way”, and it works, so they stick with it. And they expect their people to stick with it, too. That doesn’t mean they aren’t open to change – quite the contrary. Suggestions are welcomed. They are enthusiastically debated, carefully vetted and, if accepted, implemented with uniformity. Continuous improvement. That’s how you stay relevant.
Next time you visit a Doc Ford’s, look around. In addition to a festive dining atmosphere, great food and attentive service, you’re likely to see owners Marty and Brenda Harrity, and Mark Marinello, cheerfully mingling with staff and guests. More importantly, you will notice that the employees welcome the owners’ presence – there is no “show” because the bosses are there. This is a direct result of the trust and respect that the owners have developed with their team.
Take care of your people and good things will happen. Ask the Doc Ford’s family. Oh, and when you’re there, be sure to try the Yucatan shrimp.
Mind Your Own Business. No One Else Will. 