CEDA Conference Business Day

Alonso's world championship winning Renault F1 car was a great talking point

Creating the Customer and Servicing the Sale - the Ducati Way
"You have to make the difference to justify the premium price," said Ducati UK MD Tim Maccabee, as he outlined the unique characteristics and dealer policy of possibly the most fashionable motorcycle brand in the World.
Key points Ducati look for in their distributors is a 'Why don't we....!' attitude, where a willingness to follow through new customer leads and run customer-focussed events is reciprocated with support from the manufacturer, particularly in the form of hospitality - 'accessibility to the brand' - at those distributor or sporting events.
'Show them the product' is a Ducati motto, aptly demonstrated as Maccabee rode his bike up to the stage.
Bringing people together at Ducati events, held both at the distributor showroom and sporting venues creates advocates, even from those people who were cynics at the outset. Prospective customers get to see and try the latest products and talk to existing owners about the experience.
But Ducati also recognises that the distributor and the manufacturer must share common objectives: "You get the network you deserve" said Maccabee.

Foodservice Mega trends - How will they change the face of foodservice tomorrow?
"There were more coffee shops in London in 1840 than there are now," said Peter Backman, MD of the Horizons catering research consultancy.
'Pubs now serve more meals than schools'...Backman set himself the task of outlining the major megatrends for the future.
Consumers are spending more on eating out but operators are not spending any more on food cost because their 'other' costs are rising. Market growth will come from those who become more efficient.
Group operators - benefiting from economies of scale and acquisitions - will grow ever more powerful - high street operator's sales are up 39%!
Consumers are growing ever more fickle and fashion conscious - caterers are fighting for their time as much as their appetite; entertainment becomes more important.
Food ethics, food miles, recycling, carbon footprints etc., will become more important, as will 'healthy eating' and raising awareness of food (safety, nutrition, traceability). "The timing and the science are right."
Finally, Backman's last point echoed around a room packed with distributors and manufacturers... "If it moves, regulate it! There will be growing inflexibility. The answer is being more understanding and flexible..."

Business lessons from Formula 1 Motor Racing
Former F1 marketing supremo Richard West outlined why running a successful high performance team is relevant to CEDA businesses and their manufacturing partners.
The 2005 F1 winning Renault - the mount of Fernando Alonso - was parked in front of the presentation stage and drew more than £300 for the Chairman's charity at £10 a time, as fans posed for a souvenir photo.
West identified the elements of a 'winning team' culture that is keeping F1 teams in the UK despite the lure of much cheaper economies. F1 employs 50,000 people and generates £5 billion in turnover. UK teams continue to diversify, offering their skills to manufacturers, for example. One team is assembling high performance cars for one maker, because they proved they can do it better than anybody else.
Shared goals, clearly understood roles and clear lines of responsibility are vital, as is identification with the ideals of the team.
Personal behaviour patterns within F1 teams are positive...listening, asking open questions, building and supporting, constructive challenging, frequent summarising and contracting - so everyone understands their role - are key elements.
The 'post transaction review' - West told a riveted audience - ensures that mistakes are not carried forward. Michael Schumacher, even after a hard race, would then spend a further two hours or so 'downloading the information from the race'.
"Isolate the problems, not the people," concluded West.

WORKSHOP - NEW PROFESSIONAL QUALIFICATION FOR KITCHEN DESIGNERS,
THE FCSI, CEDA, CESA EDUCATIONAL FOUNDATION,
introduced by David Bentley FCSI.
In conjunction with Sheffield Hallam University, the FCSI - working with CEDA and CESA - has driven the development of a cross-industry qualification for commercial kitchen designers and planners, said Bentley.
Sheffield Hallam is the ideal partner. It has the largest hospitality department of any university in the UK and is also recognised as expert in hospitality related distance learning.
The educational programme will start in September 2009 and is based on a modular system suitable for experienced and non-experienced students.
The course will be highly flexible - courses will be matched to what the student wants to achieve and the modular approach means that courses will take into account existing skills and knowledge.
Web-based learning and support via the internet and phone means anyone in the UK can benefit. Distributors should get in touch with the Department of Hospitality at Sheffield Hallam www.shu.ac.uk to find out more.

WORKSHOP - CATERING FOR A SUSTAINABLE FUTURE GROUP - PLEASE TURN OUT THE LIGHTS WHEN YOU LEAVE...!
The CFSFG presentation, led by Bob Plumb FCSI and representatives from the Carbon Trust, outlined the progress of this joint industry (FCSI, CEDA, CESA) initiative and summarised the help available to CEDA members from the Trust.
1. A first draft of a CIBSE GUIDE had been drawn up which would 'set the standard' for the technical aspects of foodservice equipment. Publication is targeted for mid 2009.
2. ENERGY EFFICIENCY STANDARDS, the Group is developing a framework to draw up European standards - the basis for a star-rating system highlighting the energy efficiency of equipment.
3. ENERGY MONITORING of main items of equipment to create benchmarks on energy consumption had proved problematic - most kitchens could not be isolated and it was too expensive to monitor every item of kit. However, four sites are being monitored for 1 year and the group is looking for more kitchens to monitor, but they should have single points of entry for services.
4. BREEAM - CFSFG is developing a ready-made self-assessment system for projects, which will be for sale via the web.

CARBON TRUST
Ewan Addison of the Carbon Trust told delegates that loans to help caterers make their operations more energy efficient are available from the Trust and the message to distributors is that: 'These help the customer (by saving energy/costs) and help you (sell better quality capital equipment)!'
Loans are available for energy saving projects, not for specific items of kit. They are awarded when a new kitchen project, for example, shows a positive energy (hence carbon) saving.
The numbers are verified independently and the Trust is happy to work with manufacturers figures for energy consumption to determine what the saving would be between the old and new kitchen.
Free surveys are available from the Trust for prospective projects and distributors were urged to visit: www.carbontrust.co.uk for more information.
The Trust also holds presentations where full details on the type of projects that qualify are provided. Contact details available for four offices around the UK are on the website. 

WORKSHOP - CATERQUOTES
This new system for preparing quotes quickly and efficiently - incorporating the distributor's criteria including discounts etc., -- was summed up very efficiently as: "This is navigating 300 websites in one go!"
Caterquotes holds price and technical information on catering equipment, which can be quickly accessed to prepare quotes on anything from individual items to full kitchen schemes. The programme is designed to be easy and familiar to use and is similarly designed to Microsoft Outlook/Excel.
"It will not allow you to make mistakes," said David Greene - Cater Quotes European MD 

How to 'Take Corners Flat Out', 'Out-Brake your Competition' and perform other highly dangerous but highly rewarding business manoeuvres.
The final speaker of the day was TV commentator and financial guru Jasmine Birtles. Together with marketing expert David Ryder they put together a 'rough guide' showing 'cheap and effective ways to market yourself'. A huge amount of ground was covered and the main points included:
ADVERTISING - KNOW YOUR MARKET: Don't get too taken up with your own business and what you are trying to sell. Turn it around, think more about the client or customer; drill down into the specifics to find their needs and wants and don't say the same thing as everyone else.
In particular, a common mistake in advertising (a directory was highlighted) was to reprint your business card. Construct your message based on 'what's bothering your customer'. Identify, agitate and resolve - highlight the issues that bother your customers and show them how your product/service will put the issue right.
WEBSITES in particular should offer something for free to draw the visitor in and elicit a response and their contact details. Try bullet point guides, for example, 'How to... (buy a fryer, range etc.).
Add video or audio content on your new kitchen projects; add your testimonials and case studies - and if you can get the customer to make a short video where they say how pleased they are to camera...all the better!
FREE PR - use your bullet point guides on the website but also send them to magazines and local papers - 10 hygiene dangers to be aware of during a hot summer, 5 dangers with ovens etc.
NETWORKING - always give something first - ask the other person what they do/what they are looking for. If you can help put people together they are very likely to recommend you!

Click Here to go back the Conference Home Page
Click Here to see pictures from the Gala Dinner
Click Here to see pictures of the Platinum Partner presentations
Click Here to see pictures of the Saturday activities