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Training The Agents

An Article by CEO of Fresh Ideas
Source: Propertyl Weekly November 12, 2014
Author: Lee Levy

Very few real estate agencies invest in continued training programs. This has to change

Lee Levy is a success skills coach who has trained more than 700 real estate agents in Dubai in the past few years. As CEO of The Fresh Ideas Company, he has also conducted management training, marketing, advertising and motivational workshops for more than 40 agencies in the UAE.



The Art of Business

It is easy enough to simply say you wish to own your own company based on your experiences and expertise. Having the required Investment, setting up and trading often requires the services of Business Management. Conceptualizing this often seem easier and simpler than what it really is and more often than not, Companies take the most crucial aspect of their business for granted - Your Staff & The Marketing of your products or services.

The Phenomenal Fresh Ideas Team is your Strategic Success Partner of choice.

Restaurant & Cafe

Fresh Ideas is completely focussed on the business of creating high quality coffee shops, tea rooms cafe-bars, deli-cafes and ice cream outlets.

The Fresh Ideas Company is a one stop resource for professional & independent cafe operators, bakeries, juice bar, ice cream retailers and entrepreneurs looking for practical advice and creative FRESH IDEAS

Whatever the scale and scope of your ambitions; looking at a new development or refurbishing an existing cafe, we have the essential information. We believe that to compete effectively with the leading operators your cafe design must embrace the latest operational methods and be both stylish and practical.

We specialize in the following:

CAFÉ BARS

FRESH IDEAS looks at the requirements of licensed Cafes, which often carry the designation Cafe-Bar. The licensed Cafe works especially well throughout all of the day parts, offering breakfast, morning goods and afternoon tea and coffee, while the demand for alcoholic beverages arises at lunchtime and evenings.

In the context of a traditional European cafe-bar, sales of fresh juices and hot, fresh brewed coffee drinks are usually served as an accompaniment to food.

This fact influences the design of the Cafe-Bar, taking it away from a pub format and allowing a more 'foodie' atmosphere. Food presentation and preparation facilities which in a traditional bar or pub are usually hidden from view, tend to be sited up-front in full view of the customer, on the counter - reflecting the need for efficiency and fast service.

However, depending on the degree to which evening bar business is envisaged, it must be possible through lighting, music and design, to transform the cafe-bar environment to suit the needs of the evening market

Cafe-bar styling may of course, be either in a traditional form or take a more contemporary direction, reflecting the physical/geographical context and the preferences of the client and target audience.

CAFÉ DELI’S

The next of the Cafe hybrid formats is the combination of speciality food retail with cafe - known as Cafe-Deli, or the other way round, Deli-Cafe. This may also be known as a Sandwich-Deli.

The Cafe-Deli must be designed by FRESH IDEAS to achieve two distinct and sometimes conflicting objectives; to sell retail goods such as cheeses, cooked meats, spices, wines, pickles, etc., but in the same premises also sell those self-same products in a food service context.

One potential area of conflict arises with the concept of 'added value' delivered within the Cafe section menu.

Customers may question the price of products which are for sale on the menu in comparison with the same products on sale in the Deli.

The usual solution for this dilemma is to serve deli products in combinations - sandwiches, meat platters, speciality coffees (as opposed to the roasted beans) and teas and wine by the glass. The opportunity for sampling deli produce from within the cafe menu creates a real opportunity for cross-selling.

The Deli-Cafe positioning in the marketplace is that of speciality expert - fine foods and provisions from unique sources which are not generally available from supermarkets. It is a speciality niche which may focus on ethnic brands and high quality versions of popular foodstuffs.

Many product categories which were traditional core deli range products, have for some time now become staples of supermarket shelves.

RESTAURANT

Every facet of restaurant design and layout is a product of the goals and concept of the business. The bigger the goals and concept, the more resources should go into design elements. The menu, clientele, and price points should all support the layout of the restaurant to create a single concept. Finally, design elements should support each other. No single element should stand out from the others without wanting to point customers in that direction.

Costs: It’s tempting to cut corners when designing the layout of a restaurant. But doing so can lead to long-term problems and unnecessary renovations. As with any investment, it’s important to consider a ten- or twenty-year business plan when deciding where and how to spend money during the design process.

Costs should be funneled toward elements where revenue is generated. For most restaurants, this includes the entrance, lobby, bar, and dining room. An upscale restaurant has to have upscale furnishings and design elements. A casual restaurant can’t overlook the need for a new, clean atmosphere. The bottom line is that guests have great food and a clean, comfortable environment in which to enjoy it. A restaurant operator has to be willing to spend what it takes to achieve this.

Space: The amount of space in the building is usually a product of the property and the type of lease/mortgage. How that space is allocated – at least in the case of a new property – is another story. Ample space has to be given to the kitchen for food storage and equipment. An area for staff and a manager’s office are necessary. Otherwise, revenue-generating areas must be maximized. This includes the dining area, bar, and hostess stand, all of which should be large enough to accomplish the goals of the business.

Entrance: The entrance is the first and last impression your business makes. It has to be inviting, and it has to capture the essence of your restaurant. It should be big enough for guests to gather if there’s a wait, but not so big that it takes space away from the dining room and bar.

A good entrance contributes to the natural flow of a restaurant’s layout. It sends guests on their way to a revenue-generating destination. It provides a platform for the buzz of the building. Something positive should be happening inside your building – whether it’s great food, a crowded bar, or a banquet event. This should be visible from the entrance, and convince guests to enter.

Kitchen: The kitchen has to have adequate space for all of the necessary equipment, plus ample room for employees to work. Necessary equipment can include ovens, stoves, broilers, fryers, a dish machine, triple sinks, and plenty of shelf space. A prep area and industrial sinks usually accompany dry storage space.

The kitchen should be just large enough to accomplish the goals of the restaurant. Employees should be able to move comfortably and safely in a fast-paced, high-stress environment.


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