Popeye's 2011 Annual Report Download - page 5

“ In this competitive environment, we must continually be on top
of the competition if we are to succeed with the value-driven
mindset consumers have. And value is so much more than
just price. Our unique food, presented quickly by a friendly
crew, is what we strive for on a shift-by-shift basis.”
— Scott Stockton
Vice President of Operations, POP Investments; 72 Popeyes in Texas, Oklahoma, and Florida
GEM “% Delighted”
2009 Q4 2010 Q4 2011 Q4
77%
74%
70%
Run Great Restaurants
A great restaurant company requires more than just
exceptional food. It requires an exceptional guest experience.
Since putting our Strategic Road Map for Results in place,
we’ve worked to build a culture dedicated to achieving
operating excellence at each and every restaurant, making
our service as good as our food. We want everyone to focus
on doing the right things, doing them well, and serving our
guests Louisiana Fast™. This means providing our guests
with an overall authentic, friendly, and memorable experience
so good they’ll want to return again and again.
We are deliberate in our efforts to deliver excellent service,
and we are data-driven in our measurement of success. We
use a balanced scorecard that encompasses critical aspects
of the business, from guest satisfaction to talent and training,
and same-store sales to profi tability.
At the heart of the scorecard is our “GEM” – Guest
Experience Monitor – that encourages guests to provide
immediate feedback about their visit through a brief
interactive survey. Tracking this data enables management
to make smart, fact-based decisions and identify areas of
greatest opportunity.
Since the GEM rollout to domestic restaurants, scores
have improved signifi cantly across all categories: “Percent
Delighted,” “Intent to Return,” and “Speed of Service.”
Our guests have never been more satisfi ed, and we have
never been more determined to drive these scores even
higher – especially at the drive-thru window.
One of the greatest indicators of guest satisfaction is speed
of service. Headsets and timer equipment are now standard
throughout the system, and we use clear metrics to measure
performance. With the vast majority of restaurants reporting
drive-thru service times, improving speed of service has
become entrenched in our restaurant culture. By year-end
2011, over 75 percent of all reported drive-thru system
transactions were achieving three minutes or less total
service time.
Internationally, GEM was in 48 percent of all restaurants
at year-end 2011. It will be rolled out to additional
countries in 2012 and, in similar fashion to the domestic
system, it is becoming a key measurement tool for
international performance.
2011 ANNUAL REPORT 3