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Volume 7, Issue 6 February 8, 2008 |
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Tips For Going Global
By Roy Bergold
This month's QSR subject is going international. Whether you’re big and already there, or small and thinking about it, I have some advice and stories about the days of McDonald’s first forays into markets outside the United States.
Interestingly, I never had marketing in any of the titles I held in my total 32 years at McDonald's. I started as Assistant Advertising Manager in the Midwest Region, 12 states at the time. That meant I decorated flatbed trailers for Ronald in northern Minnesota in January and went bass fishing in Missouri because that was the licensee's office. I was Advertising Manager there and then National Advertising Manager and Director of Advertising and Promotion in the corporation. So, what's in a title? I think I was still decorating flatbed trailers.
Well, anyway, it was then that Fred Turner called me into his office and told me two things: First, he wanted me to run just the advertising for the company and make sure everything was integrated, and, second, he wanted me to get involved in the worldwide advertising for the same reason. I, of course, agreed—and my international career was born.
The first thing I learned was to find an agency native to the market. If you can find one connected with your U.S. agency, that's great. But find one that totally understands the market, because you don't. You will come in and make all kinds of mistakes in your business dealings. And, unless you are fluent in the language, you need a great interpreter. One of my first preproduction meetings was in France. They all spoke French, obviously, and I spoke English, obviously, and we all forgot about that. To this day, I have no idea what I agreed to in that meeting. The language barrier presented itself two other times that day. They took me to dinner in a French-speaking restaurant and warned me not to utter a sound or we would be thrown out. Did you ever eat an entire dinner without saying a word? And,later, as I was taking a cab home with my trusty French dictionary, I asked the cabbie to take me to a cafe for a coffee, and ended up at a bordello. I guess my pronunciation was none too good. Needless to say, I got another cab home.
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"Leadership is the art of getting someone else to do something you want done because he wants to do it."
- Dwight D. Eisenhower
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View updated pricing and information each week on the website for the following food-commodity markets:
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Beef, Veal & Lamb |
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The January 1st total US cattle and calf inventory was .3% less than 2007 marking the first annual decline in 4 years. The smaller herd was caused in part by poor forage conditions and inflated feed costs. The beef markets are tracking upward due mostly to a slowdown in beef production. Buyers are beginning to resist purchases which could cause the beef markets to stabilize soon. Still, the 5 year average trend for the weekly choice boxed beef cutout during the next 5 weeks is a 9% increase. Prices per pound FOB from USDA.
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Dairy |
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Both the CME spot cheese and February class III milk (which cheese is made from) contracts have climbed to their highest price levels in nearly a month. Fundamentals are still bearish for the cheese and class III milk markets in the coming months as the milk cow herd should remain historically large and a higher class III milk price would favor cheese production. The January 1st milk replacement heifer inventory was 3.4% larger than 2007 and the biggest in 22 years. The butter market is steady. Prices per pound, except Class I Cream (hundred weight), from USDA.
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Poultry |
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Chicken production during January is estimated to have been 6% larger than a year ago. Relatively solid gains in chicken output are expected to persist into the spring unless bird weights decline. The current 6 week moving average for boiler egg sets is trending 3.5% above a year ago and 1.9% more than 2006. Most of the chicken markets are strengthening due in part to a rise in domestic demand for chicken breasts and continued strong export sales for leg quarters. The 5 year average increase for the boneless skinless chicken breast market during the next 9 weeks is 8%. Prices USDA, FOB per pound except eggs (dozen).
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Seafood |
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The Alaskan Bearing Sea snow crab fishing season is accelerating with 15.8 million pounds landed to date, 28% of quota. The Bearing Sea snow crab quota this season is set at 56.7 million pounds, 72% more than the previous season. If the Newfoundland snow crab quota is considerably expanded as well it may be bearish for snow crab leg prices. Still, a devalued US dollar could limit snow crab imports. Prices for fresh product, unless noted per pound from Fisheries Market News.
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Pork |
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Pork production last week declined 1% but was 12.7% larger than the same week a year ago. Easter this year will take place on March 23rd, the earliest this decade and about 2 weeks earlier than normal. In turn, Easter ham supplies will likely be procured shortly. The last time Easter occurred even close to this year?s date was 2005 (3/27) and the ham market made its winter peak during the last week of January. The ham market may move downward soon. Prices per pound FOB from USDA.
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Produce |
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The California avocado harvest is beginning to expand which should bring a boost to overall avocado supplies. Consequently, modestly lower avocado prices may be forthcoming. Last year the avocado market declined 11% during the next 2 weeks. The shipping point iceberg lettuce market recently fell below $6.00 for the first time since last June. Favorable weather is forecasted in the growing areas during the next 10 days which could cause engaging iceberg lettuce prices to persist. West coast tomato supplies are ample but overall tomato stocks could tighten as February progresses. Prices shipping point unless noted (terminal) FOB from USDA
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Oil and Grains |
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The wheat markets continue to move sharply higher in an attempt to significantly slow demand. Additional wheat market increases are anticipated during the next week. Prices per pound (oils) or bushel (grains) FOB from USDA.
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Canned and Frozen Food |
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Tomato Products, Canned - Current canned tomato stocks are fairly adequate. A rise in raw product costs and a notable decline in planted acreage are likely this year which may cause the canned tomato markets to remain elevated. Price per case (6/10) FOB from Supply and Market Report.
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Processed Fruits and Vegetables - The existing canned green bean market is firm with relatively restricted inventories. Steady to modestly higher canned green bean prices are anticipated to endure throughout the spring. Prices FOB per case from Supply and Market Report.
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The Employment Center is your gateway
for posting job listings or your resume
into 3 of the most
popular sites
in the foodservice industry.
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Server to customer ratio?
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I realize each place has it's own needs and server talents vary greatly, however I'm curious if there is a generally accepted ratio for number of customers to number of servers.
I suspect ours are stretched a bit thin at times, and while my wife and I pick up the slack for now, I would like to spend more time working On my restaurant as opposed to In my restaurant. I read that here somewhere of course and it sounds like good advice.
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Servers with eye trouble
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Can anyone give me a hint as to why even the best of my servers cannot see below their knees. I am quite certain they would wade through knee high trash on the floor before they would bend their butts over and pick up a single dropped french fry.
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Salami's Best Friend
We were used by the Romans to flavor sauces and vinegar. Over two thousand years old, we are a native to the Mediterranean region where we were also considered an aphrodisiac. We are both annual and perennial, thriving in the winter months as well as the long days of summer. Although the exact amount varies from cousin to cousin, we are all rich in carvacrol and thymol. Used in the curing of salami we are also a component of that de Provence thing, but we often have to compete for that honor. We are very popular in flavoring all sorts of legumes, (probably due to the fact that we counteract flatulence), and we have even been used as a salt substitute. We go all out with our peppery flavor, but save us for the end as overcooking renders us very bitter. We bring life to any stuffing, our leaves are used for making tea, we are signature soup, and we never met a sausage we didn't like. Primarily culinary, we also have excellent medicinal values. We can be quite effective in improving digestion, increasing perspiration, stimulating the uterus and nervous system as well as relieving menstrual disorders and soothing sore throats. We do not get to play with expectant mothers, as time has shown we are just too much for them.
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