Bernard Boutboul – Gira Conseil
As the fast food sector moves upmarket and sheds the junk food stigma, it is attracting more and more entrepreneurs. Catering is one of those rare industries that does not require a degree or professional qualification to open an outlet. These young entrepreneurs often have great ideas, are brilliant communicators and use an array of marketing tools.
But many of them do not follow the basic principles of our industry: to produce a consistently good product, served by friendly, competent staff in a pleasant, clean environment. It may seem blindingly obvious, but not to this new generation of restaurateurs, who risk seeing their sales plummet.