A large, global hospitality brand built a model that connected improved on-site beverage service to higher employee satisfaction and retention
To improve employee retention given the war for talent by:
- Leveraging employee amenities in food and beverage on site
- Doing that at a reasonable cost
- Aligning with millennials craving for a food and beverage “experience” not just availability
Hospitality Brand’s Solution
Align inside-the-company offerings with those available outside by:
- Targeting a specific set of food/beverage amenities to a particular work group
- Leveraging the “food experience” trend pioneered by Starbucks at retail and replicating it in the workplace
- Improving the design, graphics and colors to make the spartan break room a bright, colorful social center to enhance employee interaction, creativity, and problem solving
- Quantitative research showed an improved food/beverage program had a direct impact on employee satisfaction
- Created a social center that helped to connect employees
- The model worked at large national customers such as Silicon Valley tech headquarters, as well as small cap businesses served by a localized route system
“Positioning coffee service as an employee benefit that increased satisfaction and productivity via fact-based research changed the entire conversation – it allowed broader penetration into different client stakeholders and a more robust service offering – a win/win for us and the client.”
- Gary Fassak, Partner & CMO
The client thought of coffee service as an expense item to be minimized. The result typically was a lower quality, basic offering that did not meet employees’ expectations. This resulted in employees leaving the premise for refreshment since many clients are in a high-density geography where several alternatives are available, thus reducing work productivity.
It also hurt overall employee satisfaction since the offering did not reflect the stated culture of building employee engagement.
“The solution was to share basic data with the client that we had gathered. The research focused on the entire area of employee satisfaction and retention. It resulted in a list of specific items the employer could do to promote engagement in the workplace. Of the top 20 items, a break area where employees could interact and have a refreshment offering that reflected food trends of higher quality coffee and great tasting, nutritious options was the #1 preference.”
“Once this was shared with the client, it changed the whole conversation from an expense purchase to a larger discussion of how we could help employee engagement.”
- Gary Fassak, Partner, CMO
Impact on Client Business
By improving food/beverage offerings, launching an online order service and updating the break room design, the client achieved measurable gains in employee satisfaction. Data ranged from qualitative feedback to specific quantitative measurement depending on the work site.
The food/beverage program was typically ranked 1st or 2nd of the most important parts of the workplace experiences. And the online ordering resulted in minimal out of stocks while keeping inventory low and key items that employees wanted in stock. Continuous innovation kept the platform up to date and responsive to employee input.