2015 is in full speed as we bade April good bye and are meeting eventful May. We will have a lot to remember April for:

Dear team,

2015 is in full speed as we bade April good bye and are meeting eventful May. We will have a lot to remember April for:

NSO remedy is gaining the horse power – Im sure you read Lenya’s weekly reports and are keeping your fingers crossed for all of our 2014 openings GM, who put a lot of extra attention to their remedy action plans. We see a lot of good energy bringing the results – sales growth steadily moving up, proving the positive trend, operational excellence improvement with reflection in guest satisfaction and thus frequency of visits. I have a special THANK you to ALL of you involved in the project– your efforts, your belief and you discipline in execution is exemplary!

There have been days in April when NSO units outperformed base business in sales growth – good!

NSO restaurants continue growing sales weekly. Our L4W index grew to 78,1%. Our “stars” are Restaurants KFC PTK with the growth of 7,9% to March, KFC Kazan Vishnevskovo, KFC St. Petersburg Shell Ulyanka, KFC Pskov Leningradskoe with over 6% growth. YTD growth in KFC Mira, KFC Rio Mall, KFC Gorkovo, KFC Shell Fuchika, KFC Nauki, KFC Moika, KFC TSUM is reaching 30%! Way to go!!!

Now, as marketing team and Lenya continue coaching you on ways to win the hearts of our guests further, it seems ACs, accountable for those restaurants would be playing a more and more active role in the process. Aleksey, Oksana, Otar, Zhargal, Zenya, Grzegorz, Ira, Illya encouraged by the sales improvement and profitability – for the first time NSO altogether earned money!!! Im sure you are already thinking with your teams on:

1. What needs to happen in the minds of my people to sustain the growth pattern?

2. What do guests LOVE most about us? How can we leverage it?

3. What do guests want LESS of (looking at your GES comments) – how can we change it?

4. If there was NO limit in resources – what would we invest in/do in our restaurant to charm our guests?

May should not only continue, it must outperform the trend so far, claims Lenya on your behalf!

Pizza Hut will be another white spot on our April 2015 calendar. Marina Mirohina, Sasha Nigmatulin, Valya Drozdova and OPS PH are doing an amazing job bringing to our doors more customers than in 2014 despite of the trend in Casual Dining in RU! A few initiatives stand behind this success – new value promo, CRM, Business lunch and by all means – passion and accountability of our people.

In May we need to keep the momentum brought by strong value message on TV. Marina Mirohina is getting more and more into personalized guests communication thru our CRM: birthday vouchers redemption rate 24%, return lost guests – 12%, rewarding most loyal guests – 50%! I encourage you also to drive business lunch further:

· which office centers nearby still don’t know our offer?

· Close to which lunch competitor you may distribute PH invitations?

Reviewing 2015 project paths in the last few weeks and looking through the project calendar (Marina, Galya, Maxim – thank you for your lead here) I am pleased to share we are pacing up with the road map execution and the projects we have set for ourselves.

The planning and development phases of most of our projects are coming the exciting part – TESTING the restaurants. Each of the AC alongside with RST department heads are doing a solid work leading the area of business, conducting the committees, creating new better, more efficient ways of running Operations.

This time I would like to dedicate attention to Sales and Customer major initiatives, led by Galina Filon, supported by Sasha Nigmatulin and Sales and Customer ACs.

From the 1st of May we have long-awaited testing step for Secret Service Program: new approach for building relationship with our Guests. We will study together how to involve more Guests to KFC club lovers J

Now we are testing TOP100 actions in our restaurants. And in the end of May we will start these actions in all the Brand KFC. Funny stickers, wishes to Guests, Special events – these warm actions will help us to make our loyal guests real Brand Ambassadors.

Looking forward to see 1st steps of implementation in our restaurants!

Starting with the end of April for a few weeks we will be:

Ø Observing how our guests react on the new steps of service Galya with the sales and customer team have created

Ø Enhancing our guests experience through Top 100 initiatives

Ø Working on the deployment new tool

Ø Using capture rate techniques to plan even and grow our sales

Julia Chramova KFC Kultura 21, Natalia Mikhailova KFC Raduga, Oleg Aleksandrov KFC Park Pobedy, Lika Jakovleva KFC Osinovaya Rosha, Elena Voituk KFC Mezdunarodny, Victorya Voronina KFC June Moscow, Natalya Zagrebina KFC XL-3, Alena Stimova KFC Volgogradsky -you have the privilege to be PIONEERS in the new experience for guests creation for your customer service mindset and urge for excellence build the fundament for the success. Im sure you have planned to:

Ø inspire your teams through explaining the WHY, showing them your own example of doing it;

Ø spend time observing people using new techniques, giving feedback and recognizing the best service standards;

Ø talk with the guests, observe their reaction, browse GES comments to see the change outcome.

I can not wait to be YOUR guest as well and experience the new service reality on my own skin…

We are capable of testing more advanced techniques of serving customers as we are confident our operational excellence is solid and we deliver the so called – CHAMPS minimum every time. CER results are improving month by month with April been really solid.

For the first time since the beginning of the year CER (from 01.12.2014),
KFC RU reached the goal as MTD and YTD!

64% scores CER MTD > = 65

66% scores CER YTD > = 65

Our CER Champions:

#	restaurant	date	score
	KFC Auchan City	12-10-2014
	KFC Shell Fuchika Saint-Petersburg	01-07-2015
	KFC Kontinent Nord	01-21-2015
	KFC Park Pobedy	04-22-2015
	KFC TCUM Nizhniy Novgorod	12-11-2014
	KFC London Mall	01-28-2015
	KFC Perlovka	02-15-2015
	KFC Buharestsky Saint-Petersburg	03-05-2015
	KFC PTK Petrozavodsk	01-08-2015
	KFC Nauki	12-16-2014
	KFC June Mtishi	04-05-2015
	KFC South Pole Saint-Petersburg	12-17-2014
	KFC Zolnaya	03-01-2015
	KFC Kaskad	04-21-2015
	KFC Kultury 21 Saint-Petersburg	04-16-2015
	KFC Pobeda Petrozavodsk	04-27-2015
	KFC Gorkogo	02-20-2015
	KFC Liga	04-24-2015
	KFC Real	04-23-2015
	KFC Way Park	04-23-2015
	KFC XL3	03-01-2015
	KFC Gatchina Saint-Petersburg	04-22-2015
	KFC Kultury 7 Saint-Petersburg	04-15-2015
	KFC Obvodny Kanal	03-05-2015
	KFC St. Petersburg City Mall	12-16-2014
	KFC Zvezdnaya Saint-Petersburg	03-12-2015
	KFC Galery	03-06-2015
	KFC Mega TStan	04-01-2015
	KFC Muravey Nizhny Novgorod	04-14-2015
	KFC Atmosphere	03-13-2015
	KFC Dybenko	03-14-2015
	KFC June (Rzevka)	04-14-2015
	KFC Koltso	02-10-2015
	KFC Narva	04-19-2015
	KFC Pokrovka Nizhny Novgorod	04-13-2015
	KFC Dmitrovskaya	02-14-2015
	KFC Kazan Baumana	03-03-2015
	KFC Lotos Plaza	03-08-2015
	KFC Mira 12 Vologda	04-28-2015
	KFC Moscow Citrus	03-18-2015
	KFC Vasilevsky	02-10-2015
	KFC Vegas	03-14-2015
	KFC Volgogradsky Moscow	04-14-2015
	KFC Zelenodolsk Essen Kazan	02-11-2015
	KFC Krasny Kit	04-26-2015
	KFC Leningradskoe Pskov	04-15-2015
	KFC Nevsky	04-12-2015
	KFC Osinovaya Rosha	03-17-2015
	KFC Proletarskaya	03-25-2015
	KFC Rus Velikiy Novgorov	04-20-2015
	KFC Uzhniy	02-09-2015
	KFC Mezhdunarodnuy	03-19-2015
	KFC Ozerky	04-10-2015
	KFC Parnas Saint-Petersburg	04-23-2015
	KFC Pearl Plaza SPB	04-24-2015
	KFC Ramstor Capitoliy	03-26-2015
	KFC RIO Vologda	04-29-2015
	KFC Sosnoviy Bor SPB	03-03-2015
	KFC Spectr	02-18-2015

There is HUGE effort and discipline behind those number – WAY to GO, team!

CHAMPS is also the necessary base for us to adhere to the audit from RPN, that you all know are aware is coming up this year. Moscow units will be starting the process, them passing it to St Petes (both KFC and PH) and finally moving to Kazan. Andris Dragunas, Vlad Ivanov, Dima Petrov, Natsha Petrakova, Tanya Grigorieva, Volodya Kostrukov and the army of RST are working with OPS hand in hand to ensure we are meeting the standards. GMs, please double check EACH of your crew is aware of how to behave and what to do during the RPN visits.

We have a lot of talent and vigor in our restaurants, business results are been delivered in the atmosphere of fun, respect, engagement. Im honored to share our Barometer scores have been steadily high in the last 18 months (in 90s), communication calendar have become interactive to include initiatives from all of you, and the peak of the last few weeks – Miss AmRest has brought us a lot of joy. For the first time, the winner was the representative of the Kazan – Anastasia Ovchinnikova, KFC SM Vishnevsky. In the final, Anastasia showed herself as A-player and showed great knowledge about the company, AmRest culture and AmRest faith "Everything is possible"! I thank all the participants of the contest. You once again showed how many in our company are bright, talented, ambitious girls!

Im sure you are all looking forward to basketball competition, which is next in our 2015 event calendar!

As we are entering heroic May (we have a lot to be proud of in RU for May historical events) our focus in Operations should be directed to:

Building sales through LSM, promo execution, AVG growth.

JJudging from the pictures I saw from roll outs, Im sure you have tasted yourselves the new sandwiches we have launched and will be ready to recommend those to our Guests. Please remember to use all the recommendations from Sales ACs to ensure effective promo execution (way of suggestion, distribution of leaflets etc.).

Disciplined execution of OPS margins actions.

Our OPS profit YTD is 2 pp better than AOP despite 40mln RUR sales deficit. We have done a decent job in all cost categories, most coming from COL. Max with margins committees have been working on the lean initiatives to make it happen and our focus will be stable here. I trust your discipline in adhering to call to action (enclosed) will continue bringing us better than AOP profitability.

AC – empowering your GMs though CPL.

I had a great opportunity to be present at RBR in two regions – Andrey Tihonov and Dima Smirnov hosted me at their DOS+. It turned out to be a great learning opportunity for both sides. Initiative, sense of urgency, creativity all is there in our GMs - is what I witnessed. To make it come out even more often and bring fruits we need to empower them more, ask them the right Qs and leave the burden on their shoulders – all that CPL teaches us, leaders. Two full working days will be devoted in the upcoming months to polish coaching/mentoring skills of ACs further.

Both of DCs have developed a great tradition of summarizing the results and setting the priorities for the districts as a follow up to the monthly letter. Call to action that accompanies monthly letter is the collective intelligence recommendations from committees that gives you guidance on which actions will bring the desired outcome – please print those prior to your DOS+ reviews and together with your AC consider its impact.

Look forward to seeing you in the restaurants,

Oksana

Дата добавления: 2015-11-04