Sales Managers checkout how Chef Ramsay Gamified sales process
The other day I was watching one of the many fiery episodes of Kitchen Nightmare where Chef Gordon Ramsay visits Campania in Fairlawn, New Jersey. This is really not the latest episode but I happen to stumble upon it on Youtube. I must say I have watched many Kitchen Nightmare shows but being a Gamification guy this show in particular captured my imagination.
Campania is a struggling restaurant when Chef Gordon arrives, staff are mostly a younger demographic, or popularly known as Gen-Y, and they spend most of their time loudly goofing around in the kitchen. As usual, Gordon sits down to try the food and Joe the owner comes out of the kitchen to meet Gordon who proceeds to order the tortellini soup, ravioli, and the pistachio and cranberry crusted chicken. Whilst he is waiting Gordon hears the antics going on in the kitchen and is not impressed with what he hears and as expected, the soup is bland and tasteless with bought in tortellini, the ravioli is covered in sauce filled with garlic and the chicken has grilled zucchini that looks like “a bison’s tongue” and is dry and sweet.
In essence Gordon quickly realises few basic mistakes in the Kitchen:
Menu is complex and Kitchen cannot shift dishes quick enough
Menu Proportions are too big and most of the people cannot finish the food
Younger demographic at work is almost not taking work seriously
Sales and customers numbers are dwindling
You might be wondering what Gamification has to do with this?
Gamification is nothing but the application of typical elements of game playing (e.g. point scoring, competition with others, and rules of play) to other areas of activity, typically as a technique to encourage engagement with a product or service.
Remarkably, Chef Ramsay realises if he is to turn this restaurant he needs to fix the behavioural issues and motivate and encourage staff to stay focused and stay on task. Chef Ramsay then simplified the menu that the kitchen was producing and distributed the dishes in different categories i.e. Menu had equal mix of beef, Chicken, Pasta dishes and so on.
Gordon’s reason behind splitting the menu was simple, Chef Ramsay identified if the menu was to remain the same and customers start over ordering the same menu items, it puts the kitchen under enormous pressure resulting into dishes coming out slow.
Now, it is one thing to create a new menu and other to sell it and that’s where I saw Gordon Ramsay apply non-digital behaviour science or Gamification to improve sales.
Here is what Chef Ramsay did to improve Sales – $100 will be awarded to a waitress that sells all the items on the menu…
So Chef Ramsay proceeded to simply set up four whiteboards, each representing 12 categories of food and advised the young waiters and waitresses to tick on the food category when they made a sale for a food item in that category. Whoever ticked all the boxes on the whiteboard receives $100 reward. This wasn’t just a reward mechanism but was a Gamified experiment because effects it had were:
Created competition amongst staff to sell the desired items
Younger staff saw this as a fun activity and was immediately onboard
Gordon was able to boost sales almost by 300%
Less stress on kitchen
Gain greater insights into the profit/loss numbers across each categories
What Chef Ramsay did was nothing but non-digital Gamification to improve the productivity of employees and get a greater ROI. So if you are a call centre manager, a sales manager or even a support manager that is dealing with younger demographic and want to improve Sales or support related activities then you should check out how Gamification can simply be applied to your organization. As a matter of fact any organization that has a workflow must use Gamification. Why? Because younger demographics that have been raised with computer games before joining the workplace are not going to get engaged with the traditional mechanisms.
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