2017 MVP AWARDS Multi-Brand Growth Leadership Award
2017 MVP AWARDS
from within , and its customer service approach to make every employee ’ s and every customer ’ s day better . “ People are proud to be Daymakers ,” he says , referring to TA ’ s signature customer service program , launched more than 6 years ago .
“ We knew we were not treating our customers with the respect they deserved . We had shackles on our employees around policies and procedures they had to follow ,” says Ponczoch , a 30-year industry veteran . “ We realized we just needed to allow them to be real human beings with our customers to make them happy , smile , and feel at home . How can you be the best part of someone ’ s day ? How do you go above and beyond for your guests and your employees ? Take off the shackles and allow employees to think on their own and do what is right .”
Daymaker is now deeply instilled in the company ’ s culture and is being expanded to emphasize the approach with hourly employees . Ponczoch says the focus is constant to “ preach and teach ” and reinforce the message with training , feedback , and motivational customer videos that share the impact of the program .
“ We try to teach our employees that everyone has a story in life ,” he says . “ They may not be smiling or in a great mood , but don ’ t make a judgment about them . You don ’ t know what they are going through . When people understand that , they can make someone smile .”
BOTTOM LINE
Annual revenue : QSR , $ 180 million ; FSR franchised , $ 10 million ; FSR , $ 215 million ; QSL , $ 37 million .
2017 goals : Stay above the industry average in the QSR and FSR space with franchised brands . Continue to strengthen our bench for continued leadership and company growth .
Growth meter : How do you measure your growth ? For 2017 , open 16 locations .
Vision meter : Where do you want to be in 5 years ? 10 years ? I expect the brand to continue to grow both in same site revenues and also unit count growth . I hope the organization will continue to have me be a part of the influence that makes this happen . There is no reason to slow down at this time .
What are you doing to take care of your employees ? Everyone has an opportunity for growth . We continue to see people strive and grow into leadership roles at the site level , district manager level , and director positions . None of this works without great leaders . With more than 12,000 employees in the food business , we do our best to give them opportunities for growth or be a steppingstone for their next career . Our front-line employees make us great — not what I do or what others do in HQ . I only wish we could recognize every moment they made it special for a guest .
What kind of exit strategy do you have in place ? I ’ m not planning on leaving anytime soon , but when I get ready I expect there will be a number of talented leaders on my team who can fill the position . I ’ m sure whoever steps into this role will only make it better and keep it growing .
2017 MVP AWARDS Multi-Brand Growth Leadership Award
Why do you think you were recognized with this award ? Our team does an incredible job managing more than 25 brands . Each brand is unique and is required to be operated to the highest standard of their company . We simply follow their rules of execution and add the best service we can to the guest experience . I hear from brands constantly that they love working with our people and love our professionalism from the ground up .
How have you raised the bar in your own company ? Again , this is about the level of leadership we have , the Daymaking culture we have , and the support we give our location managers . Ninety-five percent of our multi-unit managers have been developed from within . I have seen every level of employee grow into leadership roles . From servers to cashiers to dishwashers , and cooks , all grow into all levels of management , including many who are with us today in director and district manager roles . They know what it takes and they make it happen . When you see 15-year-plus passionate employees all around , you are in good hands .
What innovations have you created and used to build your company ? Because in so many of our operations we are the franchisee , we are not necessarily coming up with new operational procedures , but more operating the brand to the exact procedures and methods the brand dictates . We spend a great deal of time , money , and resources ensuring that our leaders have this knowledge and the support to do it right . We did develop “ Daymaking ,” which we teach and train daily : we teach our leaders to be bold , work hard , hold themselves accountable , encourage others , leave their comfort zone , speak up , take action , be passionate , leave a legacy . Simply put , it ’ s what Steve Jobs said : It had better be worth it — you don ’ t get a chance to do that many things and every one of them should be truly excellent . Because this is our life and it ’ s brief . We have all chosen to do this with our lives , so we better be damn good at it !
What core values do you think helped you win this award ? There is a respect for the industry , for our employees , and for our guests . When you have this value for all three and allow it to lead your decisions , you cannot help but succeed . The award is great and we are proud to have it , but we are even prouder of the thousands of employees and leaders who helped us successfully partner with so many national brands and represent them in a good fashion .
How important is community involvement to you and your company ? Our core company support annually is the St . Christopher Truckers Fund , whose mission is to help truck drivers and their families who have financial needs as a result of medical problems . Beyond this we allow our leaders and employees in the field to be involved with the local communities where they operate . Fundraising at all of the brands we operate supports local schools , sport teams , children , police officers , firefighters , USO , National Military Family Association , Wounded Warriors Family Support , Folds of Honor , and Alex ’ s Lemonade Stand Foundation .
What leadership qualities are most important to you and your team ? Integrity , passion , inspiration , empowerment , accountability , and opportunity .
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