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Equipment and Productivity   


Mark Godward has been leveraging his strong quantitative and technological background for more than 05 years to achieve consistently superior results as a project/engineering manager and consultant. Working for Ford Motor Company, Tompkins Assoc., General Tire & Rubber Company, and PepsiCo, Mark has used computer simulation, linear programming, computer aided facilities planning, statistical analysis, labor control systems, production and inventory control systems, and advanced manufacturing techniques to successfully implement significant operational improvements. Mark successfully combines a wide range of operations research, statistical, systems analysis and engineering methodologies with his common-sense problem-solving approach. He has earned professional recognition, including FE&S 2006 Top Achiever – Consultant Award, the 1994 President's Award at Taco Bell, the 1994 Operations Research Application Award from the Institute of Industrial Engineers.

Contact: SRE.



Posted by Mark Godward on September 17, 2008

The numbers are telling us that restaurants are hurting, but I just got back from dropping my daughter off at college in Boston, and we couldn’t get in the door wherever we tried to eat! The industry stats appear to not be telling the whole story.

Clearly a lot of concepts are still doing well by offering the perfect blend of wonderful ingredients and flavors at a price that guests gladly pay. To equate value with cheap is too simplistic. People are spending for a combination of several factors: quality, ingredients, menu, experience and convenience.

People don’t necessarily care about frills; they want good food. Some concepts, like Chipotle, take the "no frills" approach to perfection, where the space is specifically designed for a barren industrial look, one that automatically focuses the guest ...Read More

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Posted by Mark Godward on August 14, 2008

More thoughts generated from my trip to Buenos Aires. Many Argentinean restaurants have endless menus. They put The Cheesecake Factory to shame. And their kitchens are very, very small consisting mostly of a range, fryer and some pots and pans.

These operators can successfully execute menus of this size and scope because they most likely have highly experienced kitchens and waitstaffs, and the two groups probably have worked there for a very long time. Argentineans don’t have a lot of mobility. They are very happy to get a job, and tend to hold on to it for a very long time.

In the United States, we’ve counterweighted a less-skilled kitchen crew and serving staff that have a great deal of turnover with highly designed kitchens and ...Read More

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Posted by Mark Godward on August 11, 2008

As a native Argentinean, my family goes back for an extended visit each summer. While I wish I could stay with them for their entire stay, I usually only manage a week or so before the real world demands I get back to the office. This year, a lone Starbucks unit in Buenos Aires was big news. With traditional café bars on every corner selling coffee at a fraction of Starbucks’ price, there was a line snaking out of Starbucks with a wait of up to 40 minutes.

Starbucks was drawing a younger crowd that wanted to hang out, as well as “see and be seen.” Beyond being &...Read More

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Posted by Mark Godward on May 29, 2008

At the NRA show, there was a panel discussion about kitchen design. When asked how big a kitchen should be, Rick Tramonto, the culinary director of Cenitare Restaurants in Chicago, quipped, “as large as possible.” In a subsequent Chain Leader write-up on the panel, Dave Farkas mentioned that the kitchen for Tru, one of the kitchens that Rick designed, is 50 percent of the restaurant footprint.

Even though Tru is a fine-dining kitchen, I think it’s important to point out that Rick Tramonto’s comments are not representative for the industry. In addition, they don’t make financial sense. The kitchen, in fact all the operating areas, should be kept at less than 50 percent of the facility’s total square footage in limited service and less than 40 percent in casual dining. Bear ...Read More

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Posted by Mark Godward on May 5, 2008

I just returned from a conference in New York, where I had the opportunity to discuss a wide range of issues with restaurant executives, as well as listen to the perspectives of Jim Cramer of MSNBC’s “Mad Money” (who, by the way, has earned his “Madman” moniker). While there is a lot of excitement about the opportunities in Asia and Russia, the general mood among executives was “doom and gloom.” But I don’t buy into it.

So, people are not spending money now. We’ve been through this before. It will end.

Capital expenditures to remodel and expand are not a top consideration. But having the right plan in place so that when the economy breaks loose — that’s very important. In order to do that, you must use what you have wisely and to its fullest.

Labor Deployment
Be careful not to pare do...Read More

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Posted by Mark Godward on April 30, 2008

Unfortunately, the slowing economy is the topic of discussion. We are clearly seeing the trend toward remodel and retrofit vs. new build, and a heightened focus on tightening up unit-level economics by re-engineering work processes and better labor deployment.

Maybe brands can’t expand right now, but they can still innovate! Operators are busy developing new ways to "change the game" and differentiate themselves from competitors. A round of applause for the Burger King Whopper Bar -- one of the most interesting "big ideas" I’ve seen. It's a highly simplified operation with a much smaller footprint that will put BK into new places. In addition, there’s a lot of international growth going on in China and Eastern Europe. (See my post from Moscow)

So, what can...Read More

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Posted by Mark Godward on February 13, 2008

I recently returned from spending a week in Moscow, as part of work that we are doing with Rosinter, a large multi-unit operator in Russia. Rosinter is collaborating with a multi-national restaurant brand, as well as developing some of their own concepts.

The majority of Moscow's restaurants are small mom-and-pop places, or restaurants that cater to the new super wealthy. However chains are discovering that there's a lot of pent-up demand for well-run operators offering consistently good food for a good price. McDonald's has been in Russia for quite a long time. KFC, Planet Sushi and Il Patio, a casual Italian concept, are very popular, and often have long lines to be seated. I have to believe that any well-managed, well-run concept will grow. The Russian economy has been growing at 8 ...Read More

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Posted by Mark Godward on January 23, 2008

Improving the performance of foodservice will be critical to maintaining financial performance in the years to come. Foodservice operators from every segment continue to feel the pressures brought about by growing menu price inflation, rising labor costs and other operational factors that affect their ability to deliver a final product to their customers.

That's why today I present the third and final installment of questions various foodservice operators and their suppliers should ask as they try to become more effective and efficient in the ways they go to market.

Today's points include:

Is the facility designed to meet the operator's financial goals? Make sure the facility has "right sized" resources, and an efficient operations platform to minimize capital investment, maximize throughput capacity, and improve RO...Read More

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Posted by Mark Godward on January 18, 2008

Here’s the second installment of the considerations restaurants and other foodservice establishments should weigh when trying to increase overall operational efficiencies in 2008. Remember, true efficiencies and meaningful results come about as a result of the direct collaboration between operators and their suppliers.

With that in mind, here are a few more points to ponder:

Are the managers managing? Can you match your management team structure to the types of management tasks and the level of responsibility required for each? Be sure that your managers are doing the work they are being paid for, and not crew work.

Do our people have the training they need? A restaurant is a complex system of equipment, information and people. Even the most well-engineered kitchens will falter without the right people and knowledge. And this knowledge ...Read More

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Posted by Mark Godward on January 10, 2008

At the start of the New Year most of us think about improvements for 2008. On the personal side, many people's intent is to trim their waistlines. In contrast, many businesses look to expand their bottom lines, so to speak. Given that I am not a health expert, I will steer clear of offering suggestions about how to reduce one's waistline.

What I would like to do, though, is pose a few questions operators should answer as they look to meet their performance-based objectives for the years ahead. These questions may be most appropriate for those working in a restaurant, but equipment manufacturers, distributors or consultants should also tune in to what will make their clients successful.

I feel very strongly about equipment manufacturers' responsibility to share their clients' business challenges. If a supplier does not understand their clients' challe...Read More

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Posted by Mark Godward on December 17, 2007

Introducing technology in the front of the house is tricky, as we should consider more than cost and efficiency factors. Guest reaction to these changes is a key component in their success or failure. When we change a grill or a fryer in the back of the house, guests are not even aware of the changes. But if you change the methods of ordering, you directly impact the guest’s experience.

My preference is to focus first on the opportunities that have little or no impact on the experience, where there is no negative trade-off to the benefit. Portable credit card readers fit this category as the patron never interacts with the technology while enjoying the benefit. Off-site drive-thru ordering fits the same criteria. The customer arriving at the order point is not even aware that the order-taker is not in the store, or at least we would hope nothing makes ...Read More

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Posted by Mark Godward on December 13, 2007

In releasing its October Restaurant Performance Index, the National Restaurant Association predicts softening restaurant sales in the months ahead. This was due, mostly, to the fact that participating operators do not have particularly positive expectations for the coming period. Despite the glum outlook, though, operators appear to be in the right frame of mind, as evidenced by the fact that 54 percent said they made a capital expenditure for equipment, expansion or remodeling during the last three months. And this key metric remained constant from the previous month.

The economic situation may not look all that great right now, but it will eventually turn around. So, it makes sense to maintain capital expenditures. Should cash-flow tighten up a little, at least foodservice operators can clearly understand what they will invest in once their individual econ...Read More

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