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COME RIDEFINIRE IL PROPRIO BUSINESS (un esempio)

In tempi di crisi come l’attuale il problema per le aziende di stabilire che cosa potrebbero cambiare è all’ordine del giorno. Un po’ per nostalgia, un po’ per pigrizia, un po’ per rigidità mentale ci si pongono tanti quesiti sul da farsi, ma senza fare niente. Tutti i convegni e giornali o quasi parlano di esigenze di innovazione, salvo poi guardarsi addosso e non capire cosa si potrebbe fare. Un approccio che ho imparato molti anni orsono consiste nel ridefinire il proprio business. Un giorno mi trovavo a gestire la pianificazione di una azienda di ristorazione collettiva (mense) non grande. Assistevo impotente alla fatica che si faceva a far stare in piedi quell’azienda. Margini bassi, concorrenti scatenati, low profile del business mi posi il problema della evoluzione del business. Cominciai ad osservare i bar con i banchi ricolmi di panini, i liberi servizi che comiciavano a sorgere qua e là. Per qualche settimana il mio lavoro ( di nascosto) fu di osservare come la gente si nutriva a mezzogiorno. Notai che i bar rappresentavano la quinta essenza della inciviltà nella ristorazione, che i pochi liberi servizi funzionavano bene e facevano affari.

Lavorando in un’azienda di ristorazione collettiva, abituata a stipulare contratti capestro con le aziende che erano dotate di una mensa avevo la mentalità del prepagato. Si stipulavano contratti per un anno e si cercava di meritarsi il rinnovo l’anno dopo.

Allo scopo di migliorare la situazione di quell’azienda mi domandai come avrei potuto ridefinire il nostro business.

Le considerazioni che feci furono le seguenti: siamo azienda di ristorazione, quindi soddisfiamo le esigenze degli impiegati di questa o quell’azienda. Da ciò che avevo imparato per conto mio gli ingredienti erano tre: quale funzione  soddisfacevamo, con quali clienti, con quali competenze.

Dopo essermi frullato un po’ di volte in testa quei tre ingredienti cominciai a domandarmi se non si sarebbe comunque potutosvolgere la stessa funzione con persone diverse dagli impiegati di una stessa mensa, conseguendo margini maggiori. Considerano la ristorazione dei bar un punnto debole, inventai una forma di ristorazione solo per il pranzo di mezzogiorno. La funzione svolta sarebbe stata la stessa, verso clienti diversi, con competenze migliori. Progettai un ristorante a libero servizio in un seminterrato molto spazioso e luminoso.

Il risultato fu che svolgendo lo stesso ruolo con un miglior livello di servizio il successo arrivò immediatamente. Il risultato fu che ogni mezzogiorno si nutrivano circa 1500 persone, fornendo un ottimo servizio e comfort, con un break even di 750 coperti. Quel tipo di ristorazione, solo a mezzogiorno, durò circa dieci anni. Avevo ridefinito un business con successo.

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