Tech on Toast Podcast Summary: "How to Give Your Customers Choice Through Tech" featuring Tom James, Managing Director at Bills
Published on October 23, 2024
Introduction
In the latest episode of Tech on Toast, The Hospitality Tech Podcast, host Chris Fletcher engages in an insightful conversation with Tom James, the Managing Director at Bills, a renowned name in the casual dining sector. The episode delves into Tom's extensive journey in the hospitality industry, the evolution of training and management practices, the integration of technology to enhance customer choice, and the strategic decisions that have shaped Bills into the successful brand it is today.
Tom Jamesâ Journey in Hospitality
Tom James begins by recounting his humble beginnings in the hospitality sector, starting as a glass collector in a local pub at the age of 16. His career took a significant turn when he joined Henry J. Beans, a prominent establishment known for its rigorous training programs.
Tom James [03:03]: "I always remember my first general manager meeting. We had to meet Douglas, the CEO. He praised our P&L's, and I realized the importance of financial oversight in hospitality."
This foundational experience ingrained in Tom the importance of a strong team and guest focus, principles that continue to guide him in his current role at Bills.
Evolution of Hospitality Training and Management
Tom highlights the stark contrast between the extensive training programs of the past and the more abbreviated training processes today. Reflecting on his time at Henry J. Beans, Tom emphasizes the depth of training managers received, which included hands-on assessments and comprehensive learning periods.
Tom James [03:39]: "Back then, we had a three-month training before being allowed on the bar. Today, such extensive training has largely been reduced, impacting both team quality and service standards."
He notes that while efficiency has improved, the reduction in training depth has affected team cohesion and operational excellence.
Transition from Jamie's to Copper Club to Bills
After his tenure at Henry J. Beans, Tom explored various opportunities, including a significant stint in Jersey with the Jersey Brewery and later at Revolution in Bristol. His move to Copper Club allowed him to delve deeper into all-day casual dining, where he was instrumental in introducing innovative concepts like outdoor igloos to enhance the dining experience.
Tom James [14:31]: "Introducing the igloos was a game-changer. It shifted our focus to experiential dining, where good food and drink werenât enoughâwe needed to offer something more."
This innovative approach laid the groundwork for his eventual leadership role at Bills, where he continues to push the envelope in enhancing customer choice through technology.
The Impact of COVID-19 on the Industry
Tom discusses the challenges faced during the COVID-19 pandemic, particularly in maintaining operations and supporting teams during unprecedented times. He shares his personal experience of stepping out of his MD role to manage a restaurant in Padstow, emphasizing hands-on leadership during crises.
Tom James [17:15]: "Running the restaurant on the floor during the pandemic was a real lesson. It taught me the value of resilience and adaptability in the face of adversity."
Embracing Technology at Bills
A significant portion of the conversation centers on the strategic integration of technology at Bills to offer customers greater choice and streamline operations.
AI Chatbot for Reservations
Tom elaborates on the implementation of an AI-powered chatbot to handle reservations, which resulted in a 36% increase in bookings in its first year.
Tom James [45:00]: "We introduced an AI Chatbot for reservations, which allowed guests to book up to 20 people, view menus, and get instant responses to their queries. This not only improved the guest experience but also alleviated the pressure on our reservations team."
The successful trial of the chatbot demonstrated the potential of AI in enhancing operational efficiency and customer satisfaction.
Introduction of Kiosks
Expanding on technological advancements, Tom discusses the introduction of tabletop kiosks at Bills, designed to offer guests multiple ordering options without overwhelming the staff.
Tom James [39:52]: "Our kiosks are subtle, tabletop devices that provide an alternative ordering method. They allow guests to place orders at their convenience, reducing the burden on our bartenders and waitstaff."
This initiative has been well-received, catering to diverse customer preferences and enhancing the overall dining experience.
Data-Driven Decision Making
Tom emphasizes the pivotal role of data in shaping strategic decisions at Bills. Moving away from purely anecdotal evidence, Bills leverages comprehensive CRM systems to understand guest behaviors, preferences, and trends.
Tom James [47:22]: "All our decisions have been data-based. From menu changes to technology implementations, we rely on extensive data analysis to guide our actions, ensuring that we meet our guests' needs effectively."
This data-centric approach has enabled Bills to make informed decisions that resonate with their customer base, driving growth and satisfaction.
Change Management and Team Buy-in
Implementing significant changes, especially technological ones, requires careful management and team consensus. Tom shares strategies employed at Bills to ensure successful adoption of new technologies.
Tom James [26:34]: "Introducing 287 changes in 18 months was daunting. We prioritized transparency and involved skeptical GMs as trial ambassadors to demonstrate the benefits of each change, ensuring team buy-in and smooth transitions."
By fostering a collaborative environment and emphasizing the benefits of change, Bills has managed to implement numerous improvements without disrupting operations or guest experiences.
Maintaining Brand Authenticity
Throughout the episode, Tom underscores the importance of maintaining authenticity and staying true to Bills' core values, even amidst rapid technological integration.
Tom James [22:27]: "Bill's authentic origin story and Bill himself's involvement in design and culture have been crucial. We ensure that every technological implementation aligns with our brand's ethos of community and genuine hospitality."
This commitment to authenticity ensures that technological advancements enhance rather than detract from the brand's identity.
Future Plans and Expansion
Looking ahead, Tom shares exciting plans for Bills' expansion, including new openings in Milton Keynes and participation in events like Winter Wonderland in Cardiff. These initiatives aim to blend technology with unique dining experiences, further cementing Bills' reputation as a forward-thinking brand.
Tom James [41:17]: "Opening new sites in November amidst the holiday rush will test our systems' robustness and our team's adaptability. We're building our Avengers team to ensure these launches are seamless and successful."
Conclusion
The episode concludes with mutual appreciation between Chris and Tom, highlighting the camaraderie and shared experiences within the hospitality industry. Tom's insights into balancing technology with genuine customer and team focus provide valuable lessons for industry professionals seeking to innovate without compromising on quality and authenticity.
Tom James [52:19]: "The decisions we've made are all about data and enhancing guest experiences. Technology should simplify operations, not complicate them."
Key Takeaways:
- Comprehensive Training: Investing in thorough training programs builds strong, competent teams.
- Data-Driven Decisions: Leveraging data over anecdotal evidence ensures more effective and targeted strategies.
- Balanced Technology Integration: Introducing technology should enhance the guest experience and operational efficiency without disrupting the brand's core values.
- Change Management: Successful implementation of changes requires transparency, team involvement, and strategic prioritization.
- Maintaining Authenticity: Staying true to the brand's origins and values is crucial, even as the business evolves and adopts new technologies.
Notable Quotes:
- Tom James [03:42]: "We were obsessive with the product and it was amazing that there wasn't financial pressure back then."
- Tom James [14:31]: "Introducing the igloos was a game-changer. It shifted our focus to experiential dining."
- Tom James [45:00]: "The AI Chatbot increased our bookings by 36% in its first year."
- Tom James [26:34]: "Introducing 287 changes in 18 months was daunting, but transparency and involving skeptical team members ensured success."
- Tom James [47:22]: "All our decisions have been data-based, ensuring we meet our guests' needs effectively."
This comprehensive summary encapsulates the key discussions and insights from the episode, providing a detailed overview for those who haven't had the chance to listen. Through Tom James' experiences and strategic decisions, listeners gain valuable perspectives on merging technology with traditional hospitality values to enhance customer choice and operational excellence.