In my previous column, I highlighted why equipment manufacturers must pay closer attention to the value consultants bring to the party. Consultants, from their unique purview at the intersection between operators and manufacturers, are the best placed to see the enormous potential that innovation can deliver to their clients.
I’m a huge fan of the author Simon Sinek. In his Golden Circle theory TED Talk he talks about the ‘Why’ principle, and how “the why” – as opposed to the ‘how’ or ‘what’ – “is the most crucial part of any endeavor or communication.” For Sinek, people don’t buy what you do, they buy why you do it. It’s a very simple concept.
So, let’s extend that to the foodservice equipment dealer network. The way our industry is built doesn’t allow us to truly show equipment in a side-by-side/apples to apples comparison so we can demonstrate why one piece of equipment is a better fit than another for an operation. When manufacturers release the newest technology onto the market, those products are not all equal. They have very different value propositions. They cost different amounts. But buying groups have made it so that dealers cannot, for example, set up three speed ovens right next to each other, bring a client in and have them cook their menu in the three ovens side-by-side. The rep groups can’t have that because their deals with the manufacturers don’t allow it.
Consultants step up to the plate
So, who is the only player in the industry that can do that? That would be the independent consultant. That’s me. So, That’s why I’ve built a showroom demo test kitchen here in Idaho, which opened this September. We literally built the ‘Switzerland’ test kitchen of neutrality. We can put any manufacturer in here and have them side by-side with their competitors. We’re bringing in chefs, trainers, and the clients – and showing them why. Why one stove might be better for them than another one. We’re getting buy-in from the manufacturers, reps, and dealers: it’s truly meant to be a hub of innovation – not a competitive playground.
I was/am a chef. That’s my background, I stood behind the line and I understand the role. We need to bring chefs in to show them how new technology works. Why? Because I just want to help move the industry forward. I believe it’s a little broken, so my goal – my why – is to create a little glimpse of what’s possible. Independent consultants are really the only ones that can do this the right way because everybody else is going to have a financial motivation for choosing one brand over another.
My son plays baseball. He’s learning to be a catcher. Recently, he was in a tournament and was wearing all his catching gear. There were four pitches, but he dropped them all. So, I said to him, “Look: your job is to catch. It’s in your title. You’re the catcher.” Now, our title is ‘consultant’. Our role is to consult. To be the expert. To do the research and help the client with their why. That’s the job description: to be ferocious learners. How can we do that if we don’t know what is possible? We need to get rid of the rest of the noise and just ensure our clients are getting the best equipment for their situation. That is my job. That is my why. That is me catching the ball.
Further details:
Based in Idaho, Joe Schumaker FCSI is the founder and CEO of FoodSpace.
So what do you think? Join the debate by contacting Joe: joe@myfoodspace com
