LOCAL ENTREPRENEUR SCOOPS SILVER IN THE UK'S TOP FRANCHISEE AWARDS
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"HSBC has been supporting the franchise industry for more than 20 years and we congratulate Atul Pathak on being named Silver Winner of these prestigious annual Awards. His success story is not only representative of hard work and commitment, but is also testament to the support provided by a successful franchising business model. HSBC recognises the valuable contribution franchises such as McDonald's make to the UK economy by creating local businesses, wealth and jobs."Cathryn Hayes, Head of Franchising for HSBC Bank
A local entrepreneur, who opened his first McDonald's franchise four years ago, has been crowned Silver Winner in the 2007 British Franchise Association Franchisee of the Year Awards, sponsored by HSBC Bank and Express Newspapers.
Beating off stiff competition Atul Pathak was presented with the Silver Winner's trophy and an HSBC cheque for £3,000 at a glittering gala dinner held last night at Birmingham's International Convention Centre.
The prestigious bfa Franchisee of the Year Awards were launched in April as a celebration of the best-performing franchisees in a booming industry, now employing over 370,000 people and worth an annual £10 billion to the UK economy.
Since joining the McDonald's franchise with one restaurant in 2003, Atul has developed a customer-focused approach that has enabled him to generate sustained sales growth and to add a further 10 restaurants to his stable.
His success, he says, is largely due to spending time talking to his customers, both in his restaurants and outside. He attends local residents groups, Safer Neighbourhood meetings and religious and community events that means he knows many of his customers by name and allows him to build relationships based on mutual trust and understanding.
It's a philosophy he has instilled throughout his growing business, implementing a 'Hire the Smile' recruitment programme that ensures all employees follow his lead by putting the customer first. Further training, including role-playing, maintains Atul's belief that his restaurants should deliver a great experience as well as good food.
Customer satisfaction can be measured by the smiles on their faces, but McDonald's also utilises a mystery shopper programme that shows Atul's restaurants are delivering at an impressive 95% customer satisfaction. The programme also helps identify any shortcomings so that appropriate action can be taken.
Groundbreaking initiatives introduced by Atul include the trialing of a Halal menu in his Southall restaurant, the first McDonalds in Europe to do so. Response has been an increase in sales and guest counts of 100%, largely due once more to the time and personal involvement of its initiator, who had to overcome opposition from some other religious groups to ensure the project's success.
Attention to detail is key to Atul Pathak's approach. From pricing policies based on the socio-economics of the local neighbourhood to the introduction of elephant sculptures in a restaurant with a predominantly Indian clientele, the focus in this thriving, multi-million pound business remains firmly on the customer.
The judging panel, chaired by bfa President, Sir Bernard Ingham, was looking for franchisees who could show how they have achieved customer focus - the theme for this year's Awards. Atul demonstrated this by illustrating how they are tracking consumer needs and responding with systems, products and services to meet demand.
Cathryn Hayes, Head of Franchising for HSBC Bank, said: "Judging these Awards is always a difficult task but we felt that Atul showed determination and commitment to building a successful business.
"Atul's customer focused approach has generated sustained growth that's built an extraordinarily successful business. By listening carefully to the customer Atul has been a bold innovator, achieving success in areas previously thought to be impossible, and setting the standards for other to follow."
Director General of the bfa, Brian Smart, added: "The franchise sector is home to some of the UK's most successful brands. These brands have been built on the foundation of a franchisor driven to build and support a network and franchisees who are committed to developing their own business.
"The awards recognise the very best franchisees and how their focus and drive, when supplemented by the support of a franchisor, results in the growth of a sustainable, and profitable business."
"Atul is an inspiring example of such a partnership working at its very best - and we congratulate him on winning the 2007 Silver Award."
Express Newspapers' Advertisement Manager, Yvette Taylor, said: "The Silver Award Winner in these important awards are an ambassador for the franchising industry and an inspiration to all those thinking of starting up on their own. We look forward to sharing Atul's success story with our family of four million readers."
