Food service gives us all a chance to shine

I've never really understood why the contract catering industry has such a poor image. Before I accepted my current role with Aramark I had always been involved with the retail catering industry and high-street brands - researching customer needs, setting objectives to meet those needs, and then setting and defining brand standards for each aspect of the food and service in order that in each branded outlet those customer needs were met in the same way every single day. All of this is nearly always carried out by a head office function. Delivering those standards was the operator's role.

However, the contract catering industry is much more challenging for the individual operator. No client wants the same things day-in, day-out for his employees, who are, perhaps, in a semi-captive environment - in fact it is completely the opposite. The contract caterer has to be an entrepreneur in his or her own right, researching and understanding what their competitors are doing - yes, even contract caterers have competitors: what about the pub next door? - researching their customers' requirements and knowing which research tools to use and then how to interpret the results into meaningful objectives and strategies to meet, or preferably beat, their contract objectives.

I'm talking annual business development plans. Now, in this industry that's not always just about selling more of those things that the brand manual says you should be selling, there's another difference between this industry and the high street, and that is the contract you have with the client. If the contract is to run the business at nil subsidy (ie, no cost to the client) then of course we're talking sales scripts, sales incentives for the operating teams, promotional activity, advertising, merchandising and display - that's taken for granted - but what about when you have to provide a service to a specific cost? Enter yet another set of skills: producing great-tasting and great-looking food within what can sometimes be a challenging cost target.

What about the great food? Have we got a challenge on our hands cooking every day for the same customers so their faces light up with what's for lunch? That's a tough one, but a great opportunity. You have to put a lot more effort into tempting those taste buds every day of the week to stop them going elsewhere. Shame on those chefs who don't even taste the food before it goes front of house or who lose interest in what happens to their creations once they go through that kitchen door - where's the pride in how it is presented on the servery counter, garnished and served on the plate?

Hospitality and fine dining - here's your chance to show off if you're a chef. The opportunities to use your imagination and flair are incredible within this industry. Some of the best food I've eaten anywhere has been within some of our contracts containing fine dining. For some of the financial institutions, money is not the prime concern - it's wonderful, wonderful food, cooked and served with love, flair and imagination.

We should not forget that we have another set of very important people, other than our customers, to keep happy: our clients. You don't see them in the high street retail environment, yet like every other senior management role, you're going to need negotiating skills or you'll be in trouble.

So what else do you need in addition to all of the above? Well, with any average luck, you're going to be working in partnership with your client for longer than that year you've already planned for, so what about medium- and long-term planning skills? And what about those other managed services that your client may want in addition to the food service that you already provide - installing and running a retail shop, running the mail room, garden maintenance - you name it, you could end up running it on behalf of your client.

There is no doubt that the skills required to be a successful manager within this industry are numerous. For those people willing and able to acquire those skills then this is the industry for you - especially for women. Out of 12 senior executives within Aramark's Food and Hospitality Services division, four are women.

This industry really appreciates people who have initiative and flair and gives them the best of opportunities to use their intelligence and creativity to the maximum. n

Louise Mountain is customer services director of Aramark's Food and Hospitality Services division