We were lucky to catch up with Robert Ancill recently and have shared our conversation below.
Robert, thanks for taking the time to share your stories with us today What do you think Corporate America gets wrong in your industry?
While the primary objective of this book is to present an in-depth and comprehensive collection of marketing tactics and strategies, I intend to use our “coffee breaks” to incorporate storytelling and highlight particularly effective approaches that are frequently overlooked. In our first coffee break, I will discuss one of the simplest, yet most impactful marketing exemplars I have ever encountered
Being a consultant, you meet many people and experience a whole range of scenarios. One that sticks out was a time when I was engaged to assess a chain of restaurants with the primary objective to assess how their offering aligned with emerging market trends, while also providing a financial analysis of their current performance and future forecasts based on scenario planning that adjusts their positioning to meet evolving consumer demand.
The project was, as normal, quite data driven, therefore we were all over the financials. An offshoot was that my team discovered one of the restaurants had a remarkably low staff turnover percentage versus the other restaurants in the chain. As I recall, most of the restaurants were averaging around 67% annually in staff turnover, which was a little lower than the market, therefore it wasn’t as if the business possessed abnormal volatility in staff attrition.
However, the restaurant in question was running an 18% staff turnover, virtually 40% less than the average and around 30% under the next lowest restaurant turnover percentage. Also, this was abnormally low for the restaurant industry at a time of very high employment in the US.
Needless to say, the same restaurant’s financial performance was favorable: good same-store sales year-on-year and prime costs were steady and a little better than budget. However, their EBITDA was very strong because they were steeply under budget on staff training, recruitment, and onboarding costs.
Amazingly, no one in the organization could pinpoint why this restaurant had such low turnover. They all acknowledged that the GM and her management team were very strong, but that was not the exception; other restaurants had great management, and their numbers while good, did not parallel the restaurant we identified as an impressive outlier. The restaurant in question was located in a metropolitan area, thus high staff turnover would be expected. The whole thing, while impressive, was perplexing.
Part of our scope was to visit a few of the client’s restaurants, so naturally we included the one with the lowest staff turnover.
We set up the visit with the GM, a great lady who had this very memorable southern accent over the phone. We rolled up to the location in downtown Los Angeles, very early in the morning before any staff began their shift. We were greeted by the GM, let’s call her Liz for the sake of this discussion. I am not sure what we were expecting. Liz was certainly great, however, we found the whole restaurant to be extremely ordinary, very clean, everything looked fresh and neat, but frankly nothing stood out as special, especially nothing that would suggest she should have staggeringly good staff retention numbers.
So, we sat down with Liz and went over her restaurant’s financial performance. We discussed all the usual restaurant GM stuff, again, all pretty standard. I asked Liz why she had such low staff turnover numbers. Liz just said, “Well you know I love my team, I treat them well, I am not from California, so they are family to me,” and so on. Again, all good, but nothing we hadn’t heard before, and yet the other restaurants had regular to high staff turnover.
We were thoroughly perplexed by this as it was clear Liz ran a great restaurant, and her staff loved both her and her management team, but she wasn’t doing anything different to the other top performing managers in the group, so why was her employee retention so incredibly high?
At that point, staff began to arrive, and I noticed her do something that I had never seen before. As employees started to arrive, she would excuse herself from our meeting and meet and greet each staff member. The first thing she would say was, “Hey (name), how is it going today, thanks so much for coming to work today.” She would shake their hand and offer them a coffee, which if they said yes, she would pour for them.
That was it right there. Liz and her managers would create a bond with each staff member as they walked through the door, every day, she wasn’t thanking them for doing a good job, she was thanking them for just showing up. The fact that she and her management team were willing to serve employees a coffee on arrival provided a sense of welcome, hospitality if you will, and ultimately delivered extreme loyalty and a material beneficial impact on her business.
We interviewed every employee and the results were as expected; they felt appreciated, supported, and at ease when at work. Remarkably, some even said that Liz always fights for them, and yet not one could provide an example. We asked Liz about this and she was genuinely surprised as she couldn’t think of such a time either. Indeed, it turned out that there was no such time that Liz “fought for the employees,” but because she was so connected with her team, their perception was that she had fought for them in the past and would do so in the future.
I am sure you can imagine the surprise on the client’s face when, expecting to learn about 5-year restaurant trends, I presented that they would add $765k to their group bottom line if they just trained their managers to thank their staff members for showing up to work and pouring them a coffee. But that was what the data proved, and there is nothing more honest than numbers!
Incidentally, another recommendation was to introduce 4 plant-based items on the menu. This was forecasted to generate around $380k in group net revenue although it necessitated a capital requirement of around $10k per location. An interesting experience, don’t you think? We should maybe ask “are we better off investing money to reposition, or spending nothing on just saying Thank You?”
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My name is Robert Ancill, and I’m a restaurant consultant, brand strategist, and design innovator based in Los Angeles. Over the past two decades, I’ve had the privilege of helping launch or transform more than 500 restaurants and cafés across 24+ countries, and I’ve been part of creating over 89 new hospitality brands. My work bridges concept development, interior and exterior design, marketing, franchising, and global strategy, which gives me a holistic view of both the challenges and immense opportunities within the hospitality space.
My journey began in Glasgow, Scotland, where I was born and raised. I studied at the Glasgow College of Food Technology, earning an HCIMA qualification, and that laid the foundation for what would become a lifelong passion for hospitality. I cut my teeth working with iconic companies like Planet Hollywood, Safeway, House of Fraser, and Panera Bread, and was part of the early team at Aroma Café Group, a VC-backed startup that was later acquired by McDonald’s. These experiences gave me real-world insights into brand development, operations, and growth at scale.
In 2002, I took a leap and launched The Next Idea, a creative and strategic consulting agency focused on the future of hospitality. From day one, we were committed to combining innovative thinking with deep industry expertise. Over the years, our work has spanned everything from fast casual and fine dining to ghost kitchens and food halls. We’ve helped brands like Sizzler Restaurants, Royal Caribbean, Paris Baguette, 7-Eleven, Plant Power Fast Food, and Caliburger bring their visions to life, whether they needed full concept development, architectural design, brand strategy, or international expansion.
In 2016, we evolved again, splitting into two focused divisions:
Heritage Restaurant Consultants (https://heritagerestaurantconsultants.com) – specializing in hospitality consulting, operational strategy, financial planning, and franchising.
The Next Idea Group (https://thenextideagroup.com) – our design and architecture studio, focused on translating brand concepts into exceptional, guest-centered environments.
As the CEO and creative director, I still lead the vision and direction of both organizations. But I’m also deeply involved with clients day-to-day, ensuring that every project—big or small—has a clear path to success. I also serve as a Board Advisor to Atmosfy.io, and I offer executive coaching to emerging CEOs and leaders in the hospitality industry who are looking to grow responsibly and sustainably.
What I do and the problems I solve
My team and I specialize in helping entrepreneurs, operators, landlords, and developers solve some of the toughest challenges in the hospitality industry:
How do I create a compelling restaurant design that stands out?
How do I design a space that drives sales and guest satisfaction?
How do I expand the client’s concept nationally or globally?
How can I make the client’s restaurant restaurant more efficient, profitable, and relevant in today’s market?
What sets us apart is that we don’t just approach this from one angle, we combine design thinking, operational know-how, strategic foresight, and branding expertise. This 360-degree approach is rare in our industry, and it allows us to build scalable, resilient concepts from the ground up, or breathe new life into existing ones.
What I’m most proud of..
There are many accomplishments I’m grateful for, but if I had to choose one, it’s the long-term impact of our work. Seeing a client’s restaurant we helped design or launch still thriving years later, that’s incredibly rewarding. I’m also proud of the global footprint we’ve created. The fact that we’ve worked across the U.S., Middle East, Europe, Africa, Asia, and Latin America gives us a unique edge when it comes to global trends, cultural nuance, and scalability.
Another point of pride is our diversity of clients, from startup restaurateurs with a dream, to multi-national companies with massive expansion plans. We treat every client with the same dedication, creativity, and honesty.
What I want potential clients and partners to know
If you’re thinking about launching a restaurant, refreshing an existing concept, or scaling your business, know this: we don’t believe in one-size-fits-all solutions. Every brand is different, every market is different, and your journey should be tailored to your goals, vision, and customer.
My mission is to help clients turn theirideas into reality, with clarity, purpose, and creativity. Whether you’re starting with a napkin sketch or ready to expand globally, we’re here to guide the process from vision to execution, and everything in between.
You can learn more about my insights and experiences on my blog: www.globalrestaurantconsultant.com, or connect with me on LinkedIn: linkedin.com/in/robertancill. I’m always open to new conversations, collaborations, and challenges.
Also – watch out for 3 new books that I am publishing this year.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing my clientele has been a steadfast commitment to honesty, creativity, and service. In an industry where trust is everything, being transparent with clients—about timelines, budgets, challenges, and opportunities—has built long-lasting relationships and a strong reputation. Clients appreciate authenticity, and by consistently delivering on what I promise, I’ve earned their loyalty and referrals, which has proven to be more valuable than any marketing campaign.
Creativity has also been a key differentiator. Every client has a unique vision, and I strive to offer solutions that go beyond the conventional, bringing fresh ideas and bold concepts to the table. Whether it’s reimagining a brand or transforming a physical space, my creative approach ensures each project stands out. This has led to a portfolio that speaks for itself and draws in new clients looking for distinctive, thoughtful design and strategy.
Finally, exceptional service has underpinned every interaction. From the initial consultation to final delivery and ongoing support, I aim to provide a seamless, responsive, and personalized experience. Clients know they can count on me to listen, adapt, and go the extra mile. That level of dedication turns first-time clients into long-term partners and is ultimately the engine behind my continued growth.
What’s been the best source of new clients for you?
For our business, the most consistent and valuable source of new clients has been our reputation. Over the years, we’ve cultivated strong relationships and delivered high-quality work that speaks for itself. This has led to word-of-mouth referrals from past clients, industry peers, and collaborators who trust our professionalism and expertise. When clients have a great experience, they often pass our name along to others—and that organic trust is something no advertising can replicate.
In addition to reputation, the internet has played a significant role in expanding our reach. Our online presence, including a well-designed website, active social media profiles, and strong SEO, has allowed us to connect with clients we may have never met otherwise. Potential clients often research service providers online before initiating contact, and having a professional digital footprint has been essential in making a strong first impression and converting leads.
Together, reputation and the internet create a powerful combination: one builds trust and credibility, while the other amplifies visibility and accessibility. This dual approach has allowed us to grow sustainably while attracting clients who align with our values and the quality of work we deliver.
Contact Info:
- Website: https://thenextideagroup.com/
- Facebook: https://www.facebook.com/HeritageRestaurantConsultants
- Linkedin: https://www.linkedin.com/in/robertancill/
- Other: https://heritagerestaurantconsultants.com/
https://www.globalrestaurantconsultant.com
https://restaurantmarketingbook.com
