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"It's all about substance"

by Chris Sheppardson

An article in a previous edition of EP put forward a view that some by Chris Sheppardson large contractors no longer focused as much on building relationships, placing more emphasis on their brand and corporate identities. Simon Bailey, Managing Director of Sodexo's Racing, Stadia and Events division disagreed and, together with David Hill, Director of Championships for the famous R&A Club at St.Andrews, developed a clear counter argument. Some very thoughtful and considered points were discussed during their interview, which also served to squash a few myths.

We met Simon, and David, together with Alyson Cawley Managing Director, Sodexo Prestige Scotland, at a relaxed seafood restaurant overlooking the St. Andrews coast. It was a compelling discussion which covered a range of topics including the importance of local produce and communities, the R&A's position in the sporting world, what factors contribute towards a good working relationship and Sodexo's approach to The Open Golf Championships. Both David and Simon were considered and forthright in their views - clearly believing they had a successful partnership that delivered value to the customer.

The R&A have recently awarded Sodexo a six year contract as their sole caterer at The Open.The event is one of the UK's most prestigious, attracting a global television audience and over 200,000 spectators during a five day period. The contract was the first time the R&A had ever decided to award the catering to just one contractor.Why now, I asked?

"It is important to understand the history of the R&A to be able to understand why we took the decision to appoint a sole caterer," commented David."I have been here for close to 30 years and, in the past, there were probably ten catering companies who used to work The Open. All were very competitive but their finances did not allow them to invest as much as was needed in both people and equipment. I think catering at large scale events in those days was always a touch 'hit or miss'. Clients always had their viewson the catering - some fair, some unfair but they were valid because they were the views of our customers.We therefore wanted more reassurance, and to work towards something more substantial that we could be really proud of and that would represent the R&A's status in the global sporting arena.

Detailed planning...

"The Open caters for around 40- 50,000 spectators per day and in truth, there are only two or three companies who could deliver these numbers. One has to remember that what makes The Open so unique in sporting events is that there are no permanent facilities at the courses. There is no point building any as it takes almost a decade before the event returns.The Open goes to nine different courses and each is a Greenfield site.We have to build all the facilities on the golf course, which probably has poor access and no drainage. I normally spend 100 days every year away from home preparing for The Open.

The planning is very detailed and needs to be right.There are many things that can go wrong and we have an international audience rightly expecting an international standard. "At St.Andrews,we have our own water tank, which holds 60,000 gallons.We have to be self-sufficient. We have to stand and deliver.The point is that we need expertise and caterers who are able to deliver the highest standards in difficult environments."

Was it important that it was a large established contractor who worked with the R&A? "It was more about substance, expertise and understanding the need we had to do that bit extra to improve.We have worked with Sodexo for about 33 years, but we have worked with others too for a long period.They just showed they understood our aspirations and wanted to work with us to achieve our goals.

"I am always impressed by how staff stay motivated over five gruelling days. I would not be impressed if Alyson's team cut a few corners to win a few extra pounds of profit than invest what was needed to get the best staff that we could. I accept we are lucky in that we are a wealthy institution, but Sodexo understands our objectives and our demands."

"I have to say that 15 years ago, overseeing the caterers could be a bit of a chore. I mean no disrespect to anyone but it was," noted David in a considered fashion."Today, it is a real pleasure. Sodexo understands that there is more to gain in this by making that extra effort in getting it right. Philip Jansen, their CEO, understands the PR effect and that it is a shop window.They may not make as much as from a B&I contract or a hotel because this is different, but it is still important."

Do the right thing...

At this point Simon comments,"It helps that David's approach is different too. He works with us; he understands that life is not perfect and does not just beat up the caterer.The result I believe is a better all round product and a relationship that is really committed to working together."

David remembers,"For us the sea change came about ten years ago. Our attitude changed because we wanted to get things right.We wanted to improve, to succeed on the global stage.We needed the right partner who could give us the right support and expertise - people we could work with." I asked David if expectations had risen and just who he benchmarked against?

"Of course, standards have risen and we have a global clientele to manage.We benchmark ourselves against the other majors and I think we come out well in comparison." "I think that the industry has made great strides forward in recent years," interjected Simon."Standards today are way ahead of where they were ten years ago for a range of reasons. I think the high street has set the benchmark for catering and we have all had to compare our offering to this provision, as customers make a direct comparison. Secondly, I think we - as well as other companies - have worked really hard to get it right.The marvellous thing about our partnership with the R&A is that we are both committed to raising the bar and working towards a common objective."

"The agreement is a profit share and therefore we both want to gain together," noted Alyson, who manages the niche aspects of Sodexo's catering provision for the R&A.

It was known that the R&A had asked for local produce and employees to be used.Why? "Local recognition is so important for the local economies.The Golf Championship is a major event in the lives of these communities and it should play a part," noted David. "Golf at St.Andrews equates I believe to around £4.5 million income each year. It is significant." I asked whether this policy caused any areas of friction within Sodexo's purchasing agreements? "It is an often raised question but in all honesty, not really," countered Simon."Number one,we agree with the R&A that using local produce and employees is really important. Secondly,we are in Scotland and using local produce is very good business - from a marketing and sales perspective.Thirdly, it is now a very fashionable topic for reasons of sustainability. So we are all in agreement with this focus.

"What I would say though, is that local produce can only produce so many items and that we need the support of nationwide suppliers as well."

David concludes,"I believe Sodexo's achievements and work can only be truly appreciated by experts - people who do understand the profession and how difficult it can be. One of our clients recently told me that catering in the Patron's area was the best he had ever experienced. Our Patrons are knowledgeable and worldly and that is a fair compliment. It is easy to criticise the large companies but actually they have gone further than most to deliver what we have asked for."

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