Management Team
I. Weaknesses of Existing Management TeamJoseph Crugnale states that he likes to "own everything myself, so I don'thave to answer to anybody." However, the restaurateur clearly needs helpand advise of others to rescue his operations. Participatory managementencourages involvement of stakeholders at all levels in analysis ofproblems, development of strategies and implementation (Weisbord, 1987).Constant Disregard for the Voice of the CustomerCrugnale listens to his vision far more than what customers are asking for. The salad dressing example where he refuses to serve blue cheesingdressing to customers even though they are asking for it is one indicator.And, Crugnale's criticism of Bertucci's restaurant including the higherprices and emphasis on entrees comes at a time when the restaurant isenjoying higher customer satisfaction scores and substantially improved
The article also states that Bostonians do not recognize Crugnale as a keyplayer in the restaurant business, indicating poor advertising and publicrelations. mpanies should seek to sell what theircustomers are buying because they are the business. Instead, Crugnale listens to himself. To accomplish this, headvises businesses on the value of seeing their business in the same way ascustomers see it. He must start thinking of them as numeroussmall islands of distinctiveness, each of which requires its own uniquestrategies in product policy, in promotional strategy, in pricing, indistribution methods, and in direct selling techniques. Poor Public Relations and AdvertisingThe fact that Crugnale publicly insults food critics that are in theposition to give his company free public relations demonstrates thismanager's total ignorance on public relations matters. Each tool hasdifferent pros and cons. LeadershipLast, but not least the Crugnale's business needs strong leaders that setgood examples, empowers employee participation, and facilitates effectivecommunication. Criteria For New Team Member SelectionSkill VoidsObviously, Crugnale has many voids in expertise to fill such as customerrelationship management, advertising and public relations and marketresearch and segmentation skills. Driscoll (Public relations and (or) advertising) highlights the mix ofpublic relations and advertising that could assist Crugnale in buildingname recognition and improve the restaurant's reputation. Inadequate Market ResearchCrugnale is guilty of locating restaurants in areas that do not match theappropriate demographics for his price levels and of overexpansion. Changeis not a bounded, defined, controlled and discrete process with guidelinesfor success (Jick, 1991). However, Curgnale himself must firsttake the leap into participatory management to allow the experts that hehires to contribute to the success of the restaurants. But, advertising offers the ability to control messages, andwhen, where, and how the message runs. Worse yet, heinsults the food choices and restaurant selections of potential clients.
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