Attendees to the second annual Point of Service Summit shared ideas and strategies for creating a guest experience with impact. The event, held June 13-15 at the Roosevelt Hotel in New York City, brings together high-level marketing, operations and sales executives who are charged with differentiating the guest experience. The three-day event is unique in the restaurant industry in that it focuses on intimate networking and education, bringing together an exclusive group of executives with a highly selective group of sponsoring vendors.
Steven Schiller, chief marketing officer for The Steak and Shake Company, delivered the event's keynote address, focusing on the Summit's overall theme of "Creating the Ultimate Guest Experience." He discussed Steak and Shake's recent decision to focus on quality service, a new look and feel, and lighter menu options. Schiller delivered a "fantastic presentation," according to attendees, who also noted that it was "great to see how a company that was already successful continues to evolve based on guest feedback." Mike Woods, senior VP from Red Robin International, comments on how the "analysis of how Steak & Shake reengineered their business and operations showed how others can do it." (For more information on Steak and Shake, see the cover story in HT's May 2007 issue).