Effective Brand Leadership

Effective Brand Leadership

How do you create, scale-up and evolve a world-class food service brand? How do you revive a brand that is faced with (seemingly) terminal decline? Packed with real-life Case Studies and key insights from the Founders and Leaders of some of the most dynamic and established food service brands (Giggling Squid, Cabana, Miller & Carter, Burger & Lobster, Hache, Drake & Morgan, Giraffe, Byron, Premium Country Dining Group, Domino’s Pizza, YO! Sushi, TGI Friday’s, Pizza Hut, Toby Carveries etc.), this book is ESSENTIAL READING for aspiring or ambitious food service leaders. Drawing upon the extensive academic and operational experience of the authors, this book provides comprehensive advice on how food service brand leaders can ensure – in a fast-moving market – that their brands are different and stay different in order to avoid obsolescence! Written in an informative, accessible style without abandoning any of its empirical rigour this book is essential reading for food service leaders at all levels within the industry who want to win during every stage of their brand’s evolution or hospitality students who want practical insights into the fundamentals of effective brand leadership!         

About the authors

Chris Edger is the Professor of Multi-Unit Leadership at Birmingham City University, UK where he teaches Service Leadership and Operational Improvement to ‘Big Box’ retail General and Area Managers. A multiple author in this field, he is frequently called upon to commentate upon retail issues within the UK media. Chris also has over twenty years of senior leisure and retail service chain operations, sales and support experience working for domestic and internationally owned companies.  Tony Hughes is a luminary of the UK food service industry. During his career he established TGI Friday’s in the UK and was responsible for developing brands such as Toby, Vintage Inns, Premium County Dining, Village Pub & Kitchen, Miller & Carter and acquiring Harvester, Browns and Alex in Germany. He was awarded the Hotel & Caterer ‘Catey’, voted The Retailers Retailer ‘Best Individual’ by the Pub & Restaurant industry in both 2002 and 2006 and received a Lifetime Achievement Award from the European Foodservice Summit in 2007. He is currently Senior Independent Director at The Restaurant Group Plc.