Modernization of the Portfolio of units and its
readjustment
Modernization of the Portfolio and ongoing renewal of
our operating concepts are two movements that mark
our activity.
As the Group has a long term vision, the policy of renovat-
ing restaurants to make them more modern and appeal-
ing has continued in both Portugal and Spain. Highlights
in this regard include modernization work carried out in
the brands Pizza Hut (introduction of new proposals for
consumers in the area of experience, ambience and ser-
vice), KFC (implementation of the Sogood campaign) and
Burger King (modernization of units on the mainland and
in the autonomous regions, along with 20/20 Remodel-
ling and the introduction of new proposals such as Vir-
tual Play King in the Burger King guidelines).
Also in Spain, the portfolio’s modernization covered a
large number of units, in line with the Brand’s overall
strategy, whose aim is to complete a remodelling plan
for nearly a hundred restaurants.
After launches such as Flor d’Oliveira, Clocks with the
Chef Chakall campaign and concepts such as Spoon
Café and Oregano, the Group launched a new concept
called MiiT, which immediately garnered good accept-
ance. MiiT is a counter-based concept responding to a
strong trend among Portuguese consumers, who are in-
creasingly attentive and aware of the need to seek more
careful and balanced food solutions. It is a restaurant
proposal centred on strong differentiation factors: a
specialist in very tasty grilled meat, white meat included,
with high quality and authenticity.
Enhanced Value of Teams and Management in
the Operation
In 2012 a very important step was taken to enhance
the value of human resources by means of a pro-
gramme meant to develop future leaders at different
management levels (shift manager, store directors,
coordinators and market directors). The ground was
therefore laid to implement processes that enable
better preparation and better training of the restau-
rant teams:
- a new process to reposition and expand the role of the
shift manager;
- development of a new function in the brands structure,
market manager, responsible for marketing, analysis
and local intervention;
- a new process of online training for different restaurant
teams, overseen by the restaurant director, with coach-
ing from the coordinating director.
This new training process is aligned with the Learn-
ing Zone project, the online learning platform used by
YUM, the franchising company for the Pizza Hut and KFC
brands.
Implementation of the two first operational models was
begun in the Burger King chain in Portugal and Spain.
In the new process of repositioning the shift manager,
in alignment with the Burger King brand, the restaurant
trainers’ approval plays a vital role based on the concept
of RESTAURANT SCHOOL as Training School.
This formula enables ON-THE-JOB training and contin-
ual accompaniment and is meant to both train leaders
and recertify current teams.
Year 2012
Main
events
ANNUAL REPORT AND CONSOLIDATED ACCOUNTS 2012
15
