25 lessons from two very successful ladies

MOTHER-DAUGHTER team

Susanna Pascual-Guerrero and her daughter Badjie Guerrero-Trinidad fittingly kicked off the celebrations marking the 25th anniversary of the Cravings Group in the place where it all started—the family home in exclusive La Vista in Quezon City.

It was here where the mother and daughter tandem started their business by selling home-cooked meals such as Roast Beef and Paella as well as cakes such as the Mocha Praline and Banana Muffins to their friends and neighbors.

Back then, they were driven mainly by their passion for food and did not really believe that they would make a full-blown business out of what they do in the kitchen.

It was only when the formidable team won an order to deliver over a thousand packed meals that they got the encouragement they needed to transform their hobby into a “real” enterprise.

And transform it has, with the Cravings Group today employing seven hundred employees, and the chain that started with the restaurant on Katipunan Ave. serving the university market growing to include restaurant brands such as C2 Classic Cuisine and The Coffee Beanery, Lombardi’s Authentic Italian and Wicked by Cravings.

It would also help form other businesses such as pioneering culinary school Center for Culinary Arts, Asian School for Hospitality arts, events venues C3 Events Place and Oceana and hotel brands The Orange Place and Seven Suites Hotel Observatory.

Such feats make the Guerreros a rich source of business lessons, which come not from books but from actual experience for which there is no substitute.

Here are their 25 top business tips, one for each year of their operation.

From Susanna Pascual-Guerrero:

1) Communicate effectively:  The power of communication is very important. Success will be out of reach if we cannot connect with people all the time and not just occasionally. Personally, I know my limitations … I’m more effective as a writer than a speaker. Motivational speakers make the audience ‘feel good’ but as a writer, I believe they will be more inspired to ‘do good’ and drive them into action—which is what makes the difference! After all, my books will live after me.

2) Know the need to make changes: Someone said everyone thinks of changing the world, but no one thinks of changing himself. We always put a premium on being innovative.

3) Display passion: Real passion is deeper than just emotion … it’s showing others how you get excited in order to motivate others.

4) Trust in the power of prayer and hope: When there seems to be none at times, prayer brings about incredible faith and hope!

5) Believe in the oft-repeated adage “success is not a destination but a journey.” We share this wisdom with our employees, that the only way to improve quality of life is to improve yourself … living a life of growth.

HOME with Susanna and Badjie, owners of Cravings and several other hospitality ventures.

6) Have good timing: We believe that timing spells the difference between success and failure. Who would have thought that it was the right time to start CCA in 1996? The pioneer in culinary education inspired countless organizations to follow the path towards professionalizing the hospitality industry in our country.

7) Pursue a sustainable operation: I always draw a lot of inspiration from Franklin D. Roosevelt’s wisdom: “We may not be able to prepare the future of our children, but we can at least prepare our children for the future” and “The nation that destroys its soil destroys itself.”

It remains our company’s commitment to pursue a Zero Waste lifestyle, deserving of the certification of ISO 14001—the highest environmental standard globally.

One of the best decisions that we have ever pursued in our business is aspiring for ISO 14001, which was awarded to us on our 25th year. As we aspired to bring our company to the highest level of environmentalism, the faster we moved toward becoming an economically sound company as well.

It goes without saying that ecology and economy have proven to be inseparable.

The pressing challenge of business today (especially in food business) is how to sustainably manage waste. But we are determined, relentless and consistent in pursuit of this goal.

8) Rise above challenges: Cravings has risen from many mistakes/failures … but I believe in the wisdom of my favorite playwright George Bernard-Shaw saying: “A life spent making mistakes is not only more honorable but more useful than a life spent doing nothing.”

9) Believe in the power of one: One may feel he/she has nothing to contribute. But lessons of history are replete with examples of the power that comes from the daily choices of just one individual who makes even an ordinary task extraordinary.

10) Highlight the importance of team spirit: I also believe that there is no such thing as a self-made person. Someone said that you would reach your goals only with the help of others.

11) Cultivate a culture of excellence: At the start of this year, all our employees have undergone (batch by batch) training in Service Excellence—all about building our brand. Culture is our Brand … the culture of excellence.

12) Train your people: Training is an investment and key to success: We believe that the difference between good and excellent companies is TRAINING and more training.

13) Be thankful: The greatest source of happiness is the ability to be grateful at all times.

SUSANNA “Annie” Pascual Guerrero

14) Attract good people: Make your organization a magnet for people with leadership ability.

15) Be a positive thinker: I believe that having a positive attitude is the most contagious quality a human being possesses. Employees with good attitudes tend to make people around them feel more positive. Those with a terrible attitude tend to bring others down.

From Badgie Guerrero-Trinidad:

1) Look after your food cost, which is the most significant operating cost. Invest in a good point of sale and inventory system.

2)  Give importance to customer feedback, accept customer complaints as a means to improve your operations.

3)  Invest in your people through continuous training.

4)  Encourage innovation. You do not have the monopoly of great ideas, welcome new ideas from your people.

5)  Attend trade fairs and exhibits to update yourself on current trends in the restaurant business.

6)  Pay attention to details, restaurant business is all about details, from product presentation, music, ambience, menu design, uniform, etc.

7) Look for long-term partners, those who will support you and can share your vision for the company.

8) Reward exemplary workers and make sure that your doors are open to their grievances.

9) Keep updated, whether through traditional or online media about trends and events so that you will always have something new to impress your customers.

10) Constantly have a passion to prioritize the satisfaction of your customers. A satisfied diner can become your loyal customer for years.