job description

I'm the general manager of a smoothie store in Millbrae, California. It's a company owned store, and basically my responsibility is to operate this location, make sure that I make a profit, control labor and enforce the laws. I hire and train and maintain development within the store. I also control promotions within the store.

Because it's about making profit, which I think everyone in the field has to deal with, we have that conflict. We can't really control how much profit we bring in, because there are a lot of external factors, and I work with a product that is already branded and made, so it becomes a matter of keeping up consistent service and maintaining the customers we have. It also comes down to the employees - making sure they can educate and inform customers and keep them coming back. I think the hardest thing is trying to increase net sales. We are a weather-driven business, and it's not like coffee where people get addicted; it's something people drink for leisure or functionality, so we can't control the weather, or the location. We have an aggressive plan for the company and there are a lot of highs and lows that can happen in this business, so we have to live up to the standard. I think the next hardest thing is finding good employees, because there's a high expectation for customer service. We have a strong brand and values as far as that's concerned, and good people don't fall out of the sky. You deal with what you have to, and do what you can to hire the right people, and that's all dependent upon the general manager.

There is pressure from the company, because they do have standards and you don't want to fall below that standard. It's noticeable when that happens, but are they hounding us about it? No. I mean, when a company starts out, there are always concerns about making the brand, but we're a public company and we're growing rapidly, so it's unrealistic to ask for the absolute perfect employee. There are high standards and we have to reach that, and personally I think my colleagues and I meet those standards. There's not too much pressure, but we do have to be in control of our store. I would say that for the kind of business we are and the products that we sell, there is a more aggressive standard in comparison to other food service businesses, but that's not a bad thing.

With my experience, in addition to the company atmosphere, I think it's a really good place to work. Since I've worked with this company, I've had great relationships with all my employees, and I've always felt it's a comfortable place to work and people who want to stay here get a long tenure. There is more of a loyal and friendly atmosphere because of the company's special brand and the values they promote. There is a lot about the positive influence of the product that trickles down into the environment. With the every day experience of a job like this, it's a different feeling than going to a fast food restaurant. We are a relational work place that's focused on the customer and people development, and that creates a certain culture. It's definitely fun.

education & career path

I focused on art in high school, and after taking some home economics courses, I decided to go into culinary arts. I went to community college for about a year and a half, and then right into culinary school, right when it was starting to get really popular. I graduated from culinary school and then I went to Las Vegas and I worked as a pastry cook at a casino for about a year. That was my first hands-on food service job, but during high school I worked at a restaurant doing pretty much everything from serving to food running, and that also gave me experience with being around food and people. Then, I strictly went into the kitchen, and I worked for catering companies in Los Angeles. I did large parties and in-home parties, and learned to do a little bit of everything. After that, I moved to the Bay Area and was hired here. They actually recruited me online through my resume, and noticed that I had worked for the company for a few months in high school, which they thought made me a good candidate. Because I had worked in the industry and had a degree, I was lucky enough to be hired into a managerial position (assistant manager) without any managerial or previous company experience. Then, after a year, I was promoted to general manager. I've been with the company for three years.

For the most part, people have been in the food service industry and then choose this company because they put a high value on considering what employees want, and they really care. It's a large industry, so you have to find the place that works for you and it can come down to being the right atmosphere. That depends a lot on the company, the product, and your coworkers, so each job within each establishment is different. Here, some people get promoted internally, which means they may start as a regular employee and over time become a manager, but a lot of people do have other experience within the food industry or as a manager in some way.

my day

It varies. I think on the average, most managers work early mornings because it's an easy way for us to either save labor or just find someone who can work early mornings. It's now mandatory that we're open by 7:30 a.m. at latest, so typically I punch in at 5:30 a.m., and we're usually here until about 2:00 to 4:00 p.m. Ten hour shifts are required for general managers. First, we set up the store and prep, just like a normal kitchen (although that's minimal here), then forecast and plan for the day. We look to see who's working and how that fits, then review product, to make sure there's enough on hand and it's good quality, and then we go through the systems. The rest of the day, I balance between doing the proper paperwork, being out serving and helping customers, doing 1:1s with employees, training new hires, and planning and prepping.

I think we do things more on a weekly basis, because each day really varies based on weather, customers, and employees . I would say 20% of the week is spent in the back of the house working on paperwork and the systems the company provides, which requires you to be on a computer and at a desk. Then about 70% is working with the people, whether it's with customers, employees, your colleagues, and 10% is working with the district manager and attending meetings, trainings, etc. About one day of the week is spent entirely in the back, but regardless, there is a lot of interaction that takes place.

Many of the responsibilities are the same, but each day differs based on the employees, the customers, the weather, etc. Any job dealing with people will have variety.

salary & lifestyle

I believe for General Managers, salary ranges roughly between $46,000- $53,000. That's generally what I've heard, but salary depends on experience, where you get hired, etc. As far as money promotions go, we have really good bonus incentives, which are generally based on the profit we make. Position-wise, there are only two rungs up from general manager, either being a training store manager or a district manager. There aren't very many districts, so the possibility of becoming a district manager is usually slim, but it does happen; this year alone in Northern California there have been two GMs who have become district managers because of expansion of the business. Training store managers are all dependent upon the general managers. There's a rigorous process to becoming a training store, which includes a prerequisite list, making sure things are run exactly to policy, and having strong team so that someone could come into the store for 5 weeks and learn how to run their own store. It's really in the hands of the general manager to make that happen.

Vacations are given to you based on tenure, and it's accrued every pay period, so if you're here for a year, you get about one week's worth, and then it increases by a half week each year.

I think that it's a little more rare that people get fired or transferred easily. There are high standards we have to meet, but I feel like one of the good things about this company is that they really believe in getting the best out of a person, and they support the general managers in their needs. There is a focus on support rather than having instant turnover. For me, there was a while where I questioned whether this was the job I wanted, but after being here, I think there is a lot of opportunity and it's a unique experience. I know how to do the job well, and I'm a people person. It's different from working in a kitchen because you get to work with young people and be somewhat of an influence, and its fun in that sense. There's a flexible schedule and decent pay as well, so I don't see myself anywhere else anytime soon,

I would say for me, personally, and about 90% of those I know in this industry, it definitely does affect your personal life, because of the rigorous schedule you work and the sacrifice that requires. You work long hours and holidays, and there is that sacrifice, especially for restaurants. My career is a little different from that of a large restaurant manager, but it still has an effect on me. This year, I got married, and since we both work in the food service industry, it impacted the beginning of our marriage because it is difficult to schedule the time. You can't always have the days off that you want, and you have to deal with it. However, the bonus is that with this business you do get to make your own weekly schedule and there is flexibility there.

pros, cons & trends

I think the most satisfying thing is the whole idea of empowering your employees. The age profile of your employees is generally high school or right out of high school, and when you work with teens you realize that there are a lot of things they go through and a lot of transition that takes place during their time at this job. Here, a lot of teens feel like they're part of something, that they can work as a team and have responsibility. At the last store I worked with, there were at least four people that I hired and trained and got promoted. They don't work here anymore, but they still keep in touch with me and they always talk about their good memories. When they come in they have that nostalgia, that connection with the company, and that tells you that their experience is special. There's something about the way we work that really gives it a greater value, and it's probably the number one reason why general managers want to work here.

The frustrating part of the job really lies within the stuff that you can't control. You can't control your sales to a large degree, and that affects you within the company. You can't control the labor and the people, and the downfall of working with teens can be that they aren't that mature and they are still learning, so sometimes they make poor choices for whatever reason that may be. That can affect you because you want to do the best thing in your job as well as be there for them, and at times it can be like being a parent. Another of the things I've come to find as frustrating is the internal competition, amongst other stores or higher-ups. It's the nature of this business that you have to make sure you're on the same level as every body else. Of course, there isn't always competition, but is a motivator. My colleagues and I work closely with each other, either other general managers or district managers, so competition does arise.

I think some of the biggest changes are actually that there is a lot more respect for the food service industry. The culinary world at my level (in the small food service industry) is really evolving. America is addicted to food, and it's a consumer product that we can't live without. The way the economy has changed has really influenced what we eat and the way we buy. For me, I got into this business because I was always interested in culinary arts, and I loved being active and on my feet. I never thought working as a store manager would be something really respectable, but now that I'm in it and I see the way consumerism has grown, I feel like it is a really a good job. People might think working at a fast food place isn't very glamorous, but when I see another manager, I have a lot of respect for them now. What they do is difficult, and takes a lot of knowledge and talent - some people are doctors, but some doctors wouldn't be able to manage a fast food restuarant. As far as other changes, technology has played a role, because the systems we use keep changing, too. We update our systems regularly, and there are companies that cater to us as far as software to make my jobs, like calculating labor, a little easier. My husband is also in the restaurant business, and he too has seen that food service has grown and has actually quite a bit of power.

advice

One thing is that you make sure you understand or have experience in the food service industry before you go to school for it. I did work for a restuarant for a few months before I went to culinary school, but really you do not really understand food service until you really work. I will say that it's not for everybody. When I hire people I generally know within the first day whether this job is for them. It takes a certain kind of person to be successful within the industry, and you won't know what will work until you have experience. You have to work for it. Anything you want to do, go work in that field for a while and see what it's really like, especially before you narrow down your education.

Definitely good teachers. I would not be the place that I am, even here in this company, without the right teachers, district managers and general managers. Training is so important - who you work with, what you do with them, and what they instill in you - that makes the most difference.

I would say the food service industry is fast-paced and it's about multi-tasking, so you need to be able to handle high-pressure situations and overcome obstacles quickly and strategically. You have to deal with things as they come, and you are catering to the customer. In this industry, customers come one right after the other and it is a quick interaction, so you have to maximize that experience. You don't necessarily have to be the quickest learner, but you have to be able to understand things to the core and execute them. Being a good communicator is crucial, because it's usually not just you working; you're working with several people and if there is a miscommunication, things can easily go wrong.

Start part-time. Pick a place or product you enjoy, not necessarily for the money, and start talking to people to get a real feel for what's going on. If you want to get some other experience, take some classes and realize what you are passionate about. I think it's important to be aware of what you're getting into and then look into the companies from that aspect.