Chick-Fil-A operator talks customer service, with a side of 'My pleasure'

Mid-day Tuesday Chick-fil-A owner and operator Brian House gets everyone's attention at his Cape Girardeau store. "Today we want to recognize our officers who put their lives on the line for us," House said. On this day law enforcement officers get a free meal and a portion of sales to benefit Curt Fox, a local highway patrol officer battling cancer.

Is Chick-fil-A the only restaurant to give back? No. But they do it often: Back the Blue (for police), Raise the Red (for firemen and EMTs), Teacher Appreciation Day and two events for veterans. You might call it marketing. And it's true, there is a benefit to tying your brand with a cause. But it's authentic with Chick-fil-A and doesn't feel forced. It's part of their culture.

House, who had an impressive career with Baskin Robbins and Pepsi, started the Cape Girardeau Chick-fil-A in 2011. Every year since, they've been voted the friendliest restaurant in the Southeast Missourian People's Choice Awards.

Out of the more than 1,800 stores in the country, the Cape Girardeau Chick-fil-A was ranked No. 4 in customer service two years ago. House said he expects his restaurant to be No. 3 this year, if not first. "The way that survey is comprised, that's what our guests tell us about us," House said. "And that's what I tell my team, 'This is what they're saying about you. Everybody has a chicken sandwich ... the only thing they don't have is you, because I got you. That's the difference.'"

"My pleasure" is the trademark response when you say "thank you" to any Chick-fil-A team member and something House said he gets asked about regularly.

"There is a culture at Chick-Fil-A that we want to deliver second-mile service," referencing Mathew 5:41 from the Bible that if you're asked to go one mile, go two miles.

House hosts Breakfast with Brian once a month for new team members and those more tenured. During these visits, he asks them: "What's your dream and how can I help you get to your dream."

It's personal for House who grew up with a challenging home life. Both parents were alcoholics, poor and lived on welfare. His dad was shot and spent time in jail. House called it "living in the ditch," and said he knew when he grew up he wanted a better life.

At 18 years old, he left home and picked up two jobs at Taco Bell and Bonanza. He told his mom she could either come with him or stay, but he was moving on with his life. She chose to go with him. It was at that point that House accepted she was his responsibility.

"I wrote my dreams down that I didn't want to live in the ditch," he said. "I wanted to get out of the ditch and I wanted my kids to have a better life."

It frames the discussion with team members on why giving your best effort not only affects them now but translates into reaching their dreams.

"I tell my team, 'This is not a job. If you're looking for a job, choose another quick service restaurant.' If you're looking for a mission to change somebody's life, then this is it. It's not going to be about money. It's about changing someone's life. And this is my mission field. I have 96 team members who work for me here. So my mission field is in this four walls," House said.

House added if his team loves each other, serving guests will take care of itself. Part of how House loves his team is giving them opportunities to purchase two meals per day. In the store it's referred to as ARK, an acronym for Acts of Random Kindness. "They love that I trust them to do that," he said. "[That I] give them that opportunity to bless somebody." Another testament to how team members are treated is the opportunity for college scholarships. Since opening in 2011, the Cape Girardeau restaurant has awarded more than $200,000 in scholarships to team members, with each scholarship now about $2,500. People, not things, is what House said makes all the difference.

"The most important asset you have is the people," he said. "It's not the desk. So many people think, 'I can depreciate that piece of equipment.' But if they just appreciate what sits behind that piece of equipment as much as they do that tax deduction, their life would be so much better.'

That prioritization has clearly worked. In an industry where turnover is about 300%, House's turnover is 52% -- and that, he said, is pretty remarkable considering Cape Girardeau is a university town where students come and go.

The road to becoming a franchisee is not easy with Chick-Fil-A. The year House was selected there were 64,000 applicants, he said. About 4,200 were interviewed and 108 selected. House said he was part of an even smaller number since two-thirds of the new franchisees were internal candidates.

The business practices of Chick-fil-A can translate beyond quick service food. House's advice:

1. Everyone has a story. A leader needs to know his or her team's story.

2. Invest in your team members' lives and build a community. Doing this, your people then learn your heart.

3. And finally, it goes back to customer service. "It's the handshake of the host that improves the taste of the roast," House said, meaning that even if the roast doesn't taste the best, a gracious host can make the difference.

This is not earth shattering advice. It's pretty simple -- at least in theory. But House and his team have cracked the nut on how to not only talk a good game but also live out the culture, one chicken sandwich and "My pleasure" at a time.

Lucas Presson is assistant publisher of the Southeast Missourian.