Page 58 - The New Gold Standard

PRINCIPLE 1: DEFINE AND REFINE
tight confines of a shiny and immaculately clean commercial
kitchen. You take your place standing in a circle of Ladies and
Gentlemen donning tall chef hats and white aprons. You observe
that the meeting is taking place at the beginning of a shift, and
the master chef starts by sharing The Credo and talking about
the importance of creating a unique guest experience. A pastry
chef then shares a story of exceptional customer service from a
Ritz-Carlton hotel in another part of the world. The story comes
from an excerpt of a letter sent in by a grateful guest. Collectively
the chefs discuss the story and how it reflects on a core value of the
Ritz-Carlton. A sous chef then leads a brief discussion of how
the customer story connects with what they can do in their de-
partment to create memorable experiences for guests on that
very day. A few brief announcements are offered, staff employ-
ment anniversaries are acknowledged playfully, and a motiva-
tional quote is provided by yet another member of the circle.
The meeting is adjourned after approximately 20 minutes.
Now you are whisked off to join a group of executives at the
Ritz-Carlton corporate office in Chevy Chase, Maryland. The
circle you enter there, while lacking the chefs’ hats and aprons, is
essentially identical to the one you witnessed at the hotel. Senior
leadership listens to the same customer service story discussed
by the food preparers. Corporate staff engages in the same types
of discussions, as well as the presentation of quotes and The
Credo. In both locations (and in all locations of Ritz-Carlton,
for that matter) attendees at lineup will be carrying their Credo
Cards and referring to them much as athletes might refer to their
team’s playbook.
This highly interactive process does not operate as an actual
staff meeting. The more accurate explanation of its ultimate pur-
pose is that it creates substantial inspirational, social, and cul-
tural benefits.
From the perspective of Marguerite Dowd, executive ad-
ministrative assistant in sales and marketing at The Ritz-Carlton,
Laguna Niguel, lineup is “an integral part of every department

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