Andy Leventakis immigrated to Canada from Greece in 1966 to pursue a better life for his family. His wife came to Canada four years later in 1970 to join her husband. They had no previous education in owning a restaurant or operating a business, but at the time they were young entrepreneurs that were eager to make some money. The two found work in different areas of the work force and after a few years living in Canada go into the hotel business. Andy and Elaine ran this business for a few years which was quite successful, but when the original owner of Hooksey’s decided to leave in 2000 and the opportunity for the Leventakis’s to have their own business opened up, they ceased the opportunity.
Hooksey’s was originally considered strictly a Fish n’ Chips restaurant that did not offer a big variety on their menu. The general look inside was very “tacky” from what Andy and Elaine’s son, Peter, described and wanted for their business’ look. The restaurant had fake lobsters, fishermen’s nets, and lobster traps hanging off the wall. The family decided that they wanted to portray more of a family-oriented style restaurant, so in their first year of operation they renovated the restaurant. They also decided to keep the original name Hooksey’s Fish ‘n Chips because they felt that the restaurant already had an established name in the community, an one that customers were familiar with. After the renovation was complete the menu was closely examined and they decided to add more varieties of food for the customers. A breakfast array was also added to the menu which aided in bringing in more clientele because they were open longer hours throughout the week.
Also, the restaurant re-did the back kitchen area and bought new tables and chairs for Hooksey’s. Andy, one of the three store managers, also hired additional staff for his restaurant including the help of his son Peter who has been working with his mother and father since they owned the restaurant. One other big change that the Leventakis’s made to Hooksey’s was that they would only serve fresh ingredients on their menu; this ensured no frozen or previously frozen food would be served at the restaurant. All of their produce and ingredients would be delivered fresh daily. Fast forward several years ahead and you will see Hooksey’s as one of the most successful family run restaurants in Durham Region. Not much on their menu has changed either as they still offer a great selection of home style meals, catering to requests from consumers. In the past year their menu board has been re-done to update their overall image inside the restaurant, but other than that Hooksey’s has been operating the same way since Andy and Elaine Leventakis took over in 2000.
Monday, December 7, 2009
COMM All Stars visit Hooksey's
Here are shots from our visit at Hooksey's. It also help to experience food if you plan to interview an establichment.
Our in-depth interview at Hooksey's
Group interview conducted with the owner’s son, Peter Leventakis:
1. How long has your company been in operation?
Hooksey’s Fish and Chips has been in existence since 1995 (14 years). My mother and father took over operations in 2000.
2. Why did you decide to open a restaurant?
To start, my father immigrated to Canada from Greece in 1966 and my mother immigrated four years later in 1970. They got into the hotel business and ran one for a few years, but then decided that running their own business was something they wanted to accomplish. So when the previous owner made the decision to leave, my parents took over the restaurant.
3. How many years would you say it took to establish your business into the successful family-run institution that it is today?
Well, this restaurant was already an established business in the community before we arrived. When we took over operations though, we doubled in business.
4. Can you offer a brief timeline of your company’s progress throughout the years?
The first year that we took over operations of Hooksey’s, we decided to renovate the walls, floors and back kitchen area. We originally wanted to change the name of the restaurant, but felt that people in the community already had a familiarity with the business and that keeping it was the right move. In the second year we changed the general look inside the restaurant, the walls originally had big fish nets and fake lobsters decorating the walls mimicking a fishermen’s wharf type restaurant. We wanted to make the inside look more “family oriented” so we took all the props off the walls, painted the walls, and hung up nice pictures of landscapes that we felt were very pleasant to the eye. Since then, our restaurant hasn’t gone under very much change, other than the menu signs being re-done and some new chairs and tables being brought in to replace the older ones.
5. Has your company always been a family-oriented business?
Our company has always been a family-oriented business from day one.
6. Currently, what is the employee structure of your restaurant?
a. Is it solely made up of family members?
The structure of our business is not solely made up of family members. My parents and I are the only family members in the business. My mother and father are the owners.
b. Do you have more than one manager?
There isn’t really a sole manager at Hooksey’s. My parents, I guess are the ones in charge when they are in working, but when they are not in, all the employees work together. We have a mix of part-time and full-time employees. We have 9 employees currently working at Hooksey’s.
c. Multiple cooks?
We do have multiples cooks in the restaurant. 5 cook's in total.
7. Can you share with us the names and birthdates of the employees of your company, and how long they have been working in the restaurant?
I can share with you the names and ages of our employees.
Andy (65) and Elaine (55) Leventakis, Myself Peter Leventakis, Courtney (20), Chelsea (19), Katie (16), Mamta (40), Emily (17).
8. What would you consider to be the cultural identity associated with Hooksey’s Fish ‘n Chips?
I feel the cultural identity of Hooksey’s is that we are a very nice family restaurant. We do not cater to any specific culture. We offer a good mix of foods for all 3 meals of the day.
9. Being a public restaurant, a varied range of individuals must dine at your restaurant. How often do you communicate with other ethnic groups?
Every day we communicate with different ethnic groups. A good mix of people visit Hooksey’s.
10. If often, has communicating with these ethnic groups, in your opinion, broadened your customer base?
Yes definitely. By establishing a friendship with our customers through interpersonal relationships, our customers help attract other clientele from their social groups i.e. churches, mosques, and language class.
11. In the Durham Region, there currently more than a dozen Fish and Chip specialty restaurants. How does Hooksey’s Fish and Chips remain competitive and successful?
I feel we remain competitive by establishing a customer relationship with people, we have good customer service; we feel we always bring the very best to the table with our food. All of our food comes in fresh daily and we try to accommodate what people want, such as special orders. That’s what I feel separates us from other restaurants.
12. Along with fellow specialty Fish and Chips restaurants, you are also forced to compete with major fast food chain corporations such as McDonalds and Wendy’s. Do you feel that these major fast food chains affect your customer base?
No, I don’t feel that these restaurant chains have any effect on our customer base. We offer a different kind of menu and our customer relations is something we pride ourselves on.
13. What aspect of your company brings in the most revenue?
Again, the good customer relationships definitely help us bring in revenue. I feel the good selection on our menu is also a contributing factor.
14. Do you rely on returning customers to ensure financial stability? If so, how often do your loyal customers dine at the restaurant?
Yes, we definitely rely on our returning customers. I would say almost 90% of our clientele are returning customers, sometimes twice daily.
15. Does your company perform any types of marketing strategies in order to draw more people into the restaurant?
When we first took over, we tried using different types of advertisements in the local paper, but we felt that they were ineffective. We draw our customers in by applying good customer service so they will come back, hopefully with more company the next time too.
1. How long has your company been in operation?
Hooksey’s Fish and Chips has been in existence since 1995 (14 years). My mother and father took over operations in 2000.
2. Why did you decide to open a restaurant?
To start, my father immigrated to Canada from Greece in 1966 and my mother immigrated four years later in 1970. They got into the hotel business and ran one for a few years, but then decided that running their own business was something they wanted to accomplish. So when the previous owner made the decision to leave, my parents took over the restaurant.
3. How many years would you say it took to establish your business into the successful family-run institution that it is today?
Well, this restaurant was already an established business in the community before we arrived. When we took over operations though, we doubled in business.
4. Can you offer a brief timeline of your company’s progress throughout the years?
The first year that we took over operations of Hooksey’s, we decided to renovate the walls, floors and back kitchen area. We originally wanted to change the name of the restaurant, but felt that people in the community already had a familiarity with the business and that keeping it was the right move. In the second year we changed the general look inside the restaurant, the walls originally had big fish nets and fake lobsters decorating the walls mimicking a fishermen’s wharf type restaurant. We wanted to make the inside look more “family oriented” so we took all the props off the walls, painted the walls, and hung up nice pictures of landscapes that we felt were very pleasant to the eye. Since then, our restaurant hasn’t gone under very much change, other than the menu signs being re-done and some new chairs and tables being brought in to replace the older ones.
5. Has your company always been a family-oriented business?
Our company has always been a family-oriented business from day one.
6. Currently, what is the employee structure of your restaurant?
a. Is it solely made up of family members?
The structure of our business is not solely made up of family members. My parents and I are the only family members in the business. My mother and father are the owners.
b. Do you have more than one manager?
There isn’t really a sole manager at Hooksey’s. My parents, I guess are the ones in charge when they are in working, but when they are not in, all the employees work together. We have a mix of part-time and full-time employees. We have 9 employees currently working at Hooksey’s.
c. Multiple cooks?
We do have multiples cooks in the restaurant. 5 cook's in total.
7. Can you share with us the names and birthdates of the employees of your company, and how long they have been working in the restaurant?
I can share with you the names and ages of our employees.
Andy (65) and Elaine (55) Leventakis, Myself Peter Leventakis, Courtney (20), Chelsea (19), Katie (16), Mamta (40), Emily (17).
8. What would you consider to be the cultural identity associated with Hooksey’s Fish ‘n Chips?
I feel the cultural identity of Hooksey’s is that we are a very nice family restaurant. We do not cater to any specific culture. We offer a good mix of foods for all 3 meals of the day.
9. Being a public restaurant, a varied range of individuals must dine at your restaurant. How often do you communicate with other ethnic groups?
Every day we communicate with different ethnic groups. A good mix of people visit Hooksey’s.
10. If often, has communicating with these ethnic groups, in your opinion, broadened your customer base?
Yes definitely. By establishing a friendship with our customers through interpersonal relationships, our customers help attract other clientele from their social groups i.e. churches, mosques, and language class.
11. In the Durham Region, there currently more than a dozen Fish and Chip specialty restaurants. How does Hooksey’s Fish and Chips remain competitive and successful?
I feel we remain competitive by establishing a customer relationship with people, we have good customer service; we feel we always bring the very best to the table with our food. All of our food comes in fresh daily and we try to accommodate what people want, such as special orders. That’s what I feel separates us from other restaurants.
12. Along with fellow specialty Fish and Chips restaurants, you are also forced to compete with major fast food chain corporations such as McDonalds and Wendy’s. Do you feel that these major fast food chains affect your customer base?
No, I don’t feel that these restaurant chains have any effect on our customer base. We offer a different kind of menu and our customer relations is something we pride ourselves on.
13. What aspect of your company brings in the most revenue?
Again, the good customer relationships definitely help us bring in revenue. I feel the good selection on our menu is also a contributing factor.
14. Do you rely on returning customers to ensure financial stability? If so, how often do your loyal customers dine at the restaurant?
Yes, we definitely rely on our returning customers. I would say almost 90% of our clientele are returning customers, sometimes twice daily.
15. Does your company perform any types of marketing strategies in order to draw more people into the restaurant?
When we first took over, we tried using different types of advertisements in the local paper, but we felt that they were ineffective. We draw our customers in by applying good customer service so they will come back, hopefully with more company the next time too.
Research Questions
How can a small family owned company remain competitive in today’s market filled with restaurant chains?
Hookseys Fish and Chips is a small family owned restaurant hidden in the corner of a small plaza in north Whitby. Our first research question was to determine how a small restaurant can remain competitive with the increase in chain restaurants such as Montana’s and East Side Mario’s. The owners believe that a positive atmosphere and camaraderie with their customers is the answer. They put their trust in their customers and word of mouth to attract more customers. They are able to do this by delivering incredible service and having sensational food.
As a small restaurant the owner stated that he had tried local advertising channels such as print advertising in the local newspaper. He attempted to branch out and reach more people through the advertising but it did not have a noticeable effect on his business. So he decided that the most effective way to advertise his business was to provide at great atmosphere and a place where people enjoyed eating. If he was able to effectively do this then his customers would be his own form of advertising. For a small business word of mouth advertising could be effective. If he was able to provide customers with a great experience then they would pass the information along to others. Utilizing an effective word of mouth form of advertising Hookseys has continued to flourish through great service and a fantastic atmosphere.
How Can we improve Hooksey’s overall communication practices and theory?
Hooksey’s Fish and Chips and their staff excel at certain forms of communication but are lacking severely in others. Their interpersonal communication is excellent as they have good relationships with other staff members as well as their customers. In order to improve Hooksey’s we can focus on areas of cloud communication and crisis communication.
Hooksey’s has no form of cloud communication at all and it can really be used to improve their business. With all of the internet access available they need to take advantage of this or risk being left behind. A facebook profile, for example, is free to create and could be used as an effective advertising tool. It would provide easy access to thousands of people in their area that might try their restaurant if they hear about it online or even see other people’s comments online in a twist on the regular word of mouth form of advertising. Also hooksey’s does not appear to have any form of crisis communication. As a small restaurant the effects wouldn’t be as big as a restaurant chain but they still could be negatively affected by an unforeseeable incident.
Hookseys Fish and Chips is a small family owned restaurant hidden in the corner of a small plaza in north Whitby. Our first research question was to determine how a small restaurant can remain competitive with the increase in chain restaurants such as Montana’s and East Side Mario’s. The owners believe that a positive atmosphere and camaraderie with their customers is the answer. They put their trust in their customers and word of mouth to attract more customers. They are able to do this by delivering incredible service and having sensational food.
As a small restaurant the owner stated that he had tried local advertising channels such as print advertising in the local newspaper. He attempted to branch out and reach more people through the advertising but it did not have a noticeable effect on his business. So he decided that the most effective way to advertise his business was to provide at great atmosphere and a place where people enjoyed eating. If he was able to effectively do this then his customers would be his own form of advertising. For a small business word of mouth advertising could be effective. If he was able to provide customers with a great experience then they would pass the information along to others. Utilizing an effective word of mouth form of advertising Hookseys has continued to flourish through great service and a fantastic atmosphere.
How Can we improve Hooksey’s overall communication practices and theory?
Hooksey’s Fish and Chips and their staff excel at certain forms of communication but are lacking severely in others. Their interpersonal communication is excellent as they have good relationships with other staff members as well as their customers. In order to improve Hooksey’s we can focus on areas of cloud communication and crisis communication.
Hooksey’s has no form of cloud communication at all and it can really be used to improve their business. With all of the internet access available they need to take advantage of this or risk being left behind. A facebook profile, for example, is free to create and could be used as an effective advertising tool. It would provide easy access to thousands of people in their area that might try their restaurant if they hear about it online or even see other people’s comments online in a twist on the regular word of mouth form of advertising. Also hooksey’s does not appear to have any form of crisis communication. As a small restaurant the effects wouldn’t be as big as a restaurant chain but they still could be negatively affected by an unforeseeable incident.
Intercultural Communication
Intercultural communication focuses on the interactions between people within different cultural groups and examines how each culture influences and perceives these personal interactions. When looking at intercultural communication, it is important to consider the necessary background and culture knowledge before attempting to communicate. This is vital in business communication more now than ever due to a growing multicultural society, also intercultural communication is becoming increasingly important as a result of cultures being reshaped through globalization, or what the text refers to as the “global village” (Dao, 2009). People from around the world can come together and take part in an event via television or internet engaging with varying nationalities and cultures. Values, attitudes, beliefs, religions, etc. once unique to a certain geographical place or culture is no longer unique to that culture as different ethnic groups in society are starting to share through “music, film, fashion, language and other forms of symbolic expressions” (Pieterse, 2004). Hooksey’s Fish ‘n Chips is a perfect example of sharing through symbolic expressions, which in this case is food.
Despite the fact that to Canadians having an omelet or bacon for breakfast is normal, to someone from another cultural group, such as India, eating omelets and bacon for breakfast may not be the norm. Hooksey’s Fish ‘n Chips is sharing its culture with other cultures. Hooksey’s Fish ‘n Chips do not go out of their way to bring in customers of other ethnic backgrounds, but they do in fact have an extremely varied cultural customer base. Hooksey’s Fish ‘n Chips is sharing its culture of breakfast foods and Greek dishes like Chicken Souvlaki, providing individuals from other ethnic backgrounds with the ability to come and enjoy something new, while sharing a different cultural experience.
Despite the fact that to Canadians having an omelet or bacon for breakfast is normal, to someone from another cultural group, such as India, eating omelets and bacon for breakfast may not be the norm. Hooksey’s Fish ‘n Chips is sharing its culture with other cultures. Hooksey’s Fish ‘n Chips do not go out of their way to bring in customers of other ethnic backgrounds, but they do in fact have an extremely varied cultural customer base. Hooksey’s Fish ‘n Chips is sharing its culture of breakfast foods and Greek dishes like Chicken Souvlaki, providing individuals from other ethnic backgrounds with the ability to come and enjoy something new, while sharing a different cultural experience.
Significance of Issues
Through excellent interpersonal communication Hooksey’s Fish and Chips has become a place where people can enjoy themselves. Through the use of these great interpersonal communication skills Hooksey’s becomes a place where people can relax and unwind. This has a positive effect on the local community as well as the regular customers in the restaurant. If they feel comfortable in the environment and they enjoy spending their time there then in times of need people may turn to the restaurant to provide a good atmosphere for them to reflect. This has a positive effect on the community and means that the restaurant becomes part of the community.
Marketing is a subject that hooksey’s fish and chips has not taken seriously. They are confident and content with all of their customer’s reviews doing their advertising. Their lack of marketing strategies has not had a negative effect of their business but they are definitely under-achieving with regards to their sales. With the quality of food they provide and the experience you gain by going there, the restaurant should be full all of the time. This is due to their lack of marketing and advertising. This has a negative effect on the company as there may be people that feel the business could be performing much better than it is now. Also this may have a negative effect on the community and surrounding customers. If the restaurant begins to struggle this could cause strain for the regular customers who are trying to help keep the business afloat at their own expense.
Marketing is a subject that hooksey’s fish and chips has not taken seriously. They are confident and content with all of their customer’s reviews doing their advertising. Their lack of marketing strategies has not had a negative effect of their business but they are definitely under-achieving with regards to their sales. With the quality of food they provide and the experience you gain by going there, the restaurant should be full all of the time. This is due to their lack of marketing and advertising. This has a negative effect on the company as there may be people that feel the business could be performing much better than it is now. Also this may have a negative effect on the community and surrounding customers. If the restaurant begins to struggle this could cause strain for the regular customers who are trying to help keep the business afloat at their own expense.
Thursday, December 3, 2009
Leadership and Team Communication
Leadership and team communication are crucial to successful businesses because a business will only crumble without a group of people working towards a common goal, i.e. the success of the company. In order to reach the goal of a successful business, there needs to be a strong leader and strong followers. In the case of Hooksey’s Fish ‘n Chips there are both strong leaders and strong followers. One of the biggest playing success factors when it comes to Hooksey’s Fish ‘n Chips team building is trust, which according to Dyer is the “glue that keeps team members working together; when trust is lost, it is very difficult to regain.” (Dyer, 1994) Since Hooksey’s Fish ‘n Chips is a family run business, it is much easier to interact with one another, where there is familiarity and a relationship. There have been relatively no significant problems regarding management among partners and couple, Elaine and Andy, who run the store with their son. In addition to the three managers of the restaurant, there are about 7-10 employees; the number of employees makes Hooksey’s Fish ‘n Chips’ team a small one but it proves effective. With smaller groups there is a stronger team cohesiveness which includes key factors like “frequent interaction, coordination and communication.” (Stewart & Barrick, 2000) The team at Hooksey’s Fish ‘n Chips are a tight knit team who are in constant communication which has impacted the establishment in a positive way.
When examining the issue of marketing, Hooksey’s Fish ‘n Chips management do not believe typical forms of marketing such as newspapers or radio advertising have proven effective to their small-scale business. Having tried it once, it did not prove successful, since then the Hooksey’s Fish ‘n Chips management has decided against it and relies on their customers to spread the word of their restaurant. This has actually positively influenced their business, as they have noticed a steady increase over the years as their loyal customer base begins to grow and provide even more customers from that growing base.
When examining the issue of marketing, Hooksey’s Fish ‘n Chips management do not believe typical forms of marketing such as newspapers or radio advertising have proven effective to their small-scale business. Having tried it once, it did not prove successful, since then the Hooksey’s Fish ‘n Chips management has decided against it and relies on their customers to spread the word of their restaurant. This has actually positively influenced their business, as they have noticed a steady increase over the years as their loyal customer base begins to grow and provide even more customers from that growing base.
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