Jody Birnbaum，Caterconsult,Inc.创始人和总裁
Jody Birnbaum是芝加哥咨询公司Caterconsult,Inc.的创始人和总裁，公司通过为餐厅和餐饮公司提供核心战略、资源、培训和支持来帮助它们有效运营和盈利。除了进行咨询工作以外，Birnbaum还在芝加哥肯代尔大学担任兼任讲师，教授美食服务商务课程，她还经常开展有关餐厅和餐饮企业运营的讲座。
什么促使你一直在食品服务行业工作？
Jody Birnbaum表示：这已经融入了我的血液之中。我一生都非常热爱食物和会展活动，对我而言，参与到该行业之中就和每天太阳的升落一样平常。我喜欢与人打交道，喜欢意外的惊喜和困难，喜欢每天充满活力、与众不同的生活。作为一个餐饮企业家，超过25年的挑战与刺激使我成长为一名优秀的咨询师。我持续不断地追求知识、发现行业中新的东西，我热爱我所做的事情。
谁对你的职业发展影响最深？
Jody Birnbaum表示：我知道这听起来有点奇怪，但是我的第一反应是自己，或者更确切一点是我自己的经历。大学毕业后，我开始从事企业销售，很悲惨！我知道自己不得不培养企业家的特点，从美国公司中解放出来。另外一个早期影响者和支持者是我的母亲和外婆，她们都是优秀的厨师和面包师。我很高兴母亲将她的酒店天赋遗传给我。我从她那里学到很多：友好、热情、礼貌以及迅速了解其他人需求的能力。这些对于我作为餐饮企业家获得成功至关重要，我每天都会用到这些技巧。
你的职业生涯的哪一方面让你最有成就感？
Jody Birnbaum表示：帮助他人。当我年轻的时候，在行业中刚起步，我总是希望有人帮助我并为我提供建议。现在，我能够应用真实的生活故事来帮助和支持我的客户和学生，我从换位思考中所获得的经验让我觉得这一点至关重要。我将自己视为小企业和企业家职能的摇旗呐喊者。
在食品服务行业你学到的最重要的一课是什么？
Jody Birnbaum表示：没有什么事情是永恒不变的，改变时时在发生。结果，我在过去30年里成为了一名思想非常开放和灵活的人，这帮助我成功渡过了不同的难关。我学到的第二件最重要的事情是，热衷于我们所做的事情并不够，我们也必须花大量的时间注重事情的成果。
因公出差时，你最喜欢的消遣是什么？
Jody Birnbaum表示：我喜欢研究当地的餐厅，当然，还有市场和其它与食品相关的企业。通常情况下，我尽可能多参观这样的地方，看看那里正在发生什么、尽可能与雇主和员工多多交谈。我发现这拓宽了我的视野，使我不断了解行业内发生的或好或坏的即时信息。我总是在寻找新的业务方案，我喜欢观察其他人是如何进行工作的。
你在食品服务行业的第一份工作是什么？
Jody Birnbaum：70年代中期我在伊利诺伊州海伍德（Highwood）Nite’nGale餐厅做服务员。它是一个内含酒吧和用餐区的非常繁忙的餐厅。我不得不穿上一些老式的短袖制服，类似于20世纪50年代咖啡店的装扮，裤袜等等，多么诡异的装扮！然而，我非常幸运得到了业内一些非常棒的女性的培训，我也很快就意识到该职业对多重任务的需求性。我迅速了解到在酒吧里除了卖酒以外还有很多可以学习的东西，我也知道了小心谨慎的重要性。无论如何，那几个夏天我赚到了比我想象中还要多的钱，金钱、冒险以及我的天赋，使我深陷其中。
如果我在食品服务行业刚刚起步，你会给我什么建议？
Jody Birnbaum表示：我总是对创业伊始的客户和学生说道：为他人服务、在尽可能多的领域获得经验、保持低姿态、不要随意评判、擅于发现能够促进企业发展的部分。尽可能从好的、坏的、丑陋的事情上学习，弄清楚你要如何在这个行业中前进。不要恐惧周围都是比你更聪明、更有才能的人，保持自我。不要过河拆桥。我们自己才是行业中规划自己行程的人，所以闯出一片自己想要的天空。
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JodyBirnbaum, founder/president, Caterconsult, Inc.
Jody Birnbaumis the founder and president of Caterconsult,Inc. a Chicago-based consultancy that helps restaurants and caterersoperate more efficiently and profitably by providing core strategies,resources, training and support. Outside of consulting, Birnbaum teaches foodservice business classes at Kendall Collegein Chicago asan adjunct instructor, and she is a regular speaker on the topic of restaurantand catering business operations.
FE&S: What keeps youworking in the foodservice industry?
Jody Birnbaum: It is just part of my DNA. All my life I haveloved both food and events and, to me, being involved in the industry is as naturalas the sun rising and setting every day. I love the people, the unexpectedpleasures and pitfalls, the energy, and the fact that there are very few daysthat are ever the same. The challenges and adrenaline flow of over 25 years asa catering business owner have served me well as a consultant. I am in constantpursuit of knowledge and finding out what’s new in the industry, and I lovewhat I do.
FE&S: Who was the personthat influenced your career most?
Jody Birnbaum: I know this might seem odd at first, but myinitial reaction is to say it was me — or better put, my own experiences. Aftercollege I worked in corporate sales and was miserable. I knew I had to honor myentrepreneurial streak and wanted to break free from corporate America. Otherearly influencers and supporters were my mom and grandma, both great cooks andbakers. I am so grateful to my mom for giving me her gracious gift ofhospitality. I learned so much from her about being nice, being gracious,having good manners and being sensitive to other people’s needs. These skillswere critical to my success as a catering business owner and still serve mewell every day.
FE&S: What aspect of yourcareer gives you the greatest sense of accomplishment?
Jody Birnbaum: Helping others. When I was young and starting outin the industry, I always wished I had someone who I could turn to for help andadvice. Now that I am able to support my clients and students with real lifestories and the resources I have developed from the experience of “walking in theirshoes” makes me feel absolutely vital. I refer to myself as a cheerleader forsmall business and entrepreneurship.
FE&S: What’s the mostimportant lesson you’ve learned in the foodservice industry?
Jody Birnbaum: That nothing stays the same forever and thatchange is constant. As a result, I have become a very open-minded and flexibleperson over the last 30 years and it has helped me weather a number ofdifferent storms. The second most important thing I’ve learned is that it isnot enough to be passionate about what we do, we must also pay big timeattention to the numbers.
FE&S: When traveling forbusiness, what is one of your favorite pastimes?
Jody Birnbaum: I love to research the local restaurants, ofcourse, along with markets and other food-related businesses. I usually try tovisit as many of these places as possible to observe what’s going on and talkto the owners and staff when possible. I find it broadens my horizons and keepsme educated to real time issues both good and bad in the industry. I am alwayslooking for new business ideas and I like to see how others are doing things.
FE&S: What was your firstjob in foodservice?
Jody Birnbaum: I was hired as a waitress at The Nite’nGale in Highwood, Ill.in the mid 70s. It was a very busy neighborhood restaurant with both a bar anda dining room section. I had to wear one of those old-fashioned zip up thefront, short sleeve panel uniforms circa 1950s coffee shops — pantyhose and all— what a look! However, I was lucky enough to be trained by some amazing womenin the industry, and I caught on quickly to the multi-tasking demands of theprofession. I also learned it is best to be discreet, as I quickly observedthat there was a whole lot more going on in that bar than the sale of booze!Anyway, I made more money those summers than I could have ever imagined, andbetween the money, the adventures and my natural aptitude, I was hooked.
FE&S: If I were juststarting out in the foodservice industry, what advice would you give me?
Jody Birnbaum: I say this all the time to my start-up clientsand students: work for others, gain experience in as many areas as possible,keep a low profile, don’t judge, and discover the parts of the business thatflip your switch. Learn as much as you can from the good, the bad and the uglyand choose how you want to move forward in the industry. Don’t be afraid tosurround yourself with people who are smarter and more talented than you areand leave your ego at the door. Don’t burn any bridges. It is up to each andevery one of us to carve our own place in the industry and make it the way wewant it to be.
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