GAB brand heroes in-waiting

GAB        FOOD & BEVERAGE       MARKETING

• GAB invests in training staff at partner outlets
• Just finished a year-long trade programme
• 265 employees from at least 31 outlets participated

Malaysia – Guinness Anchor Berhad (GAB) is not shying away from the importance of having well-trained staff at partner outlets as it continues to invest in trade programmes designed to improve on service standards.

The GAB Academy has just wrapped up its latest Hotel, Entertainment outlets, and Restaurant Operator (HERO) 2010 series which is an annual year-long trade programme dedicated to building brand value in B2B environments.

It comprised of three semesters and aimed to engage staff at partner outlets which serve GAB brands such as Tiger, Guinness, Heineken, and Kilkenny. For GAB, one of the goals was to ensure an optimum consumption experience for the consumer.

Semester 1 was classroom training while semester 2 was on-site training. The final semester included an away-day workshop. Overall, staff were taught lessons in brand and product knowledge, bar and food pairing, operational and drink-handling techniques, customer service, professionalism, and selling skills.

"We understand our trade partners may not have the resources or access to top-notch trainers from the hospitality industry. Bringing in leading Australian consultants Andy Freeman and Sam Astbury, enabled us to give our partner outlets and their staff an opportunity to learn from the industry's best," Mark Jenner (pictured), GAB's marketing director said.

There were 265 employees from at least 31 outlets participating in HERO 2010.

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