Effective Brand Leadership

How do you create, scale-up and evolve a world-class food service brand? How do you revive a brand that is faced with (seemingly) terminal decline? Packed with real-life Case Studies and key insights from the founders and leaders of some of the most dynamic and established food service brands (Giggling Squid, Cabana, Miller & Carter, Burger & Lobster, Hache, Drake & Morgan, Giraffe, Byron, Premium Country Dining Group, Domino’s Pizza, YO! Sushi, TGI Friday’s, Pizza Hut, Toby Carveries etc.), this book is essential reading for aspiring or ambitious food service leaders.

Drawing upon the extensive academic and operational experience of the authors (Chris Edger is a best-selling, ‘shortlisted’ multiple author on service-based operational excellence and Tony Hughes is a multiple-award-winning food service brand creator and leader) this book provides comprehensive advice on how food service brand leaders can ensure – in a fast-moving market – that their brands are different and stay different in order to avoid obsolescence. Written in an informative, accessible style whilst still maintaining empirical rigour, this book is aimed at food service leaders at all levels within the industry who want to win during every stage of their brand’s evolution, or hospitality students who want practical insights into the fundamentals of effective brand leadership!    

Chris EdgerProfessor Chris Edger PhD is a shortlisted multiple author on retail and service leadership. The founder of the Academy of Multi-Unit Leadership and described as the UK’s ‘leading expert on multi-site retail leadership' – Chris has appeared on/written for media outlets such as C4 News, ITV, BBC News Online, Propelinfo, Telegraph, Daily Mail, Guardian etc. Previously Chris had a successful career in industry, incorporating many senior positions in UK and internationally owned multi-site service firms.
Tony HughesA luminary of the food service sector, Tony Hughes is widely regarded as one of the UK’s most successful hospitality brand builders. Over a forty-year career he has built up and launched brands in the UK such as TGI Friday’s, the Premium Country Dining Group and All Bar One. Latterly he was instrumental in founding the upmarket steak house brand Miller & Carter, currently regarded one of the most successful premium brands in the UK. Having held Senior Non-Executive Directorships with UK and European firms, he is now member of the Board of Governors at the University of Hertfordshire. Over the years his services to the hospitality industry have been recognized by several UK and international awards.