Bowlers Journal International - April 2008 - (Page 74)

SPOTLIGHT IT'S HIPP TO LET FRED DO IT BY GREG ECHLIN JAKE’S BARBEQUE RESTAURANT USED TO SIT ATOP A HILL all, service is important. Says Hipp, “I would say that 90 peron Main Street in the heart of Kansas City. It was one of cent of the new people that we’ve hired today have no previFred Hipp’s favorite joints when he lived there. Hipp, his wife, ous bowling experience, have a great service perspective on Brenda, and another couple would typically gather there for customer satisfaction and are doing very well.” a night of what Hipp calls "beer bowling." A few slabs of ribs, When Hipp took over at AMF, he was taken aback by the mugs of beers, then off to Ward Parkway Lanes less than 10 resistance to change in the industry. The questions and comminutes away. There, it was three games of bowling, more ments that bombarded Hipp are still fresh in his mind, and he beer, and a knee-slapping great time. But they didn’t do it ticked them off his list. “In the bowling business, it was: often enough. “It was fun to go out slummin’, but it was incon'Why do we need to do food? People are here to bowl.' venient,” says Hipp, who now makes his home in Richmond, 'Can’t they come up and get it themselves?' Va., as the third-year President and Chief Executive Officer of 'We want to fix something that is simple, not complex.' AMF Bowling Worldwide Inc. 'The popcorn is good enough. It’s only 48 hours old. What’s the Back in the 1980s and ‘90s, when difference if we pop it fresh today?' Hipp was CEO at Gilbert/Robinson "What shocked me is you have an — an owner and operator of restauindustry that is stuck in time. Back in rants across the country — the bowl1960 somewhere.” ing business from his viewpoint had Not only for the operators muddled fallen into what he calls the “Culture in the "Culture of Convenience," some of Convenience.” When Hipp (“I’m not hard lessons awaited those in the cora good bowler. If I get three digits, I’m porate office. “AMF was a company ecstatic.”) and his pals arrived at the that was clearly mismanaged and in lanes, he recalls, it went like this: “You financial distress for 10 years. All of basically walked in the door." management’s energy was based on 'How many?' survival versus changing the industry 'Four.' to accommodate a new breed of cus'Lane 32.' tomers walking in the door,” says Hipp, "And that was the entire conversa57, who constantly travels to centers tion.” across the country. With no prior working experience Within the company, it means either in the bowling business — he often subscribing to his philosophy or, putreflects on those casual nights in K.C. ting it bluntly, it’s time to get lost. — Hipp is molding a new framework To illustrate his point, as of July, AMF within the AMF bowling centers across has 925 new managers in the last three the country. He learned he could sucyears out of a base of 1,400, accordcessfully apply some of the basic prining to Hipp. He adds, “Currently we ciples he knew from the restaurant Hipp wants AMF centers to have a culture of service. have 36 district managers; 75 percent business to bowling. Under Hipp’s of them are new. All of our regional direction, in which the cultivated catch-phrase is a "Culture operating vice presidents are new in their positions. So the of Service," the AMF strategy is based on a simple formula: first step, if you’re going to have a strategy that assures the If customers have a good time, they come back more often. customers are going to have a better time, everybody needs In today’s climate, Hipp feels he shouldn’t have to make a to buy into that. We’ve got the right people on the bus, so to separate trip for a bite to eat (like in K.C.) before checking in speak.” at the lanes. During an era of declining numbers in leagues Hipp understands that the crux of a restaurant choice is — though Hipp won’t dismiss the importance of league play food. If the food is tasty, a customer will return. In bowling, — the new emphasis at AMF centers is geared toward satHipp believes — and says he’s supported by research — that isfying the increasing number of open bowlers by blending a patron will go to a center because "it sounds fun." If that food, beverage and bowling entertainment under one roof. It experience meets expectations, Hipp says the patron will doesn’t stop there. The quality of food is important, but, above come back because of today’s Culture of Service. AMF BOWLING WORLDWIDE INC. 74 bowlers journal international APRIL 2008

Table of Contents Feed for the Digital Edition of Bowlers Journal International - April 2008

Bowlers Journal International - April 2008 Contents Leading Off Letters Bowlitically Incorrect Calendar Par Bowling The Coach Frame of Mind Inside Line The Truth Be Bowled Tournaments Pro Bowling PBA Bayer Classic PBA Pepsi Championship PBA Don Johnson Classic Regional Roundup Cover Story Up Close Senior Tour The USBC Move USBC Convention Pattern Play Anniversary Flashback Time Capsule Media Beat No Holes Barred Shop Talk Spotlight Marketplace Hall Marks Profit Prophet Advertisers' Index Classified Advertising Intelligencer Business Calendar Business People Strikes Me

Bowlers Journal International - April 2008

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