The Will to Win
José Cil was the first speaker to open the 25th European Foodservice Summit in Amsterdam. Proactive through crises – the motto of the top manager from the USA. He shared his success strategies with the 250 participants from the European hospitality industry.
Until March 2023, American José Cil led the multi-brand company Restaurant Brands International (RBI). Before taking the helm at the Burger King parent company, he managed the brand in various regions of the world – among others, as Global President of Burger King and President for the Europe, Middle East, and Africa region. He shared his learnings from more than two decades in the QSR business in Amsterdam.
Don’t defend – always go forward!
Cil’s first clear message: Even in times of economic downturns or challenges posed by pandemics, it is crucial to act proactively and aggressively rather than reacting defensively. As an example, he mentioned the approach of Burger King Spain. During the financial crisis, Cil focused heavily on guest satisfaction and infrastructure instead of freezing investments. Due to the measures taken at that time, Burger King is now one of the leading QSR players on the Iberian Peninsula.
Reliability in Taste and Service
Furthermore, the manager, who now serves on the board of the cruise company Norwegian Cruise Line (NCL), advised never to compromise on product quality. He also warned against excessive menu complexity. “It can endanger the core products.”
Equally important from the experienced manager’s perspective: the guest journey. “From on-site ordering to curbside delivery, the guest experience must consistently be positive.” For operators, this requires the consistent identification and elimination of pain points.
The Price-Value Factor
“A good price-value ratio does not necessarily mean discounts,” emphasized Cil. “Quality should never be sacrificed, and the definition of value lies with the guest.” Instead of discounts, digital loyalty programs are gaining importance. They offer minimal discounts while still encouraging customer loyalty.
Team Spirit Makes the Difference
“Successful teams work with a clear goal in mind,” says Cil. “A strong company culture, characterized by values such as ambitious goals, ownership, and innovation, is essential.”
About José Cil
José Cil was Chief Executive Officer of Restaurant Brands International Inc. (RBI) from January 2019 to March 2023. RBI is the parent company of major QSR brands like Burger King, Tim Hortons, Popeyes, and Firehouse Subs. Cil led the company through the challenges of the pandemic, initiated digital transformation, and advanced sustainability initiatives. The acquisition of Firehouse Subs by RBI for one billion dollars also took place under Cil’s leadership.
