Foodservice must step up diversity efforts before other industries snag the top talent

Nation's Restaurant News, July 23, 2007 by Ellen Koteff

If Gerry Fernandez had his way, he'd be out of a job.

As founder and president of the Multicultural Foodservice & Hospitality Alliance, an organization that promotes the economic benefits of diversity within the restaurant and lodging industries, Fernandez would like nothing better than to dismantle the organization because it was no longer necessary.

But that isn't likely, certainly not in the foreseeable future, even though the sheer weight of numbers would seem to argue otherwise.

For example, Hispanics, African-Americans, Asians and Native Americans account for almost 30 percent of the U.S. population.

Here's another startling fact: By 2008, the combined buying power of minority groups will exceed $1.5 trillion, more than triple the level in 1990.

And finally: The top 60 advertisers in the Hispanic market spent more than $1.1 billion collectively in advertising to Hispanics in 2004.

Despite the growing clout that minorities wield in this country, the foodservice industry has a long way to go on the inclusion front before Fernandez can find the time to perfect his golf swing.

As the second-largest employer in the United States--just behind the U.S. government--foodservice has an obligation and a need to get this right. The industry cannot afford to let the boat leave the dock with a crew of only white males.

In less than two weeks the MFHA will hold its annual conference in San Francisco to not only celebrate the victories but also to find ways around old barriers.

However, many in the audience will be the same faces that Fernandez has been addressing since 1996 when he founded the group. If the message is just going out to the same people--and more than likely, they are the folks who need to hear it the least--then the cause is not advancing.

For Fernandez, the biggest obstacle to moving forward is shortsightedness on the part of the restaurant industry's leaders.

"As the minority baby boomers retire, their kids are not choosing our industry because we haven't made a compelling business case to say, 'There are opportunities, and we care about you,'" Fernandez says. "We haven't closed ranks, we haven't come together to speak with one coherent voice."

Fernandez says the MFHA spends most of its time trying to get out in the trenches, whether that is schools, conferences or community groups, communicating that foodservice offers a viable career track or even a path to ownership.

"We need to shape the image of the industry so that it attracts the best of minorities," Fernandez says. "We need to win the war for talent."

Other industries--including financial services, telecommunications, technology and accounting--attract the top talent and do a better job recruiting minorities.

This comes at a time when the restaurant industry needs more workers than ever before. Employment figures for the industry are expected to rise from 12.2 million in 2004 to 13.8 million by 2014. Most job categories will grow, with the strongest gains coming in food preparation and front-of-the-house. That's a lot of opportunity for potential managers, chefs and maitre d's.

Meanwhile, the minority population is expected to rise to 37 percent by 2020 and 47 percent by 2050--nearly half the U.S. population.

So no matter who does the math, the numbers add up to the same thing: There is an abundance of untapped talent among the ranks of the growing minority population and a steadily increasing need for new employees in the foodservice industry.

Isn't it a no-brainer that restaurateurs should be the leaders in this regard rather than following smaller industries that do a better job of minority recruitment or marketing?

The restaurant community can't afford to take a back seat to other industries when it comes to embracing a diverse workforce, a diverse clientele and even supplier diversity.

There certainly are a number of companies on the operator and the supplier sides that understand the dilemma and are real standouts when it comes to diversity and inclusion. Still, there also are far too many restaurant chains and suppliers that are mired in the past with all-white management teams and small-minded thinking.

And yet despite the lack of commitment from a number of leaders, Fernandez, who serves as the industry's moral compass on this subject, remains optimistic.

On the other hand, he's still a very long way from the unemployment line, and that's not as good as it sounds.

Editorial Page Editor: Paul Frumkin. NRN's editorial board: Alan Gould, Ellen Koteff, Robin Lee Allen, Richard Martin, Gregg Cebrzynski, Elissa Elan, Alan Liddle and Ron Ruggless.

Ellen Koteff

EDITOR

ekoteff@nrn.com