West calls for action to stem talent drain

Caterers and colleges need to join forces to work out why many students opt out of the industry, according to Tim West, chief executive of Avenance.

West called for a proper analysis of what happens to the output of courses. "We need to work out how the industry and colleges can stem this loss," he said.

Speaking at an Arena-organised event in London last week, West said the industry was too hard on itself. He reckoned good progress had been made and there were reasons to be more upbeat.

"We need to think about things in a more positive light and engage with the colleges and higher education. The industry doesn't have a problem attracting people into it, but it struggles to hold on to them. Perhaps we are not creating proper career paths and many potential caterers are lost before they enter the industry."

But he added: "Equally, we need to wake up to our responsibilities. We need to foster relationships with universities and colleges and influence curricula. We need to pay attractive salaries and take the medium-term view." Retaining staff was far cheaper and easier than attempting to source a continuous round of replacements.

Other issues needed to be grasped, too - like the new generation in the labour market, known as Generation X, born between 1966 and 1983. "They don't want a job for life," he said. "Generation X's values might be expressed as a strong sense of company loyalty, as long as it's reciprocal.

"If they are given opportunities, then today's individuals will stay loyal, but if they are not, they will go for it. People need to be managed, and if they can't be, they will go and be managed elsewhere."

Dave Turnbull, London regional organiser for the T&G union, said West had raised subjects that were "part and parcel" of the problem. "Pay and conditions are certainly an issue. Training and career progression are also a problem, particularly for those who don't speak English as their first language."

But, he added, one of the biggest concerns was that staff were not spoken to with respect. "There is a problem here, particularly with middle management, who tend to have a take-it-or-leave-it attitude, and you can't afford to be like that."

West said there were other deep-rooted cultural problems, such as the way people valued food in this country, and he was concerned that this affected children's career choices. School meals were an example where bad experiences could put kids off a career in catering, he claimed. "In this regard, the Government and parents have ducked an important responsibility." He slammed as deplorable some local authorities' attitude to the school meals service, which could best be summed up as "a necessary evil".

West's plan

• Work out why students leave the industry.
• Take action to cut losses.
• Pay attractive salaries.
• Improve management.
• Concentrate on staff retention.

Source: Caterer & Hotelkeeper magazine, 20 - 26 November 2003