SIGNIFICANT, SUSTAINABLE GROWTH
02
SIGNIFICANT, SUSTAINABLE GROWTH WRITTEN BY
HARRY MENEAR PRODUCED BY
LEWIS VAUGHAN
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GOIKO
JOSÉ RAFAEL BARRETO IBARRA, CIO OF GOIKO, EXPLORES HOW THE GOURMET BURGER BRAND IS USING INTELLIGENTLYSELECTED, TECHNOLOGYDRIVEN CHANGE MANAGEMENT STRATEGIES TO SUPPORT RAPID AND SUSTAINABLE GROWTH
I
n the 21st century, every company is a technology company. A global digital transformation is sweeping across the
business landscape, prompting radical change 04
as companies reevaluate best practices and embrace cutting edge solutions to create value. Nevertheless, a digital transformation for digital transformation’s sake is more likely to hurt your company than help it. As many as 70% of largescale digital transformation efforts end in failure, so how can companies ensure that their move towards Industry 4.0 is a successful one? “Nothing is more dangerous than a repetitive and hectic task with little purpose. If people get stuck doing these manual things, then they’re being prevented from living up to their full potential,” explains José Rafael Barreto Ibarra, CIO of GOIKO. “Technology grants you the superpower of giving you more time to come up with ways to delight the customer. You spend less time keeping the business running and more time designing, creating and
05
2013
Year founded
€66.2mn Revenue in euros
1,200+ Number of employees
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GOIKO
“ TECHNOLOGY MEANS YOU CAN SPEND MORE TIME COMING UP WITH NEW WAYS TO DELIGHT THE CUSTOMER”
analysing.” For Barreto and GOIKO, ensuring that technological adoption is aligned with the company’s goals and values is essential, especially as it enters a period of dramatic growth driven by those values. “Basically, since 2017, we’ve been growing at a rate of 2.5 new locations every month,” he says. “Now, we have almost 80. It’s been crazy and quite fun.” We sat down with Barreto to discuss how
José Rafael Barreto Ibarra, CIO, Goiko 06
GOIKO is using intelligently-selected, technology-driven change management strategies to support rapid and sustainable growth. The GOIKO story starts in 2013, when Andoni Goicoechea, a doctor from Venezuela working in Hospital La Paz in Madrid, decided to deliver a gourmet burger restaurant concept in Madrid (Goiko Grill) with the financial support of his father. Its current menu is influenced heavily by both Spanish and Venezuelan cuisine, and the company is dedicated to ensuring its burgers are of the highest quality. “Our quality hasn’t decreased since the day we opened, and it never will,” claims Andoni, who serves as GOIKO’s CEO. “We’re only as good as the latest burger coming off our grill.”
CLICK TO WATCH : ‘MADE IN GOIKO’ 07 Andoni and Barreto have known
already grown from its original single-
each other since school. Their pro-
room, 30-seat restaurant in Madrid to
fessional relationship began back in
nine locations managed from a central
Venezuela, where Barreto ran a small
office with a staff of fewer than five and,
boutique hotel business. “It was 2011,
even though Andoni is a self professed
when marketers were just starting to
tech geek, the company was without
recognise the potential of Instagram.
a dedicated technology expert. “I
We wanted to use it to showcase our
remember the call,” laughs Barreto.
beach hotel in Caruao” recalls Barreto.
“He said, ‘the original store has an issue
“We ended up hiring Andoni and his sister
with the router. Can you fix it?’ and the
Daniela – who then became CMO in
rest is history. My friends used to joke
GOIKO – to be our community manag-
about it because, from day one, I was
ers. Fast forward five years and we
made CIO of a company and I was
meet again in Madrid, where I get a call
basically the IT consultant, the wiring
from Andoni.” At that time, GOIKO had
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GOIKO
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and the CIO. That, along with shifts
burger buns, to the Aita burger, filled
and dealing directly with customers,
with Idiazábal cheese and piquillo
was key to live and understand the
peppers, GOIKO takes great pride in
whole thing.”
the fact that its menu is fresh, made
Barreto attributes GOIKO’s success
in-house from locally-sourced ingredi-
since that time to a marriage of technology
ents and always cooked to order.
and the company’s core values: quality,
“We take great care of the details of
efficiency, disruption, growth, good vibes,
every process, product and service,
family, integrity and Mucho Kevin.
so we can be sure that we’ve exceeded expectations every single time,” says
QUALITY AND EFFICIENCY
Barreto. “Then we have efficiency.
From teques, Venezuelan style moz-
We always make sure we’re comparing
zarella fingers, and artisanally made
and evaluating our performance
to achieve efficiency and sustainability.” In order to help ensure that efficient
DISRUPTION AND GROWTH “We’re never finished; we’re always
operations are supporting the delivery
aiming for better,” says Barreto. “The
of a top quality product, GOIKO is
ability to grasp huge amounts of infor-
using an intelligent integration of third-
mation that technology provides is
party solutions that enable point of
allowing us to constantly get better
sale (POS) support, online ordering
and better.” To ensure that the benefits
and, perhaps most importantly, stock
of digital transformation are being felt
control. “These pieces of software
across the company, Barreto is taking
work together in the background to
great care to democratise and make
automatically give us great visibility
information-based insights accessible
of our stock levels, which supports
to a wider range of GOIKO employees.
smart ordering so that we don’t order
“I’m not a huge fan of terms like Big Data,
too much or too little,” says Barreto.
data science, KPIs and the like
E XE CU T I VE PRO FI LE
José Rafael Barreto Barreto has been GOIKO’s CIO since May 2016. He graduated from Universidad Metropolitana (VE) in 2007, obtaining a Degree in Systems Engineering. He also has an MBA by IESA. Barreto’s career started in Accenture, where he worked for almost three years as SAP Business Consultant, being involved in salesforce transformation projects. Then, he co-founded Sitioswao.com, a collection of small boutique hotels and convention center in Venezuela, and was Managing Director for seven years until 2016, when he joined GOIKO.
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Deliverect “We have invested deeply in making the customer journey online smoother and with as few clicks as possible,” says Ibarra. “We are working with a third party called Deliverect to handle our takeaway orders.” Founded in 2018, the Belgian startup bridges the gap between a Point
of Sale (PoS) system and a delivery provider. By integrating into Goiko’s existing PoS and ordering system, Deliverect is allowing the company to automate ordering processes, saving time, money and giving a better, smoother experience to its valued customers.
Making delivery easy.
Deliverect connects the restaurant’s POS system with delivery platforms like Uber Eats, Deliveroo, Glovo, etc., automating online order management for optimum efficiency. Learn More
Request a demo
marketing@deliverect.com
11 because I believe they create an instant barrier between ‘tech people’ and the waiters, chefs and managers in our locations,” Barreto explains. One way in which he’s worked to demystify the process of drawing actionable insights is through a change of delivery method. “We’ve shifted over to using word clouds and very simple
“ IT’S NOT LIKE THE OLD DAYS WHEN THE MANAGER WOULD GET A PDF OR A SPREADSHEET EMAILED TO THEM EVERY TWO WEEKS”
graphs in order to make customer feedback trends understandable,” he says. “We take customer feedback and
José Rafael Barreto Ibarra, CIO, Goiko
use machine learning to put it through our platform in a way that is easy for anyone to access at any time. It’s not w w w.go i ko. com
GOIKO
“ IF WE’RE GOING TO RELEASE AN APP, IT’S GOING TO BE CRAZY” José Rafael Barreto Ibarra, CIO, Goiko
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like the old days when the manager would get a PDF of a spreadsheet emailed to them every two weeks.” This dedication to enabling every member of the GOIKO family to use technology quickly and intuitively is present in every technological decision that Barreto makes, and he considers it to be a central element of the role of any CIO. “You’ve got to sell people on usability. We’ve seen a lot of systems, software and solutions that are like science fiction rocket ships. There are really complex algorithms that will do this and that, but when you get to the nitty gritty things, like you are sitting in front of it and you’re going to use it, you need to pay serious attention to usability,” he says. “You need to think of a waiter with 30 people in line. There are kids crying in the dining room. The restaurant is completely packed. Can you use this software easily on a day-today basis or in an emergency? That’s basically the final deciding factor. If it’s not intuitive, then what’s the point? UX is so important, because you can have amazing functionality, but it doesn’t matter if it’s behind a poor interface.”
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GOIKO
GOOD VIBES, FAMILY AND INTEGRITY This attentiveness to the needs of real people in the GOIKO family is at the heart of the company’s entire ethos.
3.2mn
Customers served (2018)
“We treat people with respect, and cultivate joy, patience and enthusiasm,” says Barreto. “That was the key ingredient I detected on day one, so taking the job was a no brainer. I think a lot of our growth has to do with the type of
4.4mn Burgers sold (2018)
people that are serving the food and how we treat customers.” 14
MUCHO KEVIN “This one is a little more ethereal than good vibes, but we try and embrace the idea of Mucho Kevin,” Barreto explains.
trend,” says Barreto. If GOIKO makes an
“The Kevin Bacon Burger is our number
app, Barreto is certain that it has to be
one product and the value that we
Mucho Kevin. “If we’re going to release
associate with it is that we’re not afraid
an app, it’s going to be crazy,” he
of doing things a little differently. We’re
enthuses. “We’re really thinking out of
not afraid of a little weirdness.”
the box and want to create something
This readiness to step away from
really special and cool – that obviously
the herd and embrace kooky, different
lets you order food as well of course.”
ideas is one of the reasons why, until now, GOIKO hasn’t released its own app.
THE FUTURE IS FRESH
“A lot of chains offer you an app with the
Looking towards 2020, the develop-
classical functions like ordering, loyalty
ment of an app is a key area of focus
programmes, and so on. We didn’t want
for Barreto and his team (he confirms
to walk that road just to be a part of the
that he’s no longer spending his days
15
fixing printers and debugging the wifi)
the boring bits”. More than anything,
as the company continues to expand
however, Barreto and Goiko will con-
at lightning speed. With more than two
tinue to deliver on the core values that
new GOIKO opening their doors every
have made the company a genuine
month, embracing employee-centric,
success story.
intuitive technology that supports the automation of processes and lets the company’s employees focus on delighting every customer is going to be essential. Barreto will keep exploring new ways of making GOIKO’s dashboards more friendly and making the information more digestible, as well as finding new ways to “apply RPA to w w w.go i ko. com
c/ Maestro ร ngel Llorca 6, 5ยบD 28003, Madrid, Spain T 910 60 99 11 www.goiko.com