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Dieter Hannig: having traveled thousands of miles, Disney R&D VP finds making guests happy is no small feat in this world
Nation's Restaurant News, Jan 27, 2003 by Mary Caldwell
1234Next ..Strolling through Orlando, Fla.'s Disney World theme park, Dieter Hannig is ready to stop and chat with visitors in English, German, Spanish, French or Portuguese. He is also ready to participate in the tradition of swapping one of the trading pins from his lanyard for someone else's. If he should happen to ask where someone has eaten at Disney and how he or she liked the food, it's more than idle conversation: He considers the answer critical to improving and maintaining the quality of Disney's massive foodservice operation.
Hannig, the park's senior vice president of food and beverage, oversees a department that handles some 100 million food and beverage transactions a year. His purview ranges from snack carts to fine dining--more than 500 locations in all. Though the volume of food and guests might seem overwhelming to outsiders, and the big picture definitely counts, he believes that the organization's ultimate success rests on satisfying each customer, one at a time. To Hannig, the central mission of Disney's food and beverage department is: "Make every guest feel special."
"We have all the other bells and whistles that anybody else has, the strategic plans and five-year plans and all those good things that people like to talk about," Hannig says. "But I think we rather take the approach of one guest at a time just because if he or she is happy and comes back, well, a lot of other people will hear about it."
Interest in cooking was only part of the reason why Hannig, who started his apprenticeship at age 13, became a chef. "Growing up in the early '60s in Germany, you didn't have many choices. Trade schools in general had been very, very popular. The culinary field appealed to me because it gave me an opportunity to travel, to move around" without having a negative career impact.
And move around he did, cooking at restaurants in Germany and Switzerland. There were two years in between when he was drafted into the military and served in the mountain climber brigade in Bavaria's "picture-perfect" town of Mittenwald. Then he worked more than 13 years for Hilton International in more than 20 countries in Europe, Africa, the Middle East, Latin America and the United States.
"That makes you extremely flexible," he explains. "You have to adapt to the people; the people aren't going to adapt to you."
Travel also broadened his horizons in regard to the sheer wealth of diverse cuisines. With his classical training, Hannig says, "I initially felt I knew it all... but as I moved on, I realized that the more I'm in this business, I really don't know anything, which makes it a pretty humbling experience."
When Hilton International changed hands, Hannig took a job in 1988 with the start-up of EuroDisney that was later renamed
Disneyland Paris. He was in charge of designing kitchens and planning concepts and menus for more than 25 food and beverage operations, including 15 American-themed table-service restaurants, one dinner-show concept for 1,200 people, plus bars and lounges.
Clifford Pleau, now director of culinary development and executive chef, New Business Division, for Darden Restaurants, worked with Hannig at EuroDisney. As Pleau explains, "In a lot of ways EuroDisney was a project that recapitulated all his travels into one location." Pleau describes Hannig as the "ringleader" of "one of the highest-power cooking teams that I've ever been associated with.
"I felt how rewarding it must have been for him to utilize, integrate all his travels and food experiences, and put them together and make so many styles of food all at once. There was no better-qualified person for the job."
Once the French resort was open, Hannig moved to Disney World where he has remained for about 10 years. Within the 30,000-acre resort, he oversees restaurants with an array of international themes. Far-flung trips for business and pleasure -- his idea of a vacation is climbing Mount Everest or trekking through Tanzania -- keep his culinary knowledge honed and updated.
At Disney some of Hannig's responsibilities include concept development, repositioning existing facilities and spearheading ongoing education for foodservice employees. His duties extend to working with Klaus Mager, director of food and beverage for Disneyland Hong Kong in planning for the debut of the Asian theme park, which is slated to open in 2005. And every day Hannig can, he hoofs it around the park for at least two hours to interact with guests.
When Hannig began in Orlando, people came to Disney for the entertainment and the attractions and the time was ripe to "raise the bar" to improve the quality of the cuisine. Lee Cockerell, Disney World's executive vice president of operations, describes Hannig this way: "He's extremely driven. He never gives up. He wears you down eventually to get what he wants." Cockerell says that energy carries over to Hannig's personal life; he is an avid participant in marathons and triathlons.
On the job Hannig's energy is very focused: "He's highly disciplined, with attention to detail. And to find a creative person who's got a lot of discipline -- that's unusual," Cockerell says. "He's quite inspirational to our chefs. People come and work for Dieter. He's really changed almost all the food concepts we have at Walt Disney World.