#FORTIFYEFFECT
TRADE SPECIALISTS
The #FortifyEffect is about getting back to the roots of hospitality.
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Using dynamic, independent training methodology that will help you attract and retain top talent, develop their knowledge and engagement, and as a result increase your number of happy, loyal customers (and their spend) in an organic, sustainable way.
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FORTIFY was originally created to provide training and inspiration to hospitality professionals, to improve the quality of service delivered to customers across London and beyond. We understand the hospitality business because the founder, Ali, has lived it with wide-ranging experience - both front of house and operations - which means she has seen first-hand what works, keeps teams motivated and improves performance.
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THE MISSION IS SIMPLE: TO COACH THE NEXT GENERATION OF HOSPITALITY SUPERSTARS, AND TO OFFER COMPANIES A SERVICE THAT ACTS AS AN EFFECTIVE RECRUITMENT AND RETENTION TOOL, WHILE PROVIDING INSIGHT, KNOWLEDGE AND SKILLS THAT CAN BE TRANSFERRED TO THE WORKPLACE.
OUR APPROACH
Transformational Engagement
Ali has an exceptional ability to capture her trainees’ attention and engage them in the subject - regardless of nationality, seniority or professional background - and understands that training must be dynamic, inclusive and interactive. She has been identifying and mentoring the next generation of promising wine professionals for the last 6 years of her career, many of whom first became interested in the subject due to her training sessions.
Fun
Ali's approach is light, informal, and not stuffy. Simplifying but not dumbing-down the subject, this allows her to create a safe environment for learning.
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Flexible, client-focused approach
While FORTIFY can offer and effectively deliver WSET courses to all its customers, it can also combine this training with proprietary, tested methodology that goes beyond wine knowledge and covers: issues around service, wine economics, human development, and genuine hospitality.
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Training that goes beyond wine
FORTIFY understands that wine & spirits are not an isolated contributor to a restaurant's success, but rather part of a whole experience. We've found that bringing other members of the restaurant team into training can be highly effective, as well as introducing elements focussed on how to become more empathetic salespeople, how to make people comfortable, and bringing more humanity to their roles.
Dynamic
Trainings are developed to be interactive and mimic real-life situations. This includes small group sizes of mixed-ability, bringing in people from various areas of the restaurant (eg chefs, hosts & marketing), and creative, participative activities that ensure that everyone has the chance to learn.
Inspired
FORTIFY's training is about more than just supplying information - it's about truly engaging people in the subject matter by bringing the stories behind the wines to life, and through Ali's personal ability to inspire and transform team members' relationship with wine.
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Truly customer-centric
FORTIFY's service is completely independent, bespoke to each particular customer, and flexible to suit their needs. There is no link to suppliers, no pressure to sell or promote certain products, and while WSET training is part of the offering, it is entirely optional. Ali's experience in all areas and levels of hospitality means she speaks the same language as her customer and allows her to design training programmes that are individually tailored to their needs.
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Genuine Hospitality
Ali's experience in the hospitality industry means she understands that wine is not an isolated factor of service or revenue, but can be an integral part of shaping both staff's and guest's relationship with the establishment. FORTIFY's trainings discuss wine in the broader context of becoming a more empathetic, informed, and effective salesperson on the floor, and takes into account how the wine service and selection affects other areas, such as the kitchen. It operates under the principle that knowledgable, engaged and collaborative team members can sell wine better - increasing guest spend, satisfaction, rate of return, as well as staff retention over time. It's ultimately about guests and staff having a better experience.