On a recent trip, I had the pleasure to experience MINT by JetBlue and the TWA hotel at John F Kennedy Airport, New York, the only on-site hotel in one of the busiest airports in the world. There were many learnings, and here are my musings from that experience: How things make us feel is the most powerful reason why we return, if we advocate, or not, what we tell our friends, and the likelihood of us being repeat customers. This was a fun trip, a fun article to write, and hopefully, a fun article to read too! SFO, Harvey Milk, and Mint by Jet Blue The TWA Hotel, JFK Airport, New York The Purpose and the Why? What People Want Execution is everything Thanks to SFO, Jet Blue, and the TWA Hotel for the inspiration to write this article. Flick through our magazine version below, or email hello@4xiconsulting.com, and we'll send you your own PDF version. Simon Elliot is Managing Partner and co- founder of 4xi Global Consulting & Solutions and is focused on a people- first approach to enable optimum Human Experiences for people away from home: at work, in education, at rest, or at leisure . Simon believes that Experience Matters! applies in many different ways and is the fundamental foundation of a successful business, no matter the business. Simon is a global citizen, having lived, worked, and traveled to over 45 countries and six continents, and believes in the power of human potential. He is a Fellow of the Institute of Directors, a Member of the Institute of Leadership & Management, and North America Chair of the WORKTECH Academy. Simon lives in the San Francisco Bay Area. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Not many would look at the global sports phenomenon Manchester United when trying to solve the puzzle of the future of work. So what has Manchester United got to do with it? Well, we think quite a lot, actually. Simon Elliot, Managing Partner & Co-founder, and Tony Johnson, Chief Experience Officer at the boutique advisory firm 4xi, explain why. In this article, Elliot and Johnson explore the power of the brand and how, in this case, Manchester United maintains engagement with its global fanbase of avid supporters and how the sense of tribe binds them. They draw the parallel between football (soccer) fans to workforce cultures and how they can differ from one club to another and from enterprise to enterprise - all with their distinct personalities and rituals. And how with Old Trafford as their mecca, United still achieves this with minimal real estate. "The reality is that the world has changed, the world of work has changed, and despite the disruptor that the global pandemic proved to be, what is true is that things will never return to what they were." This article explores how United manage to garner Support from Anywhere, its strategies for Global Talent, Grass Roots' approach to fandom, its network of Micro Communities, Hyper Localization, and the important Connections & Community around the world. Flick through our magazine version below, or email hello@4xiconsulting.com, and we'll gladly send you your own PDF version. Simon Elliot is Managing Partner and co- founder of 4xi Global Consulting & Solutions and is focused on a people- first approach to enable optimum Human Experiences for people away from home: at work, in education, at rest, or at leisure . Simon believes that Experience Matters! applies in many different ways and is the fundamental foundation of a successful business, no matter the business. Simon is a global citizen, having lived, worked, and traveled to over 45 countries and six continents, and believes in the power of human potential. He is a Fellow of the Institute of Directors, a Member of the Institute of Leadership & Management, and the North America Chair of the WORKTECH Academy. Simon lives in the San Francisco Bay Area. Tony Johnson is 4xi’s Chief Experience Officer and leader of the Evolving Experiences© practice. Before joining 4xi, he was the Customer Service Officer for Aramark. Tony is a Certified Customer Experience Professional (CCXP), award-winning speaker, and globally recognized employee and customer experience expert. He is the author of 3 books on leadership and customer experience and hosts an industry-leading weekly podcast. directions. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Today’s journey of experience is ever evolving and that is what makes it such an opportunity for differentiation. As we continue to move on from the pandemic into something more familiar, we are visited by the Ghost of CX past. The economy is a challenge, staffing is a nightmare, and we are all trying to find our way within this evolving marketplace. It’s possible we need to take a step back and ask the fundamental question – why should anyone care about customer experience? Because it drives sales? Because it helps retain customers? Retaining customers is more cost effective than finding new ones? Happy customers recommend you and defend you in the marketplace? But as most businesses are fighting for survival, they are ill-equipped to serve customers. There are struggles with recruiting that make staffing shifts a nightmare. The answer for many has been to post a sign. You’ve likely seen them. They usually read: Now the funny part is that the shop where I get my hair cut has been understaffed for 3 years because the managers are mean and the pay is terrible. Why would anyone work there when they can’t post a schedule on time, manipulate their tips, and never give them their breaks? But now businesses have an excuse – a crutch – a magic sign written in crayon on the front door making their incompetence acceptable. That takes us even one step farther back. That’s right, we are going to talk about employee experience. An issue that is near and dear to my heart as I have spent my entire life leading teams. My last operationally focused job had me leading 500 employees and nearly 40 managers across 30 locations. I can remember taking on an account in Ohio that was close to imploding with out of control costs, an expired union contract, and low customer loyalty. Now this is where I want to call your attention to two very important pieces: I am not the hero of the story and I’ll tell you why in a moment. I’ve actually led teams and served customers. I’m going to call it like it is – most of the consultants you will meet out there have never led a team or served a guest – and if they have it wasn’t in the last 20 years. It’s good to have that out of the way so that we can get to the fun stuff. Employee Experience (often referred to as EX) So you might be wondering how we turned around the account I mentioned earlier. It really wasn’t as tough as you might think. We started by speaking to every employee – that’s right, every single person. We learned what was working and what wasn’t – and we started putting some muscle behind fixing the issues. We made sure people got their breaks on time, that they had training they needed, and we took the time to listen to what they had to say. We made sure that pre-shift huddles happened every shift (almost) and we told people when they were doing a good job. We made sure wages were in line with the market and if they had a legitimate grievance, we settled it promptly. The leaders on site were visible during their shifts and they coached and modeled he behaviors we wanted our teams to adopt. We put our people at the center of our thinking and then repeated that every day until we had the foundational elements of culture taking root. We didn’t pat ourselves on the back and have a beer – we kept doing it and kept talking about it and kept worrying about it. We never let up, not ever, not for a minute. And it was hard – and we didn’t always get it right – and when we stumbled, we picked ourselves up and started again. Which brings me to the point of this and why this isn’t about me and my role. I certainly had a hand in laying out the strategy and getting the process moving, but then I was more a cheerleader than an active participant in many ways. The Leadership Team Made it Happen. Any story you hear where leaders say it was all them or that their team did everything are both equally false. You need a leader – and executive sponsor – to start the ball rolling and give direction, but you equally need a team who can bring it to fruition. The team of managers who led the charge at this account made it happen every day. They were visible, available, and modeled all the right behaviors. They knew everyone was watching to see if this was real or just a flavor-of-the-month kind of thing. We Made Sure We Listened. That is fundamentally what employees are looking for – an environment where they feel valued and with a path to growth. We made sure that after our initial listening tours that the regular employee touchpoints were locked on our calendars and non-negotiable. The thing our team liked best was the fact that we told them what was happening with their requests and ideas. Not every one of them was a winner, but we did take the time to update our team regularly on progress. We Talked About Customers – A Lot. And when I say this, I mean both internal and external customers. We talked about people constantly and what impact every decision had on them. Not posting and employee schedule on time or not saying thank you had ripples into the guest experience. We talked about customer surveys openly and what was going well and not so well. We said thank you all the time and we talked to people who weren’t measuring up directly, but politely. So, if you are reading this and thinking that nothing in this plan was revolutionary, you are 100% right. The only thing we did better than the team before us was to prioritize these simple pieces and not let up for a minute. You don’t need 100 things, you need the right 5 things. This is a great time to take a pulse check and see where you can take action to improve both your customer and employee experiences. Remember, along the way, that the best actions are simple, straightforward, and easily repeated – and allow you to focus your efforts in a specific way that can drive tangible results. Check out 4xi's Evolving Experiences© and learn how we can help you and your business. Tony Johnson is 4xi’s Chief Experience Officer and leader of the Evolving Experiences© practice. Before joining 4xi, he was the Customer Service Officer for Aramark, a global food and facilities organization. Tony is a Certified Customer Experience Professional (CCXP), award-winning speaker, and globally recognized employee and customer experience expert. Tony is the author of 3 books on leadership, employee engagement, and customer experience and hosts an industry-leading weekly podcast, Customer Service Academy. 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy; whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

In the ever-evolving world of business, data has become the most prized asset, holding the key to success and competitive advantage. As the flood of data continues to surge, organizations are seeking powerful and comprehensive solutions to not only ingest, but to visualize a wealth of information. This is why 4xi has teamed up with DOMO to create DATAxi – a data ingestion and visualization tool to allow you to understand your business like never before.. The use cases for DATAxi are almost unlimited, but first, here are some key questions to ask: 1. What are the key business challenges that you need more insights into? 2. What are the internal data sources that you need to have those answers? 3. What additional external data sources will help answer the question? 4. What metrics do you want to see so that you can make meaningful decisions? Visibility like never before. Examples of just some of the use cases: Flash Reporting You probably have some level of flash reporting today, but how real time is that data, and is it displayed in such a way that you can immediately see trends, top, and bottom performers, see outliers to fix problems and celebrate successes? Imagine then, being able to compare week over week, month over month, year over year, and location by location. Then being able to layer in things like weather, holidays, sporting events, and other impacting factors. Market Analysis Benchmarking Imagine being able to have a real time benchmarking analysis for your business. For example, in foodservice, understanding metro by metro retail pricing is so critically important. For real estate, to understand the average price per sq/ft for property. For commodity pricing. But then layer in trends and predictive analysis to see into the future and manage cost and margins. Global Overview At 4xi we have worked with several global organizations who wanted to understand their global footprints, and on a more macro level, the benchmarks, and trends in their operating metros around the world – cost of living, affordability, livability, population fluctuations, unemployment, average housing costs, wages, minimum wage. Purchasing (and sales) analysis What you buy, sell, where, and who to. What is the impact? “What if” scenarios that can help you improve performance are a powerful predicter and planning tool. For example, if “Customer A” buys more of “SKU B”, then they will improve their ESG impact by C. Another example, beef is set to increase in cost by X% over the next 12 months, if you substitute 50% of that beef with chicken, then your bottom-line profitability will increase by Y%. In each of these examples, there is real power and business benefit, and that is why we are offering you DATAxi. Let’s talk about how we can help you see more than ever before. Contact us at hello@4xiconsulting.com , visit our website at www.4xiconsulting.com/dataxi , or click on the following link. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

The 4xi CRITERION Benchmarking Team recently conducted a Sustainability in the Workplace survey and the findings have left me inspired and enlightened. The results broadened our understanding, as well as Criterion members, but also revealed the power of asking the right questions and how I might refine those questions in the future. Sustainability in the workplace is a multifaceted subject, and it holds immense significance. The way your company embodies its values profoundly impacts customers, employees, and investors. Each stakeholder group brings a unique perspective and their views can vary widely. In addition to stakeholder feedback, a company must consider the financial consequences associated with the chosen course of action. It is a complex situation to navigate. Based on survey results, many respondents have a sustainability strategy and are considering what that looks like in the future. No matter where you are now, here are a few things you should consider for the future. The Resilience of ESG Environmental, Social, Governance (ESG) has become an increasingly dynamic and sometimes divisive topic. However, one thing is certain: operating a business with integrity, prioritizing the well-being of employees and customers, and being mindful of your impact on both people and the planet are enduring principles. The terminology may evolve, but the core responsibility of how a business operates and the impacts it has on the world will remain. Regulatory Requirements The compelling reason ESG related topics will persist is the proliferation of regulatory requirements, both existing and forthcoming. Since 2011, we've seen approximately 1,300 ESG regulations introduced worldwide. While this is an ever evolving situation, companies operating in the United Kingdom, the European Union, and Asia should understand and anticipate the requirements. Additionally, for US based companies, carbon disclosure will be required in your annual 10-K submissions. The specific timelines and requirements for all of the mentioned regulations vary based on factors such as company size, locale and type. Taking the first step....or the "next" first step So how do businesses decide what to do, when and how? Each company might answer that question differently but all companies, no matter what, have to start where they are and they should start now if they haven’t yet begun. When I encounter this conundrum, I often think of the Chinese Proverb, “The best time to plant a tree was 20 years ago. The second best time is now.” So, let's get started now. Sustainability Simplified © Take a sneak preview of 4xi's CRITERION Benchmarking Report HERE: CHRISTY COOK Christy is 4xi's Chief Sustainability Officer in Residence is the lead of Sustainability Simplified©. Christy specializes in ESG Advisory, Strategies, Sustainability Road Maps, Measurement, Systems, and Reporting. To learn more about Sustainability Simplified© and 4xi visit our website: who we are, what we do, and how we inspire a brighter future, together: www.4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

As we continue to expand our business and capabilities and the support we offer clients, 4xi is proud to announce the further expansion of our team. Throughout the last decade, Whitney Goulish has spent time working inside and outside of the business world including experience in Sports, Entertainment, Healthcare, Food and Beverage, Logistics, Nonprofits, and more. She has excelled at business operations and strategy, which is why we are thrilled to introduce Whitney as our Consulting Operations Lead here at 4xi. Most of Whitney’s previous roles were on a consulting basis to help increase the bottom line, streamline processes, and increase efficiencies. Along with her expertise in operations, she has experience in Sales, Marketing, Data Analytics, Technology, and Project Management. Utilizing her knowledge in operations Whitney will help fulfill 4xi’s clients’ needs through the creation, coordination, and communication of reports, slides, decks, and blogs. She will be instrumental in working with our staff to increase our program offerings and enhance our 4xi360 software. Whitney will assist the 4xi Leadership staff by taking over smaller responsibilities and assisting with executive administration tasks freeing up the staff to continue to accelerate our year-over-year growth to become a globally trusted brand with our clients and the business community. Whitney will help our 4xi team enhance Cross-Functional Communication, Organization, and internal tracking of projects. You can contact Whitney directly at Whitney@4xiconsulting.com or read more about her by downloading her bio. Connect with Whitney Goulish! Whitney helps create, coordinate, and communicate reports, decks, and additional materials to fulfill your business needs. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

In the corporate real estate landscape, opportunities and challenges are emerging. The sector faces pressure due to remote work, overvaluation, and the need to entice workers back to physical offices. Corporate real estate, traditionally vital for economic stability, has transformed due to these factors, causing under-occupancy and valuation concerns. The primary challenge is potential asset devaluation, as more companies embrace remote or hybrid work models, directly causing this decline. Addressing employee concerns such as the daily commute, a major pain point for workers, is crucial. Additionally, the necessity of revitalizing corporate real estate extends to entire central business districts (CBDs) in order to prevent further negative economic impacts. The future of corporate real estate presents challenges and opportunities that can be tackled by bringing people and communities together to build something that will attract workers back to the office and revitalize these spaces. Read more on the thoughts of Simon Elliot in our latest article, Navigating the Future of Corporate Real Estate: A Pathway to Revival. If you want to learn more about Simon or 4xi, then contact us at hello@4xiconsulting.com , visit our website at www.4xiconsulting.com , or click on the following link. Simon Elliot is Managing Partner and co-founder of 4xi Global Consulting. Simon has spent his career in the food, facilities, and amenities sector from his roots in the UK , across Europe, Asia, Australasia, North and South America and has worked with many progressive organizations to help them advance the human experience in the away from home markets - people at work, in education, healthcare, senior living, remote sites, and leisure. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Food brings people together.  This can come in the form of a humble cheeseburger, a well-appointed buffet, or a served meal with all the accompaniments. Meals have shifted in recent decades away from the home and out into the wider world.  The most recent data from the U.S. Department of Agriculture shows us that 56% of total food expenditures occurred for meals outside the home. Couple this with the dwindling amount of “third places” in neighborhoods where people can gather, and that puts added pressure on restaurants and food service not just as a place for nourishment, but for community as well. The term “third place” was coined by sociologist Ray Oldenberg in 1989 to describe a place outside the home or work where you can relax and hang out. Previously, third places might have been parks, libraries, churches, barber shops, bowling leagues, community centers, or coffee shops.  As some of these have become fewer in number and less relevant to people, restaurants, cafes, and dining services have picked up the slack. As more of our population self-declare as “lonely” and “anxious” these places for people to connect become even more important. So why share all of this?  Because the stakes are higher than ever in the restaurant business and expectations from guests continue to increase and evolve. Food Network, YouTube, TikTok, and Instagram open the world to prospective diners, and they are calling out from all generations and backgrounds for what is new, fresh, delicious, satisfying, and comforting. That sounds like both a great deal of fun and a challenge for operators. We can help! We are pleased to announce the launch of our newest practice, Food Craft©, focusing on the art and science of culinary in all markets. We bring a wealth of expertise in the following areas: Contract foodservice in the away from home markets, including corporate dining, higher education, sports + leisure, healthcare, and senior living. Catering and VIP culinary events. Table service and fine dining. Guest experience and hospitality skills training. Food safety and kitchen management. Culinary trends and innovation. Building profitable and cost effective dining programs. Client-side leadership and contract management. Sustainability. Employee engagement and retention. We will help you create world class dining experiences for guests, regardless of market, that delivered safely, consistently, and profitably. Here is a quick preview of how we can help. CULINARY OPERATIONS REVIEW We can help with anything from mystery shops to comprehensive program review.  Our team of experts will use our proprietary Craft Success Matrix© and assessment tools to help you identify areas of success and opportunity.  Our suite of technology enablers will help you monitor your ongoing success through customized quality assurance audits that get everyone involved in tracking progress. FOOD SAFETY We can help you evaluate your current food safety progress and plot a course toward exceeding your goals and standards.  Our team can help with measurement, planning, training, and accountability. CULINARY STRATEGY We can help bring your culinary strategy to life with industry trends, professional evaluation, and long-term programmatic planning.  From menu to performance to profitability, we have a solution for you. HOSPITALITY TRAINING Our team of professional experience and training experts can build your virtual and in-person training modules, and help you deploy and deliver the content to your team. Together we can help you deliver the best experiences for your guests, patients, employees, students, fans, and travelers. Reach out today to learn more about our offerings and how we can help you thrive in this ever-changing culinary marketplace. PRACTICE LEADERS Tony Johnson | Chief Experience Officer Tony Johnson, 4xi’s Chief Experience Officer, leads FoodCraft©.  Together we can build culinary programs that deliver safe, innovative, profitable menus to guests of all ages and in all markets.  Tony brings his long experience in culinary, food service, and hospitality to help restaurants and food service operations thrive. Christy Cook | Chief Sustainability Officer in Residence Christy is a globally recognized expert in corporate sustainability with a specialized focus in zero waste. Christy is a veteran of the Environmental, Social, Governance (ESG) and sustainability space where she has been working for almost 20 years. Her background is in corporate sustainability and working directly with clients to improve their sustainability performance. She went from creating sustainability solutions at one college campus to 8500 sites in North America across seven business sectors for the 19th largest employer where she also developed the foundation for the largest food waste prevention program in the world. Ann McNally | Operations Coaching & Growth Ann is a soft service subject matter expert with over 25 years of onsite hospitality experience working on both the client side of the business as well as on the operator side. She has worked in the airport, education, and corporate services sectors. As a former Vice President of Amenities at Morgan Stanley, Director of Contract Soft Services at Bristol Myers Squibb, and Vice President of Business Development at Sodexo, Ann offers a unique way of looking at the business from both the client and operators view. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. WHAT WE DO We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

The HX Periodic Table: A new standard in defining and designing the Human Experience (HX) We are thrilled to introduce "The HX Periodic Table: A new standard in defining and designing the Human Experience." Inspired by the timeless Periodic Table and enriched by decades of expertise, this article offers a systematic, science-based approach to crafting unparalleled human experiences. Our methodology simplifies human interactions and unlocks potential within spaces, enhancing consumer loyalty, employee engagement, and genuine connection. We invite you to explore the insights within and welcome your feedback as we strive to continually evolve. Should you need any assistance, please feel free to reach out. Thank you for joining us on this journey to elevate the human experience. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. WHAT WE DO We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Consumers spend 41% to 50% of their food dollars away from home. That is a staggering number when you do the math and realize this clocks in at $1.3 trillion. This growing segment represents meals and snacks supplied by food service and restaurant establishments outside the home and is an increasingly important part of our shared culinary experiences. This could be the meal that you had at the office café, the burrito you grabbed at your local fast-casual eatery, the hot dog from the cart in the park, or the steak you enjoyed at a national chain. You might have grabbed a weigh-and-pay option from your grocery store or even a reheated breakfast sandwich at a coffee shop. They all helped you get through the day and put fuel in the tank to fuel your adventures. The point is that with pick-up, take-out, dine-in, app-enabled, and delivery-based options at our fingertips around the clock, this has become big business. So, let’s start thinking about this in a more intentional way and in a way that is designed to increase guest satisfaction and drive results. I’ve spent a lifetime in food and beverage – having served college students in university dining rooms, fine dining and catering in every possible setting, patients in their rooms following surgery, and fans in large stadiums. Every one of these has distinct nuances, but there is truly more in common than there are differences. Let’s dig in and talk about how we can better serve guests in this growing away-from-home food marketplace. Remember, your business is not that special! There is a propensity for organizations to believe that their business is special and if there are subsets within that business (for example if you serve multiple markets like higher education, corporate dining, and leisure), that those businesses are very different and special as well. I hate to break this to you, but you are not that special. You may find that 10% to 20% of your business brings a bit of nuance, but fundamentally the similarities far outweigh the differences, and once you embrace the overlap, you will not only find ways to improve and scale but to accelerate your success as well. Absolutely lean into those differences and the benefits you can bring from your competition, but do not waste time trying to cater to differences that simply don’t exist. Your employee experience is probably terrible, so start there! How you treat your team is how they will treat guests and that will be the perception of your service. With that in mind, take a hard look in the mirror and determine where you want to start to improve those experiences. Without top-tier talent, and a defined plan to retain them, you will never deliver the service that your guests demand. This begins with a leadership team who understands the power of respect, communication, recognition, and development. Traditionally the hospitality industry, for all its commitment to treating guests well, has underperformed when it comes to taking care of their teams. Externally, uncover your reputation in the marketplace and work to rehabilitate as needed to attract the type of people you need to craft loyalty building experiences. Internally, live up to your commitment to treat your team well with dignity and respect each day. Ensure competitive pay, make sure they get their breaks, develop them to grow, and recognize their great work.   Embrace personalization to drive loyalty Today’s guest is looking for experiences that feel “just for them.” This could take the form of a made to order (MTO) station, live interactive cooking experiences, the ability to add or remove ingredients from a dish, or even options to top off an existing dish with a few complementary ingredients. Couple this with a dash of guest understanding and you are off to races in terms of creating personalized moments. Other ways to bring this to life are developing a team that is skilled at learning guest names and preferences as well as being able to suggest complementary items and anticipate needs. Leverage technology to save time and efficiency Mobile ordering and reservations have become price of entry. Consumers expect to be able to view your menu, order take out, or place a reservation on their mobile devices. Consider what your guests will most value and ensure that you build that into the user experience. The challenge for dining experiences within work or school environments is the need to blend this with other parts of the campus experience. For example, a student at a university may not want a stand-alone app in the way they would for a national brand. Rather, they are looking for a multi-tasker that can serve as their student ID, unlock their door, give them access to the dining program, register for classes, and customize a latte at the campus coffee shop. The same will hold true for employees in an office or manufacturing facility and patients at a hospital. Think through that cohesive, unifying experience and keep the user in mind throughout development. Comfortable spaces and motivating third places Ray Oldenburg coined the phrase “third place” in 1989. This refers to places outside the home (first place) and work (second place) where people meet to connect and engage. You can even consider a dining facility within a work environment as a “third place,” as it should serve as an oasis from the daily grind. Careful attention to design and ambiance is crucial when you design a compelling third place. How does it blend with the larger setting (such as a workplace or medical center), but also does it stand alone well with functionality and comfort? Considering the overall purpose of the space and the needs of the users is key during the ideation, understanding what kinds of use cases the space may experience. For example: Do you need lots of space for solo diners with plugs and a way to prop up a mobile device? Are there large groups that need more community tables and conversational groupings? What is the right blend of tables, banquettes, soft seating, and solo dining carousels? Understanding your guest persona and the functionality of the space should drive your decision making here. Above all, Hospitality! Regardless if you are operating a free standing restaurant, corporate office building café, or a suite at a sporting venue, hospitality matters above all. If you compete on innovation, price, or quality alone, you will find yourself easily commoditized. This is where the fundamentals of hospitality can help you differentiate and build guest loyalty. It begins with a team that is steeped in kindness and obsessed with the guest experience. The best organizations have adopted a learning and development approach that coaches the steps of guest service, customer journey, and problem solving. As previously mentioned, this starts with selecting the right team, developing them to deliver excellence, and then recognizing and sustaining a culture of hospitality. While you certainly are serving food, it is about the experience you provide and how you make your guests feel that will drive their loyalty. The message here is clear: keep people front and center! Work to understand your guests and ensure the smoothest customer journey you can orchestrate for them each day. This is an ever-growing market segment and requires an intentionality of purpose and execution to drive success. Creating unique dining experiences away from home requires a blend of execution, hospitality, innovation, and attention to detail. These are the types of experiences that bring customers back again and again - and help set you apart from your competition.    Meet Tony Johnson Tony is the Chief Experience Officer (CXO) for 4xi Global Consulting and leader of the Evolving Experience practice. Tony is an internationally recognized thought leader and influencer in Customer and Employee Experience. He hosts the wildly successful Customer Service Academy podcast and is the author of two books on leadership and CX. Tony has worked with some of the top organizations across the globe, including 3M, Baylor Scott and White Health, University of Virginia, Siemens, SHRM, and many many more. Tony is available to help your organization with: Executive and leadership coaching CX and EX strategy creation Inspirational keynote talks Fractional Chief Experience Officer Fractional Chief Training + Development Officer Evolving Experiences , a 4xi brand, focuses on Customer Experience (CX) and Employee Experience (EX) as growth engines. By creating fierce loyalty with both employees and customers, organization can differentiate themselves in an ever-changing and competitive marketplace. Let’s talk about your employee experience, guest experience, fan experience, student experience, patient experience, or traveler experience to craft compelling moments that build lifelong loyalty. 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy; whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

At 4xi, we offer a full range of Business Resource Center services, positioning ourselves as your strategic partner in the game of business. Much like a skilled chess player, we provide the right pieces at the right time, delivering expert services on demand to ensure your success. Our comprehensive suite of services is designed to equip your business with the critical resources needed to stay ahead in the competitive landscape. Just as every move on a chessboard is calculated for advantage, every service we offer is tailored to give your business a strategic edge. Here’s a closer look at how we can support your success: Strategic Consulting & Projects Our leadership team and senior consultants deliver high-level strategic consulting and special project support across several critical areas: Business Strategy : Crafting robust strategies to drive business growth and competitiveness. Organizational Experience Design : Enhancing organizational structures and processes for better efficiency and effectiveness. Major Pursuits & Bid Strategies : Providing expert guidance on significant business opportunities and bid strategies. Acquisition Support & Integration : Assisting with seamless acquisition processes and post-acquisition integration. Transformation & Change : Facilitating business transformations and change management initiatives. Market Research & Reports : Conducting in-depth market research and generating insightful reports. Retained Talent Search : Identifying and recruiting top talent to meet your business needs. On-Demand & Fractional Support We offer fractional or on-demand access to our team of experts, providing resources precisely when you need them, including: Leadership including strategy, growth, experience, sustainability, operations Functional support Project Management Office (PMO) Creative design and marketing Amenities Review & Transformation Our experts review and develop strategies to transform your amenities, enhancing the overall experience for employees and customers alike: Design4Life© : Amenities strategy, design ideation, operational alignment, experiential journey design, and coaching. Experiential Design Our experiential design services focus on creating memorable and impactful experiences for customers and employees through: Evolving Experiences© : Employee and Customer Experience strategy, training, culture change, playbook creation, and success measurements. Growth & Optimization We support business growth through strategic partnerships, development initiatives, and optimization services: TRUE NORTH© Learning Academy : Market Match©, Partnership Summit, Growth Team Development, and Strategic Account Management. Partnership Optimization : Establishing and maintaining strategic partnerships that drive business growth and success. Sustainability Strategy & Execution We assist organizations in aligning their ESG vision with strategy, resources, execution, and measurement to promote sustainability: Sustainability Simplified© : ESG Strategy, Sustainability Road Map, supply chain management, new products, waste reduction, performance optimization, and measurement & reporting. Data & Benchmarking Making sense of data and learning from industry peers is crucial for business success. We offer: DATAxi : A data ingestion and visualization platform that translates data into actionable insights. CRITERION Benchmarking : A membership-based platform for anonymously sharing insights and learning from industry peers. Foodservice Consulting Our FoodCraft Culinary Consulting team, composed of culinary, operations, and hospitality professionals, supports organizations in delivering exceptional culinary experiences with consistency, efficiency, and profitability. Creative Services & Marketing CREATE offers a comprehensive suite of creative services and marketing support, including: Brand Creation, Brand Books, Brand Building, Storytelling Collateral Creation (including digital) Broadcasting, including social media Quality Audits & Research Ensuring quality and staying informed about industry trends is vital. We provide: Quality Audits : Ensuring processes and operations meet the highest standards. Benchmarking, Research & Reports : Conducting thorough benchmarking and research to generate detailed reports for strategic decision-making. At the 4xi Business Resource Center, we are committed to providing the support and resources you need to excel, just as a grandmaster ensures every piece is strategically placed for victory. Whether you require strategic consulting, fractional support, or specialized services, our team of experts is here to help you make the right moves to achieve your business goals. With 4xi as your trusted partner, you'll always be positioned for success on the chessboard of the business world. 4xi Global Consulting & Solutions  is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. WHAT WE DO We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

In today’s business landscape, sustainability is no longer optional—it’s a necessity! For foodservice organizations, adopting sustainable practices not only differentiates your brand but also helps you win new business and retain existing clients. Why Sustainability Matters A significant portion of business opportunities now explicitly require sustainability. At least 25% of RFPs (Requests for Proposals) demand sustainable practices, and even when not stated, sustainability is an underlying expectation. Over 70% of CEOs have prioritized mandatory ESG (Environmental, Social, and Governance) and sustainability disclosure reporting as a high priority, according to a survey by NYU and Salesforce. Global supply chain regulations have a substantial impact on local U.S. businesses. Even if your operations do not directly fall under these regulations, your involvement in the supply chains of larger corporations means compliance is essential. These corporations will require sustainability from their suppliers to ensure their own compliance and protect their brand reputation. Consumer preferences are also shifting: Over 60% of consumers worldwide prefer to buy from companies with strong environmental policies. This trend is echoed in the investment world, where one-third of all U.S. assets under management in 2022 were invested based on sustainable strategies. Furthermore, 97% of S&P 500 companies include sustainability or ESG metrics in their reporting, as highlighted by a 2023 Harvard Business Review study. The Business Case for Sustainability Investing in sustainability goes beyond compliance - it’s about positioning your company as a forward-thinking, responsible entity that aligns with the values of today’s and tomorrow’s consumers. It’s about future-proofing your business by adapting to increasingly stringent regulations. A robust sustainability program should drive growth, improve return on capital, and mitigate risks. According to a 2023 survey by Verdantix, 97% of CEOs prioritizing business improvements believe sustainability strategy is crucial. Sustainability Simplified© with 4xi Global Consulting At 4xi Global Consulting, we understand the unique challenges foodservice businesses face in implementing sustainable practices. That's why we emphasize  Sustainability Simplified©   as a core part of our approach. We break down complex sustainability concepts into easily understood, actionable steps, helping you focus on the most important and impactful initiatives. Our comprehensive and customizable Sustainability Strategy and Transformation Pathway is tailored specifically for the foodservice industry. Our approach leverages extensive experience and proven methodologies to help you build a robust sustainability program that aligns with your values and operational realities. We work closely with you to ensure your sustainability efforts translate into tangible business benefits, such as increased efficiency, enhanced brand reputation, and new market opportunities. An Entire Department for the Price of One! The 4xi team recommends a phased approach to sustainability, creating a solid foundation for sustainable practices that support your operations, sites, and customers. This approach aims to maximize your return on investment, minimize risks, and perpetuate growth. Annual Compensation Of Sustainability Positions With 4xi, you gain an entire team dedicated to supporting your sustainability transformation. Embrace sustainability as an integral part of your business ethos and operations, and watch it transform challenges into opportunities for growth and innovation. Explore how 4xi Global Consulting can help your foodservice business lead the way in sustainability with a simplified, impactful approach. Together, we can build a better, and brighter future, together! So, let's get started now. Sustainability Simplified © CHRISTY COOK Christy is 4xi's Chief Sustainability Officer in Residence is the lead of Sustainability Simplified©. Christy specializes in ESG Advisory, Strategies, Sustainability Road Maps, Measurement, Systems, and Reporting. To learn more about Sustainability Simplified© and 4xi visit our website: who we are, what we do, and how we inspire a brighter future, together: www.4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Academy Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking FoodCraft Foodservice Consulting CREATE. Creative & Marketing Support 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo