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Beginnings
The beginnings of Tom O'Toole’s rise to business triumph originated in a small bakery in a small, dying, and isolated country town with a population of 3,000 people. Gradually, under Tom’s guidance, the business grew from two employees to 70 full and part timers; from an annual turnover of $100,000 to well over $4 million. The Beechworth Bakery is now serving in excess of 900,000 customers per year. Tom’s work energized a small country town and instigated the rebirth of a community.
Management
Under O'Toole's management, the Beechworth Bakery has become the highest earning single bakery retailer in Australia, and is the worthy winner of various national and state marketing and business awards. His business model is being emulated around the world. Tom has now opened successful bakeries in other parts of regional Victoria including Bendigo, Albury, Echuca and Healesville. His business enterprise is growing nationally with a new venture in Western Australia.
Education
Tom O'Toole has not relied on formal education for his success. A self-confessed kindergarten drop-out, O’Toole was poorly educated as a child. Knowing first-hand about poverty and deprivation, Tom came from an impoverished background and has experienced the lowest of lows. But Tom has overcome all obstacles to become a beaming icon of an entire industry. Tom O’Toole is one of a kind, and all Australians who own a business owe it to themselves to get a dose of his insights.
“My bread is probably no better than the rest, but our service vision lifts us right out of the crowd.”
The O’Toole philosophies
The O’Toole philosophies are simple and effective:
- If you wouldn’t buy it, then don’t sell it
- Attitudes are contagious
- Nothing changes if nothing changes
- If it’s to be, it’s up to me
- Don’t let someone else steal your day
Consistent philosophy
Tom O'Toole preaches a consistent philosophy on quality of product and service. Ever-changing quotes appear around the working environments of the bakery and in the staff newsletter. He believes that if staff are to perform, they must be a part of this culture.
Customer service training
Customer service training for staff includes extensive ongoing education programs in tourism marketing, business planning, Aussie Host, and industry exchanges from Australia and overseas. Product knowledge is shared extensively in Australia and overseas through visits to other bakeries and visiting bakers.
Spreading the word on motivation and achievement
Tom’s passion for spreading the word on motivation and achievement has resulted in a natural ‘metamorphosis’ with speaking engagements throughout Australia and overseas.
His passionate, witty and natural way of presenting has created great interest. Tom O'Toole is now in constant demand as a speaker.
“It is clear from the attitudes of your staff and customers that your approach to quality service is very effective, and stands as an example of what can be achieved if the commitment is there...” - Quality Council
Under Tom O’Toole’s management and direction, the Beechworth Bakery has achieved job creation, annual income and cash flow that few retail bakeries outside our capital cities would hope to achieve. Tom’s business is often used as a case study in how his success has been a result of:
- Quality products
- Energetic merchandising and marketing
- Emphasis on quality and customer service
- Ongoing staff training and motivation
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