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This article originally
appeared in
Slammed Magazine
By Elisabeth Townsend
Fire, water, falls, choking, cuts, poisoning.
Restaurateurs have a lot to fear and for good reason. It’s not so much that
something might go wrong, but that it almost assuredly will.
For one high-end restaurant, it happened on the eve of
opening night. A last-touch test of the fire sprinkler set off a deluge.
For another, it was your worst-fear fire and its devastating remedy-the
hatched doors, the dragged hoses, the ankle-deep water. For a small
pizzeria, it was a lawsuit due to a patron’s misstep and a bone-breaking
fall. There is just about nothing insurance agent Beth Berardi has not
seen, but more importantly, she has seen her clients through it all.
Berardi started her company, Ivy West Insurance Agency in
suburban Boston, in 1986 with her father who affirmed her ideals of
treating people like family. “Beth Berardi truly loves and cares about what
she is doing and it shows.” Says Lydia Shire, chef/co-owner of Biba and
chef/co-owner of Locke-Ober, both in
Boston. “I consider her
such a rare find in this day and age.”
What is rare is Berardi’s combination of professionalism
and genuine concern. “I always think to myself, ‘What would I do if I were
in their shoes,’” she says. For Berardi, that equates to:
-
Finding the
most appropriate policy at the best price
-
Proactively
educating and training staff in preemptive and damage-control procedures
-
“Seeing the
claim through” the settlement maze
-
Staying on
call as a “go-to” person-advising, promoting, networking, even suggesting
potential employees – to ensure that “her restaurants” are both sage and
successful
BEST POLICY
AND BEST PRICE
Because she’s an independent agent with wide choices,
Berardi is able to find the best deals. “I search for my clients the same
way I would search for myself,” says Berardi. “It’s not just about getting
a policy quickly at whatever price.”
Stan Frankenthaler, chef/owner of
Boston’s Salamander, says,
“She has helped our business tremendously…by getting us the right coverage
for the right premiums.” Joanne Chang, owner of flour bakery+café, also in
Boston,
agrees and adds, “She was creative it.”
The right fit at the right price was also important to
Cindy Eid, owner of Galia in
Boston’s South End. “Beth
came by the restaurant to see how it’s set up and how we’re going to
operate.” Explains Eid. “She took that information, shopped around, and put
together a spread-sheet comparison of all the different types of coverage,
weighing the pluses and minuses. She just makes it a very personal
relationship and she’s very professional.”
INDUSTRY
KNOWLEDGE
In 1994,
Berardi, with a staff of twelve, decided to combine her passion for food
with her insurance expertise. While others avoid this low-margin niche,
Berardi took it on simply because she admires “the energy and the
entrepreneurial spirit” of restaurateurs.
Berardi, who
worked in restaurants throughout college, is a standout because she fuses
her passion for people and food with her insider understanding of the entire
operation. Chang recalls, “I remember meeting Beth here at the bakery
before it was built. She seemed to understand from my point of view, as a
new business owner, what things I was concerned about.”
PRO-ACTIVE
ADVOCATE
While some act
as insurance vendors, Berardi considers herself an involved player in the
restaurateur’s professional team.
When there is
an incident, she often beats the owner to the scene, taking the lead as the
restaurateur’s staunchest advocate. She’s followed behind fireman through 3
feet of water wearing heels. (I need to remember to keep a pair of boots in
the car,” laughs Berardi.) She consoles and consults. But most
importantly, she defends her often distraught client…including fending off
adjustors swooping in to have agreements signed under duress.
Berardi sees
every claim through the nuances of the settlement process, attending every
meeting. As Berardi explains, “I have had very large claims that were paid
without a hitch by the large insurance companies because they know I’m a
fighter and that I know what I am talking about.”
Before any
claim, however, Berardi protects her client’s interests with hands-on
training in prevention and emergency response tactics. For example, says
Berardi, “in the event of an incident, I suggest keeping a disposable camera
handy, to write down every piece of information, including witnesses’
names.” She also counsels clients to bar any contractor from working who
doesn’t provide a certificate of insurance. This advice allows the
contractor’s policy to respond in place of the client’s, keeping the
responsibility where it belongs and preventing client premiums from
increasing.
Berardi cannot
emphasize enough the importance of a well-trained staff. One follow up call
by an owner immediately after an incident, for example, can make the
difference between a new friendship and a lawsuit. Berardi makes sure that
a compliment of mitigating efforts becomes part of routine procedures.
A ‘GO-TO’ PERSON
AND A FRIEND
Berardi, with
almost 1,500 clients throughout New England, “goes above and beyond what
you’d expect from your insurance agent,” says Eid. “She’s even passed along
a couple of PR opportunities. She is just a joy to work with.”
Berardi really
enjoys the personal piece of her work, assisting in myriad and often
unconventional ways. “People call me about everything from whom to go to
for a lawyer, to suggestions for waitstaff. I’m very much a go-to person,”
she says with a chuckle. As Frankenthaler said, “She’s just one of those
people who’s always there.”
“I’ve always
appreciated her caring so much and being so committed,” concurs Chang.
“It’s just one area that I don’t worry about because I know that if there’s
an issue, I can just call her up and she’ll take care of it.”
Surprising
clients by anticipating their needs is a source of authentic joy for Berardi.
“I love it when a client says, ‘You were on my list today-I can’t believe
you called me.” That’s my favorite thing to hear!” says Berardi. “That’s
the way it’s supposed to work.” |
