Summary of "Da planilha ao sucesso: Como o Attivo Group profissionalizou a Gestão de Desempenho e Metas"
Summary: Professionalizing Performance and Goal Management at Ativo Group
This webinar features Juliana (HR Director) and Nara Souza (HR and Internal Communications Specialist) from Ativo Group, a Brazilian family-owned luxury restaurant group, sharing their journey of professionalizing performance management and goal setting with the support of the Coach Rocks platform.
Company Context & Strategy
Ativo Group Overview
- Nearly 10 years old, family-owned.
- Operates 10 restaurant units, 2 dark kitchens, and an events business.
- Focus on high-end luxury gastronomy (Japanese, Italian, French cuisines).
- Serves a “triple-A” affluent clientele demanding exceptional service.
- Workforce of approximately 500 employees, mostly operational staff (cooks, sushi chefs, waiters).
- Expansion plans include international growth (Miami).
Business Strategy
- Emphasis on consolidating processes and maturity over rapid expansion.
- Strong focus on cultural transformation and aligning HR with business goals.
- Talent development and succession planning are strategic priorities.
- Target: 70% of new leadership roles to be filled internally.
Performance Management Professionalization
Initial Challenges & Legacy Processes
- Performance evaluations were manual, spreadsheet/Word-based, especially for operations.
- Loss of historical data and lack of centralized records hindered fair, consistent evaluations.
- Operations represent 80-90% of the workforce; needed a process tailored to their digital literacy and work routines.
- Annual evaluations were insufficient given the dynamic, hourly-changing operational environment.
- High turnover was a critical pain point; performance data was needed to anticipate and mitigate talent loss.
Solution Selection & Implementation
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Chose Coach Rocks platform due to:
- Prior experience with the tool.
- Usability: simple, mobile-friendly interface critical for operational managers.
- Flexibility to customize evaluation cycles (90º, 180º, 360º feedback).
- Ability to integrate cultural fit assessments and segment by brand/location.
- Robust data dashboards and KPIs for decision-making.
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Implementation was phased:
- Started with operational roles (managers evaluating teams).
- Later extended to office/administrative staff with self-evaluation.
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Cultural transformation efforts included:
- Regular communication campaigns and reminders to boost engagement.
- In-person visits and hands-on support in restaurants during evaluation periods.
- Calibration committees to align leadership on ratings and reduce bias.
- Training on feedback quality and bias awareness.
Evaluation Process & Frameworks
- Quarterly evaluation cycles (~1.5 weeks for completion).
- Operational roles: primarily manager-led evaluations with input from coordinators.
- Office roles: full 180º evaluations including self-assessment.
- Use of the Nine-Box Grid for talent segmentation and development planning.
- Calibration committees mediate and ensure fairness, focusing on data over personal bias.
- Individual Development Plans (IDPs) are practical and skill-focused (e.g., sushi cutting, service).
- AI-assisted feedback writing helps managers provide constructive, specific comments.
- Data used to identify performance trends, training needs, and succession candidates.
Key Metrics & KPIs
- Engagement rates in evaluations improving with platform usability and communication.
- Turnover reduction linked to early detection of performance decline.
- Use of cultural fit and performance data to guide promotions and career pathing.
- Segmentation of performance by cuisine type and unit to tailor development efforts.
- Quarterly cadence enables agile response to performance issues.
Organizational & Leadership Tactics
- HR embedded in operations, visible and accessible to frontline staff.
- Leadership buy-in secured by demonstrating clear benefits: time savings, data-driven decisions, better people management.
- Partnership approach: HR works closely with managers, listens to their pain points, and adapts processes accordingly.
- Emphasis on human-centered management supported by technology, not replaced by it.
- Training and manuals (corporate university) developed in multiple formats (digital, physical) to accommodate diverse literacy and work conditions.
- Succession planning actively informed by historical performance data.
Use of Artificial Intelligence
- AI supports but does not replace human judgment.
- AI tools assist in refining feedback language, ensuring clarity and constructive tone.
- AI enables faster, higher quality evaluations, particularly for junior managers.
- HR professionals emphasize critical thinking and ethical use of AI to avoid bias or over-reliance.
- AI seen as an enabler for scaling people management and development.
Key Recommendations & Lessons Learned
- Know your audience deeply before designing processes—digital literacy and work context matter.
- Start with operational staff if they represent the majority, then extend to office roles.
- Use phased rollouts and continuous communication to build culture and engagement.
- Calibration and bias training are essential to maintain fairness.
- Embed HR physically and culturally in frontline operations to build trust and relevance.
- Use data actively to drive talent decisions, succession, and development.
- Leverage technology for usability and analytics but maintain human-centered leadership.
- Adapt processes continuously based on feedback from managers and employees.
- AI can enhance but must be used thoughtfully with human oversight.
Presenters / Sources
- Juliana – HR Director, Ativo Group (19 years HR experience, focus on training, development, and cultural transformation).
- Nara Souza – HR Specialist, Internal Marketing & Communications, Ativo Group (7 years HR experience, background in psychology and corporate education).
- Gil – Moderator from Culture Rocks group.
This case study exemplifies how a family-owned hospitality business professionalized performance management by combining tailored technology, data-driven insights, cultural alignment, and leadership partnership to enhance operational excellence, employee development, and retention.
Category
Business
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