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About AOS


The Art of Service board game is a training tool originally designed for restaurant and hotel owners, F&B directors and hospitality lecturers. Since its launch in 2011 the game and its principles were adapted and tailored to other industries where customer service is key to the business proposition such as luxury building firms, the car industry, medical and pharmaceutical, design and architecture or contract catering to name but a few. The game maps out and make clear the entire customer journey. It sets the high standards, gives very precise directions and identifies all the customer service touch points within any business, industry or sector. It embodies the very essence of what hospitality and service are about and shows how to achieve quality and excellence in your organisation. It’s a fun, creative, participative and powerful training tool that covers all there is to know about the business. Suitable for staff at all levels it will help you to deliver the highest standards, consistently and continuously. But feel free to modify and adapt the game to suit your business. It is recommended that you do. The Art of Service is universal, but you also want to do it 'your' way.
Essentially, this training tool is about the people in your business - how they perform and how they represent you and what your business stands for. One of the main goals of the game is to align each individual with the organisation as a whole. All staff need to understand their own role (where it starts and ends) and the role of every other person in the organisation. The game is in two parts. First is a simple Pairing Game to introduce basic concepts: business vision, mission, objectives and values - and Ten Golden Rules of Service. You will know what you want your business to achieve, how you will go about it and how you will measure success. But it is vital to convey your vision, absolutely clearly, to your staff so that they know what is expected of them. The game provides the perfect platform for this communication. In the second and main part – the Restaurant or Main game -participants follow the traditional guest journey, from the moment a guest books to the moment he or she leaves the restaurant or business. Issues such as staff skills and knowledge, as well as those beliefs and attitudes required for success, are all addressed.
Above all the experience 'raises the bar' by teaching staff exactly how to meet guest’s expectations as well as helping management to get the best out of their staff. The Art of Service provides an inspired and creative approach to learning and an effective way, at any time, to evaluate and measure success. To summarise, The Art of Service is about
  • Motivating and inspiring your staff
  • Getting every single member of your team to play their full part
  • Consistency, continuous improvement and perfection
  • Creating a culture of ownership, teamwork, integrity and urgency
  • Ensuring the business and commercial objectives are met while at the same time ensuring total guest satisfaction

Enjoy the game, and may you all become masters of The Art of Service!

About Fred Sirieix

Fred pic

Customer Service

–          Fred is an acclaimed International Consultant in the customer services sector. He consults with international brands across a multitude of business sectors, aiding them to instil a first class level of service within the DNA of the business. When filtered through to the customer facing experience, it is consistently proven to deliver higher repeat business and brand loyalty.

–          The Good Service Charter is a framework with which to deliver a first class level of customer service within an organisation, whether that be a small independent bakery, right through to a multinational conglomerate.

–          As Creator/Founder of The Art of Service, Fred has developed an educational tool with which applies to any sector of business, geared towards maximising the impact of staff members through a clear understanding of key principles of first class customer service.

Often referred to by his peers as the “Service Jedi” or “Service Guru”, Fred has proven himself to be an inspiring and honest speaker. As one of the few professionals whose material can be tailored to impact small intimate group environments, right through to large gatherings of international business leaders, Fred has proudly worked with an eclectic and impressive portfolio of businesses.

Restaurant Consultant
With over 25 years’ experience and a multitude of awards for exceptional service in the restaurant sector, Fred is able to draw upon an unique level of experience to provide Restaurants and Hotel Groups with the level of care and attention to ensure many years of future success.

  • Hotel Restaurant Team of the Year Hotel Cateys 2007
  • Best Front of House – Tatler Awards 2007
  • Best Front of House – Tatler Awards 2007
  • Best Hotel Bar – Imbibe Awards 2009
  • Nominated Manager of the year at the Cateys Awards 2010
  • Personality of the year 2011 at the National Restaurant Awards
  • Educator of the year at the 2012 Imbibe Awards.
  • Manager of the Year 2013 at the 30th Cateys
  • Nominated Industry Legend of the year at the 2014 Imbibe awards
  • Honorary MBA from the University of West London in March 2014
  • Food Service Award at the AA Awards 2014-2015

Television Personality
Fred’s first notable on-screen role arrived in the form of BBC2 show Michel Roux’s Service, during which Fred co-hosted alongside the two-star Michelin chef. He went on to assume the role of Maître D in the hugely popular Channel 4 show, First Dates, culminating in a BAFTA Award for Best Reality and Constructed Factual show.

Charity work
Fred co-founded Galvin’s Chance in 2008, a charity initiative to help disadvantaged young people get in education, training and full time employment within front of house in the best hotels, restaurants and bars in London.
Fred launched on Christmas Day 2012 National Waiters Day to celebrate all Front of House staff and inspire people in hospitality careers.
In December 2015 Fred launched The Right Course, a new charity initiative to teach prisoners how to run restaurants straight in the heart of the prison.
In January 2016 Fred received the British Citizen Award for his charitable work.

Fred is currently the General Manager at Galvin at Windows, the award winning Michelin-starred restaurant on the 28th floor of the London Hilton on Park Lane.
He is a keen runner and amateur boxer and his motto is “learn forever, enjoy life and make a difference”. His interests include philosophy, history, business and sports. He lives in Peckham and is the proud father of two beautiful children, Andrea and Matteo- Lucien.



Fred is referred as the “Service Jedi” or “Service Guru” by his peers and much of the British press. He has over 25 years of experience and is both an inspiring and very well respected figure in the Hospitality industry.


He co-hosted Michel Roux’s Service on BBC2 and is a regular on British national radio. He is the main man behind several high profile charities and events including National Waiter’s Day. Fred is also the creator and Director of The Art of Service.

He is an experienced coach and trainer and one of the very professionals whose talks resonate both in small private sessions and with large gathering for worldwide corporations.

Fred worked in some of London’s most celebrated restaurants and since May 2006 holds the position of General Manager at the awards winning Michelin star Galvin at Windows.

Very few speakers equal Fred’s credibility, passion and breadth of experience in the field of customer service.
Fred has delivered talks in many formats, including management team building, team training and coaching, trade events, board briefings, after-dinner speeches, motivational presentations and public seminars.

Fred ’s speeches are unique, informative, entertaining and provocative. He speaks enthusiastically about the contribution of great service to a customer’s experience, a brand’s longevity and reputation as well as its link to business survival and profitability.

For Fred it is about making excellence a habit in every part of life, teaching people about ownership, the beauty of rigor and discipline and helping delegates take responsibility for living their vision and values to the full.

Fred is comfortable talking to any sector and any audiences – customer service principles are the same across industries.
Fred is very involved with many of his own charitable activities. When time allows he is happy to make time to speak and support other charities and worthwhile causes.

To book Fred, please click here.

The AOS Key Facts


The Art of Service is a board-based interactive training activity that demonstrates how to achieve great customer service. Its objective is to train staff in the very best aspects of hospitality and service. It raises the bar by teaching your staff exactly how to meet guests' expectations. The focus is on the people in your business - how they perform, learn and represent what you and your business stand for. The below game is the original Art of Service Restaurant game. If you want to discuss adapting The Art of Service to your business, industry or sector please contact Fred by clicking here.
Time of play
Pairing Game: 30 minutes to one hour
Restaurant Game: One hour to three hours
Key benefits:
  • Improves front of house skills
  • Enhances your guests dining experience
  • Promotes the highest levels of excellence
  • Tests knowledge and skills of staff in a dynamic and fun way
  • Reinforces your business vision, mission values and objectives for all staff
  • Links the business vision with each individual's vision
  • Promotes a sense of pride in the work, teamwork, ownership and participation
  • The overall aim is to raise the standard, expectations and job satisfaction of waiting staff in order to improve customer service and increase profits.
Different uses for The Art of Service
The Art of Service can be used to develop your business and your people in several ways:
  • Interviews and Recruitment
    The Art of Service can be used as part of recruitment and selection process. The main game provides opportunities for role-play while the shorter Pairing game will reveal a candidate’s understanding of your business’s Vision, Mission and Values (while at the same time also revealing their own). The Art of Service also provides the opportunity for you to compare multiple candidates simultaneously.
  • Staff Induction
    Give new starters a fast track introduction to your business, identify development needs and align their values with that of the business.
  • Staff Development
    On-going staff development is easy with The Art of Service as you create new levels of self-sufficiency within the organisation whilst building team spirit across the business.
  • Management Training
    Whether an experienced Manager or a staff member wishing to develop into a Management role, the games Facilitator role will develop management skills.
  • Business Strategy Development
    The Art of Service pairing game helps to develop the Vision, Mission and Values for the Business.
  • Customer Satisfaction Training
    Bring to life customer scenarios, reappraise KPI’s and agree new processes and procedures that will drive CSI improvements and enhanced customer loyalty.

Pairing Board Game


Restaurant Game




How to order

The Art of Service is proud to be working with our distributing partners Northgate-Training Games

VAT (value added tax)
Prices shown do NOT include VAT. Where applicable it is added at the checkout. This is because VAT does not apply to international orders and on almost all UK orders the VAT can be reclaimed.


Bespoke Service & Contact

The Art of Service is very proud and excited to offer the following services:

  • New! Bespoke service for small independent businesses
    to create your very own The Art of Service
  • Mystery customer program
  • Customer service assessment

We also offer a wide ranging and fully integrated business consultancy service.
To contact please email Fred.

The Art of Service Ltd

Agent  miranda@roarglobal.com  dolapo@roarglobal.com

Twitter  @theartofservice

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