Ford’s Garage president Steve Shlemon has successfully grown the 1920s garage-themed burger and craft beer restaurant franchise from a single location to multiple establishments across the U.S. Shlemon shares his insights on how independent brands can transition into nationally recognized franchises with 1,000-plus locations by taking a thoughtful and methodical approach, despite the inevitable challenges of rapid expansion.
Shlemon emphasizes the importance of going slow to go fast, advising restaurant owners to prioritize steady and deliberate growth over lightning-fast expansion that can lead to burnout and failure. He stresses the need for focusing on successful establishments, nurturing a strong people pipeline, and investing in training and development to ensure sustained growth of the brand. Putting the right people in place, maintaining a great culture, and having a customer-centric focus are crucial aspects of scaling up a restaurant brand effectively.
Real estate selection is highlighted as a critical strategy for successful franchise growth, with Shlemon cautioning against making costly mistakes by choosing cheaper, suboptimal locations for new restaurants. He stresses the importance of disciplined site selection, investing in prime locations, and collaborating closely with franchisees to develop a successful expansion plan. By maintaining a balance between scaling out and executing strategically, restaurant owners can avoid setbacks and ensure long-term success.
Quality is identified as a top priority for growing restaurant brands, with Shlemon emphasizing the importance of consistency across locations in terms of product quality, branding, atmosphere, and customer experience. As the brand expands, it is essential to uphold the core values and standards that define the brand while continually striving to improve and enhance the overall guest experience.
Continuous innovation and improvement are crucial for sustaining growth and success in the competitive restaurant industry. Shlemon advises restaurant owners to never stand still and always seek ways to elevate the brand, whether through product enhancements, infrastructure upgrades, or talent development. By maintaining a growth mindset and a focus on delivering value to customers and stakeholders, restaurant brands can achieve sustainable growth and remain relevant in the market.
Overall, Shlemon’s insights offer valuable advice for restaurant owners looking to expand their brands and navigate the complex journey from a single location to a nationally recognized franchise. By prioritizing the right people, locations, quality, and continuous improvement, restaurant brands can leverage their strengths and overcome challenges to achieve long-term success and recognition in the competitive food service industry.
