Multi-Unit Franchisee Magazine Issue I, 2012 | Page 22

MEGA

months later, when oil went bust in West
Texas, Denny’s offered to sell them “four
dogs in that area.”
Lafreeda and her partner went for
it, but the California girl experienced
culture shock in rural West Texas. She
called Denny’s corporate every week
asking them to also sell her a unit in
San Antonio, the nearest big city. “I
think they finally did just to get me to
stop calling,” she says. “I’ve never been
afraid to ask for what I want.” Thirteen
stores later, she bought out her partner
and was on her way to the 70 Denny’s
she has today.
Looking back, Lafreeda recognizes
the people who mentored and helped her
along the way: people like Jim Orcutt,
who taught her “how to borrow money,”
and her long-time CPA Robert Duskin
and attorney Mike Baucom. She also

credits her “magnificent and talented”
team with much of her success. “While
I may have had the dream and the vision, they are the ones who go the distance and make it happen every single
day,” she says.
Despite all the talk about women in
business bumping up the proverbial glass
ceiling, Lafreeda has nothing but praise
for Denny’s corporate. “I’ve never felt
discriminated against from the Denny’s
side. They’ve given me many opportunities. They’re an iconic brand with a
great product, and that’s why I feel so
much loyalty to them,” she says. “Since
I was 13, Denny’s has been in my life.
They’ve treated me well and put a roof
over my head for most of my life,” says
Lafreeda, an active participant in brand
and restaurant industry activities and
committees.

MANAGEMENT
Business philosophy: I have been asked to open other restaurants or
concepts, and while I am often intrigued and have the means to do so, I feel
a large part of my success is that I am only in one brand and I know it like the
back of my hand. I also believe in the win/win philosophy and always giving
back. I reinvest in my business and I always try to do the right thing. I am
never afraid to ask for help or take a risk.
Are you in the franchising, real estate, or customer service
business? Why? Yes, all of them. I am a franchisee, I own some of the real
estate that my restaurants sit on, and I serve over a million guests a month.
I am in all of those businesses because they all revolve around owning a
Denny’s. While you don’t have to own your real estate to operate a Denny’s, it
has been a nice way to diversify and build equity.
What gets you out of bed in the morning? My family and the thrill
of the next new restaurant I am going to open. I enjoy what I do and I love to
work, so every day is fun for me.
What’s your passion in business? I love all aspects of the building process. I love finding a site, finding the money, and making it a Denny’s. I love
when I can put a new Denny’s in a neighborhood for people to enjoy.
Management method or style: I’m very hands-on. I have great leaders
in place, but I really have my hands in everything. I believe it helps me keep
my finger on the pulse of my company.
Greatest challenge: Finding and retaining talent in the restaurants and
adhering to all of the industry regulations.
How close are you to operations? Extremely close. While I have a very
sharp, top-notch VP of operations we still communicate on a daily basis about
all things operational. Without the restaurants, we would not have jobs. She

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Multi-Unit Franchisee Is s ue I, 2012

and I have the same philosophy about the restaurants and business and the
importance of operations.
Have you changed your marketing strategy in response to the
economy? How? Yes. I have invested additional dollars in local co-ops,
which allows me to make tailored marketing decisions more geared for my
specific area of the country in addition to the national media message. We are
also focusing on things we can do in our local communities and inside the four
walls of the restaurant.
Personality: Hard-working, organ