Multi-Unit Franchisee Magazine Issue II, 2011 | Page 34

P O W E R

P L A Y E R S

“In the next few weeks, 14,000 troops are due to deploy,
and for the first time, there are none coming back for six or
seven more months. so it could be a tough summer.”
Blockbuster franchisee in Texas. “I had a whole new feeling
of confidence in Schlotzsky’s,
the deli with the funny name
and the serious sandwich,”
he says. “Bobby understood
the value of the chain, that
it had a great product and
great name recognition and
just needed fixing.”
About the same time, he
heard the 27-year Schlotzsky’s
franchisee in his shopping
center wanted to retire. He
bought that unit and hasn’t
looked back. “It’s worked out
great. Our biggest advantage
is that both my units are in
the same shopping center, so
if I have a pr oblem at one, I
just walk down the sidewalk
and get help. I can work both
the stores.”
As he works on plans to
open the new Schlotzsky’s/
Cinnabon, Orlando is mindful of the constant challenge

of owning and operating restaurants in a military town.
“Here in Killeen, we have Fort
Hood Army base, which is the
world’s largest military base.
What that means, businesswise, is that we’re hurt when
soldiers are deployed, because
they go in huge numbers, not
just a few here or a few there.
For example, in the next few
weeks, 14,000 troops are due to
deploy, and for the first time,
there are none coming back for
six or seven more months. So
it could be a tough summer,”
he says.
2011 is an important year
in Orlando’s life for other reasons. He and his wife are hoping to have a baby and adopt a
small child. “I’ll be honest—my
life is out of balance. I need to
make time for family. That’s just
something I don’t want to miss
out on,” he says. “I’m 47 and
making decent money, and it’s

MANAGEMENT
Business philosophy: Keep moving forward.
Are you in the franchising, real estate, or customer service
business? Why? Customer service. No matter what you sell, you’re in the
customer service business. I keep a quote from Howard Schultz of Starbucks
next to my desk: “We are not in the coffee business serving people, we are
in the people business serving coffee.”
What gets you out of bed in the morning? Smell of coffee.
What’s your passion in business? My customers. I love being in the
stores and talking to people.
Management method or style: Hands-on and direct. If I like what you’re
doing, I’ll tell you. If I don’t like what you’re doing, I’ll tell you that too.
Greatest challenge: Being in a military town, we have to balance the
constant deployment of troops to the Middle East. When they leave, it hurts,
and when they come back, everyone is busy. The troop levels are always fluctuating with deployments, soldiers in the field, gone for training, etc.
How close are you to operations? Right in the middle. If I’m not there, I
talk to the managers in the stores about every two hours to check on sales.

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Multi-unit Franchisee Is s ue II, 2011

Have you changed your marketing strategy in response to the
economy? How? We are consistent at advertising constantly, mostly TV
but trying new things.
Personality: Business-like, community-oriented, hard-working.
How do others describe you? Always moving fast, like George Jefferson. I can do anything in the store faster than all these young guys.
How do you hire and fire? We interview and make a decision to hire
based on previous work history. We have a good core set of employees at
each store who have been with me for years. It’s always the fringe that keep
coming and going.
How do you train and retain? Training is done at the store level, and
we are very tough on newbies. If they can’t cut it after a day or two, there is
no use wasting any more time. We get them out and get a new one in who
wants to work.
How do you deal with problem employees? I believe everyone
deserves a fair shake, a get-out-of-jail-free card, if you will. After that it’s just
time to go.