Multi-Unit Franchisee Magazine Issue IV, 2016 | Page 32

D OM I N A T O R S
BY DEBBIE SELINSKY

The Sky’s the Limit
Wendy’s operator dominates with 177 stores

R

obert Schermer, Jr., CEO of
Meritage Hospitality Group in
Grand Rapids, Mich., hails from
the school of life that says, “Go
big or go home.”
Eighteen years ago, when he left his
career in corporate finance to join Meritage, company sales were $27 million; in
2015, sales were $228 million. In 1998,
the company operated 22 Wendy’s restaurants in Michigan; today it operates
177 in 8 states and the company is now
publicly traded—and looking to hit 300
by 2021. Meritage also has four original
casual dining concepts, all in Michigan (6
units total), and employs 6,200.
“We always intended to grow the
company to the size it is today. Where
the stores come from and how they arrive, we have no clue, but we’re always out
there working relationships and markets
in different areas,” says Schermer. “Our
job has always been site identification,
building the stores, and operating the restaurants. That’s what franchisees should
do, and that’s our philosophy.” Schermer
describes the relationship between Meritage and Wendy’s as “basically symbiotic,”
and says he relies on the franchisor for
unique products and innovative marketing.
“Wendy’s has never been more exciting than it is today—the products are
back on. When Dave Thomas died in
NAME: Robert Schermer, Jr.
TITLE: CEO
COMPANY: Meritage Hospitality

Group

NO. OF UNITS: 177 Wendy’s,
and 4 independent casual dining
concepts (Twisted Rooster, Crooked
Goose, Freighters Eatery &
Taproom, Wheelhouse)
AGE: 57
FAMILY: Wife Kim and two boys
YEARS IN FRANCHISING: 18
YEARS IN CURRENT POSITION: 18

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