Wow Bao CEO Geoff Alexander kicked off the Restaurant Franchising and Innovation Summit in Nashville, Tennessee, being held March 30 by way of April 1, with a keynote titled “Bootstrapping Your Model to the Huge Time.”

| by Mandy Wolf Detwiler — Managing Editor, Networld Media Group

Development would not need to imply throwing up eating places as quick as a model can. There are different methods to develop, specifically with ghost kitchens.

That was the prime takeaway from Wow Bao President and CEO Geoff Alexander’s keynote tackle “Bootstrapping Your Model to the Huge Time,” sponsored by 7shifts, on Wednesday, the opening day of the Restaurant Franchising and Innovation Summit in Nashville, Tennessee.

The occasion, run by Networld Media Group, attracts executives from main manufacturers to share profitable methods they’ve grown franchises. Networld Media Group is the guardian firm of Fastcasual, Pizza Market and QSRweb. The media firm’s subsequent upcoming occasion is a digital pizza convention, the Pizza Management Digital Summit, which is able to happen July 27.

In his keynote tackle, Alexander credited an extended record of mentors for serving to him understand his desires as an govt at Wow Bao — starting from his bosses at a grocery retailer whereas rising up on Hearth Island, off the coast of Lengthy Island, to his supervisor at an area bar and grill whereas a pupil on the College of Wisconsin.

He finally utilized for a administration place at Lettuce Entertain You, which was owned Wow Bao on the time. Alexander then turned his consideration to Vong’s Thai Kitchen and, by 2005, was working lengthy hours within the model. A 12 months later, he turned a Lettuce Entertain You accomplice, and by 2008 he was engaged on Asian idea Wow Bao, which had three items on the time.

One among his mentors informed him to not take the place, however Alexander stated he is a agency believer in “underdog ideas.”

“I used to be introduced in to do the heavy lifting and get the shops to carry out,” he stated. Success, he added, could be measured. Failure, in fact, is lack of success.

By January 2009, Alexander took over the reigns at Wow Bao. On the time he firm had three brick-and-mortar areas and no entry to capital. In six years, Wow Bao had switched companions 3 times. It was Alexander’s aim to assist the model discover success.

“My profession had been engaged on the underdog idea — ideas that are not performing. That are not succeeding,” he stated.

He launched self-ordering kiosks to the model inside 12 months of becoming a member of the corporate, a transfer that elevated gross sales by $1.89 per ticket. Order to supply took simply 45 seconds, and labor prices dropped as nicely.

Alexander additionally launched on-line ordering — it had an app again in 2010 lengthy earlier than different manufacturers did — and a meals truck that took only one particular person to function. In reality, the Baomobile, because the truck was referred to as, was listed as probably the most influential meals vehicles in 2013.

Subsequent up, Alexander stated he acknowledged the ability of social media early in his Wow Bao profession and commenced doing all of the social media himself to construct model consciousness. The model’s Twitter web page was named one of many high Twitter feeds in Chicago. Just a few years later, the model could be named probably the most socially influential corporations alongside Starbucks, McDonald’s, Taco Bell and Dunkin’.

“Wow Bao turned referred to as being an early adopter of expertise,” Alexander stated. “I used to be prepared to tackle further operational complications if it gave us a leg up.”

In 2011, the model’s fourth retailer opened however it will be three extra years till the fifth opened. With out entry to capital, Alexander needed to discover methods to develop the model.

Right now, Wow Bao’s gadgets are in 300-plus groceries throughout the U.S., and the model plans to be in one other hundred by 12 months’s finish.

In 2014, the model turned Lettuce Entertain You’s first airport location, and the corporate is now present in school campuses as nicely.

In 2016, Lettuce Entertain You offered Wow Bao to a personal fairness agency and constructed an govt crew to assist it develop. Just a few weeks later in 2017, Wow Bao opened its first absolutely automated, tech-enabled unit.

However how might the corporate increase shortly?

“Not 90 days after the merger occurred, Wow Bao opened in Los Angeles inside cloud kitchens,” Alexander stated. “For much less that $30,000, we entered one of many high markets within the nation. Our aim was to crate a income stream for eating places requiring little to no further labor (with) ease of execution, scalability and profitability for the restaurant.”

The reply to such speedy growth was ghost kitchens, or what Wow Bao dubs “darkish kitchens,” as there are areas of the restaurant which are darkish and have the potential for extra income. Simply three sq. toes can generate $150,000 in income, Alexander stated.

“Wow Bao might help convey mild to those darkish areas,” he stated.

Wow Bao launched its first darkish kitchen in January 2020 in a sister restaurant, earlier than COVID shut down eating rooms. It did not matter, nonetheless. From January 2020 by way of at present, Wow Bao has opened greater than 600 darkish kitchens throughout the U.S. and Canada. In August 2021, it launched an astonishing 55 darkish kitchens in simply in the future.

“The ghost kitchen, darkish kitchen, digital kitchen — that is evolution,” Alexander stated. “Evolution requires innovation. Innovation requires failure.”



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