Multi-Unit Franchisee Magazine Issue II, 2014 | Page 30

MULTI-BR A N D 50 cept with a kitchen in the back room, that could be problematic, but we have operated licensed Chick-fil-A units in a consolidated format by making accommodations in the kitchen.” When considering additional brands, Hough says that instead of looking at the hot new concepts, “We decide what type of food we need for a particular location. Each of our locations is different. Even if we’re talking about regional airports, we can be talking about one that is businessfocused and another that’s a tourist airport. We select concepts based on what we perceive consumer demand to be.” Another factor that makes this model so successful is that restaurants in airports and malls have a built-in clientele. “We don’t have to generate customers through special marketing. They are generated for us,” says Hough. The same is true at universities, where students supply a steady stream of customers. Nearly 20 years after his first consolidated food court model, however, everyone’s gotten in on the action. “Ev- NAME: Jack Hough TITLE: President and founder COMPANY: MSE Branded Foods NO. OF UNITS: 5 Caribou Coffee; 4 Jump Asian Express; 4 Sbarro; 4 Villa Fresh Italian Kitchen; 3 Subway; 3 Green Leaf Café; 3 Bananas; 2 Arby’s; 1 Cinnabon; 1 Steak ’n Shake; 1 Auntie Anne’s Pretzels; 1 Freshens Yogurt; 1 Jamba Juice; and 1 PJ’s Coffee. Signature concepts include JJ’s Sports Bar & Grill, Buckhead Grill, Gateway Grille, and Blue Ridge Bakery AGE: 65 FAMILY: Son, Brandon YEARS IN FRANCHISING: 23 as an operator YEARS IN CURRENT POSITION: 28. I worked signature concepts at first, including Main Street Eateries, which is where MSE comes from ery location we look at, we’re competing with somebody. You win some and you lose some. If you look at nine or 10 locations, you may end up with one or two,” Hough says. His company, based in Gainesville, Ga., must remain nimble, he says. For example, since 9/11, MSE employees who work in the six regional airports must undergo TSA background checks and wear special identification badges. MSE, which has found its niche—created it in fact—strives to maintain the quality of the franchised product, says Hough. “Everything runs so the brand integrity is protected, but behind the line is a shared functionality. The various brands share sinks, coolers, prep space, and dishwashing facilities.” In addition to his franchised brands, Hough is especially proud of his signature brands. For example, Buckhead Grill specializes in top-quality Black Angus beef burgers. “We must have tested 40 different suppliers to come up with the best burger on the market,” he says. PERSONAL First job: I’ve worked since I was 11—paper routes, Western Union, and in a bakery between college semesters. Formative influences/events: In any business, you must have the ability to read and understand financials. My nine years in banking gave me great insight into how to run a business. Key accomplishments: I sit back and look at the number of concepts we run and the geographical spread, and I wonder how we got where we are. Achieving the structure of the company over the years, and now with more than 700 employees, has been gratifying. Biggest mistake: I made a couple of location selections that turned out to be bad choices. Smartest mistake: We did a food court in the Opryland Hotel in 2001–02, and it turned out we had five or six concepts, including Chick-fil-A. The court exceeded our projections by almost double. It did phenomenally well and was so different—in a good way—from how we read the location. Decision I wish I could do over: I try not to look back. Work week: Five days a week, usually 10- to 12-hour days, plus travel to visit our locations. How do you spend a typical day? If I’m in town, I start my day with meetings and go to 5 or 5:30 p.m. My weeks get broken up by travel. I’m usually traveling every other week, doing lots of business development. We have 28 MULTI-UNIT FRANCHISEE IS S UE II, 2014 business in 12 states, from New Hampshire to Daytona Beach. Favorite fun activities: Golf, time at the beach. Exercise/workout: Cardio work, weights, Pilates. Favorite tech toys: iPad. What are you reading? I read trade magazines, but for pleasure I love to read history, Civil War, and World War II books. Do you have a favorite quote? No. Best advice you ever got: My father used to say, “Worry about things you can do something about and let the rest go.” What gets you out of bed in the morning? My coffee. What’s your passion in business? I want things done right. I want our personnel to look right, to treat our customers right, and to serve the best food. I’m a bit of a perfectionist. How do you balance life and work? I work hard, but I have a condo near Destin, Florida, and when I can I go there and relax. I still use technology to stay in touch from there. Last vacation: The beach. Person I’d most like to have lunch with: Bill Gates. I like him personally, and I like the way he conducts business.