Home-Based: Keeping It Local in a Texas Military Town

Home-Based: Keeping It Local in a Texas Military Town

By: Debbie Selinsky | 6,476 Reads |
Featured in: Multi-Unit Franchisee Magazine: Issue 2, 2011
%3Cp%3EFor+years%2C+Jeff+Orlando+has+read+with+fascination+the+articles+in+franchise+and+business+magazines+about+super-successful+entrepreneurs.+%22It%27s+amazing+to+read+about+these+guys+who+have+87+Burger+Kings+and+92+Wendy%27s+units+and+these+unbelievable+homes+and+lifestyles%2C%22+says+the+Killeen%2C+Tex.%2C+resident.+However%2C+he+adds%2C+it%27s+also+nice+to+read+about+%22regular+guys+like+me%2C%22+who+choose+to+define+their+success+in+a+different+way.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EOrlando%2C+with+one+Wingstop+and+one+Schlotzsky%27s%2C+says+he+admires+the+hard+work+and+smarts+it+took+for+these+operators+to+become+so+large%2C+but+he+doesn%27t+really+want+92+units--maybe+12+close+to+home.+%22I+want+to+build+my+success+here+in+this+community+and+I%27m+spending+many+hours+doing+that.+I+don%27t+really+want+to+spend+so+much+time+traveling+to+units+far+from+home%2C%22+he+says.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EHis+Schlotzsky%27s+is+in+a+shopping+center+near+his+home+in+Killeen%2C+an+hour+north+of+Austin.+His+Wingstop+is+three+doors+down+in+the+same+shopping+center.+The+two+brands+%28both+under+the+Roark+umbrella%29+work+very+well+together%2C+he+says%2C+because+Schlotzsky%27s+is+a+70+percent+daytime+business%2C+and+Wingstop+is+a+70+percent+evening+business.+He+plans+to+open+another+Schlotzsky%27s+co-branded+with+a+Cinnabon+%28another+Roark+brand%29+later+this+year+in+Harker+Heights%2C+three+miles+down+the+road.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EOrlando%2C+a+self-described+%22Air+Force+brat%22+and+youngest+of+four+brothers%2C+believes+he+has+the+best+of+both+worlds.+His+first+franchise+experience--he+and+his+brother+opened+a+pizza+place+that+lasted+about+18+months+when+they+were+young--came+in+1999+when+he+opened+the+10th+store+in+the+then-new+Wingstop+brand.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%22Everybody+told+me+I+was+crazy%2C%22+he+recalls.+%22When+we+were+growing+up%2C+nobody+wanted+the+wing--everybody+wanted+the+drumstick.+We+threw+the+wings+away.%22+Obviously%2C+things+have+changed%2C+he+says%2C+pointing+to+Super+Bowl+Sunday%2C+the+busiest+day+of+the+year+for+his+store.+%22Wings+and+sports+just+go+together.%22%3C%2Fp%3E%0D%0A%0D%0A%09%3Cp%3EOrlando%2C+who+worked+10+years+as+a+manager+for+Blockbuster+and+other+video+stores%2C+says+he+signed+on+with+Wingstop+because+he+loves+the+simplicity+of+the+concept.+%22I+love+the+product+and+the+way+the+company+is+set+up%2C+the+way+founder+Antonio+Swad+designed+the+packaging.+It%27s+just+meticulous%2C+perfect.+I+also+really+liked+the+man+behind+the+vision%2C+and+I+had+a+lot+of+confidence+in+him.+Some+people+have+great+concepts+but+they+can%27t+execute+them.+Wingstop+just+felt+right+to+me%2C%22+he+says.%3C%2Fp%3E%0D%0A%0D%0A%09%3Cp%3EHe+opened+a+Wingstop+in+College+Station+and+then+one+in+Austin%2C+following+the+Wingstop+philosophy+of+locating+units+in+shopping+centers+with+video+or+grocery+stores+because+people+go+there+several+times+a+week.+His+mother+died+unexpectedly+the+same+day+he+opened+the+Austin+store%2C+and+Orlando+decided+to+sell+the+stores+in+outlying+areas+and+bring+another+business+home+to+Killeen.+%22My+stores+were+100+miles+apart%2C+and+I+was+already+tired+of+the+travel.+Plus%2C+it%27s+a+struggle+to+find+the+right+employees+to+leave+those+businesses+with%2C%22+he+says.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EIn+the+process+of+doing+his+due+diligence%2C+Orlando+learned+that+Schlotzsky%27s+had+been+purchased+out+of+bankruptcy+by+Bobby+Cox%2C+a+major+Blockbuster+franchisee+in+Texas.+%22I+had+a+whole+new+feeling+of+confidence+in+Schlotzsky%27s%2C+the+deli+with+the+funny+name+and+the+serious+sandwich%2C%22+he+says.+%22Bobby+understood+the+value+of+the+chain%2C+that+it+had+a+great+product+and+great+name+recognition+and+just+needed+fixing.%22%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EAbout+the+same+time%2C+he+heard+the+27-year+Schlotzsky%27s+franchisee+in+his+shopping+center+wanted+to+retire.+He+bought+that+unit+and+hasn%27t+looked+back.+%22It%27s+worked+out+great.+Our+biggest+advantage+is+that+both+my+units+are+in+the+same+shopping+center%2C+so+if+I+have+a+problem+at+one%2C+I+just+walk+down+the+sidewalk+and+get+help.+I+can+work+both+the+stores.%22%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EAs+he+works+on+plans+to+open+the+new+Schlotzsky%27s%2FCinnabon%2C+Orlando+is+mindful+of+the+constant+challenge+of+owning+and+operating+restaurants+in+a+military+town.+%22Here+in+Killeen%2C+we+have+Fort+Hood+Army+base%2C+which+is+the+world%27s+largest+military+base.+What+that+means%2C+business-wise%2C+is+that+we%27re+hurt+when+soldiers+are+deployed%2C+because+they+go+in+huge+numbers%2C+not+just+a+few+here+or+a+few+there.+For+example%2C+in+the+next+few+weeks%2C+14%2C000+troops+are+due+to+deploy%2C+and+for+the+first+time%2C+there+are+none+coming+back+for+six+or+seven+more+months.+So+it+could+be+a+tough+summer%2C%22+he+says.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E2011+is+an+important+year+in+Orlando%27s+life+for+other+reasons.+He+and+his+wife+are+hoping+to+have+a+baby+and+adopt+a+small+child.+%22I%27ll+be+honest--my+life+is+out+of+balance.+I+need+to+make+time+for+family.+That%27s+just+something+I+don%27t+want+to+miss+out+on%2C%22+he+says.+%22I%27m+47+and+making+decent+money%2C+and+it%27s+time+to+spend+time+building+a+family.+I+joke+with+my+wife+that%2C+at+my+age%2C+at+least+we%27ll+get+the+best+parking+spaces+at+our+kids%27+high+school+graduation.%22+%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3EOrlando%2C+who+says+he%27s+learned+a+lot+from+his+failures+as+well+as+his+successes%2C+often+talks+with+his+mentor%2C+Charles+Loflin+%28see+www.mufranchisee.com%2Farticle%2F534%2F%29%2C+about+the+continued+challenges+of+running+restaurants+in+a+tight+economy.+%22My+best+advice+is+do+your+homework.+Running+your+own+business+is+getting+tougher+all+the+time.+Twelve+or+15+years+ago%2C+if+you+were+a+marginal+operator%2C+you+could+make+money.+These+days%2C+with+the+cost+of+food%2C+labor%2C+and+energy%2C+you+have+to+be+a+shrewd+operator+to+make+it.%22%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EName%3A%3C%2Fb%3E+Jeff+Orlando%3Cbr+%2F%3E%0D%0A%3Cb%3ETitle%3A%3C%2Fb%3E+Owner%3Cbr+%2F%3E%0D%0A%3Cb%3ECompany%3A%3C%2Fb%3E+Wingstop+%26+Schlotzsky%27s+franchises%3Cbr+%2F%3E%0D%0A%3Cb%3ENo.+of+units%3A%3C%2Fb%3E+1+Wingstop%2C+1+Schlotzsky%27s+%28opening+a+Schlotzsky%27s%2FCinnabon+in+2011%29%3C%2Fp%3E%0D%0A%0D%0A%0D%0A%0D%0A%3Ch2%3EPersonal%3C%2Fh2%3E%0D%0A%3Cp%3EAge%3A+47%3Cbr+%2F%3E%0D%0A%3Cb%3EFamily%3A%3C%2Fb%3E+Married%2C+no+children%3B+this+year+we+are+going+to+have+one+and+adopt+one.%3Cbr+%2F%3E%0D%0A%3Cb%3EYears+in+franchising%3A%3C%2Fb%3E+12%3Cbr+%2F%3E%0D%0A%3Cb%3EYears+in+current+position%3A%3C%2Fb%3E+12%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EKey+accomplishments%3A%3C%2Fb%3E%3Cbr+%2F%3E+Starting+my+own+business.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cb%3EBiggest+mistake%3A%3C%2Fb%3E%3Cbr+%2F%3E+Not+starting+a+family+sooner.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cb%3ESmartest+mistake%3A%3C%2Fb%3E%3Cbr+%2F%3E+When+I+opened+Wingstop+12+years+ago+everyone+thought+wings+were+a+fad+and+said+it+wouldn%27t+work.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EHow+do+you+spend+a+typical+day%3F%3C%2Fb%3E%3Cbr+%2F%3EFirst%2C+I+drink+my+coffee+and+read+the+paper.+I+make+projections+on+the+day%27s+sales+using+previous+years%27+sales+and+trends+for+each+manager.+I%27m+on+the+phone+a+lot+and+stay+busy+running+errands%2C+doing+maintenance%2C+etc.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EWork+week%3A%3C%2Fb%3E%3Cbr+%2F%3EMy+work+week+is+seven+days.+Sometimes+I+feel+like+I%27m+always+thinking+about+it%2C+and+I%27m+physically+in+the+stores+nearly+every+day%2C+even+working+shifts+with+employees+and+filling+in+when+needed.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EFavorite+fun+activities%3A%3C%2Fb%3E%3Cbr+%2F%3EGolf.+I+need+to+start+playing+again.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cb%3EExercise%2Fworkout%3A%3C%2Fb%3E%3Cbr+%2F%3EThree+days+a+week+with+a+trainer.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EFavorite+tech+toys%3A%3C%2Fb%3E%3Cbr+%2F%3ENone.+You+know+how+some+people+are+high-tech+and+some+are+low-tech%3F+I%27m+more+like+no-tech.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EWhat+are+you+reading%3F%3C%2Fb%3E%3Cbr+%2F%3EMostly+newspapers+and+business+magazines.+I+miss+reading+books%2C+though.+I%27m+actually+thinking+about+the+Nook+or+the+Kindle.+It+would+be+so+easy+not+to+have+to+go+to+the+bookstore+anymore%2C+and+I+could+always+have+lots+to+read+with+me+at+all+times.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EDo+you+have+a+favorite+quote%2Fadvice%3F%3C%2Fb%3E%3Cbr+%2F%3EOrganize%2C+simplify%2C+delegate%2C+and+verify.%0D%0ABest+advice+you+ever+got%3A+Go+with+what+you+know%2C+don%27t+worry+about+what+anyone+else+thinks.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EFormative+influences%2Fevents%3A%3C%2Fb%3E%3Cbr+%2F%3EMy+Dad.+He+is+my+hero.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cb%3EHow+do+you+balance+life+and+work%3F%3C%2Fb%3E%3Cbr+%2F%3E+I+am+actually+out+of+balance--too+much+about+work.+That%27s+where+family+will+come+in+now.+We+would+like+to+have+a+baby+and+adopt+one+a+little+older.+Since+I%27m+%22old%2C%22+this+would+give+us+a+head+start.%3C%2Fp%3E%0D%0A%0D%0A%3Ch2%3EManagement%3C%2Fh2%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EBusiness+philosophy%3A%3C%2Fb%3E%3Cbr+%2F%3E+Keep+moving+forward.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EAre+you+in+the+franchising%2C+real+estate%2C+or+customer+service+business%3F+Why%3F%3C%2Fb%3E%3Cbr+%2F%3E+Customer+service.+No+matter+what+you+sell%2C+you%27re+in+the+customer+service+business.+I+keep+a+quote+from+Howard+Schultz+of+Starbucks+next+to+my+desk%3A+%22We+are+not+in+the+coffee+business+serving+people%2C+we+are+in+the+people+business+serving+coffee.%22%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EWhat+gets+you+out+of+bed+in+the+morning%3F%3C%2Fb%3E%3Cbr+%2F%3ESmell+of+coffee.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EWhat%27s+your+passion+in+business%3F%3C%2Fb%3E%3Cbr+%2F%3EMy+customers.+I+love+being+in+the+stores+and+talking+to+people.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EManagement+method+or+style%3A%3C%2Fb%3E%3Cbr+%2F%3EHands-on+and+direct.+If+I+like+what+you%27re+doing%2C+I%27ll+tell+you.+If+I+don%27t+like+what+you%27re+doing%2C+I%27ll+tell+you+that+too.%3C%2Fp%3E%0D%0A%0D%0A%3Cp%3E%3Cb%3EGreatest+challenge%3A%3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Published: July 5th, 2011

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