Building an Iconic Brand: Detroit Wing Company's Rise
Lessons from Detroit Wing Company's Founder
Name: Gus Malliaras
Company: Detroit Wing Co.
Employee Size: 283 (store level) & 37 (corporate team)
Technology Tools: MarketMan, Buxton, Paytronix, and Toast
Year Founded: 2015
Introduction
My name is Gus Malliaras, and I am the Founder & President of Detroit Wing Company. I started DWC in 2015 hoping to create an operationally efficient QSR model that kept its focus on quality and hospitality. We make everything on our menu from scratch. Most items are made at the individual stores, while higher volume items are made in our commissary kitchen.
I grew up working in my grandparent's restaurant in Greektown, Detroit as well as working for my father's general contracting company, which specialized in restaurant construction. I opened my first restaurant when I was 24 years old.
The Inspiration Behind Detroit Wing Company
After opening my third location of my previous concept, I started to realize the limitations of the model, and the unscalable demand on my time. This was magnified when I got engaged and started to think about what I wanted my family life to look like. I knew that I wanted to stay in the restaurant business but needed to simplify operations to be successful.
From Idea to Reality
My previous concept was a counter-service diner, complete with the typical 100+ item menu that they're known for. The only thing I knew for sure was that the menu at my next concept would be 85% smaller. I sat in my dining room one morning and stared at my menu, contemplating each of the categories and trying to decide which one could stand on its own. I chose wings, and from that moment I spent the next two years of my lease developing sauces, creating menu items, and using my current customers as a built-in R&D department.
Attracting Customers and Growth Strategies
Our growth over the first 5 years and 18 locations was driven purely by our focus on hospitality and quality. We spent virtually nothing on traditional marketing strategies and instead relied on our customers to do the talking for us.
Challenges Along the Way
Countless. Food costs, labor costs, food supply (Covid), labor supply (Covid), increasing market saturation, and economic challenges. All while navigating the internal challenges that come with rapid growth. Rolling out technology platforms and operations systems while the brand is growing so rapidly is a lot like, as my business partner and friend, Mijo Alanis says, "building a plane as you're flying"
Crafting an Icon: Detroit Wing Company's Vision
I envision a brand that has learned how to multiply in size several times over without losing sight of the hospitality and quality focus that has made us who we are. People always ask me how many units I want to open and are always surprised to hear that I don't care about unit counts, I want to create an iconic brand.
Guiding Principles for Entrepreneurial Success
There's no such thing as easy/quick money. Never base decisions on money alone. Find your purpose, be passionate about what you're doing, and do it better than anyone else. The money will come later.
Always trust your gut.
Never be the smartest person in the room. Entrepreneurs are essentially visionaries, you will of course wear multiple hats, but as you build a team you should make an effort to hire people who are better than you at whatever specific job they are doing. There's a misconception that entrepreneurs should be able to do every job in the company, but the reality is that you only need to understand every job, then go out and find the best people you can to do it.