From Dishwasher to Doughnut King: Chris Schultz's Unlikely Journey

In this blog post, we delve into the extraordinary career of Chris Schultz, a hospitality veteran whose journey began with humble beginnings and culminated in leading iconic brands like Starbucks, MOD Pizza, and now, the wonderfully quirky Voodoo Doughnut. From scrubbing dishes to spearheading expansion strategies, Chris's story is a testament to the power of hard work, adaptability, and a genuine passion for the restaurant industry. We'll explore the key moments that shaped his leadership style and gain insights into his approach to scaling businesses while maintaining their unique identities. Get ready to uncover the secrets behind Voodoo Doughnut's success and learn how Chris plans to keep the magic alive as they expand into new territories. If you enjoyed this article, be sure to listen to our full conversation with Chris on the Hospitality Hangout podcast. You can find the episode, Doughnuts, Hustle, and Hospitality: Chris Schultz on Scaling an Iconic Brand, for an even deeper dive into his story!

Introduction: Chris Schultz's Unlikely Journey in Hospitality

The restaurant industry is often viewed as a fast-paced, high-pressure environment where success is measured by the bottom line. But behind every thriving restaurant, there's a team of dedicated individuals who pour their heart and soul into creating memorable experiences for their customers. Chris Schultz is one of those individuals, and his career is a prime example of how passion and perseverance can lead to remarkable achievements.

Chris didn't start his career with a grand vision of becoming a hospitality leader. In fact, his journey began in the most humble of positions: as a dishwasher in a local Mexican restaurant. This early experience, though seemingly unremarkable, laid the foundation for a lifelong love affair with the industry and instilled in him a deep appreciation for the hard work and dedication required to succeed. Over the next 40+ years, Chris would go on to hold leadership positions at some of the most recognizable names in the restaurant world, each experience shaping his approach to business and solidifying his reputation as a respected and innovative leader. From his early days cleaning dishes to now leading Voodoo Doughnut, Chris's story is a fascinating illustration of how determination, a willingness to learn, and a touch of counterculture can blend to create a recipe for success.

From Humble Beginnings: The Dishwasher Years

Everyone has to start somewhere, and for Chris Schultz, that "somewhere" was behind the dishwashing machine at a Mexican restaurant. While it might not sound glamorous, this role was instrumental in shaping his perspective on the restaurant industry. As a dishwasher, Chris witnessed firsthand the frenetic energy of the kitchen, the teamwork required to keep things running smoothly, and the importance of every single role, no matter how seemingly insignificant. He learned the value of hard work, the importance of cleanliness and efficiency, and the power of collaboration. He quickly recognized that a restaurant was only as good as its weakest link, and that every team member played a crucial role in delivering a positive customer experience.

More than just a job, dishwashing became Chris's first real education in the inner workings of a restaurant. He observed the chefs, the servers, and the managers, learning from their successes and their mistakes. He noticed the details that separated a good restaurant from a great one, from the quality of the ingredients to the attentiveness of the staff. He also began to develop a sense of empathy for his colleagues, understanding the challenges and pressures they faced on a daily basis. It was during these formative years that Chris began to develop the core values that would guide him throughout his career: respect for others, a commitment to excellence, and a willingness to roll up his sleeves and do whatever it takes to get the job done.

Starbucks: Witnessing Explosive Growth

After his initial foray into the industry, Chris joined Starbucks at a pivotal moment in the company’s history. The coffee giant was on the cusp of explosive growth, expanding from a regional chain into a global phenomenon. Chris's 13-year tenure at Starbucks offered him a front-row seat to witness this transformation firsthand. He experienced the challenges and opportunities that come with rapid expansion, learning valuable lessons about scaling operations, managing teams, and maintaining brand consistency across a vast network of stores.

At Starbucks, Chris wore many hats, taking on roles of increasing responsibility and gaining experience in all aspects of the business, from store operations to regional management. He learned the importance of creating a strong company culture, one that empowered employees to take ownership and deliver exceptional customer service. He also witnessed the power of innovation, as Starbucks constantly experimented with new products, technologies, and store designs to stay ahead of the competition. Chris's time at Starbucks not only equipped him with the skills and knowledge needed to succeed in the restaurant industry, but also instilled in him a deep appreciation for the importance of brand building, customer loyalty, and continuous improvement.

MOD Pizza: Leading Operations and Scaling Success

Building on his experience at Starbucks, Chris joined MOD Pizza, a fast-casual pizza chain known for its customizable pies and commitment to social responsibility. As a key member of the leadership team, Chris played a crucial role in scaling MOD Pizza from a regional player into a national brand. He was responsible for overseeing operations, ensuring that each store met the company's high standards for quality, service, and cleanliness.

At MOD Pizza, Chris faced the challenge of maintaining the brand's unique identity and values while rapidly expanding its footprint. He implemented systems and processes to ensure consistency across all locations, while also empowering local managers to adapt to the specific needs of their communities. Chris was also a strong advocate for MOD Pizza's commitment to social responsibility, which included providing opportunities for individuals with disabilities and supporting local charities. His leadership helped MOD Pizza not only achieve impressive growth but also build a reputation as a company that cared about its employees, its customers, and the communities it served.

Voodoo Doughnut: Embracing Counterculture and Expansion

Now at Voodoo Doughnut, Chris faces a new and exciting challenge: preserving the brand's quirky, counterculture roots while navigating its expansion into new markets. Voodoo Doughnut is unlike any other restaurant chain. With its outrageous doughnut creations, irreverent humor, and 24/7 operations, it has cultivated a loyal following of fans who appreciate its unique and unapologetic personality. Chris understands that Voodoo Doughnut's success is rooted in its authenticity, and he is committed to preserving that authenticity as the brand grows.

As the leader of Voodoo Doughnut, Chris is responsible for overseeing all aspects of the business, from product development to marketing to operations. He works closely with the company's founders, Tres Shannon and Kenneth "Cat Daddy" Pogson, to ensure that the brand remains true to its original vision. He also recognizes the importance of innovation, constantly exploring new ways to surprise and delight Voodoo Doughnut's fans. Chris understands that Voodoo Doughnut is more than just a doughnut shop; it's a cultural phenomenon, and he is determined to keep the magic alive as the brand expands into new territories.

Voodoo Doughnut's Unique Innovations

Voodoo Doughnut has carved a unique niche in the culinary world, thanks in no small part to its innovative and often outrageous doughnut creations. Forget your average glazed or sprinkle-covered treats; Voodoo Doughnut is known for pushing the boundaries of flavor and design, offering a menu that includes everything from the iconic Bacon Maple Bar to the daring NyQuil Doughnut (a promotional item, of course!). These unique offerings aren't just about shock value; they're a reflection of the brand's playful personality and its commitment to challenging the status quo.

The creativity extends beyond the doughnut toppings. Voodoo Doughnut is constantly experimenting with new flavor combinations, ingredients, and presentation styles. Monthly doughnut drops introduce limited-edition creations that spark excitement and keep customers coming back for more. These innovations are not just about creating buzz; they're also about listening to customer feedback and responding to emerging trends. By staying nimble and embracing experimentation, Voodoo Doughnut has managed to stay ahead of the curve and maintain its position as a leader in the novelty doughnut market. This commitment to innovation is a key ingredient in the brand's enduring success.

Keeping it Fresh: Fan Engagement and Social Media

In today's digital age, engaging with fans online is crucial for any brand, and Voodoo Doughnut excels in this area. Recognizing the power of social media, the company has built a strong online presence, using platforms like Instagram and TikTok to connect with its customers, showcase its latest creations, and foster a sense of community. Voodoo Doughnut's social media strategy is characterized by its authenticity, humor, and willingness to embrace its quirky personality.

The brand actively encourages user-generated content, inviting fans to share photos and videos of their Voodoo Doughnut experiences. This not only helps to spread the word but also creates a sense of ownership and loyalty among customers. Voodoo Doughnut also uses social media to announce new product launches, promotions, and events, keeping its fans informed and engaged. By embracing social media as a tool for building relationships and fostering community, Voodoo Doughnut has been able to cultivate a loyal following that extends far beyond its physical locations. The brand's social media savvy is essential for its continued success and expansion.

Expansion Plans: Voodoo Doughnut Heads to Miami & LA

With its established brand recognition and devoted fanbase, Voodoo Doughnut is poised for continued growth. The company has ambitious expansion plans, including new locations in Miami and Los Angeles. These expansions represent a significant step for Voodoo Doughnut, as they will introduce the brand to new markets and audiences. Chris Schultz is playing a key role in overseeing these expansions, ensuring that the new locations capture the essence of the Voodoo Doughnut brand while also adapting to the unique characteristics of their respective communities.

The Miami and Los Angeles locations will feature the same outrageous doughnut creations, irreverent humor, and 24/7 operations that have made Voodoo Doughnut famous. However, they will also incorporate local flavors and design elements to appeal to the tastes of their new customers. The company is also committed to building relationships with local businesses and organizations, becoming an integral part of the communities it serves. Voodoo Doughnut's expansion into Miami and Los Angeles is a testament to its enduring appeal and its potential for continued growth. It’s a bold move that will likely solidify the brand’s presence as a nationally recognized icon.

Tech Evolution: Toast and Tattle

Even a brand as uniquely positioned as Voodoo Doughnut must adapt to the ever-changing technological landscape. While Voodoo Doughnut initially operated as a cash-only business, it has since embraced digital solutions to streamline operations and enhance the customer experience. Chris Schultz has been instrumental in leading this technological evolution, implementing systems like Toast POS for point-of-sale management and Tattle for customer feedback.

Toast provides a comprehensive platform for managing orders, payments, and inventory, helping Voodoo Doughnut to improve efficiency and reduce errors. Tattle allows the company to collect real-time customer feedback, providing valuable insights into areas where it can improve. By embracing these technologies, Voodoo Doughnut is able to enhance its operations, improve customer satisfaction, and stay ahead of the competition. This commitment to technological innovation is essential for the brand's continued success in today's fast-paced restaurant industry.

Hot Takes: Chris Schultz on Industry Trends

Chris Schultz brings a wealth of experience and insights to the table when it comes to discussing current trends in the restaurant industry. From the potential of cannabis-infused menus to the enduring appeal of 24-hour dining, Chris offers a nuanced perspective on the forces shaping the future of hospitality. He acknowledges the growing interest in cannabis-infused products but also recognizes the regulatory and operational challenges that come with them. He sees the continued demand for 24-hour dining as a reflection of people's increasingly busy lifestyles.

However, Chris is also quick to dismiss certain trends that he believes are unsustainable or simply not aligned with the values of Voodoo Doughnut. He emphasizes the importance of staying true to the brand's core identity and not chasing every fleeting fad. Chris's "hot takes" offer a valuable glimpse into the mind of a seasoned restaurant executive who is constantly evaluating the changing landscape and making informed decisions about the future of his business. His ability to discern genuine trends from passing fads is crucial for Voodoo Doughnut's continued success.

Conclusion: The Magic of Voodoo and the Future of Hospitality

Chris Schultz's journey from dishwasher to doughnut king is a remarkable story of hard work, dedication, and a willingness to embrace the unexpected. His experiences at Starbucks, MOD Pizza, and now Voodoo Doughnut have shaped him into a respected and innovative leader who is passionate about creating memorable experiences for customers and empowering his employees. As Voodoo Doughnut continues to expand into new markets, Chris is committed to preserving the brand's unique identity and keeping the magic alive.

Chris's story underscores the importance of staying true to your values, embracing innovation, and fostering a strong company culture. It's a testament to the power of hard work and the potential for anyone to achieve their dreams in the restaurant industry. Chris's success is an inspiration to aspiring restaurateurs and a reminder that even the most unconventional brands can thrive with the right leadership and a little bit of Voodoo magic. For a deeper dive into Chris’s experiences and insights, be sure to listen to our episode, Doughnuts, Hustle, and Hospitality: Chris Schultz on Scaling an Iconic Brand, where we explore these topics in even greater detail. Thanks for reading and be sure to tune in next time!